When we were first approach by the NICE team first approached the lorries, two core objectives were clear.
First, consolidate its standing as a leader in the customer experience (CX) space by growing brand recognition and positioning its spokespeople as thought leaders. It also wanted to raise the profile of its flagship CX event, Interactions Live, and drive new registrations.
The second objective was to build up its reputation as an innovator in emerging areas like AI and RPA. The goal was to position NICE as an informed and proactive partner, demonstrating that its vast experience is an advantage when it comes to helping organisations thrive in an increasingly digitalised world.
Given these objectives, we based our approach around core media relations. We collaborated closely with the company’s leading local spokespeople to ensure we understood regional nuances and could tell compelling stories across geographies. This helped us to tease out the thought leadership narratives that would be most engaging to media and NICE’s potential customers. The content we created covered several topics, including the impact of AI, omnichannel customer service, improving the customer experience and the future of predictive analytics.
We then worked with leading publications within the technology, CX and AI verticals to establish NICE with key audiences. With the aim of securing the attendance of targeted trade publications and national media at Interactions Live, our specialists in London, Paris and Belin set up interviews with NICE’s key spokespeople and offered journalists access to its most exciting customers.
Finally, we further leveraged NICE’s solid base of referenceable customers to secure interviews with key media publications. During these interviews, customers showcased the victories they were able to achieve using NICE’s solutions and acted as brand champions. Third-party validations from leading brands throwing their weight behind NICE’s proposition elevated the story beyond products, to features and advice.