One of India’s leading insurance players roped us in to help them enhance client delight for their motor insurance business. The challenge was that though motor insurance is a mandatory product, customers do not have loyalty towards any particular insurance company. One bad experience is enough for them to move out and choose another insurer. This obviously has business implications. Limited brand differentiation, customer delight and hence customer loyalty; reflected through their Net Promoter Score* (NPS) being in sub 30s. This means that though they had more promoters than detractors yet proportion of passive or disengaged customers was high.
Eminence undertook the following approach to bring about a shift in client perception.
Thus, Eminence successfully brought a shift in client perception through continuous client engagement.
While consulting two well-known brands, we observed that both of them are targeting same customer base ie vehicle owners. Both the companies are popular brands in their respective industries but the industries that they belong to suffer from low customer involvement and hence limited brand preferences.
Approach Eminence observed these similarities and facilitated a tie up between these two prominent firms. This has helped them not only leverage each other’s customer base but also develop the market along with enhancing their channel partners’ earning quotient.Result
Both the brands were able to develop their market and leverage each others customer base.
The agency was first established to facilitate ratings to major bank borrowers- SMEs. Later it expanded into credit rating of various financial instruments like Bonds, CPs, structure finance of large and mid corporates. This needed the company to reposition itself in order to communicate impactfully and connect better with the evolved target segment.Approach
Eminence undertook an end-to-end repositioning exercise including the following:
The company experienced a smooth Brand Transformation journey both internally & externally
Though the offerings of this company appear to be niche, they actually have strategic relevance in decision-making capabilities of multiple industries.
We conducted media sensitization workshops to train the spokespeople on how to effectively leverage traditional and digital media interactions.Approach
Eminence through its deep understanding of B2B segment and multi-sector exposure could not only provide them vital inputs on strategic communication and influencer marketing but also executed a well laid out plan resulting in credible visibility.
The Company with the help of Eminence was able to gain credible visibility.
A leading financial services company has come a long way since its inception when it was set up as a debt intermediary. While the management and the newly hired leadership team was clear about the transformation the company had undergone in the past 20 years, the employees at mid management and external stakeholder engagement roles, had not yet understood the change. This impacted the overall positioning of the company.Approach
Eminence was brought in to work on employee orientation and sensitization. This three-month assignment helped:
The employees were able to understand the company's transformation.
Mutual Fund, being a B2C industry, is often exposed to various media stories, which require a differentiated approach. Eminence as an expert in the communications of financial services industry, regularly renders relevant insights for the crisis situations and the stakeholder requests that the brand came across from time to time. It has supported the company sail through multiple crisis.Approach
Eminence undertook the following approach to improve its crisis communications strategy:
Most of the crisis situations are well managed by the client as far as communications is concerned. Various significant crises situations were smoothly handled without impacting the business outcomes.
Bong Street, a new business venture aimed to bring Bengali culture & its specialties to the forefront. The company approached Eminence to establish its brand identity and promotional strategy.Approach
Eminence undertook the following approach to build a unique identity for their brand:
By building a powerful and consistent brand personality, Eminence helped them to enhance customer and stakeholders’ association with the brand and its sub-brands.
India’s leading insurance broker parted ways with its global JV partner due to change in regulations. It required to undergo rebranding process retaining the top talent and bring messaging uniformity across the stakeholders including customers, media, employees and so on.Approach
Following initiatives were undertaken by Eminence :
Seamless and timely communication helped manage the brand reputation with no confusion or questions raised on the exit.
There was no negative coverage or ambiguity with respect to the development
A leading financial services company wanted to launch a chatbot to bring ease & automation in their customer service practices. A Chatbot represents the company in every conversation it has, thus impacting the reputation of the company. Being a reputation expert, Eminence team was roped in for boosting the intelligence of the bot, to make online customer interactions delightful and accurate.Approach
Following steps were undertaken by Eminence:
We created a robust knowledge base which was inserted into the bot. The bot was able to grasp user intent and could carry out complex technical operations such as advising a customer about similar products.
One of India’s leading full service financial house with a focus on investment banking wanted to establish its thought leadership in debt market space.Approach
Following steps were undertaken by Eminence:
Most of the well known personalities of the Indian debt market space were a part of the event. In addition, the company received unprecedented online visibility in its existence of nearly 2 decades.