Brand Strategy and Implementation

Executive Summary

Andrew Reise Consulting was engaged by a large telecommunications provider to assist in the implementation of a new brand and go to market strategy with customer-centric offerings that would further differentiate the company from their competitors as a customer experience leader. The new offerings addressed common pain points for wireless customers, such as billing overage, replacing subsidized phones or being locked into a contract. The program also introduced the industry’s first rewards program where customers could use points for faster phone upgrades and free applications, accessories and ring tones. Andrew Reise contributed to this complex program, including Strategy Development, Program Management and Project Management of multiple initiatives involving cross-functional teams from Brand, Marketing, Customer Service, Sales Operations, Information Services, Human Resources and multiple vendor partners.

How Andrew Reise Helped

Andrew Reise was engaged to help lead the implementation of the program. Andrew Reise consultants served in multiple roles across the program for over two years. Throughout the implementation, our consultants kept the customer and associate impacts top of mind when making recommendations and decisions. Andrew Reise played a significant role in the following areas:

1. Strategy Development

Andrew Reise consultants were the first to notify executives about the emerging issue well in advance so the company had time to make operational adjustments. Due to customer demand, the company required more sophisticated devices to handle the associated time and call volume.

In conjunction with our client, Andrew Reise facilitated the strategy creation with a cross-functional team of executives and consumer research firms. The team developed a strategy of customer offerings and enablement programs. The plan was shared with and approved by the most senior leaders. Key activities included:

• Validating brand promise
• Collecting customer feedback/perspective
• Mapping the customer lifecycle
• Identifying initiatives and strategic themes
• Aligning initiatives and enablement programs to the brand promise
• Developing businesses cases
• Creating a strategic roadmap

2. Program Management

Our consultants worked closely with the Senior Program Director to stand up and operate the Program Management Office. Responsibilities included stakeholder management, maintaining budget, managing scope/change controls, resource planning, driving resolution of issues/risks, resolving critical dependencies, providing executive status and reporting and managing the timeline.

3. Project Management

Andrew Reise consultants served as the Project Managers for several critical projects with significant customer and internal impacts. This included managing scope, schedule and issue resolution for all program impacts to web and IS, project managing the phone replacement, incentive compensation and customer engagement projects, and working closely with the client team responsible for training, communications and front line change management.

Results Achieved