CASE STUDY
Creating a positive experience
Creating a brand platform
Having launched a number of successful communications campaigns, it was recognised that the business needed to develop a brand platform that tied these altogether, and provided an internal platform for thinking about, delivering and promoting experiences.
Linking performance to customer-focus
We took a brand drives business approach, understanding the business and objectives to identify the key issue holding them back. Like many businesses, being performance- driven i.e. % trains running on time, they’d lost sight of what the consumer needed – pro-active information and problem resolution and a positive customer experience.
We conducted interviews with the executive team, groups with coal- face employees and customer intercepts at train stations to understand values and needs, drivers and barriers, to develop a range of positioning statements. The final stage involved co-creating the positioning with key influencer consumers (e.g. active bloggers and social media commenters) and employees.
The resulting Metro Initiative was launched internally to drive the business, from people to performance, from customer service to communications.
With McCann
Create business, brand and stakeholder value
Work with us to engage your employees, customers and stakeholders to build, align and activate brand, employer brand and responsible business strategies. We’d love to help you create meaningful value for your employees, customers and stakeholders and achieve healthier results.