A successful major NYC dealer was renovating their demo room and asked RADIA Group to capture the progress and his grand opening. They also wanted to capture the event as a customer open house for use on his company website.
Using New York City as a backdrop, a customized video presentation was created. The final outcome was a fast faced, inexpensively produced video based around an environmental theme. Shot in only a few hours time, the results were edited in three formats for use on PCs, the company Website and for viewing in the office reception area. The employees were the heroes. Equipment was closely tied into the solutions employed in actual customer applications and, where appropriate, customers were introduced on camera to solidify their decision in having placed their trust in the company.
A progressive dealer in Pennsylvania who has been in business for over 20 years decided to totally modify his go-to-market strategy by focusing on a “total solutions” approach. A talk track was created that never mentioned hardware, only solutions and management techniques for the customer to control their costs. A new office workflow was created that was totally paper - free and equipped with the latest server technologies. These were employed to make the new office a showcase of technical innovation. Customer service support reps worked directly with the clients to free up sales people to sell rather than to become involved in any customer support issue. Customers loved the attention and the support. No expense was spared and customers entering the new building were quite impressed with the environment and the solutions being offered.
Radia Group suggested a low cost, high definition camera be used to capture the details including discussions with staff, sales managers and customers. Rather than “talking head video”, a fast paced tour of the facility was created using the employees and real customer visitors. This approach was quite different in that the state of the art facility became the hero and short snippets could be used in a variety of customer communications.
A successful dealership that has been in business for over 40 years, wanted to measure the level of customer satisfaction for their State of Minnesota Government accounts. Of particular concern was the rumor that budget cuts were thought to be looming on the horizon. They needed to determine their vulnerability knowing that well-served customers are loyal repeat customers.
Since they did not want to incur large expenses they asked for our recommendation. They were looking for a good response rate with detailed feedback information. This was all the more difficult because many of their accounts were State of Minnesota governmental customers and therefore, were not used to being surveyed. The time factor was also a consideration as the survey could not be productivity consuming.
A Radia CL-Survey (CL means customer loyalty) was quickly created and sent from the company CEO via email to hundreds of targeted customers. Since only two questions were asked, the response rate was an exceptionally high 12%. Three categories of responses were created and analyzed with the higher revenue customers being the areas of immediate and primary follow-up.
Based upon the Customer Loyalty Score methodology, an CLS index was calculated. Also captured were the verbatim comments directly from the surveyed customers and action plans were than established to address issues brought to light by the survey. True customer delight was the ultimate goal since happy customers make repeat customers.
More importantly, the internal staff of the dealership was immediately involved in this process so that the culture of the company quickly focused on true customer loyalty benchmarks. Now instead of being critical of the company’s activities, employees and customers alike began promoting the company! And employees were being challenged internally to focus on changing the culture of the company while growing their business by following the Net Promoter® metric.
The outcome were customers who could recommend changes, sales people who were proud of their customer-driven activities to exceed expectations, and a happy dealer owner, who now knew just how highly appreciative his customers really were, as well as a new found determination to fix any customer issues that the survey had revealed.