Harnessing a global network to pin point better customer comms
The Define, Design, Develop, Demonstrate ‘4D’ concept provides a structured framework for us to teleconference and interview Shell’s technology leaders across the globe. We also use it to write up 4D storylines and then distil them into coherent product positioning for use at customer events.
Customers like it because it’s easier to ‘get your head around the many choices’. The client likes 4D because it’s a great way of harnessing a global network to develop better-informed customer conversations.
Complex features and benefits don’t automatically translate into complex communications – you need to look at the customer journey.