Robert Levy – National Marketing Manager
CREATING PREFERENCE IN A HIGHLY COMPETITIVE INDUSTRY
Established in 1964, New Zealand Couriers (NZC) is widely recognised as one of New Zealand’s super brands.
In 2007, NZC was beginning to face stiffer competition and needed to maintain a strong relevance with its customer base up and down the country. In the same year Voice joined the push to help the client gain more momentum and continue its heritage of innovation and great Kiwi customer care.
“We are incredibly proud of the work we have completed with NZC. With the help of Rob and his team we have work at all levels of the brand reviewing and scrutinising many of the customer points of contact. The result is, in my view, one of the most cohesive brands in the New Zealand B2B arena”, says Jonathan Sagar, Voice Creative Director.
DEEP WORK ON BRAND
Like many enterprise level businesses, the NZC brand affects many customer touch-points throughout the company, both internally and externally. Over the following 8 years, with our help, NZC systematically overhauled their brand and communication touch points. This included:
STRATEGY THAT BACKS THE CUSTOMER
Characteristic of all Voice brand work, a strong strategy has remained as the backbone for activity.
“Research told us that customers felt the NZC brand delivered excellent reliability but lacked some flexibility around their interactions. It also highlighted the importance of information around the delivery for customers. We developed the tagline “We’ve got it sorted” to directly answer those issues. We then worked hard to stack up our activities behind that claim”.
The customer-facing tagline ‘We’ve got it sorted’ became the catchphrase for driving internal improvement. Below the tagline, key messages like customer centricity, friendliness, flexibility and responsiveness were used to directly oppose the competitors’ more ‘technology based’ approach, and to communicate the need for staff to turn their attentions towards the customer without forsaking network reliability.
8 years on and NZC is a customer-focussed organisation with year on year growth that communicates and delivers a promise of getting it sorted for its customers.