How to win customers and provide durable differentiation in the marketplace?
A European telecom and media group wanted to move to a more customer-centric marketing innovation culture. We created a journey combining training, practical field work and applied workshops to over 80 marketing, innovation and CRM managers for both residential and business customers.
Managers took part in empathic research on the ground, exploring entertainment usages in private homes, and needs around integrated voice communications, data security and CRM in small companies.
In ideation workshops, they learned how to extract user insights for offer innovation and customer experience improvement. Both the residential and business customer workshops generated numerous new offer and service concepts, many of which were subsequently implemented.