Nicky Purnell, Marketing Director at Menzies, explains how Flare Insight helped the firm understand its brand performance and refine its offering to unlock new growth opportunities.
The challenge
Menzies wanted to gain an understanding of where the firm sat in the marketplace, how clients and referrers viewed their brand and what their motivators were for instructing an accountancy firm. The aim was to inform the firm’s strategy and ensure that excellent service was at the heart of their proposition.
Menzies turned to Flare Insight to deliver the brand perception project.
Flare Insight have been invaluable in improving our client feedback process. They have a solid grasp of the questions that will reveal the most about our client relationships, and provide the analysis for us to take actions and gain a broader view of our brand perceptions.
Nicky Purnell
Marketing Director
The results
Using a mix of interviews and quantitative surveys, Flare Insight gathered:
- Data on the firm’s brand performance
- Intelligence on the firm’s peers
- Information on client and target motivators for choosing a firm.
Nicky and Catriona presented the results to the partnership, providing unequivocal evidence as to how to adapt the firm’s strategy, respond to clients’ needs and strengthen referral relationships. The findings have formed the basis for strategy planning and provided practical actions to enhance service delivery.