Client
Amersham Biosciences (now part of GE Healthcare), world leader in drug discovery systems.
Challenge
With a turnover of $1.82 billion, the company was highly regarded for its products. The highly skilled service side of the business however was less well-known. In a product-centric company, service was not seen as a revenue generator, and was often 'bundled' for free as a way of increasing or securing product deals. The challenge was to reverse the negative profit and loss within 1 year, hitting a 12% growth on service sales within 2 years. The service business was lacking visible value, and had a reputation internally for delivering poor performance and low service levels. The sales force were confused by the company's offering and so simplified it; devaluing it in the process. As a result morale was low, service engineers were disengaged and there was a high turnover of highly qualified staff. One thing was clear: no value, no sales. The company's newly-appointed Marketing Manager, Nicola Raw agreed that an internal and external positioning exercise was needed to make the value visible, coupled with a strong visual branding presence for the new service era.
Results
Two-year growth of 20% beat the already ambitious target of 12%. The new positioning and service brand increased morale, improved customer service and transformed the internal and external perception of service into that of revenue generator. Two years after project start, the service engineers 'Labcrew' were recognized as technical experts by customers and sales force alike. Using a newly-positioned, flexible sales tool 'Agreement Maker' business development and sales forces used the Labcrew service offering as a point of competitive differentiation to close significant multi-site deals. Recruitment and retention of quality employees was no longer a concern.
Deliverables
Brand workshops - Telephone interviews - Research and name creation - 'Labcrew' service engineer brand - Brand identity guidelines - Branded Clothing and giveaways - Brand Manifesto - Internal web questionnaires on brand awareness - z-fold leaflets for internal and external use - Sales collateral; positioning folders, product brochures - Direct Mail - Desk drop flyers - 'Your Agreement' service contract brand and sales aid in PDA, web-enabled and DVD formats.
Amersham Biosciences (now part of GE Healthcare), world leader in drug discovery systems.
Challenge
With a turnover of $1.82 billion, the company was highly regarded for its products. The highly skilled service side of the business however was less well-known. In a product-centric company, service was not seen as a revenue generator, and was often 'bundled' for free as a way of increasing or securing product deals. The challenge was to reverse the negative profit and loss within 1 year, hitting a 12% growth on service sales within 2 years. The service business was lacking visible value, and had a reputation internally for delivering poor performance and low service levels. The sales force were confused by the company's offering and so simplified it; devaluing it in the process. As a result morale was low, service engineers were disengaged and there was a high turnover of highly qualified staff. One thing was clear: no value, no sales. The company's newly-appointed Marketing Manager, Nicola Raw agreed that an internal and external positioning exercise was needed to make the value visible, coupled with a strong visual branding presence for the new service era.
Results
Two-year growth of 20% beat the already ambitious target of 12%. The new positioning and service brand increased morale, improved customer service and transformed the internal and external perception of service into that of revenue generator. Two years after project start, the service engineers 'Labcrew' were recognized as technical experts by customers and sales force alike. Using a newly-positioned, flexible sales tool 'Agreement Maker' business development and sales forces used the Labcrew service offering as a point of competitive differentiation to close significant multi-site deals. Recruitment and retention of quality employees was no longer a concern.
Deliverables
Brand workshops - Telephone interviews - Research and name creation - 'Labcrew' service engineer brand - Brand identity guidelines - Branded Clothing and giveaways - Brand Manifesto - Internal web questionnaires on brand awareness - z-fold leaflets for internal and external use - Sales collateral; positioning folders, product brochures - Direct Mail - Desk drop flyers - 'Your Agreement' service contract brand and sales aid in PDA, web-enabled and DVD formats.
