aaron oelger vice president-marketing focusing on the custom er
TRANSCRIPT
Aaron OelgerVice President-Marketing
Focusing on the Customer
Customer Focus
More than a Baldrige Category 1. Customer-focused culture (3.1b)
2. Customer engagement (3.1)
3. Customer requirements (3.2a)
4. Actionable VOC (3.2b)
5. Customer Segmentation (3.2c)
Building a Customer Culture 3.1b
Customer Focus starts with our Culture– Placing the right person in the right position– Deploying “Industry Involvement”
Customer Focus starts with our Culture– Placing the right person in the right position– Deploying “Industry Involvement”– Using the Emergency Response Group – Importance of
symbolism
Building a Customer Culture 3.1b
Customer Engagement 3.1
Customer Engagement 3.1
Customer Engagement 3.1
Customer Engagement 3.1
Our Founder as the brand representative
Customer Engagement 3.1
Customer Engagement 3.1
Our Founder as the brand representative
Deployed through:– Marketing communications– Customer communications– Key conservation and
shooting sponsorships– The “Larry Line”
Customer Engagement 3.1
Customer Listening 3.2a
Defining Customer Key Requirements (CKRs)–Annual survey
Deploying CKRs–Training–Audits–Deployment
Aligning CKRs–CC through call monitoring–VOC through Customer Complaint Management–Customer satisfaction surveys
Collecting feedback – Customer listening posts – C-Sat Survey– Customer Complaint Management
Application
Taking action– Customer Focus as an action
Customer Listening 3.2a
Use of Customer Data 3.2c
• Segment Customers• Manage marketing communications • Define treatment plans• Measure results
Customer Focused Results7.2
Category 3 Key Results 2007 2008 2009 2010YTD
Customer Satisfaction 92% 92% 93% 93%Customer Retention 98% 98% 98% 97%Customer Loyalty 93% 94% 94% 94%New Buying Customer Growth Rate
43% 21% 30% N/A
Active Customer Growth Rate 28% 23% 28% N/A
Customer Focus
More than a Baldrige Category 1. Customer-focused culture (3.1b)
2. Customer engagement (3.1)
3. Customer requirements (3.2a)
4. Actionable VOC (3.2b)
5. Customer Segmentation (3.2c)
Questions?
Thank you!
Our best wishes to you in your pursuit of performance excellence!
For more information:
www.midwayusa.com/baldrige