How do we set up a team to test how much customers want to shape the future of our brand + products?

“Our mobile telecoms brand is run by members, who provide customer support and new product ideas. How can our community team reinforce the brand, by getting loyal customers involved in designing its future? What new ways of working might our team need to explore this?”

Rich shaped a project team of lean experiment creatives and the brand’s community managers, to create a series of ‘test and learn’ experiments with members - to explore customers’ engagement with developing new product ideas for the brand.

Before there were internal debates about what customers might want next, and how involved they really wanted to be in designing the future of ‘their’ brand. Now there was now clear evidence of which ideas, and way of exploring them, were motivating for customers to get closer to the brand.

In a world of long-in-the-tooth points programmes, we were able to build capabilities to design and test new ways of building customer loyalty - using the digital and social tools we’re all glued to.

future of customer loyalty

mobile telecoms community

test + learn experiments lab