CSMG Provides Approach For Communicating New Brand Positioning To Customers.

Challenge

A communications service provider had recently developed a new brand position and wanted to implement the new position throughout the entire organization. CSMG was asked to identify ways in which the brand position could be reflected in customer interactions across all business units.

TMNG Global Solution

CSMG started by finding specific “touch points” where the company interacted with its customers. Then, using the client’s extensive customer survey data, we determined the current level of customer satisfaction with the highest volume interactions. The analysis revealed that customer contact and communications related to repair, service provisioning, and customer service inquiries were the best candidates for incorporating the new branding position, as they had the greatest overall impact. The analysis and recommendations covered both residence and business interactions, in person and through interactive voice response (IVR).

The CSMG team identified specific mechanisms to make these touch points consistent with the new brand positioning. Extensive customer service observations enabled them to propose alterations in scripts and work procedures. They then developed and conducted training for frontline and first-level managers, as well as recommendations about IVR script changes.

Benefits to the Client

The client received instructional materials for future efforts, as well as an analysis of metrics to reflect the proposed changes. Specific mechanisms to measure the impact of altered customer interactions were identified as part of the project. Early trials indicated improvement in customer satisfaction levels being measured.