Overview

BGB were entering the 2010 National Customer Service Awards.

Following the success of the superhero BusinessCare materials that we created, which had helped the BGB sales teams define and sell the BGB product set to their customers, we were asked to creatively represent the customer experience of the BGB teams, and show how they had developed the BGB customer offering to make it better than the competition.

So we created a ‘Superhero’ team of BGB people, representing talent, communications, strategy, process and service as a comic strip that would illustrate how the BGB Customer Transformation Team had used the customer “needs and wants” as part of a focussed segmentation strategy that was delivering unprecedented improvements in the customer experience (measured by NPS).

The comic strip creative graphically represents how the BGB team has differentiated itself, and by focussing on different elements, has enhanced the overall customer experience by making it simple and fast.