Waking Up A Giant
B2B Marketing | Digital Transformation
Embracing digital, re-thinking brand, unleashing an entrepreneurial spirit across several parts of the organisation. Entering new sectors, winning new clients and becoming a more globally competitive company. Stronger systems, more effective partnerships and better communications. Leveraging relationships, re-imagining IP and creating completely new offerings. This is the story of how we worked with customer-experience giants Percepta to help them enter a ‘brave new world’ for their business and their brand.
Brief
Percepta are one of the world’s leading customer-experience (CX) companies. The organisation has 4400 experts operating in over 56 countries. With an unparalleled reputation in their sector, they serve with distinction, some of the world largest automotive OEMs – Ford Motor Company, Jaguar Land Rover, Volkswagen Group, etc.
Despite the American company’s remarkable success, the ever-growing power of ‘digital’ was transforming their industry, and quickly. Not just in how companies market themselves, but also with service delivery.
Percepta were looking for a strategic partner to help navigate this change and work closely with their own marketing, business development and leadership teams. They wanted, both, a B2B marketing and digital transformation.
Results
Over several years, we carried out a vast number of activities for Percepta, helping to transform the organisation.
The key results of our work included:
– More high-value deals closed with existing OEM clients.
– New opportunities generated with both existing and new clients.
– Increased volume and quality of inbound enquiries (including first-ever digital leads.)
– Stronger internal alignment across marketing and business development.
– Improved customer/employee understanding of service offerings.
– Clearer client journeys and increased sales velocity.
– Access to new sectors outside automotive (US Telecoms.)
– Higher perceived value of services, creating negotiation leverage.
– A more resilient brand with stronger global recognition.
– Streamlined internal workflows and greater marketing efficiency.
Services Used
Marketing Strategy | Content Development | Website Design | UX/UI Design | Brand Architecture | Video Production | Creative Direction
Solutions
We seen our role as finding ways to help Percepta unlock the potential of some of their incredible intangible assets (IP, relationships, track-record, etc) and bring them into play in the most entrepreneurial way possible.
Here are the highlights of our approach…
Creating a Statement of Intent
The creation of a bold new manifesto ‘Frictionless Customer Experience,’ aligned the company around a shared vision and energised both internal & external stakeholders.
Unleashing Dormant IP
A digital case-study library was built, transforming raw client success-stories into high-value content demonstrating Percepta’s exceptional results and unlocking new commercial opportunities.
Going ‘All-In’ On Digital
A new global website was designed and launched, it was built mobile-first with custom pathways, embedded case studies and multi-language capabilities.
Repackaging Offerings
New ‘composite services’ were developed, combining offerings into more valuable, clearly positioned solutions for clients.
Sales Offensive
Dormant expertise were brought to life, by formalising customer journeys, rebranding internal documents and repurposing IP into sales-ready materials.
Scalable Solutions
As part of the process, internal marketing processes were improved with the creation of new content libraries and modular frameworks as well as providing an ‘always-on’ creative resource.
Getting The Message Out
The brand and its new message/s were strengthened with tailored digital campaigns, video content and social media communications.
New Propositions
Finally, high-profile OEM projects were supported including brand-experience campaigns for Ford Motor Company and luxury sub-brand Vignale.
“We worked very closely with THE LOFT for many years, and they brought so much value to our global organisation in so many different ways. Everything from overhauling our digital presence to supporting what we do with large automotive OEMs, even working very closely with myself to re-think how we present our own company’s position, philosophy and expertise.
They’re always brimming with energy, ideas and a service-oriented approach to what they’re doing. We became so close, at one point, they even moved in. Very enjoyable to work with and I wouldn’t hesitate to recommend them to others.”
Alan Meldrum, Global Vice President of Marketing, Sales & Client Services, Percepta
“For me, the success of our new website stems from THE LOFT’s ability to capture the essence of what Percepta does and tell our story to the wider marketplace. Our core strength lies in creating seamless experiences for our clients’ customers, and in working with the brilliant Michelle, we were able to demonstrate this through a series of captivating and eloquently written case studies. Overall, a great experience, and a fantastic new website!!”
Lindsay Morrison, Global Marketing Manager, Percepta
Additional Project Images
Newly created composite services.
Tailored website pathways.
On-screen website translations.
Transformational digital case-study library PDF Downloads.
‘Frictionless Customer Experience,’ just as potent amongst Percepta’s staff as with clients.
Bespoke icon bank.
UI/UX work for the website.
Exploratory values work based on ‘Sacred Geometry.’
Designer’s sketch-book work.
Creative work for the Henry Ford Academy
Ideation for Vignale brand experience.