Imad Hammad’s journey as a dynamic and resourceful leader, is very inspirational. In this interview, Imad, the CEO of CarSwitch delves deep into his take on the rebranding of the company, and the core principles they focused on during this phase.
With seamless customer experience and top-notch services offered by CarSwitch, it has marked tough competition in the automotive industry. Imad’s entrepreneurial spirit and dedication along with his insights on the customer-centric approach at CarSwitch offer valuable lessons for the entrepreneurs and professionals in the industry alike. We also talked with the Head of Brand Marketing, Dina Elassal, and gathered her vision on the rebranding process and the entire journey that made this possible.
We started the interview by asking, “How did the idea of rebranding CarSwitch come about, and what was its key driving force?”
Imad Hammad shared, “With changing consumer preferences and transitions over time in the automotive industry, we at CarSwitch observed that customers increasingly valued a seamless and enjoyable car-buying experience over mere transactions. We have seen industry players successfully differentiating themselves by focusing on customer experience and decided to follow suit. In short, the decision to rebrand CarSwitch likely emerged from numerous factors, ultimately aiming for sustained success in the automotive industry.”
Journey Of Rebranding CarSwitch
We wanted to learn about the long journey of rebranding CarSwitch from Dina and the significant milestones achieved in the process. So we asked, “Could you walk us through the 11-month journey of changing CarSwitch’s brand strategy? What were the major milestones?”
“In the first two months, we conducted an in-depth analysis of the existing brand strategy. We also gathered market research, while identifying key pain points and preferences of both online and offline car buyers in the process. Later, we analyzed survey results, focusing on the priorities of online and offline buyers – trustworthiness and personal interaction for both categories and primarily shifted towards customer-centricity. In the final phase, we finalized all brand materials and adjusted plans accordingly.” added Dina.
In the dynamic market conditions of present times, it is crucial to adapt to a customer-focused approach. We asked, “What led you to refocus on customer-centricity during this rebrand?”
Imad Hammad shared, “Several key factors influenced the decision to refocus on customer-centricity during this rebrand. We observed shifts in the automotive market where customer expectations were evolving rapidly and sought personalized car-buying experiences. After recognizing leading brands embrace customer-centricity, we too, wanted to position CarSwitch in the same direction. Customer expectations drove our rebrand and our goal is to meet and exceed these expectations.”
Impact Of Customer Expectations
To learn more about how consumer expectations shape the brand, we asked, “Have customer expectations influenced the new identity?”
“Customer expectations have significantly influenced the new identity of CarSwitch. The messaging in the new identity is tailored to address specific customer expectations, directly aligning with what customers desire. We’ve made several improvements in our services to meet or exceed customer expectations. The brand now reflects a commitment to meeting and exceeding these expectations, in both online and offline interactions,” replied Imad Hammad.
To ensure the success of any business, efficiency and a united team are paramount. We asked, “How has the new branding approach impacted the teamwork and unity within the organization? Were there any internal shifts to accommodate the new focus?”
Dina shared, “The new branding approach has had a notable impact on teamwork and unity within the organization at CarSwitch. With the rebranding process, team members rallied around putting the customer at the center of everything they do. Clear communication helped the entire team to stay updated about the process along with enhancing their ability to serve customers effectively. Internal shifts, such as cross-functional collaboration and a customer-centric mindset, were instrumental in aligning the entire organization with the new focus on customer-centricity.”
To offer a seamless customer experience, inculcating innovative approaches and effective research is essential. So we asked, “How does the new branding integrate research and innovation, especially in delivering a seamless customer experience?”
Imad Hammad replied, “Research and innovation are tightly integrated into the new branding strategy at CarSwitch. They are pivotal in shaping the brand’s customer-centric approach. The goal is to deliver a seamless and exceptional customer experience consistently.”
Upcoming Projects Of The Brand
“What’s next for CarSwitch under this new brand identity? Are there any upcoming projects or expansions in line with the rebrand?”
Imad Hammad shared, “At present, CarSwitch will explore opportunities for market expansion and introduce product diversification aligned with this approach. Besides that, we are looking forward to collaborating with other players in the industry. We could also explore the latest initiatives related to sustainable solutions and are also focusing on building a community of CarSwitch enthusiasts and customers to enhance brand loyalty.”
Efficient Customer Engagement, we asked Imad Hammad
Positive customer experience will help the business go a long way. So we asked, “What is the importance of meaningful customer engagement in the context of your business?”
“Meaningful customer engagement is of paramount importance in our business for several reasons. When customers feel confident in our expertise and commitment to their needs, they are likely to choose us as their trusted partner and lead us with more referrals. Our customer base in the UAE and KSA has distinct behaviors and pain points. By actively listening to them and adapting our services accordingly, we can better cater to their preferences and provide tailored solutions. Also, meaningful customer engagement is not just a buzzword in our business; it’s a core strategy that enables us to build trust, meet unique customer needs, and enhance the overall experience in the automotive industry.” concluded Imad.
Connect with Imad Hammad on LinkedIn.
Connect with Dina Elassal on LinkedIn.