How Maintel’s Rebrand is Transforming Customer Experience

On behalf of Call Centre Helper, Stephanie Lennox recently had the privilege of interviewing Dan Davies, CEO of Maintel. In her words:

“Maintel is a technology managed service provider, and why we’re here is to use technology to create customer experiences, services and workplaces that inspire and empower people.”

In this article, we explore the rationale behind the rebrand, why customer experience is at the heart of Maintel’s strategy, and how the company plans to enhance it in the year ahead, and the company’s future plans.

Here’s a look into how Maintel is navigating 2025’s most pressing technology trends.

The New Maintel: Then & Now

Maintel underwent its comprehensive rebrand to sharpen its focus and re-align with their customers. They realised they had to do something, and fast, to return to clarity.

“We found ourselves becoming generalists,” Davies explained, “and were losing our USP. The rebrand is about externalising the internal transformation we’ve been undergoing to focus on what our customers need most.

What our customers really need us to be is solid, absolutely solid, as a business and us in terms of the services that we deliver for them.

But then they’re also existing in a really dynamic world that is constantly changing and evolving… so yes, they need our solutions to be solid, but they also need them to be progressive so that we can help them on that journey into the future.”

“We Want to Be Solid, Progressive, and Future-Focused”

According to Davies, their work now revolves around three focus pillars:

1. Customer Experience: Helping our customers delight and retain and attract new customers.
2. Unified Communications and Collaboration: Helping our customers be more productive and efficient and collaborative.
3. Connectivity and Security: Helping our customers connect their users and their partners to their data and their applications in the most secure and efficient way.

“We Wanted Our Brand to Speak Clearly and Simply to Customers”

With the rebrand, Maintel simplified their product and platform naming conventions to ensure customers could easily understand the services they provide.

Davies highlights how this clarity is part of a broader commitment to reinforcing Maintel’s customer-first mindset.

“I think they can expect far greater clarity around who we are as an organisation, the type of business that they’re going to be working with, and what and what we do really. We’ve gone really down the kind of simplistic route of saying, you know, that it does what it says on the tin.”

“Everything Has Been Refreshed as Part of the Rebrand”

Davies shares that the rebrand touched nearly every aspect of Maintel, from their website to their entire collateral suite.

He also mentions the company’s innovative use of generative art on their new website, which reflects the dynamic nature of the tech world.

“It’s been a really significant piece of work that’s taken around 18 months. We’ve refreshed our entire collateral suite, so every core managed service product that we offer has got the same set collateral now, so customers can really get to grips with and understand what those services can do for them.

But we’ve also generated other content, such as white papers that we’re bringing out in each of our three focus pillars.

The first one that we’ve launched is in the customer experience space, which is obviously really pertinent to this conversation, and that is obviously a standalone kind of piece of research, a piece of white paper material, but from that will come lots of different other kind of collateral assets that we can use to really help the market understand how we can help them.”

“A Retail, Public Healthcare & Financial Services Focused Strategy”

Maintel is now targeting specific industries where their technology can make the most impact, focusing on high-growth areas like retail, public healthcare, and financial services. Davies emphasises the importance of aligning their market strategy with the industries that most need their services.

“So if I look at our key sectors that we deal with…retail, public health care and financial services, but we also do a lot of work with local government, with higher education, with housing associations, and with some utility…they’re really where we’re going to focus on going to market.”

“AI Will Be a Game-Changer for Customer Experience in 2025”

Looking ahead to 2025, Davies predicts that AI will play a major role in transforming customer experience. He discusses the importance of helping customers navigate the hype around AI and focus on the real value it can provide to improve customer journeys, particularly in the contact centre space.

“Although there’s a lot of hype around AI, I think customer experience is one of the areas where there is a large number of really high value opportunities with AI that are much less hype and much more real.”

“Customer Experience is Now at the Core of Every Business”

Davies points out that customer experience has become a top priority for businesses across all sectors, driving differentiation in the market.

Maintel’s focus on delivering high-quality customer experiences through advanced technology will continue to be central to the company’s growth, and recommends this focus to all companies.

“We’re very much in a world now where customer experience is one of the main things that will help them differentiate their business, you know, compete with the main competitors that they’re up against in their market, and really help their customer journeys.”

“Prioritising Customer Relationships”

Looking toward the future, Davies explains that Maintel’s growth strategy in 2025 will focus on both acquiring new customers and improving customer retention. He underscores the importance of maintaining strong customer relationships and ensuring a seamless customer experience.

“To organically grow effectively, we’ve also got to have a really keen lens on our own customer experience…the better you can be at that, the happier your customers are, the longer they’ll stay with you, and the more that they’ll invest with you to help them progress into the future.”

Conclusion: A Stronger, More Customer-Centric Maintel

Maintel’s rebrand marks an exciting new chapter for the company, focused on specialisation, clarity, and putting customers first.

As they zero in on key tech areas and industries, Maintel is committed to maintaining its position as a key leader in customer experience, constantly innovating and evolving to meet the needs of its customers.

With a strong focus on the future, including AI innovations and improved customer service, the company is ready to make a big impact in 2025 and beyond.

A huge thank you to Dan for sharing these insights into Maintel’s journey – it’s clear that this rebrand is all about taking their mission of delivering inspiring and empowering customer experiences to the next level.

For more information about Maintel - visit the Maintel Website

About Maintel

Maintel is a fast-growing provider of managed communications services for the private and public sectors. We’re experts at securely connecting our customers in the office, on the move and in the cloud.

Find out more about Maintel

Author: Stephanie Lennox
Reviewed by: Jo Robinson