CASES

INDUSTRY: Telecoms

Brief

When the CEO of Baltics-based mobile operator Bite contacted LeapQ, he knew that his business and his brand were moving in opposite directions.  His brief to us: help close the gap between what we say in our advertising and what we actually deliver to customers.

Solution

Our discovery audit revealed a wide range of insights.  First among them, that the often deceptive and customer-unfriendly practices of category competitors, and indeed of most service companies, had created a credibility crisis among consumers.  Second, that Bite’s aspirational brand communications were perceived as both irrelevant and completely out of sync with the reality of its offering.  And third, that Bite had developed a reputation among its longest-standing customers as being somewhat more forthright and honest than its two rivals – revealing an opportunity to develop a customer champion brand position within and beyond the telecoms category.

Results

The CEO and broader management team embraced this opportunity by defining a new organisational purpose: “To prove that the best way to achieve business success is by putting the needs of customers first.” Bite went on to become a role model for customer-centricity in the Baltics, winning the hearts and minds of customers and improving its market share significantly at the expense of its competitors.