CX Pilots worked with the Better Business Bureau to revitalize its brand and restore consumer trust through a comprehensive rebranding, a unified marketing strategy, and a customer-focused transformation. These efforts helped unify its 112 franchises, rejuvenate its public image, and lead to notable improvements in revenue and market share.
"Steven and his team were irreplaceable. They helped us rebrand as a stakeholder-centric organization with grace and elegance."
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CX Pilots partnered with BBB to tackle the challenges of disunity among its franchises, declining trust, and an outdated brand. We began with a strategic retreat, which highlighted the need for rebranding, a cohesive marketing plan, and an overhaul of the customer experience. Our efforts resulted in a refreshed brand identity, the introduction of a streamlined accreditation system, and a consistent marketing approach across national and local levels. By redesigning BBB.org and introducing a customer-focused transformation, BBB regained trust and enhanced its presence across markets, driving significant gains in both franchise performance and consumer confidence.
Facing declining consumer trust, disjointed franchise efforts, and an outdated image, BBB needed a transformation. CX Pilots led this effort, beginning with a leadership retreat to identify three key priorities: a reimagined brand, a marketing overhaul, and a revamped customer experience.
CX Strategy:
CX Pilots facilitated a leadership retreat to identify priorities and align BBB’s goals, resulting in a client-focused strategy that addressed consumer trust, franchise cohesion, and market relevance.
Rebranding:
BBB’s brand was revitalized through audience research and the creation of a new identity system, messaging framework, and accreditation grading (A+ to F) to rebuild credibility and trust.
Federated Marketing Strategy:
A flexible yet unified marketing strategy was developed, enabling national headquarters and franchises to execute tailored campaigns that maintained brand consistency and strengthened local outreach.
Experience Transformation:
BBB.org underwent a full redesign, improving navigation and search visibility. Localization strategies and user testing ensured an enhanced digital experience that resonated with both consumers and businesses.
Led rebranding initiative, developing a new identity system and grading framework.
Developed a federated marketing strategy for national and local franchise alignment.
Overhauled the national BBB.org website, enhancing search power and localization strategies.
Through CX Pilots’ rebranding, marketing, and experience transformation, BBB regained its position as a trusted authority for consumers and businesses alike. The streamlined brand and consistent marketing efforts unified BBB’s 112 franchises and strengthened its presence both online and in local markets. With a renewed focus on customer experience and trust, BBB saw significant improvements in franchise performance, digital visibility, and consumer engagement, while also achieving sustained market growth.
Rebranding re-established BBB’s trusted, cohesive market presence.
Accreditation system (A+ to F) elevated perceived brand value.
Consistent marketing aligned national and local franchise efforts.
Overhauled website improved search visibility and user experience.
Sustained growth and increased franchise revenue increased by 38%.
"I appreciate how this team shows up, rolls up its sleeves, and gets to work. They were so incredibly straightforward and helpful to everyone on the project."
