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UVU Design as Business Tool
The document discusses the importance of design as a crucial business tool that fosters emotional connections with products and services, ultimately impacting marketing and branding strategies. It outlines a case study for the company UCN, which transitioned from a long-distance service provider to a software as a service (SaaS) focus, highlighting the need for a brand strategy overhaul. Through a perception branding process, UCN developed a new brand identity, including a proposed name and logo to better resonate with its target audience in the contact center industry.
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UVU Design as Business Tool
- 1. Design as a business tool modern8
- 7. I simply believethat design is the principal reason for emotional at- tachment (or detach- ment) to a product or service or experience. Design is arguably the number one determinant of whether a product, service or experience stands out—or does not.” – Tom Peters
- 9. DESIGN >Marketing DESIGN >Branding
- 10. Design is theEMOTIONAL connection that makes marketing and branding work.
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- 13. Design = SolvingProblems
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- 15. Perception > Behavior > Performance
- 16. Target Wal-Mart iPod Zune Nike Reebok
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- 20. “Good design isgood business”. — Thomas Watson, IBM President
- 21. modern8 Perception Branding 5DProcess
- 22. d1: Discover d2: Distill d3:Depict d4: Design d5: Deploy
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- 24. UCN Background: Was Buyers United Long distance telephone bundled with other services
- 25. UCN Background: Was Buyers United Long distance telephone bundled with other services Then United Carrier Networks Reseller of long-distance telephone services
- 26. UCN Background: Was Buyers United Long distance telephone bundled with other services Then United Carrier Networks Reseller of long-distance telephone services Then UCN Reseller of long-distance telephone services + software for call centers
- 27. UCN Background: Was Buyers United Long distance telephone bundled with other services Then United Carrier Networks Reseller of long-distance telephone services Then UCN Reseller of long-distance telephone services + software for call centers (here’s where we came in)
- 28. UCN Background: Was Buyers United Long distance telephone bundled with other services Then United Carrier Networks Reseller of long-distance telephone services Then UCN Reseller of long-distance telephone services + software for call centers (here’s where we came in) The new UCN? By this time, the company had become something quite different, focused more on innovative “Software as a Service” (SaaS) for contact centers than on long- distance services. Needing to adapt their brand strategy, UCN asked us to conduct our Perception Branding 5d Process.
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- 31. d1: discover What wedid Interviewed everyone from the President to Chief Technology Officer Interviewed UCN clients Audited existing marketing material Audited marketing material of competition Discussed topics with prominent contact center industry consultant
- 32. d1: discover What wefound
- 33. d1: discover What wefound UCN was unique amongst competitors, specializing in the Software as a Service delivery method. But competitors would undoubtedly pick up on it soon. UCN had to act swiftly and boldly to establish a solid foothold. The name UCN had very little significance for the new target audience: contact centers. Although not often recommended, it appeared a name change was needed.
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- 36. d2: distill What wedid Synthesized learnings from interviews and internal / competitive marketing audits. Conducted adjective and image brainstorm with UCN upper management, to help clarify and depict the brand in non-verbal ways. Developed overall brand strategy
- 37. d2: distill What weproposed
- 38. d2: distill What weproposed inContact, UCN’s flagship contact center product, would be the new company name. Individual product names were ambiguous, and left customers wondering. We suggested more descriptive naming. We felt the “human” life-blood of call centers needed to be an integral part of the brand. UCN’s products help agents better serve the brands they represent. Thus, UCN offers not just software as a service, but satisfaction.
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- 41. d3: depict What wedid Based on feedback from an adjective and image brainstorm exercise conducted with UCN upper managemement, we developed and presented a Brand Concept Board to visually and verbally represent the brand.
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- 43. d3: depict Brand Attributes Creative Attentive Empowering Comprehensive Energetic Dedicated Passionate Efficient Supportive Innovative Vigorous Integrated Partner Proven Versatile
- 44. 008 technology to measure, oveyour brand’s perception omer experience. Control service. ward and full of energy. ect inContact’s dedication cutting edge of technology. ive and innovative. Setting rom the competition. Clear cohesive as a group. rait-forward, and clever. Pho- reflect the brand personality. Flexibility
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- 55. logo proposal 2 August 15, 2008 Client Individual Name Client Company Name Street Address City, State, Zip Dear Sir, Only your printer and your secretaries frequently see a blank letterhead. Everyone else generally views your stationery with a letter typed on it. We therefore always design letterheads with a sample letter in place. We also keep in mind the typing format while working on the layout. This letter demonstrates our recommendation for the typing format of your new letterhead. The left margin aligns with ‘Contact’ in the logo. The right margin is set to one inch. The line for the date begins about one-quarter inch underneath the logo mark and is flush left. The letter, salutation and complimentary are all flush left. The copy is typeset using 10 pt Univers Light Condensed, or Univers 47, which is the same font that is used for your address on the left side of the letterhead. Sincerely, Bryan Wilson bms Rudy Vidal 801.320.3257 Office Chief Customer Officer 201.709.9142 Mobile rudy.vidal@incontact.com 7730 S. Union Park Ave, Suite 500 Midvale, UT 84047 ACD CTI IVR WFM Survey Satisfaction as a Service Training Network Control Reports Satisfaction as a Service 801.320.3257 Office 201.709.9142 Fax www.inContact.com 7730 S. Union Park Ave, Suite 500, Midvale, UT 84047
- 56. logo proposal 2 Rudy Vidal 801.320.3257 Office Chief Customer Officer 201.709.9142 Mobile rudy.vidal@incontact.com 7730 S. Union Park Ave, Suite 500 Midvale, UT 84047 ACD CTI IVR WFM Survey Satisfaction as a Service Training Network Control Reports
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- 64. logo proposal 4 Cus tom er Experie nce M Sur WF ve y IVR ACD Trai CRM n in g N Ne rts tw o rk ep o R Control
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- 66. logo proposal 4 inContact inContact CTI Training
- 67. logo proposal 4 Scheduling process leaving you over or understaffed? There's a better way than the manual way! inContact Workforce Management lets you align your volume needs with agent staffing. inContact Workforce Management will: Improve forecasting accuracy Automate shift bids and trades Quickly identify agents who could potentially fill the need Efficiently communicate the request to selected agents Manage responses to urgent requests inContact WFM Enable real-time adherence tracking www.inContact.com
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- 69. logo proposal 5 InContact
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- 94. email: randall@modern8.com web: modern8.com blog:modern8.com/blog twitter: @modern8