Uncovering the possibilities
On the heels of a successful rebranding effort that helped Ahearn focus on a key growth area in their industry, we held a brainstorm session focused solely on developing ways that Ahearn could amp up their already friendly customer service for their VIP customers and make them feel like they were a special part of the family.
While Ahearn had maintained a “Contractor Kickback Program” in the past, the results were never quite where they wanted to be – criteria was confusing and customers didn’t immediately see a benefit. Recommending that they resurrect and reface the program, we developed the “A+ Club”, an attractive and turnkey customer loyalty program, as well as provided Ahearn with simple ways they could weave a little something extra into everyday interactions with these customers – like giving out pairs of gloves on a cold day, or dropping off coffee and donuts to job sites during long-term rentals.
A cool place to hang
Knowing that these customers often have to wait while their machines get serviced, we designed for them a VIP lounge, a small oasis in the hustle and bustle of the busy showroom and repair shop complete with unique signage and furniture as well as snacks and a fridge with free drinks.
Following the launch of the new A+ Club program, more than 70 customers signed up in one month’s time. Vice President Josh Ahearn noted the program was “widely well received by customers” and provided the dealership with a solid foundation upon which to foster their most profitable customer relationships.
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