Creating the best brand for the customer

Business needs

• How well does the brand perform amidst its competitors?
• How strong is the supplier-customer relationship?
• How do retailers experience the customer’s products, service culture, touch points and processes?
• Which new products should be added to the portfolio?

b²sense approach

• Bearing in mind the width of this survey, covering branding, customer experience and innovation, we needed to come up with a questionnaire integrating all 3 pillars within a 20 minutes-timeframe so that the very business retailers would not be bothered too much.
• We covered the most important markets, i.e. Belgium, France, Germany and the Netherlands in order to cover most of the revenue.
• We conducted 100 phone interviews among on- and off-line retailers from our multi-lingual call center using native speakers.

Outcome

• The insights revealed the gaps between internal and external reality.
• Leverage and improvement areas were identified and management developed a strategy for the future in terms of positioning, communication, touch point- and process organisation and product portfolio.