SNAPSHOT
As new competitors began closing the gap in product performance, customer experience, and pricing, DynaEnergetics turned to BRINK to stay ahead. BRINK developed a bold new brand strategy and a comprehensive roadmap for customer experience transformation — and rapidly began roadmap activation at scale. A key highlight was the creation of a groundbreaking mobile app feature for real-time downhole monitoring, poised to redefine operational efficiency for DynaEnergetics customers. The suite of initiatives aimed to redefine DynaEnergetics’ market position, enhance customer satisfaction, and set a new standard for customer engagement and digital solutions in the oil and gas industry. The impact of these efforts is expected to double top-line growth over the next three years, driven by gains in both share of the market and share of the wallet.
26
Customers Consulted
1
Game-Changing Mobile App Feature Developed
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Award-Winning VR Experience Created
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Customer-Driven CX Optimization Opportunities Identified
President – Americas
SERVICES
Brand & Customer Experience Strategy
Brand Positioning and Identity Development
Brand Messaging Architecture
Customer Journey Mapping
Experience Optimization Strategy
User Experience (UX)
UX Design
Information Architecture
Visual Design
Web and User Interface Design
Video and Motion Graphics
Design Systems and Governance
Technology Implementation
Backend Development
API Development
Cloud Engineering
Content Strategy & Creation
Content Strategy
Copywriting
Digital Transformation Strategy
Qualitative Research
Quantitative Research
Competitive Analysis
Market Trend Analysis
Digital Transformation Strategy
Digital Transformation Roadmapping
Technology Strategy
Workflow Optimization
CLIENT
DynaEnergetics is a leading manufacturer and supplier of advanced perforating systems and products for the oil and gas industry. With a rich history of innovation, DynaEnergetics has been at the forefront of delivering cutting-edge technology and exceptional product performance.
SITUATION
DynaEnergetics, renowned for their superior technology and product performance, encountered a shifting market landscape marked by intensifying competition. This evolution necessitated that DynaEnergetics not only adapt their brand story and messaging but also significantly enhance their customer experience strategy to resonate with a dynamic and changing market. Recognizing the need for a comprehensive update, DynaEnergetics executives sought to redefine their market position and maintain their competitive edge by revolutionizing customer experience. Central to this transformation was the development of the “DynaStream” mobile app feature, an innovative tool designed to provide real-time downhole monitoring and cloud-based alerts, significantly enhancing operational efficiency and customer satisfaction. This groundbreaking feature, combined with a reimagined brand strategy, positioned DynaEnergetics to lead in a highly competitive industry.
Key Challenges
- Evolving Market Dynamics: The market was shifting with new competitors emerging, necessitating an updated approach to maintain market leadership.
- Customer Experience Enhancement: The customer experience needed to be elevated and aligned with the brand identity to stay ahead of competitors who were improving their interactions. Additionally, the introduction of innovative features like the DynaStream app was crucial to capitalizing on a general gap in the market relative to modern customer experience expectations.
- Digital Transformation: Existing digital infrastructure needed to be upgraded to meet modern customer expectations and improve operational efficiency. The development of the DynaStream mobile app feature, with its real-time monitoring and cloud-based alerts, was a key part of this transformation.
- Internal Coordination: Alignment between marketing, sales, and product teams needed to be facilitated for consistent messaging and strategy execution.
- Market Education: The brand story needed to be strengthened by educating the market about the unique value and differentiation of DynaEnergetics’ products through enhanced customer experiences.
WHY BRINK
DynaEnergetics chose BRINK for our deep expertise in customer experience transformation, strategic approach to brand revitalization, and proven track record in developing comprehensive multi-year roadmaps for digital and CX transformation. Our ability to rapidly activate the design and development of innovative digital solutions at scale also made us the ideal partner to guide DynaEnergetics through this critical transformation and ensure they remain at the forefront of industry innovation.
OUR BOUTIQUE
APPROACH
At BRINK, all clients benefit from executive accountability, authentic collaboration, and a talented team that truly immerses themselves in order to activate against growth goals with unparalleled creativity and efficiency.
01 / DISCOVERY
The project began with a thorough discovery phase, including:
- Comprehensive competitive brand and experience audit to analyze the visual design, messaging, positioning, and digital experience offered by DynaEnergetics’ competitors.
- Customer interviews and surveys to understand customer sentiment towards DynaEnergetics’ products and brand, identify customer pain points specific to DynaEnergetics and general market trends, and segment customers and define messaging priorities for each segment.
- Corporate positioning and identity workshops with DynaEnergetics’ executives to align the team and revise their positioning for success in an evolving market.
· Full technology audit of DynaEnergetics’ existing technology stack to identify areas for improvement and opportunities for innovation to support streamlined operations as well as more advanced customer experiences.
OUR BOUTIQUE
APPROACH
02 / STRATEGY
At BRINK, we know that a brand is defined by the experiences it delivers at every touchpoint. That’s why our brand development for DynaEnergetics was deeply intertwined with customer experience research and enhancements.
We crafted enterprise experience maps to pinpoint the customer journey and pain points, integrating these insights with broader market findings to create targeted CX solutions that refined DynaEnergetics’ corporate positioning and brand identity.
We also developed a strategic roadmap to deliver a holistic customer experience, positioning DynaEnergetics as the leader in the well-perforating space with advanced digital tools designed to address industry-wide challenges.
To ensure a consistent and compelling brand presence, we created new brand guidelines, messaging architectures, and branded templates for social media and sales. This cohesive brand identity was engineered to elevate every customer interaction, building a unified and impactful experience.
OUR BOUTIQUE
APPROACH
03 / DESIGN & DEVELOPMENT
We designed and implemented innovative digital solutions—including a new website, an award-winning VR tour, and the groundbreaking DynaStream mobile app—that collectively elevate the customer experience and set the foundation for future CX initiatives.
Elevating UX with a Cohesive Brand Identity
Working with existing components, we enhanced the user experience with a new site architecture and page layouts, making products easier to find and understand, while seamlessly integrating the updated visual brand and messaging. This website marks the start of DynaEnergetics’ digital transformation, laying a strong foundation for ongoing enhancements.
Immersive Engagement Through Award-Winning VR
We also developed an award-winning VR tour of DynaEnergetics’ manufacturing facilities, a standout tool for customer engagement at conferences and in sales, showcasing their commitment to innovation and digital excellence.
Transforming Customer Experience with Real-Time Monitoring
A pivotal part of this transformation was the creation of the DynaStream mobile app feature, which provides real-time downhole monitoring and cloud-based alerts. This innovation is set to revolutionize customer experience and dramatically improve operational efficiency by enabling instant responses to critical field events.
OUR BOUTIQUE
APPROACH
04 / SCALABILITY
Based on findings from our technology audit, we optimized the functionality of DynaEnergetics’ existing technology stack to facilitate more streamlined internal processes and set them up to enable the digital solutions in our total customer experience roadmap. A key part of this effort was unifying the code base for both their web portal and mobile app, which improved code quality and maintenance efficiency. This backend work plays a critical role in ensuring that DynaEnergetics’ digital tools are stable, scalable, and capable of supporting future enhancements without disruption.
IMPACT
The transformation project led by BRINK provided DynaEnergetics with a clear, data-informed strategy and roadmap to significantly enhance their customer experience, sustain market leadership, and achieve a doubling of growth over three years in an evolving and increasingly competitive landscape. The detailed customer research, refined positioning and brand identity, and comprehensive CX roadmap have laid the foundation for future success. Key impacts include:
- Strategic Roadmap: DynaEnergetics now possesses a detailed, actionable CX roadmap that aligns with their long-term business goals and addresses key customer pain points.
- Enhanced Market Position: While the full impact on customer satisfaction and market leadership is yet to be realized, the strategic groundwork and initial digital activations established by BRINK position DynaEnergetics favorably to achieve their goals.
- Groundbreaking Innovations: The DynaStream mobile app feature cements DynaEnergetics’ position as a visionary leader in oil and gas technology, while the VR tour we created captivated audiences at industry events, earning a w3 award in the emerging technology space. These innovations not only showcase DynaEnergetics’ unwavering commitment to excellence but also set a new standard for innovation in the industry.