work / Qwest

Putting the needs of the user at the center of the experience changes everything.

Genesis helped prove this by re-imagining a simplified user experience, and completely re-invigorating Qwest’s identity, website, high-speed internet installation experience, customer welcome communications, billing statement and new product launches.

Of course all of this was possible only after a careful examination of the customer journey mapped against deep customer insights. We used this rich mine of synthesized data to create campaigns addressing both employee and customer communities.

Our strategic partnership with Qwest helped position the company for profitable, sustainable growth. And in the end, their eventual sale to CenturyLink.

Making the home installation experience easy instead of impossible
decreased churn 24% and increased activation 44%.

A simplified invoice allowed Qwest to send a personalized message to every customer, every month. Increased bill-stimulated marketing calls 139%, making it Qwest's #1 call driver overnight.

A call-to-action and manifesto from the CEO to create a “Yes I can” culture.

A call-to-action and manifesto from the CEO to create a “Yes I can” culture.

A call-to-action and manifesto from the CEO to create a “Yes I can” culture.

A call-to-action and manifesto from the CEO to create a "Yes I can” culture.

Out with the blue and in with the new. Genesis created a bold, new identity to symbolize change at Qwest. Their old blue identity had become a tired symbol for their past self-serving way of doing business.

The new identity and brand design platform was used to reflect the new positioning and make a fresh impact at several touchpoints.

A new, energetic color palette was used to impact all communication and help redefine what customer's thought they knew about Qwest.

A new fleet design was proposed as roaming billboards, to help tell the story of Qwest's change of focus toward greater customer service.

A new environmental design was proposed to change both internal and external perceptions about the company.

A new set of Brand Guidelines were created and made available online to help expedite change within such a large organization.

Targeted mail for customer acquisition. A key to unlock a microsite full of giveaways and helpful tips.

A microsite full of benefits to drive acquisition of new customers and improve brand perceptions.

A microsite full of benefits to drive acquisition of new customers and improve brand perceptions.

A microsite full of benefits to drive acquisition of new customers and improve brand perceptions.

A microsite full of benefits to drive acquisition of new customers and improve brand perceptions.

The redesign of the home page measured an increase of over 20 points
on the NPS score, with an accompanying increase of  revenue per visit.

Moving from product focus to benefit focus, from “buy this” to explanations of “why” increased time on the site and amount of purchase.

In a commodity world, it is security, attention and service that makes the difference.

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