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Providing a Customer-Driven North Star

Providing a Customer-Driven North Star

A billion-dollar energy and infrastructure company needs to strengthen trust and engagement across a complex brand portfolio.

The Problem

Without strong emotional and rational bonds, advocacy, loyalty, and trust would remain just out of reach.

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The Approach

Apex reframed the client’s brand strategy around emotional outcomes, quantifying customer sentiment and delivering a people-first roadmap for trust, loyalty, and growth.

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The Outcome

The brand is actively leveraging its unique people assets - employees, community efforts, and human stories - forging stronger, lasting bonds with customers.

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The Problem

The client is a trusted name in their region, with decades of service across energy, infrastructure, and support services. But when it came to how customers personally connected with the brand today, there was a growing gap.   Most people knew the name. Few knew the story or the human impact behind it. Without strong emotional and rational bonds, advocacy, loyalty, and trust would remain just out of reach.

The Approach

Reframing the conversation: from what they do to how they make people feel in order to influence their business.   Apex deployed its full behavioral science-backed platform to:  
  • Quantify brand performance across thousands of customers familiar with the client’s brands.
  • Diagnose emotional and rational gaps in the customer experience.
  • Map key sentiment drivers like community involvement, consistency, transparency, and meaning.
  • Deliver clear, prioritized actions to drive trust, loyalty, and brand advocacy.
  Key insights included:  
  • Community visibility wasn’t just a nice-to-have. It was the primary emotional lever for winning hearts and minds.
  • Trust and support weren’t built by technical excellence alone, but by making people feel respected, understood, and involved.
  • The brand’s strongest opportunities lay in doubling down on people-first storytelling and tangible, visible community engagement.
  Apex reframed the client’s brand strategy around emotional outcomes, quantifying customer sentiment and delivering a people-first roadmap for trust, loyalty, and growth.

The Outcome

Since adopting the findings and recommendations from Apex:  
  • The client has embraced the intelligence as their “North Star” for brand building and experience design.
  • Released an all new brand platform and in-market communications based around the people & community-driven findings.
  • Language, priorities, and engagement strategies shaped by Apex intelligence now permeate across departments and leadership levels.
  The brand is actively leveraging its unique people assets – employees, community efforts, and human stories – forging stronger, lasting bonds with customers.

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