Case Studies
-
Help! We need to market ourselves?
We ran a series of in-house training courses for a charity to teach their operational staff how to promote their services without using expensive advertising, and how to build strategic marketing plans. It was very rewarding to see people who though that marketing was all about ’selling stuff’, change their mind and use new customer techniques to full advantage.
-
The Barrier to Building Brand Values
This high street brand name already had good staff and customer engagement, but wanted to go further to stand out in a highly competitive market. We used narrative research to help them understand the detail of what happened during customer interactions. Then, we took the results into co-creation workshops with staff and managers, so they could build new customer engagement processes to enhance their brand values. Along the way they realized their thinking and language had been too traditional to accommodate their marketing aims.
-
Becoming Trusted Advisors
This financial company was building customer insight capabilities and wanted to train its analysts in marketing, so they could become trusted advisors to the rest of the organization. They also wanted to train the marketers in using customer insight. We ran a multi-level academy course, over a number of months, to achieve these collaborative aims, building in leading-edge ideas and techniques, and using current company issues as case studies.
We run tailored marketing academy training courses and workshops for everyone eg marketers, call centre staff, engineers, IT. In the age of the social business, marketing is a business discipline, not a function, and everyone should be educated in its concepts. The marketing department is there to run the company’s ‘social business’ programmes (not just the sales promotion campaigns) and ensure everyone has the knowledge to make customer value decisions.
Our courses are run internally to your organization and are designed for effective learning. We combine the output from our action research programme with your particular market dynamics, value proposition and issues, so that new skills are learnt. The courses can be run at different levels for staff with differing marketing skills eg a basic course in customer insight for everyone to understand its use, and a specialist version for the customer insight team to develop analyst skills.
Examples of our courses include:
- Building Effective Customer Value Propositions
- Engaging Customers throughout the Customer Journey
- Knowledge is Power – Creating Customer Insight Across the Organization
No time for a course? If you need to get a project team briefed to tackle a specific issue eg create a better staff engagement to serve customers, we can facilitate an educative workshop. This will first explore the concept you are looking at; then use new marketing thinking to generate ideas to achieve your objectives.