Case Studies

A close up of two people shaking hands.

Segmentation Development and Activation for New Technology Offering

Four wooden blocks with different icons on them.

Situation

A major telecommunications company faced a critical juncture as landline voice communication steadily declined and cable companies aggressively encroached on their traditional market space. Despite significant investments in FiOS infrastructure, minimal resources had been allocated to marketing these new services. Recognizing the shifting landscape, the company acknowledged the urgent need to become more "consumer/customer intimate" to remain competitive. This situation underscored the necessity for a strategic pivot, balancing their technological investments with enhanced marketing efforts and a deeper understanding of evolving consumer needs in the digital age.

Our Approach

The consulting team implemented a comprehensive strategy to address the client's challenges. They began by defining a new segmentation model, thoroughly dimensionalizing all segments and identifying priority targets for core marketing and innovation activities. Building on this foundation, they developed differentiated, compelling, credible, and sustainable customer value propositions for each key constituency, including property owners/developers, leasing/sales agents, and residents. To ensure effective communication, the team created a messaging guide outlining the key communication hierarchy for each target audience, complete with main messages and supporting points. Finally, they designed and led a 360-degree infusion process to cascade understanding of the new strategy and recommended activities throughout the organization, ensuring alignment and effective implementation across all levels.

A hand holding a magnifying glass over a set of magnets.
A row of cubes with a graph on them.

Results

The consulting team's work provided a roadmap for a 5.1% increase in consolidated revenue growth. Additionally, they developed an updated company-wide segmentation model that remained effective over multiple years, enhancing the company's ability to target customers and promote services in the evolving telecommunications market.The consulting team's work provided a roadmap for a 5.1% increase in consolidated revenue growth. Additionally, they developed an updated company-wide segmentation model that remained effective over multiple years, enhancing the company's ability to target customers and promote services in the evolving telecommunications market.