Mail and More, a small franchisor of packaging and shipping stores, faced increased competition from large companies entering their market. They enlisted a company to help revamp their brand around the customer experience. After assessing the situation, they found little to differentiate Mail and More and unengaged franchisees. They realized their target customers were former corporate employees seeking both business support and social connections. They developed a new brand, SOHO HERO, focused on the entrepreneurial spirit of small business owners. They designed every aspect of the customer experience to emotionally connect with customers. The rebranding and experience design work increased sales, reduced franchisee onboarding time, and sparked new business concepts.

1. Case Studies Customer Experience Design August 2007 © 2007 storyminers, inc. All rights reserved. Trademarks are the property of their respective owners. making and keeping the right promises

2. Recruiting and Retaining Enthusiastic Customers and Franchisees

14. Before and After Implementation before before after after

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