Customer Experience

CSIA

Sharpen your focus on your customer

Challenge

Founded in 1997, the Customer Service Institute of Australia (CSIA) needed to shift its brand focus from “customer service” to “total customer experience” to stay relevant and lead industry education and engagement.

Solution

We crafted brand messaging and an identity using the two ‘C’s—customer and company—and their collaborative relationship. Vibrant graphics and engaging imagery highlighted the customer experience, infusing warmth and energy.

With the core message, “Sharpen the focus on your customer lens,” we extended the brand across all touchpoints, including their website, EDMs, industry magazine, and the Australian Service Excellence Awards, solidifying CSIA as the authority in customer experiences.

Services

Brand strategy

Brand positioning
Business naming
Brand design
Brand identity
Brand development
Brand research
Brand workshop
Brand template
Logo design
Website
Print design
Copywriting

CSIA is now known as:

The peak Australian body and go-to voice across Australia for customer experience strategy, thought leadership, education and certification

We helped them:

Transform from a traditional “customer service” body into a highly respected, forward‑looking customer experience authority
Gained strong interest and reinforced CSIA’s authority in customer experience
Major organisations such as Wilson Security have publicly recognised CSIA accreditation and awards
Changed perception from a small entity to a large trusted organisation
Uplift from a dated, government looking brand to a more contemporary, relevant and engaging online presence
Streamlined internal marketing templates and processes

Outcomes

Alison says

Working with Sue and the creative team at Liquid has been an absolute pleasure. The entire team are a delight to work with. Sue and her team assisted CSIA to successfully complete a major brand overhaul of our logo, website, Awards program and all collateral associated with our brand.

Sue really understood from the outset what we were trying to achieve and delivered all components effectively and in a timely manner to the highest of standards. I would not hesitate in recommending Liquid for all your branding requirements.

Alison Brown

Head of Marketing

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Strategy

The Australian Service Excellence Awards, hosted annually by the CSIA, celebrates leaders in service excellence. Aiming to position the event as Australia’s premier awards program, we leveraged the vibrancy and energy of the new brand identity to bring the Gala to life. This included the presentation, menu, banners, lighting, and pre-event promotions.