Digiday Brand Summit | Visible
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Visible is a new all-digital wireless carrier in the U.S. that is taking a different approach than traditional carriers by focusing on creating a more human connection with customers and cultivating a true member community rather than just focusing on deals. They are aiming to humanize their digital brand by creating real-world touchpoints for customers and going boldly in their positioning rather than just maintaining the status quo.
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Digiday Brand Summit | Visible
- 2. I MY PHONE SERVICE COMPANY
- 5. Wireless Stats 285M $475B 350M 60M
- 6. Industry positioning The Way It Should Be The Way It’s Been Functional: Deal-Centric Emotional: Lifestyle-Centric
- 7. Industry positioning The Way It Should Be The Way It’s Been Functional: Deal-Centric Emotional: Lifestyle-Centric
- 8. Visible is the first all-digital wireless carrier in the U.S.
- 9. Creating a more human connection
- 10. Humanizing a Digital Brand
- 11. Creating IRL touchpoint Going bold…. or going home Cultivating a true member community
- 23. + Slide TitleSection Name Here Image goes here. Big Headline Manchego who moved my cheese monterey jack. The big cheese chalk and cheese who moved my cheese chalk.
- 24. Going bold, or going home
- 27. -Cj Stump “This company doesn’t have to do anything extra for us. They already give us the cheapest service on Verizon as is (the best IMO) but a company that appreciates its customers and constantly says and shows it. I’ll be visible forever…”
- 29. MY PHONE SERVICE COMPANY S ME
- 30. thanks.
Editor's Notes
- How many of you agree with this statement? Ever get a confusing, convoluted cell phone bill where you just know that the -$6.47 in the “other charges and credits section is totally invalid but then do the math in your head about how much you make an hour.. how long you’ll spend listening to elevator music… how many times you’ll have to call back or escalate to a supervisor…and how you’ll probably end up accidentally signing a new two year contract… and then decide it’s just not worth it?
- There are 285M smartphones out there, and the money we are all putting toward the wireless industry amounts to $475B. But more importantly - there are 277M unique HUMANS out there depending on phone service to stay connected. After looking at data and consumer behavior, as well as the number of consumers who switch their cell service every year- a staggering 60 million- we decided to shake up the sleepy wireless phone industry.
- So from the beginning, we understood there was a white space where customers could be at the center of their mobile experience from end to end…
- …. and it’s there that we created Visible.
- Quick elevator speech about Visible: “Visible is unlimited data, messages and minutes on Verizon’s 4G LTE network for $40 - all managed in an app.” That’s it. That’s the headline and the fine print in one sentence. It took years of research and learnings to get to this level of simplicity, however, because we had to address a pretty hefty challenge: “how do you introduce a compelling (but trustworthy!) new brand in an ever-growing landscape, implement a game-changing twist on a service consumers rely on everyday, and do it all at a price they can get on board?” Well, you just ask the consumer to make it with you.
- Before we launched Visible, we invited consumers to participate in the R&D process to help us ensure we were getting the product, experience, and the set of services right. And now that we’ve launched, we’re still doing it. Humanity is at the heart of our business model. Visible’s mission.. our WHY.. is to create a more human connection.
- Here’s how we do it… Note: not sure I love this slide - any other ideas for a transition?
- An important part of Visible’s approach to delivering on our mission is to deliver a simple, personal, solution-oriented care experience -- which means that everything from agent training, coaching, our interaction guidelines, is built around the human element. When you don’t have stores or an 800#, this is one element you can’t afford to get wrong.
- In a more literal sense of community, one of the things we are most proud of - is that before we ever launched a product with Visible, we launched our accelerator program, Visible Connect. This only-of-its-kind program supports nonprofits that are using the power of mobile technology to address some of the biggest societal issues in our communities. Not only does this give us an opportunity to learn from other founders and entrepreneurs as we all grow and scale, it also allows us to truly set the tone for how we show up in our communities and how we engage not just with our members, but also the world at large.
- We also have a lot of heart for our social communities. It's not uncommon for us to randomly reach out to members just to see how they're doing, send them a custom (uncreepy) poem, or gift them custom designed digital and even physical swag just to say thank you. We know our members have a choice - especially when all they have to do to leave is send us a text. And we're grateful that ours have chosen us as their carrier. It's also these small but genuine gestures that go a very long way.
- And in return, our members stand by us, defend us, and even advocate on our behalf - even when we’re at fault.
- Need talk track for next few slides about how even an all-digital brand can create a powerful human touch with IRL branded experiences. Really want to focus on brand here due to the content and audience of the summit.
- Need talk track
- Need talk track
- Need talk track
- Need talk track
- Need talk track focused on our voice and transparency. We are bold, we get to the point, we don’t mince words, etc.
- Need talk track
- From the beginning, we've taken on the transparent and honest approach with our members. And now, as a result of that, what we see most is their willingness to have conversations, both with us as a brand and with each other.
- Need talk track… do we need more examples of this?
- Need talk track… should we show these visuals or like on slide 24?
- And this is the result…
- Need a more powerful end before this slide both visually and in talk track to wrap it up. Any call to action on what folks can take away from this? What is the learning from the case study? Any other “results” we can talk about like affinity, etc. to illustrate how our approach works?