Case 3: Telecommunications Company

The Challenge:
“Our products and prices are very similar to our competitors. How can we differentiate ourselves and win more business?”

The Strategy:
To differentiate itself from competitors, the client needed to establish both exceptional service and unique partnerships. With a targeted focus on customers, Fifth Element began by collaborating hands-on with all of the client’s customer-facing employees, from sales professionals and sales support to customer service and the executive team.

For sales, sales support and customer service, the strategy centered around solving customers’ problems. Fifth Element provided training both in-person and with e-learning tools to help these teams deeply understand the technology, industry trends, and their company’s as well as their competitor’s products and services. Teams also learned how to be more consultative with their customers, with Fifth Element providing support in the field, coaching, assisting with product launches and even helping to close sales.

For executives, Fifth Element created a leadership development program, which relied on social networking tools to create a true Think Tank. Participants received training, were provided with real-world assignments and participated in open and engaging dialogues with their colleagues. Fifth Element moderated the program and was available to provide input and answer questions on a regular basis.

Finally Fifth Element worked with executives, marketing, and operations to identify gaps between what the consumer wanted and what was available in the market. The customer then forged strategic partnerships with complementary vendors to create product and solutions “bundles” that filled the gaps. The

Results:
Over time the client built a reputation for being the most responsive, knowledgeable, and collaborative provider in the industry. Its customer relationships improved, resulting in greater loyalty, and fewer competitive bids. In several cases the client became a trusted advisor to its customers, proactively helping them with long-term planning, budget planning and industry trends.

Postscript:
The client continues to out-pace its competitors. Much of the focus today is to further enhance their culture of customer service through Fifth Element’s training programs and innovation workshops.

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