Since 1991, Respond's software has provided organisations with a cornerstone to create customer service excellence through revolutionising the management of complaints and feedback. Respond has an extensive customer base with more than 1,000 blue-chip organisations worldwide using the Respond software solution. These include AXA Insurance, Bristol & West, London Buses, British Airways Holidays, BP Oil UK, London Borough of Lambeth, Department of Work and Pensions, the New York Yankees, National City Corporation and the National Institute of Health. The company is now focusing on the public sector and financial markets in particular.
Strategy & Plan
Customer Management magazine had produced supplements before but not for individual market sectors. Blitz PR liaised with the editor of Customer Management magazine and Respond and brainstormed a series of issues that could be covered in the supplement. Both supplements comprised an issues-based industry-related article, a case study, a profile piece and several Q&A documents from Respond customers to run alongside an article from the FSA for the finance supplement and from the Office of the Deputy Prime Minister (ODPM) for the public sector supplement. Blitz PR was responsible for drafting the Respond profile document and the main article and where relevant, interviewing product specialists and the sales force to get a better understanding of what the customers in each market sector were facing, with directives from both central Government and the FSA.
Blitz PR was also responsible for drafting the case studies, which involved arranging site visits and interviewing the key spokespeople, writing the copy, handling all approvals and art directing photo-shoots for the accompanying photography. Blitz PR was also responsible for liaising with Respond customers for the content for the Q&A documents and again where relevant, sourcing photography.
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Results
Respond has had the two supplements reprinted for a direct mail campaign and the company is already in talks about possible supplements for next year.
The supplements gave Respond positive media attention. The company is now firmly positioned as a key supplier to both the financial and public sector marketplaces, where it is recognised as having a broad, in-depth knowledge of the issues that these sectors are currently facing.
