Gibbs & Dandy’s well-earned reputation for customer service has been recognised at the 2014 B2B Marketing Awards.
The builders’ merchant won the award for Best Integration of Sales and Marketing for its Customer Contact Programme.
The programme was designed to allow the branch sales teams to understand their customer needs better than the competition, as well as empower the company’s 30 branches to organise their own local marketing activities.
The programme centred around three factors - Customer Service Measurement: Gibbs & Dandy Ask Customers (GDAC) surveys, Development of CRM system: Sales & Marketing Dashboard, as well as Customer Sales Incentive: Reward Builder.
The Reward Builder, shaped by the survey research and enabled by the newly designed customer dashboard, was the focal point of the programme. It was designed to increase customer spend in-store, aspiring incentives and rewards were provided for reaching various spending levels – an initiative which was to have a huge impact on the business’ overall sales growth.
Neil Lawrence, Gibbs & Dandy’s managing director, said: “This award win is an incredible achievement and a testament to the great work by a lot of hard-working and dedicated people.
“Gibbs & Dandy places a huge emphasis on customer service, which is why we invested considerable time and resources into developing this initiative. This investment proved to be hugely successful as it achieved incremental sales of more than £5m, versus an initial target of £1m.”