Building Bridges: Developing a powerful communication strategy to elevate customer interaction

EXECUTIVE SUMMARY

Goal

In the dynamic and competitive landscape of Business Process Outsourcing (BPO), DATASEC has emerged as a prominent player, particularly known for its expertise in document management. However, in an industry where customer engagement is as important as service quality, DATASEC identified a need to improve its communication strategies. While the initial goal was to find a communication strategy that is appealing to potential as well as current customers, this approach changed during the semester. The focus shifted to find a communication strategy that strengthens current customer relationships and fill the communication gaps between them and DATASEC.

Methodology

To get a better understanding of the challenge as such, the project started with an in-depth exploration of DATASEC’s current customer engagement processes. After conducting interviews with customers, the insights were put together and illustrated along the customer journey. In addition to that marketing experts as well as potential customers were interviewed. To further address the challenge, a comprehensive research methodology was employed. This included an extensive review of secondary literature encompassing latest industry reports, academic journals and research on channels, marketing methods and customer education tools suitable for B2B companies. Finally, the information was then applied to frameworks, namely the SWOT Analysis to identify strengths and improvable areas, an Analysis of a Best Practice Company and the Customer Journey to comprehend the process from the first touchpoint to aftersales.

Results

Based on this, the final recommendations aim to overcome this challenge of customers wishing for more proactive communication and personal contact. Therefore, it is recommended to implement an integrated approach, including traditional as well as modern channels. This means it is recommended to use several tools as an effective communication strategy. This strategy is centered around digital channels such as LinkedIn, YouTube, and Facebook to expand DATASEC's reach and foster interactive engagement. Additionally, the implementation of a newsletter is recommended to bridge the gap between the company and the customers. Simultaneously, customers really value traditional communication methods, such as events and fairs. However, when implementing these channels, it is very important to keep in mind which message the channels send. While a newsletter aims to create a feeling of inclusivity, Facebook should be used to convey emotional and traditional posts. Additionally, on LinkedIn informative content should be featured and YouTube should provide customers with education information. Lastly, events and associations will improve the personal connection with the customers.

To sum it up, it is recommended to make use of an integrated approach and be aware of the message the different channels convey.

Cooperation Partner

• DATASEC information factory GmbH
  Welterstr. 57
  57072 Siegen

Contact Person

• Niklas Stadter - n.stadter@datasec.de

• Sebastian Weber - s.weber@datasec.de

• Tobias Wilsmann - t.wilsmann@datasec.de

Student Team

• Simge Gezer

• Katharina Huckfeldt

• Mira Mayr

• Pia Meier

• Selina Sahin

Project Manager

• Caroline Fabian, M.Sc. (LSE), M.Sc. (Eng.)

• Melina Mazzucato, M. Sc. (WU), M. Sc. (NOVA SBE)