Case Study 5 – Board-level consumer engagement : Brandspeak Limited

1. Case Study 5 – Board-level consumer engagement Issue The Main Board of this leading, UK home and motor insurer wished to speak directly to consumers, to explore and reconcile a number of key, strategic issues prior to flotation. The issues related to: brand development  new product development (NPD)  customer experience optimisation  pricing  product bundling  advertising content.  Brandspeak was asked to develop and manage a consumer engagement programme that would give each of the individual Board members the opportunity to engage in dialogue with consumers around the particular issues for which they had individual responsibility. Solution Brandspeak devised and ran a highly tailored series of consumer engagement events over a 6-week period, where individual Board members were able to have direct access to members of the public. Events took place in the Contact Centre, in online communities, in focus groups, in-home and in 1-2-1 speed-dating sessions. Outcome

2. Following each event Brandspeak moderated a series of ‘one- and-done’ Board workshops. Directors presented their individual insights and Brandspeak supplemented these with relevant excerpts from wider, qualitative and quantitative research already conducted by the company, before providing a summary for each issue. Each workshop concluded with a series of initiatives being agreed for individual directors to then take away and implement. For more information about Board-level consumer engagement call +4402038580052