Cable & Wireless Case Study
The Challenge
The Cable & Wireless Communications business had long been a monopoly in many of its international markets throughout the Caribbean and Latin America. With competitors starting to slowly gain regulator access and market share, they wanted to not only differentiate themselves from their competitors, but also re-organize in a way that made them nimble and provided a possibility to spin off those markets to interested buyers. As such, leadership was accessing new approaches to unprecedented competition, increased customer frustration and the need to streamline their operations.
We were hired for our expertise in brand strategy and execution and strategic MarComm integration to supplement the company’s own efforts to address customer frustration and organizational restructuring that was already underway. We partnered with C&W to identify ways in which the brand could reignite customer loyalty and influence customer purchasing through a series of strategic campaigns.
Part of the plan we executed included having C&W move forward with the development of key metrics to track progress and the development of a new store customer experience. We also work to fast track a new broadband product package not yet seen in those markets.
The resulting brand and MarComm strategy differentiated the company from its competitors by emphasizing deep knowledge of the market, and speed to market of a much wanted consumer service.
Our work extended from a group reorganization to product and brand positioning, messaging, communications to customer experience, product launch, stakeholder messaging and employee engagement.
The company was able to transform the MarComms and overall operations, streamline across 15 markets leading to further growth, and that ultimately spun off that portion of the business from the parent company.