Our Customers' Stories
Campaign:
Customer Advocacy: Practise what you preach, says Easynet Connect
Background:
Customer service is a core value of the Easynet Connect brand for high-speed internet connectivity for their target audience of small and medium-sized businesses (with between 10 and 250 employees). It is at the heart of everything the business does – from a customer-centric culture with the best customer service experts and UK based IT support teams that continually strive to improve the products and services - through to being embedded in processes. For example, the management team conducts regular customer calls to keep in touch with what customers need.
As a result, when launching the new Easynet Connect brand, head of PR, Linda Harris realised that "we had to create a customer advocacy and reference programme integrated into the heart of the business in order to make a real difference to our brand".
Objectives:
- Launch & build the Easynet Connect brand, its market share and reputation for excellent customer service
- Help the Easynet Connect brand develop relationships with its customers in a strategic way to build the business
Strategy & Plan:
Create a customer advocacy programme to:
- educate on the proposition i.e. the applications and benefits of high-speed connectivity for small and medium-sized businesses
- manage and nurture relationships with existing customers while attracting new customers to benefit them as well as enhance the Easynet Connect brand
Results:
A customer advocacy and reference programme was created to tailor to the needs of the IT manager, consultant or director, Easynet Connect’s target customer. The structure of the programme was then aligned to key business growth areas. What has been fundamental to the programme is the importance of customer relationship management. Communication of what’s involved and clear objectives for how the customer can benefit from being a brand ambassador for Easynet Connect – not just a one-way, passive relationship. The result of this symbiotic relationship is what Famous4 Communications terms ‘mutual marketing currency’ i.e. determining tangible benefits that have a value to both parties that is the key to success.
- Development of premium customer advocates across sectors from media and financial services to manufacturing
- Multiple customer endorsements integrated across the marketing mix
If you want to find out more, contact us