Humanising the Brand

Aussie Broadband
Aussie Broadband
 

Brief

Aussie Broadband sought several key insights to drive the evolution of their brand:
  • How can they differentiate from their market of service providers?
  • What is the current customer journey when looking to move internet providers?
  • Who is their current customer and what do they need from them?
  • Who else could be their customers and how do they get them to engage with Aussie Broadband?
 

Insights

Conducted Limbic Insights™ consumer research via:
  • Online study of a representative sample of the Australian general population and Aussie Broadband customers. Sent via email.
  • 3392 successful valid responses.
  • Qualitative study of business customers. Telephone interviews with 20 existing customers and 20 non-customers.
  • Gap analysis between current performance and customer expectations.
 

Strategy

Developed new marketing plan aimed at humanising the brand using a customer-centric approach to elevate the brand's human touch and foster stronger customer relationships.
  • Identifying and optimising strategic marketing channels to effectively increase customer awareness.
  • Crafting a distinctive brand point of difference integrated into awareness campaigns, targeting both existing customers and potential new customers.
  • Utilising key customer pain points as a foundation for reducing customer churn and enhancing customer acquisition.
 

Success

We uncovered:
  • What customers expect in an internet service provider
  • How Aussie Broadband is perceived by both customers and non-customers
  • What existing customers love about the brand and what the areas of improvement are
  • Main reasons for customer churn
  We help retailers grow their business in a rapid yet sustainable way. Here's how we helped Aussie Broadband achieve their business goals...
Format: Telecommunications