M3Planning

Making customer loyalty a key operational priority

Company: CLP Resources, Inc.

Industry: United States — Skilled Trades People Staffing

CLP Resources, Inc. is a skilled trades staffing company providing quality tradespeople to a qualified workforce.  By allowing their customers to best leverage staffing needs according to the demands of the project at hand, CLP has become a partner of commercial, industrial and residential building contractors nation-wide.

Service: Customer Loyalty Program

Need:  To employ and integrate qualitative customer research into a technology-based loyalty program that would position CLP closer to their customers.

Deliverables:

• Create a customer-focused loyalty assessment program.
• Shift program delivery and reporting to a fully electronic platform.
• Implement a continuous market (re)orientation process.

Solution: With dozens of locations around the country, CLP needed a reporting program that would unite its disparate offices.  Through synthesizing previous marketing department work on customer value and the Net Promoter Score concept, M3 developed an automated process that sends email invitations to customers at appropriate times.  The customers are invited to participate in a survey process.  Their responses produce dynamic data in the form of a dashboard.

Result: All of the branches have current information on their customers’ thoughts and how they each benchmark against other branches, regions and corporation as a whole.  The program has a service recovery feature as well.  Please see http://mystrategicplan.com/dashboard for examples.