Tuesday, March 03, 2015

Home News Keeping customers

Keeping customers

Design/Installation

Manage quality before retention rates drop.

Kristen Hampshire | June 3, 2014

With consistent annual growth, even during recession years, and a fast-expanding staff, Brian DuMont, president and CEO of Yard-Nique, recognized that customer retention can suffer unless quality is carefully managed.

Last year, DuMont realized that his maintenance account managers were maxed out. “At times, as we continued to grow, we got more properties and put more work on those account managers,” he says. There’s a fine line between “more work” and stretched too thin.

“It took us about six months to dissect the problem,” DuMont says. The company analyzed its customer retention rate. DuMont aims for 5 percent – the industry standard, he says, is roughly 10 percent.

“For me, when I see 10 percent attrition, it’s like, ‘Time out: What’s going on here?’ Is the problem isolated to one manager? Is it isolated to one division, one branch?’”

Last year, DuMont decided that while the company’s customer retention was not suffering per se, quality could erode if something wasn’t done to address account manager workload. So, the company invested in hiring two more account managers.

Then, DuMont divided the book of work evenly among the new team, freeing up the managers to spend more time with their clients.

“The expectation is that we’ll have better customer service and an improved customer retention rate,” he says.

“It will be a win-win, and that is what we are driving for in 2014. So far, the plan is going well for us.”

Top news

PLANET unveils a new name

Ten years after it was formed, the industry’s national association has updated its name and logo as part of a strategic rebranding.

Rules on recruiting

Knowing what to do isn't the challenge faced by executives – finding who to do it is.

Plants and personalities

L&L attended the iLandscape show in Illinois and learned about native landscaping and how to deal with different types people.

Ariens reflects on passing of past president

Michael Ariens had recently celebrated his 55th anniversary with the company.

Ford adds new truck tool

The snow plow prep option is available on the 2015 F-150.

x