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.

Improving the customer journey experience to drive loyalty

Business Issue

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With millions of customers per year and an ethos of delivering excellence our client needed to understand the key drivers of customer experience.

Performance thresholds exist – built into individual targets – meaning satisfaction needs to be tracked.

Customer numbers show high levels of seasonality and any experience measurement is needed on a continual basis.

Insitas Delivered

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A large scale tracker involving around 10,000 face to face interviews per annum.

The sample is designed to provide a robust measure for each of the different customer journeys – surveying taking place 7 days a week, 52 weeks per year.

Analysis provides performance scores for all key customer groups throughout the year.

Actions Taken

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Insitas identified the key experience drivers, enabling insight-driven actions to be developed for each customer journey strand.

Targets per customer type are developed jointly with the client to reach the overall business target within a five year plan.

Generating product claims for a premium product launch

Business Issue

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Prior to the launch of an upgraded, premium beauty product, our client wanted to develop a set of claims to support its launch and promotion.

As category leader, the aim was to ensure that the product would exceed expectations among existing customers and appeal to a potential new audience, in order to drive increased sales and safeguard their esteemed reputation.

Insitas Delivered

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Insitas conducted an in-home usage study across two countries over a prolonged period of six months. A number of online surveys were completed over time, with key product features and results measured at each stage. Open-ended responses were also collected to support quantitative results.

Analysis of key metrics revealed significant improvements with use of the product over time in many desired areas.

Actions Taken

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A number of claims were generated in relation to improved results and perceptions of the product from long-term usage.

These were then used to support the upgraded product in time for launch along with a clear marketing strategy to secure sales and attract new customers.

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.

Increasing conversion of high value sales leads

Business Issue

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Our client wanted to identify the pinch points within their customer journey to understand why leads weren’t converted to sales.

Whilst their sales force was continuing to generate a high volume of leads, sales conversion needed improvement.

Insitas Delivered

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Insitas mapped out the journey touchpoints and identified the weaknesses at each one.

The value of staff contact was qualified and its role and impact throughout the process was established.

By drawing on national and regional performance, we identified intra-company differences so internal best practices could be implemented.

Actions Taken

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Our client used the insight to  initiate a range of tactical and strategic solutions which included a ‘quick win’ from sharing best practice internally, through to additional administrative resource to support appointment setting, improved training and a review of finance options.

Refreshing a segmentation in light of widening category penetration

Business Issue

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Our client operates in an alcohol category which had grown rapidly in the last five years – increased penetration was the biggest single lever behind this growth. Insitas segmented the customer base back in 2010, but in light of the shifting customer base, our client was keen to know whether this customer understanding was still valid. If it wasn’t, what had changed and what new opportunities did it present?

Insitas Delivered

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We uncovered several important changes; the category comprised far more consuming females, was much younger, and usage & attitudes had shifted. People were far more knowledgeable about the category than previously.

The segmentation largely held true, but with one critical development – an emergent, high value and high engagement segment.

Actions Taken

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The new segment presented significant opportunity for our client. They knew how to build a media strategy to target them, and how to tailor messages using the right hooks. Golden questions meant these segments could be identified in future research, particularly useful when making decisions through the innovation funnel.

Optimisation in the present and gifting category​

Business Issue

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With continually changing consumer tastes, optimising the range within the present/gifting category presents a real challenge to manufacturers and retailers. ​

Our client – a leading manufacturer – needed deeper shopper understanding to identify key success criteria and range opportunities to support their retailer partners. ​

Insitas Delivered

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Using a range of techniques, Insitas was able to identify un-met range opportunities as well as key category purchase triggers, linked to different shopper missions.  ​

The impact of store size was highlighted, leading to different category product recommendations to maximise both success and customer satisfaction. ​

Actions Taken

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The insights were vital in allowing our client to lead discussions with their partners in order to improve future collaboration.​

The overall recommendations created a clear plan to enable our client to provide essential feedback to a key retailer to futureproof and build their range. ​

Generating additional revenue from a parking solution​

Business Issue

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Having invested significantly in launching a new parking solution, our client needed to accelerate revenue growth from the offering.​

The parking solution was aimed at the price sensitive parker – a major segment of the overall parking market.

Understanding the key usage triggers was vital to creating an effective digital communications plan to target new users and drive increased share of wallet. ​

Insitas Delivered

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Key drivers of choice amongst the early adopters were determined, based on specific usage occasions.​

Exploring the path to purchase revealed brand and product perceptions for different customer profiles.​

Linking these together enabled us to define the best communications messaging per target segment for growth, along with implications for activity timing.​

Actions Taken

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Our client identified a number of quick wins to improve the overall experience with the product, boosting word of mouth recommendations. ​

Changes to the offering were developed to attract new users, as well as preventing cannibalisation of another client product.​