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Ceridian product names help customers understand the solutions better

You probably noticed two years ago that Ceridian renamed our products. Maybe you wondered why we changed the names of our well established services.

"We had a mix of different names for our solutions that didn't explain what our solutions actually were. It was confusing," explains Jennifer Roth, Ceridian's director of product marketing. "Through research, we found out that customers, prospects, the media and industry analysts all thought our product names were not entirely understood. Product names like Source 500 didn't describe what the product was."

Ceridian's goal in renaming products and services was to ensure that the new names describe what is being provided.

"Source 500 was renamed Ceridian HR/Payroll, which gives our customers a better idea of what this solution encompasses. We looked at all of the product names holistically and changed those that didn't describe what the solution was," says Roth.

After 18 months, Ceridian checked back with customers to gauge the impact of the naming strategy and found it's working. We surveyed customers to see exactly how they reacted to the renamed products:

• 70 percent of Benefits and HR/Payroll customers said that the new naming system has helped them better understand their solutions and what is available to them.
• 95 percent of HR/Payroll customers and 100 percent of Benefits customers believed that the naming system makes sense.
• 80 percent of LifeWorks customers believe that the name EAP & Work-Life Services or Organizational and Employee Effectiveness Services adequately describes the service they receive.
• 70 percent of customers were familiar with the term Health & Productivity Management.

"Customer feedback really helped us make a sound decision with our naming strategy. Our customers have responded positively to the change. They've indicated that they have a better understanding of their current solutions and about what other solutions are available to them," says Roth.