Carlson Body Shop Supply

Carlson is firmly established as a leader in their industry, but recognize, as one executive put it: “We can always do better!” Not a firm to rest on their laurels, they are very progressive about improving customer service levels, strengthening relationships with customers and ensuring that internal processes and sales/sales support programs match customer needs precisely. Carlson saw the need to conduct a comprehensive Customer Survey to ascertain customer perceptions and needs, communications and sales coverage/sales support requirements, value-added requirements, strengths, weaknesses, opportunities and competitive threats. As well, to determine if there were any regional differences in customer perceptions and requirements so they could manage their “Go-to-Market” activities accordingly.

Methods
Mail, Telephone, Email, Incentive
 
Results and Key Findings
A sufficiently high response rate delivered powerful customer feedback to enable Carlson to benchmark performance across several criteria and make serious, well-founded strategic and tactical decisions around staffing, sales, marketing and business development commitments in 2006 and beyond. And strengthen its position as a market leader and grow their business. Several contracts were signed immediately and directly as a result of the Survey itself and thus the effort paid for itself many times over. The Carlson Sales Team is now armed with direct and specific customer “hot button” intelligence. The Project was so successful that Carlson used it as the agenda (not an agenda item) for their national meetings.

Return to Client List