Building UK presence and positioning SaaS scale-up Dixa as leaders in the shift to conversational customer experience

Dixa is a customer service SaaS platform that unifies channels in one interface for an exceptional customer and agent experience, allowing brands to create friendships with their customers.

As a result of rapid growth, Dixa turned to CubanEight to help position the business as a thought leader in the ecommerce and Customer Experience (CX) space in the UK and help build awareness of the brand as it continued its European expansion. 

Born out of an idea shared by four friends who had spent years working in the customer service tech space, Dixa was created to counteract the increasingly impersonal and transactional nature of customer service interactions.  

Technologies like ticketing systems, prioritised deflection over finding solutions, and often left customers and agents disappointed with their experience. 

The PR campaign started amid the first UK lockdown in 2020, when the closure of all non-essential shops led to a huge increase in online shopping. With this, the demand for high quality customer experience grew, as did customer expectations for how brands should handle queries. 

The strategy focused on building credibility for Dixa within the UK media, through customer advocacy and adapting existing content for use across key verticals such as customer experience, retail, and business technology. 

With our customer-first approach we identified the challenges and pain points those retailers with a remote customer service team were facing, such as lack of communication and staff burnout because of quickly switching to a work from home workforce. Many retailers were not prepared for remote working, which meant that customer service agents were not equipped with the correct set-up to do their job continuously and seamlessly from the safety of their homes. 

Addressing these pain points, conveying understanding and providing a tangible solution was woven into the content and opinion that CubanEight pitched to the media to secure a continuous flow of high-quality thought leadership opportunities. 

There is a clear role for engaging PR content like this to raise brand awareness and influence the buying journey. Most senior B2B decision makers read more than three pieces of content before contacting a supplier, with blogs, articles and reports by though leaders are among the most frequently read and trusted sources of content at this stage. As buyers move through the sales journey, case studies and reviews demonstrating ROI and how solutions are of benefit become key.  

Building this content into activity, we amplified Dixa’s credibility, by positioning them as experts in CX for today’s fast-growing online retailers and brands. 

In the first 6 months of the campaign: 

  • 25 pieces of coverage published in titles such as Modern Retail, Essential Retail, Customer Experience Magazine, MyCustomer and Business Cloud 
  • Backlinks included in 60% coverage 
  • Reached an online audience of 1.6 million