Brand Research Adds to Brand Strength at EDS

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THE BUSINESS CHALLENGE

Since 1962, EDS has been a pioneer in the realm of technology services. Because services are intangible, EDS has always known that prospects judge the company more on intangible criteria such as people and ideas than they would if they were buying pure product. After the technology bubble burst in 2000, EDS made changes to the way it does business. In light of these changes, EDS knew it was more important than ever to consistently and comprehensively track customer perceptions so that it could ensure that it was living up to client expectations.

APPLYING MARKET INSIGHT

EDS has leveraged its membership with ITSMA to track key components of its brand through ITSMA's annual Professional Services Brand Tracking Studies. Since 2000, the research has allowed EDS to better understand:

• Attributes that are important to customers in selecting a vendor
• Unaided and aided awareness, along with brand familiarity and favorability
• How EDS and its competitors are positioned in the eyes of the market
• Overall buyer satisfaction with industry performance

OUTCOMES

With a 2003 mandate from the CEO to expand its vision and communication, EDS has used the insight from ITSMA's Brand Studies to prioritize marketing activities and validate its brand-building activities. Today EDS is growing, thanks—in part—to its strong services heritage of meeting, and exceeding, clients' needs every day.

ABOUT EDS

EDS is a leading global technology services company delivering business solutions to its clients. EDS founded the information technology outsourcing industry more than 40 years ago. Today EDS delivers a broad portfolio of information technology and business process outsourcing services to clients in the manufacturing, financial services, healthcare, communications, energy, transportation, and consumer and retail industries and to governments around the world.

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.