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Issues:
- Spending almost $3 million per year on advertising without
any sense of return on investment
- Doubted that advertising was working because 66% of
customers indicated that they learned about company by seeing
road side directional signs near model homes
- Were concerned that advertising mix did not effectively
build brand awareness
Actions:
- Developed custom survey to measure
effectiveness of advertising, website and messages delivered by
sales people
- Implemented process to collect
customer contact information from model homes to participate in
research
- Implemented survey in seven regions to
track impact of advertising changes in different markets
Results:
- Identified three forms of advertising that could be
eliminated due to lack of impact on brand awareness of
customer—a 15% savings on total advertising budget
- Found that advertising messages were not being reinforced by
website and sales force, thus creating confusion in the
customer’s mind
- Found that only 1/3 of customers knew about company as a
result of directional signs—friends and family members were much
more important as a referral source
- Determined that internet was almost 4 times more important
as an information source as traditional forms of advertising
- Through STARS™ reporting system, identified 10 potential
customers that were at risk of being lost due to a less than
satisfactory sales experience
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Issues:
- Rapid growth led to extensive hiring of new college
graduates and experienced professionals outside of the local
market
- Certain aspects of local community were potential roadblocks
to getting people to relocate to the area
- Concern that company and community factors might lead to
employee retention problem
Actions:
- Developed custom survey to measure
impact of organizational climate and community issues on
employee satisfaction and loyalty
- Collected data from over 900 new hires
to assess drivers of satisfaction and loyalty, and identify key
priorities for improvement
- Analyzed factors such as age, marital
status, gender, race, and number of children to identify
differences in satisfaction and loyalty
- Conducted correlation analysis of 41
variables to identify factors with greatest impact on employee
loyalty
Results:
- Determined that satisfaction with community varied widely
based on age and marital status
- Found that the key selling point for the community had
become less attractive to new hires over the past three years
and identified key actions for the community to take
- Identified a segment of the respondents that felt that
career opportunities were less attractive for them than other
segments of the employee base
- Determined that the key drivers of satisfaction and loyalty
were management actions and perceived career
opportunities--having a close friend at work was the least
important of the 41 variables
- Determined that overall satisfaction with the company and
the job was more important than community issues for these
respondents
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