A global tech services company pivoted clients’ perception from a staff augmentation focused to a digital consulting company by taking all the necessary steps to strengthen capability, process, and customer perceptions. Insights from the customer experience study contextualized to assess customer experience, brand perceptions, and expectations from digital services helped achieve this goal. This was achieved with consistent steps taken based on actionable insights over a period of 4 years.
Additionally, based on insights into experience, process, and offerings, across accounts and geographies, the company took a strategic call to opt for quality in growth and reduced their long tail of low-revenue clients.

LISTEN
What is the Challenge?
- The client needed assistance in developing a strong market positioning and in building deep relationships with its target customers. It also looked for insights into customer expectations, experience, and priorities to develop its customer offering framework that would help achieve its business goals.

PLAN
Addressing the Challenge
- 800 CXOs and senior-level respondents from 200 accounts were surveyed for qualitative and quantitative inputs. Analyses aided in taking strategic calls related to business growth, offerings, and communication related to desired marketing positioning as a ‘Digital Consulting Services’ leader.

ACCELERATE
Actionable Insights
- Identified core, moderate, and breakaway customer cohorts.
- Assessed company perceptions across business outcomes vis-a-vis peers.
- Addressed gaps in experience, through the customer lifecycle
- Ascertained client’s perception of business capabilities, specifically ‘Digital Consulting Services’
- Understood market expectations and priorities related to digital consulting services
Business Outcomes
