CASE STUDY ONE: B2B
Business Services with
Customers at the Heart
CHALLENGE
A star portfolio company within a leading retail services conglomerate lacked a compelling narrative for its customers, investors, and the global market. Its market presence and potential for growth were untapped.
POINT OF VIEW
While there are different influencers and gatekeepers, the same decision-makers who shop for cars, groceries, and content are also deciding on business contracts. We believe in understanding the human (and often irrational) needs, and getting to know every decision-maker as a consumer at heart, driven by desires for relevance, resonance, and relationship.
THE AWEN STRATEGIC SENSING APPROACH
Deep Dive into Customer Insights
Undertook extensive voice-of-customer research, conducting in-depth interviews across various industries and seniority levels to unearth both the highlights and hurdles of the customer experience.This wasn't just about listening; it was about attuning to the silent signals and unarticulated needs, capturing the essence of the customer experience from ecstatic highs to challenging lows.
Navigating the Emotional Landscape
With the insights in hand, we embarked on a journey to map out the customer's emotional and experiential terrain, pinpointing moments of joy and frustration. This endeavor wasn't merely analytical; it was an empathetic immersion into the lives of our customers, revealing new dimensions of their journey previously unseen by the company.
Harmonizing Different Voices
Through collaborative workshops that brought together stakeholders from across the company, we dove into diverging — and often conflicting — perspectives using creative and mediation techniques. This phase was enriched with lateral thinking, drawing parallels and lessons from beyond our industry borders.
OUTCOME
Blueprint for Transformation
A detailed brand framework and narrative defined what the brand stood for and its unique position in the market. This strategic clarity provided a foundation for rebranding efforts and a new brand positioning.
Holistic Organizational Change
The insights led to significant shifts in hiring practices, internal employee initiatives, customer engagement strategies, and project management approaches, aligning the entire organization under the new brand ethos.
Growth and Recognition
As a result of these strategic interventions, the company not only witnessed enhanced business growth but also earned accolades as a "best place to work," significantly improving employee retention and satisfaction.