A small luxury custom builder wanted to grow his business but had been stuck at the same volume for several years. The owner tended to micro manage the projects and the project managers and the business ran with little documentation, was basically an oral culture and customers were difficult to manage through the selection process which kept projects from progressing. After attending a SWOT session (Strengths, Weaknesses Opportunities and Threats), it was pretty obvious that the business could not grow under those conditions.
Realizing that the building process was replicable even though each home was unique, Core Strength Marketing’s recommendation was to define and codify the building process into a Customer Care Guidebook. This guidebook defined key construction milestones, meeting protocols, selection schedules, and team member roles and responsibilities. We also drafted the Operations Manual including all job descriptions and operational procedures.
The Customer Care Guidebook became both a marketing message to prospects (“We have a process to guide you through the complex construction process”), a customer management tool during construction and the core of the operations manual aligning process and deliverables with the brand promise.The company grew over 500% in 3 years and hired professional management to run the new. larger and more complex organization. The blog entitled, “How Can Be More Compelling Than What”, speaks to this brand strategy.