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CASE STUDIES

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The following case studies present brief synopses of Situations, Findings and Solutions involving KKG Marketing Consultants’ services. In order to protect the confidentiality of our clients, company details have been omitted.

 

Improving Lead Conversion

Situation

Enrollment at an educational institution had been “flat” for 2-3 years. There was capacity for growth, but the client was not sure how to increase tuition revenue.

Findings

A large number of prospects were showing interest in the college, so advertisement efforts had been successful. Attention was turned to the handling of leads to determine effectiveness. It was found that conversion rates were high when prospects met with advisors and/or attended informational seminars. Conversely, the handling of leads via phone & email were both passive and inconsistent.

Solution

KKG Marketing Consultants worked with the client to develop phone and email lead handling best practices in order to obtain brand consistency and maximize conversion rates. A document was created to assure effective training of new hires and tracking tools were implemented to monitor future conversion rates.

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Measuring Customer Satisfaction

Situation

Financial institution was not sure how well each of their five divisions was meeting the needs of their customer base. They wanted to identify actions to address any service problems.

Findings

Client had never conducted a company-wide customer service survey before and had no standards for measuring the results of such a survey. Customer contact lists were decentralized and thus data was inconsistent and inaccurate in many instances.

Solution

KKG Marketing Consultants identified an industry trade association conducting national customer satisfaction studies. Division-specific surveys were designed using several identical questions used by the association so the client’s results could be compared against them. Service problems were identified and solutions were recommended. It was also suggested that a CRM system be installed to centralize customer information thereby increasing accuracy and improving cross-selling.

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Building A
Business Plan

Situation

Manufacturing startup had no formal operations plan and needed funding to exploit recent growth opportunities.

Findings

The Managing Partners had not yet identified their personal goals for the company nor selected target markets. They had funded the company through the use of high-interest personal credit cards, but had reached their credit limits. Cash was needed, but it was not clear how much.

Solution

KKG Marketing Consultants first guided the Managing Partners through a process of identifying personal aspirations. Target markets were then selected and a business plan was developed from scratch. With cash flow projections in hand, it was determined that an SBA loan for $150K would meet their immediate needs.

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Happy Employees
= Happy Customers

Situation

There was concern in Senior Management at a financial institution that the results of employee satisfaction surveys were not accurate, leading to acceptance of high rates of employee attrition.

Findings

What was at first thought to be a high response rate of 25% for the most recent employee survey, was found to be low when compared to national industry averages of 60-85%. A review of the survey process indicated a lack of anonymity for survey respondents and use of survey questions that were ambiguous, double-barreled and/or irrelevant.

Solution

KKG Marketing Consultants recommended changes to the survey process increasing respondent anonymity and suggested pre-survey & post-survey employee communications to improve its visibility. Many of the survey questions were re-written or deleted, with new ones added to enhance the “depth” of the findings. National employee satisfaction survey results were identified for use as external benchmarks of survey results.

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