Case Studies

Customer Delight

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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.

Approach

Eminence undertook the following approach to bring about a shift in client perception.

  • Gap identification through mystery shopping coupled with detailed analysis of feedback forms, and calls to customers
  • Process mapping with customer touch points
  • Strategic and tactical consultation across stakeholder groups covering employees, agents, surveyors, workshops and retail/ corporate clients

Result

Thus, Eminence successfully brought a shift in client perception through continuous client engagement.

Strategic Corporate Tie - Up

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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.

Thoughtleadership positioning of Ratings Agency

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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:

  • Analyzing Stakeholder views and mapping Industry players’ positioning
  • Naming the company and designing its logo and other collaterals to align with new identity. Crafting company's vision, mission and values.
  • Devising regular marketing and communication strategy and implementing the same
Result

The company experienced a smooth Brand Transformation journey both internally & externally

Strategic Communication & Influencer Marketing - Data and Analytics Co.

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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.

Result

The Company with the help of Eminence was able to gain credible visibility.

Employee Orientation and Sensitization - Financial Services Co.

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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:

  • Employees understand the company’s transformation
  • Standardize narration of the company’s transformation for employees across the hierarchy.

Result

The employees were able to understand the company's transformation.

Crisis Communication Planning for a leading Mutual Fund Player

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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:

  • Deeply analyzed the industry and identified various crisis situation. Developed a detailed crisis communication manual to mitigate communication risks during crisis.
  • Every time a crisis hits, Eminence makes a detailed recommendations of steps to be taken and holding statements to be issued.
  • Media train spokespeople to handle crisis situations tactfully.
Result

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.

Start-up Branding & Launch

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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:

  • Understood the business model & defined their brand architecture. As per Eminence’s recommendations, the company adopted monolithic structure. Bong Street was the parent brand & its various businesses were identified as sub brands.
  • Created the entire brand identity ranging from logo to stationaries & other collaterals
  • The company’s first line of business is a café offering Bengali cuisine. Eminence supported the company in its promotion strategy.
Result

By building a powerful and consistent brand personality, Eminence helped them to enhance customer and stakeholders’ association with the brand and its sub-brands.

JV Exit: Insurance Broker

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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 :

  • Conducted messaging workshops with the management & employees to maintain uniformity
  • Created content for brand collaterals from the basics following company’s vision & mission statement
  • Continuous process of creating visibility in media by building relations & being present at the relevant platforms
Result

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

Chatbot Launch

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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:

  • Transcribed 1000+ call records to get 8000-10000 data points for analysis
  • More than 300 context variables like Purchase/Renewal/Surrender/Claim were incorporated
  • 100+ business intents under each context like Buy a Policy/Tie up enquiry/General Information were identified
  • Generated specific process flows to feed the bot with multiple level of questioning involved
Result

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.

Thoughtleadership positioning of investment bank

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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:

  • Conceptualized an annual property i.e. a debt market conference
  • Designed and wrote (with inputs from client) detailed reports that were unveiled at the conference
  • Managed live social media visibility for the conference
Result

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.