Case 2: Recasting a Product & Marketing
Client: Professional Services Firm,
$500 million in revenue, 2,000 employees
Challenge: How to increase customer
spend, loyalty, and new sales by:
1. Bucking the internal biases that impede innovation;
2. Discovering new and compelling product offerings that already
exist, in some form;
3. Developing new products that better meet the needs of the customer;
4. Overhauling the go-to-market and overall marketing strategy.
The Situation: Struggling in the
economic downturn, the professional services firm recognized the
need to better understand its customer. Previous market research
proved incomplete and ineffective at accurately diagnosing customer
pain points and delivering a combination of strategic and tactical
solutions. The firm determined that conventional assumptions by
its internal stakeholders skewed customer understanding. In short,
the organization was not listening and responding to its customers.
Ping’s Services: Ping led
a cross-functional team of internal and external partners to determine
how to address the unmet needs of current, previous, and potential
customers. The team gathered existing customer information, identified
knowledge gaps, and filled those gaps with new research and analysis.
Ping then lead the team in retooling current assets, developing
new assets, and effectively launching and marketing those assets
to the customer base.
Results: Stay tuned!