British Airways World Cargo (BAWC) commissioned Circle to help them transform the culture of the organisation by identifying the things that really matter to customers. The result has been a truly customer-centric outlook, a focus on the areas that impact customer satisfaction the most and the tools to help employees deliver the brand promise.
Case studies
This case study is currently offline and receiving a polish. Do call back soon though. As a finalist in the 2011 B2B Marketing Awards and winner of a prestigious MiAward for Best Use of Insight, it will make interesting reading.
In the meantime, why not have a peek at some of our other case studies.
Bureau de change. Exchanging one currency for another. As commodity markets go, this is as pure as they come. After all, the ‘product’ itself, money, is literally identical between suppliers. Unsurprising then that ‘zero commission, great rates’ is the deafening cry from the numerous competing providers seeking to attract custom from travellers.
The challenge of somehow transcending this purely price-driven marketing strategy was one which Moneycorp, an operator of bureau de change, had been considering for some time.
Can we meaningfully differentiate in a largely commoditised environment? Or are we better to lead a ‘race to the bottom’ and compete on price as is the traditional approach?
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