Case Study

The objective

This workshop was delivered in the context of Liverpool becoming Capital of Culture in 2008. The aim was to help business leaders and their teams to:

• define “Customer Culture” and the brand identity
• identify ways to win “Hearts and Minds” of your customer
• explore ways to deal with customer dissatisfaction

The workshop dug deeper than bland generalisations about good/bad service and specifically looked at how internal branding transfers to external perceptions of the service we provide.

Who attended?

Solicitors

Web Site Developer

Web Marketing

National Charity

Telecoms provider

Printing company

Ecommerce company

Mortgage Advisors

Property developer

Coaching franchise

Office furniture designers

Consultants

Property Developers

Our approach

This was a highly participative workshop using a mix of lecture, discussion and involving groups of delegates forming a simulated company, with a view to creating a unique identity. Delegates were able to use the tools/concepts directly in the simulation and were able to take this knowledge back to their own businesses.

The Outcome

To show we “Live the brand” and do what we encourage others to do, we collated feedback from all participants including an “advocacy rating”.

The scores above are average scores out of 10.

A true "Advocate" scores a 9 or 10.

A "Satisfied" scores 7 or 8.

A "Neutral" scores 5 or 6 (We only had 1 “Neutral” in the audience!)

A detractor scores 4 or less.

These are very impressive score from an audience of 27 people.