Case Study #5

The Approach

Their messaging resonated with engineers, so it took many consultations to breakthrough what services Customer X.i. offered. Turns out they offer an invaluable service to restaurant owners, providing insights to better understand their guests and what motivates their purchase decisions.

Work with Customer X.i. included consultations regarding the following:

• Creating a narrative theme to engage restaurant owners: Use language that resonates with owner’s passion for food as something that brings people together, provides comfort, and nourishes the body and soul. Ensure the narrative revolves around the restaurant owner as the hero, emphasizing how their service helps support their guests and gives them a competitive edge.

• Website Visuals: Elevate sophistication of visuals to match their industry leader status. Adopt a warmer color palette, and incorporate photos with people smiling, laughing, and enjoying their meal. Alter the technical graphs to be easily intepreted by restaurant owners.

• Elevator Pitch: Craft an elevator pitch that succinctly communicates their value proposition in layperson terms. Tell an engaging, easy-to-understand story about what their company does and how it benefits the restaurant owner.

• Staff Meetings: Sit down with staff members to review questions and roadblocks about communicating the brand’s narrative. This will enable all team members to be aligned with brand’s message so they know how to effectively communicate it in an engaging manner to the customer.

• Testimonials: During one of our conversations the founder mentioned that restaurant owners told him how Customer X.i. helped keep their business open during the Covid-19 crisis. SM suggested highlighting testimonials from owners on the website about their critical help during the pandemic. This adds credibility and relatability and showcases the value of their service.