Recognizing shifts in trends within the HR category, ADP’s TotalSource brand – a national provider of large-corporation benefits to small businesses – set out to elevate the employee experience in order to deliver a differentiated brand experience. Specifically, they partnered with Brandtrust to unlock the emotional code for worksite employees and employers, with emphasis on their benefits experience. With this insight, they anticipated creating branded products and services that better served the founders and employers of their small business clients, and ultimately differentiating ADP in a crowded market.
Research insights and the resulting Customer Experience Blueprint revolutionized ADP’s TotalSource business. Immediately, they saw the following results: 66% increase in sales close rate using the Blueprint in a multi-market micro-test; Launch of a new $75M P&L; and, 15% lift in tNPS scores in the digital experience. Internally, emergent insights informed development of an Employee Experience Blueprint that is the compass for all work, including TotalSource sales strategy. And externally, product and service innovations have strengthened client employee loyalty, ultimately challenging the slow-to-change benefits category.