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Headlines
  • Placed the customer at the heart of the brand
  • Defined a blueprint for the business
  • Helped get everyone working towards the same objectives.

Background

Websters Insurance Brokers is high-street firm in West Yorkshire, founded over 50 years ago by the father of the current managing director, Jeremy Webster.


Objective

“My brief was simple,” says Jeremy Webster. “I asked The Other Person to help me transform my business. I knew I wanted a more professional approach, but being in the business on a daily basis can make it difficult to step back and see what needs doing. So I was happy to spend time in a workshop with The Other Person, having them grill and challenge me about my business and what I want to achieve.”

Brand strategy meeting
“It’s changed the entire way we work. Everything is a lot, lot better and we’ve had very positive feedback from customers.”

Jeremy Webster

Solution

“After the workshop, The Other Person helped me to articulate my brand, providing me with a written tool which I’ve found very useful,” says Jeremy. “It’s a concise, correct articulation of who we are. I went through it with my staff, so they’re all on the same page with what we’re trying to do. I refer to it constantly, making sure everything we do relates to it.

“They also provided a strategy report offering key action points; everything was about putting our customers at the centre. It ranged from tactical details like social media and enhancing our website to more strategic objectives, like how to make our high-street presence more engaging.”


Results

Previously, customers walking into Websters Insurance might have felt they were intruding; it was very much an office environment, arranged for the benefit of staff, with physical and virtual barriers between customers and staff. Further to The Other Person’s strategy report, Jeremy dramatically altered his storefront, interior layout and fittings.

“It’s now totally oriented around the customer, and those barriers have gone,” says Jeremy. “We feel more confident across the board; we’ve just recruited someone to handle our placing strategy, and we’re focusing on our social media.”


Testimonial

“It’s changed the entire way we work. Everything is a lot, lot better and we’ve had very positive feedback from customers.”
Jeremy Webster