Mkt Review2
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Transcript of Mkt Review2
Focus on Residential
• Lead Monitoring, Routing
• Customer Svc Monitoring / Training
• Answering Svc Performance
• Seasonal Marketing Calendar
• Increase Customer Communications
• Focus on Service Plan Base
• Internal & Manufacturer’s Promotions
• Improve usage of Flat Rate pricing
• Review Tech incentive program
Lead Monitoring• Discovered we weren’t capitalizing on leads
received
• Tracked all leads coming in, how often they were converted to appointments
• Reduced # of Call Backs, increase # of Appts
• Insight into which marketing vehicles yielded best results
• Leads 2008 vs 2009 -19 % increase
Customer Service• Empowered CSRs to offer incentives (service)
• Educated CSRs to schedule appointment while customer is on phone instead of calling back
• On-going training sessions on telephone etiquette, phone skills
• Used call recording technology to monitor customer service performance, areas needed for improvement
Answering Service•Discovered answering service was
not providing customers with the TUDI Experience
•Changed answering service providers
•Phone calls after 5pm and on Weekends are now answered by a live person
Marketing Calendar
• Marketing efforts are turned ‘on and off’ based on marketing calendar
• Decreased ‘knee-jerk’ marketing
• Worked to minimize seasonality of business with grassroots efforts
Customer Communication
• Home Comfort Plan Collateral - Letters, Brochures
• Newsletter Program
• E-Blasts
• Equipment Recall, Referral Program, Keystone Help Communications
• Improved TUDI Website
Service Plan Base•Re-developed service plan value
proposition to better align with customers’ wants/needs
•Developed collateral to assist in communicating service plan benefits
•Developed strategic marketing plan to reach long term service plan goals
• Implemented programs to help reduce attrition