Customer Storytelling | Ericsson
I had the opportunity to interview senior executives on camera in Australia to help tell Ericsson’s customer stories
Celebrating customer innovation while solidifying the relationship
Background: Ericsson was relaunching their Services function, under a new positioning and with a newly transformed AI-driven offering. They have customers, mobile operators, for their AI-driven services all over the world, in contracts that can be short or long term. They wanted us to engage their customers on behalf of them, to uncover their stories of innovation and impact throughout their organizations, and then develop a framework for these stories and turn them into marketing assets.
The goals were to grow their Services business while strengthening their customer relationships in order to extend and expand the contracts.
My role: Strategist, content director
Actions:
- Carry out dozens of interviews with senior executives at Ericsson’s customer organizations across technology, product and customer care units
- Developed framework for and collected customer quotes, stories and case studies
- Led content development for film series focused on key customers in Middle East, Southeast Asia, Australia and North America
- Directed filmed interviews and oversaw editing and script
- Supported team in launching customer storytelling assets, including thought leadership and demos, across channels
Result: The SVP of the function has reported increased brand mindshare among existing and potential partners, an increase in related customer and partnership contracts, and continued high grossing margins each quarter.