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.