Renaming the Portfolio for Xerox Global Services

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“The ITSMA project team was smart, experienced, challenging, and supportive. They helped us prioritize and get to heart of the issue. They gave us a great roadmap for moving forward and added a great deal of value, helping to ensure the project's success.”

—John Ahlman, Manager, Integrated Marketing, Xerox Global Services

THE BUSINESS CHALLENGE

As Xerox Global Services grew and expanded its services portfolio, it found itself serving six different industries and three distinct lines of business. The company, which specializes in solving customers' complex document-driven processes, needed to ensure that the names of its service offerings spoke to client business challenges across its diverse customer base. At the same time, it needed to be certain that the names were logically connected to each other, that they reinforced the company's commitment to simplicity, and that they reflected its ability to solve complex challenges. Specifically, it needed to create a naming architecture that would:

• Communicate the power of its individual services
• Convey the essence of the Xerox brand
• Solidify the existing naming architecture
• Facilitate measurement

APPLYING MARKETING INSIGHT

A member of ITSMA since the association's inception in 1994, Xerox turned to ITSMA to help develop a consistent methodology for naming its services offerings. ITSMA set to work by benchmarking Xerox Global Services' portfolio against others in the industry and uncovering best practices in services naming. By applying the knowledge gained to Xerox Global Services' unique situation, ITSMA was able to provide the guidance, confidence, and external validation the company needed to take action and better communicate its capabilities and brand through the names of its services.

OUTCOMES

Armed with best practice insight, benchmarking data, and knowledge of the pitfalls companies face when naming their services offerings, Xerox Global Services now has a clear method in place for naming new services offerings. It has made modifications to the names of existing offers to bring them in line with the new naming architecture, all in support of its customer-driven strategy. Today, Xerox has confidence that the names of its offers reflect the company's overall mission of solving customers' document-driven needs.

“At Xerox Global Services, we knew we needed to refine our approach to naming to our services in a manner that would truly resonate with customers. ITSMA provided the focus and outside perspective we needed to get the project rolling quickly and efficiently and start seeing results.”

— Julie Meyers, Vice President, Marketing & Strategy, North America, Xerox Global Services

About Xerox Global Services
Xerox Global Services provides consulting and outsourcing services that help companies streamline document-related processes—from accessing critical information, to making the most of their IT assets, to managing their print shop. From managing office assets and business records to large-scale print production services, Xerox Global Services uses proprietary Smarter Document Technology and processes to deliver results companies can see and measure.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.