Sharing vision, co-creating strategy
As a global player in the telecoms market, BT helps customers make the most of their lives by providing products and services that are easy to use and tailored to their needs. At the very heart of this strategy, lies BT’s vision: ’to be dedicated to helping customers thrive in a changing world’. To ensure that this ethos is shared at every level of the organisation, BT asked Engine to plan and facilitate a series of workshops to explore BT’s vision from the customers’ perspective, and help come up with examples of services and products that BT might need to create to bring this vision to life.
The secret of a great workshop is stimulus. So to inspire the participants we researched the notion of ’dedication’ looking at everything from behaviours, through themes to physical evidence. This insight was used to explore and establish views on what ’dedication’ might mean between a business, its customers and employees.
Inspiring staff to think of different forms of dedication.
As part of the workshop, personas of target customer segments were built that highlighted their differing needs and requirements. These were used to create new business propositions based on how BT would be able to demonstrate ’dedication’ towards each persona.
Developing customer centric propositions.
The workshop was a hybrid of a self-discovery journey and brand workshop. From the stimulus created, BT’s employees were inspired to think of new ways to serve customers. The propositions originated from each workshop were used to define future strategies and new product and service developments. The workshop sessions also gave employees a chance to connect back to the core values of BT, helping them to share a unified vision.
The workshop was so successful as a means of identifying initiatives and disseminating brand thinking, that they are being repeated throughout Europe and US, giving an opportunity for a broad range of employees to formulate their own views, for their own regional businesses.
With our help, BT has a refreshed view of how to connect to its customers on a more personal level, and also has developed a platform to share and co-create strategy, quickly and efficiently.
By creating a series of engaging workshops to explore new forms of dedication, we helped BT to connect to its customers on a more personal level.
Through our creative approach, we inspired BT’s staff to think of new ways to serve customers and define future strategies. We’ve also helped Virgin Atlantic and Norwich Union to create appealing propositions that made their customer’s experience more enjoyable and exciting.
We’d love to help you find new ways of connecting your brand to your customers.