Together with the TomorrowToday team, Graeme has done both presentations and consulting work with many different clients across multiple industries that have resulted in some spectaular improvements for these clients. The beauty of the TomorrowToday approach is that it is not pigeonholed by any particular line function, industry or corporate culture.
Over a period of more than ten years, we have found our approach to be both relevant and essential to companies across all regions and industries. This is because the way in which the world is changing is common to everyone. What makes Graeme and TomorrowToday unique is the manner in which our insights are identified, presented and executed. But perhaps the most important aspect is that our services are tailored to each company and unique situation. One size does NOT fit all.
But don't take our word for it. Browse our client list and testimonials, or read through a selection of our case studies below, to see how this approach has worked for other companies. Or please talk to us about other examples that might be more relevant to you.
Selected Case Studies
Generational Sales and Marketing: financial services
Case Study: Increasing sales by using generationally targeted marketing.
Sector: Financial services
Size: Large national bank
Challenge: To increase the take up on a personal loan product, offered to existing clients using direct mail (DM). The bank had an existing "champion pack" which over the years had been refined and proven successful. The bank wanted to verify generational theory, and so wanted only one variable changed - the direct mail pack itself. No changes were allowed to websites, call centres, the product itself or the channels used.
Bespoke solution: The champion DM pack was reworked to target specific generations. Baby Boomers (people born 1946 - 1965) and Generation Xers (born 1965 - 1989) were the focus. Two different direct mail pieces were produced, working together with the bank and their agencies.
Results: An impressed client. Increased takeup of offer by 98% over bank's champion pack, dramatically increasing the profitability of this product and dramatically proving the effectiveness of generational marketing.
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Attracting and Retaining Talented Staff:
automobile manufacturing
Case Study: Attracting and retaining the best in your industry.
Sector: Automobile manufacturing
Size: One of the largest international premium automobile brands
Challenge: This prestigious brand did not struggle to attract talent, but
the workplace realities were resulting in a misalignment between the product
brand and the employee brand; as a result the company was struggling to retain
its top young talent.
Bespoke solution: Our talent frameworks were used as a base for
developing and implementing a talent programme comprising workshops and training
sessions to identified staff and management. The output from these sessions was
then used to develop ongoing internal initiatives that created a 'talent
relevant' culture.
Results:
- Internal communication improved and leadership began demonstrating the
company's values in their day-to-day activities.
- All KPI's for talent retention were achieved and staff satisfaction
levels improved with a significant uplift in employee perceptions that the
organisation was 'living' the brand values in the workplace and actively
displaying those values in their work.
- A virtuous circle of talent attraction and retention was achieved.
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Marketing to a New Generation of
Customers: retail banking
Case Study: Understanding and attracting the younger generation of
customers.
Sector: Retail Banking
Size: Large national bank.
Challenge: To attract new, young customers to the brand, having lost 50%
market share amongst this segment in the last 5 years.
Bespoke solution: A generational and customer experience brand audit
identified critical misalignments in the brand proposition for this segment.
This created a series of initiatives over a period of 12 months in which we
worked with internal, cross-functional teams to:
- Apply a new approach to on and offline marketing to this younger
segment,
- Re-engineer the end to end customer experience and in particular the
application processes attached to each product category,
- Re-configured existing core products and aligned the product innovation
process,
- Re-trained all front-line sales staff and worked with them to re-design
branch layouts.
Results: Sales of segment products increased by over 70%.
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Merger Talent Retention and Cultural
Re-Generation: multi-national general retailer
Case study: Retaining talented employees and re-generating a positive,
successful internal culture following a difficult merger.
Sector: A multi-national general retailer.
Size: Operations in 11 countries with over 23 000 employees.
Challenge: To stem the loss of talented employees, and improve staff
morale generally, following merger with a rival company.
Bespoke solution:
A workplace audit revealed intra-company cultural discrepancies which were being
exacerbated by the differing employee age profiles of the merging companies and
creating inter-generational conflict as a result.
The solution involved: an integrated, internal communications approach; a
leadership programme re-modelled on the new culture; generational training for
all staff; an induction programme for new employees.
Results:
- Talent' turnover reduced from 28% p.a. to 13% p.a.
- Morale improved with twice as many people attending team events.
- Staff surveys reflected a significant shift in people's perceptions of
the business including;
- staff taking an increased interest in reducing costs and increasing
efficiency as demonstrated in year end figures,
- staff having greater confidence in the company's leadership team.
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Creating a 'profitable' Global
Leadership Development Programme: financial services
Case Study: Developing an engaging and profitable global leadership
programme.
Sector: Financial Services
Size: Global financial institution, working at Continental level.
Challenge: To create a programme that developed the organisation's top
450 global managers for potential future leadership positions whilst improving
leadership skills generally.
Bespoke solution: A three week leadership programme incorporating the
unique TomorrowToday talent and leadership frameworks. Delegates were asked to
deliver strategic plans for a core project growth area as an output.
Results:
- 80% of the programme delegates received Executive level promotions
within 6 months.
- Business growth sustained from the strategic projects undertaken by the
delegates resulted in the leadership programme running at a profit.
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Function AND Fashion for online start-up:
travel
Case Study: Developing a profitable online business that has global
appeal and credibility.
Sector: Travel
Size: Entrepreneurial start up (UK base, global reach)
Challenge: To create an engaging online brand and customer proposition
that has global appeal across multiple customer segments.
Bespoke solution: A 'function and fashion' audit of the site,
supplemented by research, that identified tactical and strategic growth
opportunities. A programme of development and communications strategy.
Results:
- A re-branded and re-designed website generating increases in traffic,
global registrations and 'community dialogue'.
- An improved experience on and offline for members.
- Increased publicity and coverage that aligned with online activity
peaks.
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Connecting with Customers: housing and
property
Case Study: Delivering an efficient and effective service for ALL
customers.
Sector: Housing and Property
Size: Regional medium-sized not-for-profit organisation
Challenge: To support the whole organisation in better connecting with
customers to create more efficient services and higher customer satisfaction.
Bespoke solution: A Conference and workshop programme to create a shared
awareness of customer connectivity issues and to unearth opportunities for
efficiency and effectiveness improvements. A bespoke front-line training and
development programme, couple with re-engineering of core processes, around the
customer experience and company objectives.
Results: A very happy customer: "Working with the TomorrowToday team is a
refreshing experience. They are passionate about their subject and you feel that
their main driver is to delight you" Their approach ensured our needs were met
rather than delivering an "off the shelf" product.
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For a complete list of the clients Graeme has personally worked with, click here, and for a selected list of client comments and feedback, including awards and citations that Graeme has won, click here.
