- +30%sales, to £510m
- 48% → 62%customer satisfaction in 12 months
- Award-winningbrand launch
The situation
Dixons wanted to create a new service business to support Currys and PC World, covering delivery, installation, repair and support. As Head of Marketing, I worked with the board to create it.
The brief was unusual. It didn't contain a single number: no sales, margin or market share target. The objective was to create something customers and colleagues would love.
What I did
- Started with the customer. We built a deep understanding of what customers would need from technology in the years ahead, not only what they said they wanted at the time.
- A new, more compelling service range. The model put self-help first and remote help second, with a home visit as the last resort. Remote fix, where a technician takes control of the customer's computer, could resolve around 80% of PC problems straight away.
- A new brand: KNOWHOW. A distinctive identity and tone of voice, applied to stores, vehicles, uniforms and online.
- The best agencies working as one team across brand strategy, design, customer insight and digital.
- An internal launch so colleagues understood and believed in the brand before customers saw it.
The results
Sales increased by 30% to £510m. Customer satisfaction rose from 48% to 62% over 12 months. The launch won awards.
What other retailers can take from it
- Service is one of the few things online-only competitors find hard to copy.
- Solving a customer's problem immediately is better for satisfaction and cheaper to deliver.
- Colleagues have to love a brand before customers will.
I've had the pleasure to work with Tim twice over the last 11+ years on two brilliant branding projects for Currys PC World, and most recently McColls. Tim is a great commercial marketeer who has sound knowledge across different marketing disciplines.
