In June 2011 eircom committed to a program of “Wholesale reforms” – a set of measures designed to create a more open, commercial and trusted Wholesale business. One of the measures agreed eircom agreed to undertake was to strongly brand the Wholesale unit with a distinct identity.
We engaged in an extensive research project with our staff and our customers to define what our business stands for, where it is now and where it needs to move to.
Based on input from staff and customers we developed the following brand proposition:
Our Brand Proposition – What we do
“At eircom Wholesale, we provide access to eircom’s nationwide network, products, and technical expertise. Our people collaborate with our customers to grow their businesses by leveraging eircom’s capabilities, experience and assets to deliver differentiating products and services they can depend upon.”
Our Brand Attributes - How we do it
The research also helped us to identify a set of brand attributes that will act as our “North Star”, guiding our behaviours as we develop into a fully fledged commercial Wholesale business. The 4 attributes - collaborative, straightforward, trusted, expert – are the key characteristics that will enable us to deliver on our proposition to customers. They will act as a guide for every product we develop, every communication we issue and every interaction we have with our customers and with each other.
Straightforward
We make dealing with us and accessing eircom’s assets, products and services as easy and as straightforward as possible.
Expert
With our experience, knowledge and technical expertise, our customers can depend on us to deliver the best solutions and service.
Trusted
Working closely in partnership with all our customers, they can trust us to act responsibly and with integrity on their behalf for our mutual benefit.
Collaborative
We work collaboratively with our customers to understand their needs, building long-lasting, mutually profitable relationships.
eircom Wholesale is engaging in a major cultural change programme to embed the attributes throughout the culture of our organisation.