XO Rebrands to Emphasize Customer Service Over Technology

XO Communications on Monday debuted its new brand as part of a company-wide transformation.

The evolution comes as the competitive service provider wanted to better reflect its “customer first” strategy, Don MacNeil, XO’s chief marketing officer, wrote in the April 16 blog. After all, he noted, XO and its competitors offer the same technologies  the differentiator needs to be the customer experience.

“A lot has changed since we launched the original XO brand nearly 12 years ago,” he said. “The customers we serve have changed and so have their needs. Technology has changed. The competitive landscape has changed.”

XO, too, has changed, MacNeil added, and executives decided late last year it was time to redefine brand and approach. So, on Monday, the company set forth its new logo and said it’s moving away from “being focused on technology to a brand focused on the customer experience.”

That ethos seems to mesh with other recent decisions XO has implemented, impacting partners. For example, XO announced last month it now offers a one-time installation guarantee on certain products, as part of an effort to bolster partners’ confidence in the company. Qualified services include DIA, XO IP Flex, MPLS and SIP.

Further, XO now requires employees to treat a $1,000 order, for instance, with the same attention and priority as a $10,000 order, executives said at a regional event in March. That way, XO will remain committed to meeting its due dates, rather than emphasizing metrics, they added.

In all, XO will be easier to do business with in 2012, Frank Reyes, XO’s area sales director for the west region, said last month. After a 2011 that saw 26 percent of revenue come from agents, the provider wants that figure to grow. To facilitate that goal, XO is allowing general managers to make pricing decisions in their local markets and it soon will introduce some generous incentives and SPIFFs, Reyes said.

To be sure, those partner-program changes coincide with XO’s overall re-branding campaign; together, the adjustments seem to better speak to the company’s priorities.

“Were great at technology, but what really drives XO is that our employees are passionate about providing great customer experience,” MacNeil wrote on April 16. “And that is the central focus of our new brand.”

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