The power of content marketing and customer testimonials

Case Studies
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Blanket media coverage, MWC speaking slot, sales leads and award wins - all from a single piece of content.

 

Challenge:

To reinforce the position of WDS, a Xerox Company, as a principal thought leader in customer experience management (CEM) to a global mobile operator audience. This included promoting the company’s in-depth expertise, and showcasing the value it delivers to its international customer base.  

 

Creative:

WDS and CCgroup collaborated to create some compelling content designed to highlight the inconsistencies that existed with traditional mobile operator customer loyalty measurement. WDS undertook some global research of mobile subscribers in four key countries driving smartphone adoption. The results created interested points of contention that served to challenge the status quo – namely the inadequacies of relying purely on customer satisfaction (CSAT) and net promoter score (NPS) to gauge overall loyalty sentiment. The survey extended beyond the relationship between customer and operator to include overall attitudes towards device OEMs.

Called the ‘Mobile Loyalty Audit 2014’, this unique study facilitated a number of pieces of compelling thought leadership collateral that WDS was able to promote over multiple communications channels – earned media, owned media, direct customer engagement, industry award entries, social media and to prepare a speaker submission for the mobile industry’s most prominent industry event - Mobile World Congress (MWC).

Critically, WDS was also able to involve its valued customer, MTN South Africa, to provide valuable endorsement for its CEM practices. The mobile operator declared its willingness to support WDS with its MWC speaker application and joint media briefings. 

Consequence:

CCgroup and WDS worked closely together to create two impactful stories based on the overall findings of the Mobile Loyalty Audit. The first focused on the ongoing dominance of Apple and Samsung in the devices space. Launched at the time of Mobile World Congress 2014, the story delivered blanket media coverage in international business, UK national and global telecoms trade publications. This included a full piece in the Mobile World Live Daily featuring its work with MTN – the publication circulated amongst the 60,000 attendees of MWC.

Data from the Loyalty Audit also formed part of a keynote case study presentation that CCgroup was able to secure. Senior executives from MTN and WDS co-presented to a packed audience of over 1,000 delegates at MWC. This presentation delivered an immediate sales inquiry from an AsiaPac operator that was in the audience. 

The feat was equalled when CCgroup and WDS announced the availability of the study itself in April 2014. The launch story focused on the role of customer inertia as a primary operator retention tool. This emulated the coverage volumes achieved from the first story.

WDS and MTN were also shortlisted for a Telecoms.com Award in the CEM category announced in Barcelona during Mobile World Congress.