PLAN
Dave Lennox Premier Dealers™ deliver a level of comfort and service no one else can match. To earn and maintain “Premier” status, Dave Lennox Premier Dealers must participate in an independent Customer Satisfaction program in which customers have the opportunity to objectively evaluate their dealer’s performance. Only those that achieve and continue to meet the high standards established by Lennox can identify themselves as a Dave Lennox Premier Dealer.
In May 2011, Strategic America launched a new customer satisfaction survey program for the 1,400 Dave Lennox Premier Dealers™ in the U.S. and Canada, with the goal of increasing customer response and survey participation. The customer satisfaction program is also part of a three-step program developed by Strategic America to assist Premier dealers in engaging existing customers and reaching new customers.
CREATE
Strategic America (SA) revised a survey of 15 questions to a short, five-question survey to increase response rate. SA then developed effective messaging via mailer and email to invite customers to go online or call a toll-free number to take the abbreviated customer satisfaction survey.
Through an automated process, Lennox provides customer contact information directly to Strategic America, which saves time and effort by the dealer and also allows for a truly independent survey. Results are housed on a password-controlled website developed for the Lennox Consumer Advertising Program (CAP) that Strategic America also designs and administers.
ACHIEVE
In the first month, the new customer satisfaction measurement program achieved a 29 percent response rate, which is a four percent increase over the previous program’s results. In June, 20,529 survey invitations were sent with a similar response rate.
Lennox reports a greater knowledge of what satisfaction means to the company’s customers. With survey responses housed in an exclusive system developed by Strategic America, results can also be automatically processed for Lennox. Dave Lennox Premier Dealers appreciate spending less time administering their customer satisfaction requirement and more time delivering quality products and service.
