Building brand loyalty within a B2B service market

Business Issue

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As the market leader within its sector, our client needed to enhance the loyalty of the existing customer base as well as drive growth through the conversion of prospects.

Competitors showed high levels of marketing activity and a number of market changes presented an opportunity for them to steal customers.

Insitas Delivered

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Insitas identified the key drivers of consideration at both a market level and for specific brands.

We measured the levels of brand loyalty, plus competitive strengths and weaknesses for the client brand. This enabled us to recommend key messages to be conveyed through marketing communications.

This was done across a number of key sub-groups.

Actions Taken

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The client developed a new multi-media communication plan, built around messaging of the key drivers.

This was tailored to the different sub-groups, designed to encourage brand re-evaluation and potential brand switching.

Working alongside Insitas, a number of KPIs were developed for subsequent tracking.

Agility to enable quick, insight-led business decisions

Business Issue

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Our client wanted to understand why leads weren’t converted to sales.

Within two weeks, a board meeting was to be held where key decisions would be made and actions agreed. However, our client had no insight into where the pinch points within their customer journey lay.

Insitas Delivered

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With processes in place and clear research objectives, we worked with our client to agree key deadlines and tasks which would enable us to deliver clear actionable recommendations to the board for quick decision-making.

Daily communication ensured early and quick issue resolution and all deadlines were met.

Actions Taken

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Our client used our insight to initiate a range of tactical and strategic solutions, including ‘quick wins’ from sharing best practice internally, through to planning more long-term development of additional administrative resource, improved training and a review of finance options.