Table XI is a software development company that strategizes and creates custom software to transform companies through technology. Based out of Chicago, Illinois, Table XI has been serving its clients for over 17 years.
In the process of re-branding, Table XI felt the need to better understand their customers’ and team members’ perceptions of their current brand to position their company in the marketplace better.
Their goals were to uncover customer perception gaps, competitive differentiators, reasons for lost leads, client expectations, and perceived client benefits and to develop high-value marketing messages.
We conducted the Brand Insights™ research project to gain a 360-degree view of Table XI’s brand. The objective of the project was to gain insights from the key Table XI team members, current and past clients, and lost leads to uncover perceptions into Table XI’s S.W.O.T., expectations, differentiators, deliverables, and benefits. Our goal was to gather actionable data and deliver a strategic approach to help Table XI reach and resonate with their ideal clients.
Element212 conducted one-on-one qualitative interviews with the key Table XI team members to first gain insights into the their brand. Next, we interviewed their key clients and lost leads to learn their perspectives, gaps, trends, and opportunities for the Table XI brand positioning.
We developed a quantitative online survey to help substantiate our data with the remaining Table XI staff. The quantitative data helped us learn clear trends in the insights to create actionable recommendations for Table XI.
We created a Brand Insights™ report that highlighted the following: an overview of Table XI’s strengths, weaknesses, opportunities, and threats; the gaps between the company’s deliverables and client expectations; key differentiators; client buyer’s journey; process gaps that resulted in lost leads and revenue; and a marketing strategy designed specifically around our Brand Insight™ data.
Based on recommendations from the Brand Insights™, Table XI has implemented a new operations strategy, resulting in improved internal processes and operations. They have implemented some contract updates, allowing them to serve their leads and current clients better. Informed by the research, Table XI also hired a business development manager to work with clients who have additional projects. Additionally, by expanding the design department, the company strengthened its deliverables and differentiators to better positions Table XI brand in the marketplace.