There aren’t many industries more competitive than the mobile services industry, especially in Denmark. To stand out, it takes not only a great service offering but also a clear understanding of what customers expect and what value they perceive.
One challenge CBB had was in communicating its value in language that resonated with its customers. The company recognised that there was a disconnect between its marketing messaging and what its customers actually valued. In general, the marketing department was looking for a way to differentiate CBB within a highly saturated market.