Lebara mobile – taking it to the street Lebara mobile – 街道上的品牌

分享者/阮宣皓 July 04, 2011 原文網址: Link

摘要:

Lebara mobile這家針對移民者提供低費率國際電話的業者,在經營其品牌策略有獨到的辦法。包括了親自上街與顧客拉攏感情,提供高品質的服務,贊助目標客群的娛樂活動,利用鮮明的藍色當作招牌…等都是其品牌快速成長的要素。

你可能聽過Lebara mobile。他已經是一個價值五千萬英鎊的品牌。去年成長高達52%,更預期在今年達到一億英鎊的目標。此公司專長在於針對移民族群有低費率的通話。Lebara mobile的CEO,同時也是創始人Yoganthan Ratheesan在接受英國時報專訪時,給了這個不可思議的成功品牌故事幾個觀點。

1. 商業點子就在你的眼前

當Ratheesan畢業後在一家公司打工時,他就發現了低成本國際電話的商機。這家公司同時賣電話卡和營運電話,而Ratheesan認為他可以以更高的價錢提供更好的服務。

2. 耐力是成功的關鍵

大部分的新創事業並不會馬上起飛。通往成功的道路也不是直線的,是經過許多企業家的經驗才能找到成功的方程式。在Lebara的個案中,這家公司在2007年才轉到手機業務(同時放棄用在地的電話卡業務),而這已是他們開業的第六年了。

3.街道行銷是接近客人的途徑

Lebara同時也是一個透過「接近客人途徑」來達到品牌創新的案例–利用復古的面對面銷售來鎖定移民族群。英國的讀者應該都看過穿著藍色襯衫的Lebara業務員在歐洲之星的抵達站外揮舞著SIM卡。

4. 與你的顧客保持緊密 

另一個我最喜歡有關於Lebara的一點是Ratheesan如何與讓他的團隊與顧客保持親近。他並不只是像每一家公司用口頭說顧客很重要之類的。他用行動去證明:

-所有的新進員工都要花兩天時間去街頭實際販售

-所有的員工,包括他自己,都要每三週去一次街上進行實際販售

這是一個多麼棒的辦法來讓經理人可以真實的接近到顧客!這個甚至比我過去曾經說過的最好例子-Tesco要求所有經理人花一週在店裡面實習還要來得好。Lebara的方法是一個持續在走的計畫,而不只是一年一度的火花而已。

5. 優越的服務品質 

你猜到了!Lebara有著非常棒的服務品質。公司甚至打敗了其他較大品牌如Orange及Vodafone而獲得了產業類別的顧客服務獎。Ratheesan把這歸因於所有的服務人員都在英國國內而不是海外,這使得將近90%的詢問電話都在三十秒內被回應。

6. 甚至與音樂來點連結

Lebara甚至開始在品牌策略中加入一點激情的元素,例如贊助與他們目標客群有非常好連結的英國黑人音樂大賞以及國際橄欖球錦標賽。

7. 獨特的品牌資產 

最後,Lebara聰明的一致性使用他們湛藍的品牌顏色。相較於與其他英國的手機品牌,這個顏色真的非常突出。他們甚至利用這個顏色到了極致!連接受英國時報專訪時,執行長都要坐在藍色的椅子上接受拍照。

然而,讓我唯一失望的是這篇報導中無聊及陳腔濫調的企業影片。一連串的Lebara員工談論著他們的公司是如何在正直、誠信和共同領導下建立的。他們一副完全不感興趣的嘴臉下卻說公司的成長是如何的讓他們興奮。在這麼一個快速成長的企業中,應該以很有趣的方式來告訴大家他們的故事。

結論:Lebara是一個觀察需求的閃亮例子。他告訴我們「感覺行銷」不只是知道消費者的需求後去執行一些獨特的服務和加入情感火花的組合而已,也是一個可以把親近顧客途徑加入商業模型的良好暗示。

 

Lebara mobile may not be a brand you don’t know. Its already a £0.5 billion brand. Last year it grew by 52% and its on track to break the £billion mark this year. The company specialises in low cost mobile calls for immigrants. An interview in the Times with founder and CEO Yoganthan Ratheesan give some insight into this incredible success story.

1. Business ideas are in front of your eyes

Ratheesan saw an opportunity for better low-cost international calling when working for another company part-time after university. The company sold calling cards and operated phone booths, and he thought he could deliver better service at a higher price.

2. Stamina is key to success 

Most new businesses don’t take off straight away. And the path to success is not linear – many entrepreneurs experiment before finding the right formula. In Lebara’s case the company only moved into mobile phone calling (as opposed to calling from landlines with a calling card) in 2007, six years after starting out.

3. Street marketing as the route to consumer

Lebara is another example of a brand innnovating via the “route to consumer”. uses good old fashioned face-to-face selling to target the immigrant population. UK readers may have seen the blue shirted Lebara sales people flogging SIM cards outside Eurostar arrivals or in the street.

4. Stay close to customers

One of my favourite bits of the Lebara story is the way Ratheesan keeps his team close to the customer. He doesn’t just say, like every company under the sun, that customers are important. He proves it with actions:

– All new staff start with 2 days in the street selling direct

– All staff, including himself, spend 1 day every 3 weeks back on the street

What a great way to keep managers real and close to the customer. It goes even beyond the best example I’d seen before, which was the TWIST programme at Tesco, where all managers spend a week in a store. The Lebara approach is better, as its an ongoing programme, rather than a once a year blast.

5. Superior service sausage

You guessed it. Lebara has a great “sausage” (product/service quality). The company won an industry award for customer service, beating bigger brands like Orange and Vodafone. And Ratheesan puts this down to keeping all call centre staff in the UK, not off-shore, delivering an impressive 90% of calls being answered in under 30 seconds.

6. And even a bit of sizzle

The brand has also started to add a bit of emotional sizzle, with sponsorships that connect well with the target audience: Mobo music awards and Test Match cricket.

7. Distinctive brand properties 

Finally, Lebara have been smart in their consistent use of their pale blue colour. It stands out really well versus the other mobile brand in the UK, and they use it across the board – even in the colour of the chair the CEO was photographed in for the Times interview!

The one thing I found disappointing when researching this post is the boring, bog standard corporate video. A string of Lebara people talking about how the company is built on integrity, trust and “leading together” (as opposed to leading in opposite directions?). They all talk about how exciting the company is, whilst being shot in a way which is totally un-exciting. Such a fast-growing, entrepreneurial company could do much better at telling its story.

In conclusion, Lebara is a brilliant example of spotting a need, “feeling” not just knowing the consumer and then executing with a distinctive mix that combines good sausage and a bit of sizzle. Its also a great reminder of the role route to consumer can play in a business model.