|
SKS, Inc. Petroleum Distributors
After more than 65 years of providing Southern California with fleet fueling and lubrication services, Escondido, CA-based SKS, Inc. Petroleum Distributors needed to check the pulse of its existing customer base in an effort to improve customer relations and customer value perceptions. SKS comissioned Serfwerks to research customer perception, performance data and competitive dynamics.
Serfwerks began by conducting a Previous Performance Analysis to understand trends in previous performance and quantitatively identify a significant performance increase. The second step was to survey SKS’ customer base to understand current perceptions and identify opportunities to improve the communications strategy to increase customer value perception. The survey implemented both quantitative and qualitative measure that enabled the measurement of the value perception and communication strategies. Using a combination of solicitation strategies, Serfwerks was able to obtain a 40% survey participation rate. Furthermore, the study identified a significant correlation between the level at which customers purchased services and their value perception of the company.
Finally, Serfwerks performed a detailed Competitive Analysis in which it researched a sample of SKS’ core competition, both regionally and nationally. The Competitive Analysis showed key opportunities that SKS could exploit to increase its ability to compete in its industry.
From the analyses, Serfwerks was able to not only help SKS better understand how it does business, but also improve the methods by which it positions itself and communicates with it constituents. Serfwerks developed a positioning and communications strategy that is just beginning to be implemented. It also designed a corporate style guide that established the proper visual implementation of the the current SKS brand, including guidelines as to how employees should use the brand to ensure a consistent application of the brand in every customer touch point.
Need to understand the dynamics of your marketplace? Contact Us |
What You Don't Know
