Brand repositioning built on customer insight reflects Colt’s core values, ESG commitment and digital strategy, as company challenges traditional telecoms industry reputation across international markets
London, UK 11th January 2023– Colt Technology Services, the digital infrastructure company, today revealed its new global brand repositioning as it continues to disrupt and transform the traditional telecoms industry. The brand update, built on in-depth data and insights gathered from employees and customers across 12 countries, centres on a new vision and purpose which reflects Colt’s industry-leading commitment to customer experience, delivering extraordinary connections to its people, customers, partners and planet. Colt’s new vision is to be the digital infrastructure company that the world’s leading businesses choose to connect with; its purpose is to put the power of the digital universe in the hands of its customers wherever, whenever and however they want.
Placed in the top 1% of global businesses for sustainability by EcoVadis and named a Frost & Sullivan company of the year, Colt is disrupting the traditional telecoms industry with its customer experience-led, consumption-based strategy, driving digital transformation for global businesses.
Yasutaka Mizutani (Mizu), chief marketing officer for Colt Technology Services, said, “Over the past few years, we’ve seen brands begin to ‘humanise’ – to share their purpose and values, using a warmer tone of voice and human-centric brand identities, but unless these words are backed up with action they risk becoming meaningless.” He continued, “At Colt, we wanted to reposition our brand to highlight the role we play in connecting our customers with the digital universe – and to reflect the responsibility we have as custodians of our business, to create a fair and equitable organisation which positively contributes to society. 80% of our customers at a recent Customer Advisory Board felt the brand refresh better reflected how our business helps them generate extraordinary connections to drive future success. We’ve had a great response from employees, too.”
Colt launched the brand repositioning employee-first at a global physical and virtual event – The Big Connect – sharing the new vision and purpose with over 5000 employees in September, marking Colt’s 30th anniversary. The Executive Leadership Team attended key location hubs in person, in Japan, Singapore, India, Romania, Italy, France, Germany, United Kingdom, Spain, and the USA, with live broadcasts to in-person and remote employees.
Mizu said, “Making sure the brand refresh works cross-culturally is absolutely critical to us as a global business. We’ve addressed this by onboarding brand ambassadors across our regions to discuss the suitability of messaging and any nuances in language. We’ve delivered briefing sessions, webinars, workshops and brand training programmes which we’ve translated into six languages, but we continue to work together and learn from each other”.
One of just a handful of telecoms companies led by a female CEO, Colt is trailblazing programmes to drive Diversity, Equity and Inclusion and I as part of its ‘ESG (Environmental, Social and Governance) by Design’ commitment which sees ESG underpin every part of its business. The brand repositioning reflects this, with messaging that focuses on customer choice and an evidence-backed commitment to people, partners and the planet.
Find out more about Colt in this video.
About Colt Technology Services
Colt Technology Services (Colt) is a global digital infrastructure company which creates extraordinary connections to help businesses succeed. Powered by amazing people and like-minded partners, Colt is driven by its purpose: to put the power of the digital universe in the hands of its customers, wherever, whenever and however they choose.
Since 1992, Colt has set itself apart through its deep commitment to its customers, growing from its heritage in the City of London to more than 60 offices around the world. The powerful Colt IQ Network connects 222 cities and 32 countries with more than 1000 data centres, 51 Metropolitan Area Networks and over 31,000 buildings across Europe, Asia and North America’s largest business hubs. Privately owned, Colt is one of the most financially sound companies in the sector.
Obsessed with delivering industry-leading customer experience, Colt is guided by its dedication to customer innovation, by its values and its responsibility to its customers, partners, people and planet.
For more information, please visit www.colt.net
Colt’s Commitment to the Customer Experience
Achieving industry-leading Net Promoter Scores (NPS), Colt regularly wins awards for its Customer Experience, recently securing the World Communications Award for Best Customer Experience. Its range of programmes, measures and metrics centre around improving the customer experience include:
- Net Easy Score, measuring the ease of transacting with Colt across the customer journey
- 100 Voices Programme, an opportunity for customers to interview Colt and reflect how they performed and can improve
- CAST, a bespoke machine learning tool to trawl through survey commentary and interview transcripts to identify the major customer experiences issues that really matter
- Customer Priority Group, an internal group that meets each month to analyse data and understand how insights can be used to change and improve operational behaviour
- Listening Together, an initiative which sees employees hear, discuss and act on feedback that crosses different areas of the business
- Courtside, a programme in which employees can join customer interviews as observers
Colt and ESG By Design
Colt is ‘ESG by design’, which means that ESG underpins every part of its business and everything it does. Colt is proud of its open, flexible company culture and is firmly committed to empowering and equipping women and other minority communities with the skills and support they need to thrive.Colt sets targets and holds itself accountable; invests in training and education; and role-models inclusive behaviours and values which drive psychological safety
Initiatives to drive inclusivity include:
- Communities and support networks
- Group mentoring and development series such as Embrace your Best
- Education and training, working to raise awareness of how bias can impact decision-making, with mandatory Conscious Inclusion training for all employees
- Focus on wellbeing including Mental Health First Aiders and Menopause champions
- Policy improvements to promote new ways of working that support an inclusive environment.
Find out more by downloading Colt’s Sustainability Report here.
Anne Amlot – Head of PR
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