How do you show the value of service customers can’t see?

Challenge

KONE is one of the world’s leading elevator brands, widely respected for its engineering quality. But as innovation changes how service is delivered, many customers still associate value with technicians being physically onsite. Digitally-enabled service was often viewed as an optional add-on, and global messaging wasn’t resonating locally, where audiences needed clearer, relevant examples of how digital capability enhances, not replaces, human expertise. 

Sales teams needed a clearer way to articulate this value, backed by local proof points that showed the impact of digital service in practice.

Our Approach

We set out to reposition digitally-enabled services as a high-value, default part of KONE’s offering and to build a clear, locally relevant value proposition grounded in what Australian customers actually need and understand.‍

Immersing ourselves in KONE’s world

• We analysed KONE’s existing global messaging and the new tiered service structure to establish the strategic foundations.
• We completed an Australian-focused landscape and competitor review to highlight where KONE could claim clear differentiation in digital capability.
• We held internal stakeholder interviews across sales, service and leadership functions to understand practical challenges, customer misconceptions and the opportunities created by digitally-enabled service innovation.

Mapping and understanding the audiences

• We analysed existing insights, including customer survey results, alongside external market and industry trends.
• We conducted customer interviews across residential, commercial, consultant and villa/home segments to capture segment-specific needs, concerns and perceptions of digital maintenance.
• We mapped each audience’s current sentiment toward KONE, their comfort levels with digital services, their priorities, and the actions we needed to influence, forming the backbone of the messaging strategy.
• As well as identifying what made each audience different, we uncovered what these audiences had in common.

Developing the value proposition

• We synthesised our audience and market insights to create a clear, locally relevant value proposition for digitally-enabled service. Using Mahlab’s Sweet Spot methodology, we clarified the intersection between what KONE has the authority to say, the key messages KONE wants to deliver, what customers value most, and what competitors are not addressing – ensuring the value proposition was both meaningful and differentiated.
• We built four segment-specific messaging frameworks, outlining each audience’s priorities and perception, a tailored value proposition, specific key messages, and supporting proof points.

Testing and refining the messaging

• We conducted customer testing via follow-up interviews to assess resonance and clarity across segments.
• We gathered feedback on tone, examples and perceived benefits to refine the messaging where needed, ensuring it addressed concerns around transparency, uptime, service speed and the continued importance of human maintenance.
• We validated the language and structure with internal sales and service teams to ensure the messaging could be used confidently in market.

Mapping the engagement approach

• We audited existing channels and content to assess opportunities for delivering the new messaging.
• We used customer interviews as an opportunity to interrogate content and channel preferences and discover the nuances from segment to segment. 
• We developed a channel and content plan linking each audience to the places they want to hear from KONE, from technician visits and management meetings to email, LinkedIn, events and customer-owned channels.

Bringing the work to life

• We created a sales presentation as the first tactical asset, enabling sales teams to begin using, testing and embedding the new value proposition in conversations with prospects and existing customers.
• We provided guidance for future content and collateral development, ensuring the value proposition could be consistently and effectively communicated across all touchpoints.