CASE 11 / STRATEGY & CUSTOMER EXPERIENCE
DIFFERENT INTERESTS. ONE SHARED STANDARD FOR HUMAN DEBT COLLECTION.
Representatives from insurers, telecom providers and other creditors were already discussing how to respond more responsibly when consumers could no longer meet their monthly payments.
WeMindd gave that existing dialogue strategic and creative direction. We developed a shared proposition and translated it into a name, positioning, manifesto, identity and platform that every participant could support and use.
SCHULDEISERSCOALITIE
MULTI-SECTOR
Organisations with different interests
ONE VISION
A jointly supported human approach
MANIFESTO
Shared principles translated into behaviour
BUILT TO OWN
Independent implementation after handover
THE CASE
NOT A CAMPAIGN FOR ONE COMPANY. A POSITION SHARED BY MANY.
Representatives from insurers, telecom providers and other creditors all encountered consumers unable to meet monthly payments.
They shared a concern, but differed in commercial interests, internal processes and approaches to collection. They needed direction on how to create a common, more human standard and then implement it within their own organisations.
CLIENT
A coalition of creditor organisations
BUSINESS FOCUS
Corporate fitness subscriptions
CHALLENGE
Alignment across different interests
WEMINDD ROLE
Facilitation, strategy and complete translation
THE DIRECTION CHALLENGE
TURN DIFFERENT PERSPECTIVES INTO GENUINE COLLECTIVE OWNERSHIP.
The group had already established the shared concern. The challenge was to turn its discussions into a clear proposal and expression that every participant could recognise, support and implement.
WeMindd translated the different perspectives into one strategic direction and refined it with the participants until the resulting position and manifesto were genuinely supported.
THE SHARED BELIEF
INABILITY TO PAY IS NOT THE SAME AS UNWILLINGNESS TO PAY.
A missed payment should begin with understanding the person and situation, not with treating every case identically.
LISTEN > UNDERSTAND > RESPOND
THE SHARED VALUES
DEVELOPED WITH THE PARTNERS, NOT PRESENTED TO THEM.
The coalition needed a direction its members genuinely supported and could translate into their own operations.
DIALOGUE > AGREEMENT > OWNERSHIP
THE WORK
FROM SHARED DISCUSSION TO A SYSTEM PEOPLE COULD USE.
Only after the shared direction was genuinely supported did WeMindd translate it into the complete communication and participation system.
01 / ALIGNMENT
STAKEHOLDER ALIGNMENT
Translating different interests, experiences and responsibilities into one supported proposal.
DIALOGUE / INTERESTS / AGREEMENT
02 / STRATEGY
COMMUNICATION STRATEGY
Defining the audiences, shared narrative and route from belief to participation.
AUDIENCE / MESSAGE / DIRECTION
03 / POSITION
NAME & POSITIONING
Giving the collective ambition a neutral, warm and recognisable identity.
NAME / PROPOSITION / LANGUAGE
04 / PRINCIPLES
SHARED MANIFESTO
Turning agreement into principles that could guide behaviour and policy.
PRINCIPLES / BEHAVIOUR / STANDARD
05 / IDENTITY
VISUAL IDENTITY
Making the coalition clear, approachable and consistent across organisations.
DESIGN / RECOGNITION / CONSISTENCY
06 / PLATFORM
WEBSITE, UX & FORMS
Giving organisations everything needed to understand, join and implement.
CONTENT / UX / PARTICIPATION
THE SHARED HUMAN PRINCIPLE
DO NOT TREAT EVERY MISSED PAYMENT AS THE SAME PROBLEM.
The coalition distinguishes between people who refuse to pay and people who have lost the ability to pay.
That distinction became the common ground. It changes how an organisation listens, communicates and acts while keeping the objective of repayment in view.
FROM SHARED BELIEF TO DAILY PRACTICE.
01
RESPECT
RESPECT THE INDIVIDUAL
02
UNDERSTAND
UNDERSTAND BEFORE BEING UNDERSTOOD
03
RECOGNISE
ACCOUNT FOR INABILITY TO PAY
04
INFORM
COMMUNICATE AT INDIVIDUAL LEVEL
05
IMPLEMENT
TRANSLATE PRINCIPLES INTO OWN PROCESSES
JOINTLY SHAPED
Built through stakeholder dialogue
CLEAR PRINCIPLES
A common standard for behaviour
PRACTICAL TOOLS
Ready to communicate and implement
OWNED BY THE COALITION
Designed to continue without WeMindd
WEMINDD’S ROLE
TURN SHARED DISCUSSION INTO A SUPPORTED PROPOSITION. THEN BUILD WHAT MAKES IT WORK.
WeMindd gave an existing group strategic and creative direction, then translated its shared ambition into a complete system every participant could support and own.
01
STAKEHOLDER INPUT TRANSLATION
02
STRATEGIC DIRECTION
03
COMMUNICATION STRATEGY
04
SHARED PROPOSITION
05
NAME DEVELOPMENT
06
POSITIONING
07
MANIFESTO DEVELOPMENT
08
MESSAGE ARCHITECTURE
09
VISUAL IDENTITY
10
WEBSITE & UX DESIGN
11
FORMS & ACTIVATION MATERIALS
12
INDEPENDENT HANDOVER