Creating relevance in key vertical markets

Client

AT&T

Overview

The role of the contact centre has changed significantly over the last few years. In many organisations, it’s now considered a key contributor to Customer Experience (CX), a relatively new and increasingly important measure for enterprise performance.

Additionally, business transformation has created new dynamics for resource availability, relationship touch-points and business models. These changes continue to impact segments such as financial services, healthcare and retail – making contact center delivery more complex and critical in equal measure.

Collectively, these market shifts create significant opportunities for AT&T.

With deep industry experience, a comprehensive portfolio and capabilities to help create next-generation models for the contact centre, AT&T looked to re-create and re-present their story for specific segments.

What we delivered?

The Rubicon Agency planned, wrote and published a series of market briefings that encapsulate the challenges, considerations and progressive use cases across a range of markets. The series helped establish and distil corporate points of view for various internal and external stakeholders.

With a shifting focus around patient, customer, citizen and partner experience, the briefings elevated the conversations within key segments such as healthcare, retail, public sector, finance and manufacturing.

The market briefing series was supported by a suite of blog articles, presentations and sales emails to drive dialogue with customers.

What did the campaign achieve?

The new targetted approach and marketing suite has been well-received within the business. It has been roundly-recognised as helping the salesforce achieve greater empathy with customers, and further segments are now being planned.