Aaron Oelger Vice President-Marketing
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Transcript of Aaron Oelger Vice President-Marketing
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Aaron OelgerVice President-Marketing
Focusing on the Customer
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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)
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Building a Customer Culture 3.1b
Customer Focus starts with our Culture– Placing the right person in the right position– Deploying “Industry Involvement”
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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
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Customer Engagement 3.1
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Customer Engagement 3.1
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Customer Engagement 3.1
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Customer Engagement 3.1
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Our Founder as the brand representative
Customer Engagement 3.1
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Customer Engagement 3.1
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Our Founder as the brand representative
Deployed through:– Marketing communications– Customer communications– Key conservation and
shooting sponsorships– The “Larry Line”
Customer Engagement 3.1
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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
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Collecting feedback – Customer listening posts – C-Sat Survey– Customer Complaint Management
Application
Taking action– Customer Focus as an action
Customer Listening 3.2a
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Use of Customer Data 3.2c
• Segment Customers• Manage marketing communications • Define treatment plans• Measure results
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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
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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)
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Questions?
Thank you!Our best wishes to you in your pursuit of performance excellence!
For more information: www.midwayusa.com/baldrige