Sky Business: How to wake up the sleepwalkers with behavioural science

Sky Business, a broadband provider, combined Verve's B2B expertise with behavioural science, focusing on growth by offering a differentiated proposition to the market to attract customers.

Summary

The Sky name is synonymous with media and entertainment, both in the home and the leisure and hospitality industries.  Sky Business, a challenger brand launched in 2021, offers a differentiated broadband proposition to the B2B market.  However, with switching behaviour relatively sluggish, and with many businesses defaulting to BT, there was a need for insight that would go deeper than usual and unlock evidence-based changes that could be made to genuinely drive switching behaviours.

Combining Verve's B2B expertise with our in-house Behavioural Science capabilities, we undertook carefully structured depth interviews across the SME market.  Making use of the COM-B...

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