Aspect Communications, well established as a Customer Relationship Management (CRM) company, was widely known for developing call center hardware. As industry technology began to change, Aspect saw the potential for a software package that would reduce call center set-up time, handle calls more efficiently, and delight customers with increased speed and accuracy in processing calls and information.

The first challenge was that no one knew them as a software company; they sold hardware as far as anybody knew. The other challenge was migrating to software while not alienating existing hardware customers. Aspect needed to make a splash in order to start gaining acceptance as a software developer in the minds of call center managers and IT directors, while still supporting its existing business.

Our solution was to launch a product brand that would introduce its software as an extension of Aspect’s existing products. We first developed a print, online, and direct mail campaign that focused on increasing awareness of the Aspect software offering. The aim was to create understanding of the software’s benefits, and generate new business leads.

The campaign achieved just that. The campaign proved highly successful for Aspect and significantly increased its prospect base. It also gave them a foothold as a software developer that has continued to grow solidly. The ongoing transition of its business model has helped Aspect stay competitive in an ever-changing business climate.