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.
POINT OF VIEW
While there are different influencers and gatekeepers in B2B, the same decision-makers who shop for cars, groceries, and content are also deciding on business contracts. We believe in understanding their deeper human 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 industry and seniority levels to unearth both the highlights and hurdles of the customer experience. We enriched this with lateral-learning exercises from other B2B industries with parallel challenges.
Navigating the Emotional Landscape
We mapped the customer's functional, emotional, and experiential terrain, pinpointing moments of joy and frustration, and 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.
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.