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• Benefits of customer referrals and
employee incentives
• Getting everyone on board to promote
& sell your products & services
• Member case studies (PGTelco, PTCI,
South Slope, Endeavor Communications)
• Your Billing/OSS software as a valuable
tool
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Heighten Brand Awareness
Increase Revenue Growth
Enhance Motivation Techniques
Utilize Those with Most Product
Knowledge
• Strengthen Relationships
•
•
•
•
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• Educate
– Marketing is a concern for everyone
– Regular training is essential
• Communicate
– Keep all departments informed
• Involvement
– Team approach to decision making
– Involve staff in the “fun” stuff
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• Inform employees of the
importance of marketing efforts
– Company buy-in allows for greater success
• Provide access to marketing
collateral prior to campaigns
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• Ensure employees know about software
functionality available to them
• Regular team meetings to bring all
employees up to speed on new
promotions
• Weekly training to assist staff in better
understanding product benefits &
promotions
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• Prior to promotions, meet to
discuss any potential challenges
• Share results of successful
campaigns with entire company
• Multiple mediums to get
information disseminated to all
staff
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• Solicit ideas and feedback
• Include marketing staff in
decision making process
• Invite all staff to take part
in community events
• Involve technicians in
distribution of marketing
collateral – demos, door
hangers, flyers during
installation
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• Employee Incentive Program
– Incentive of Paid Time Off (PTO) for
achieving company sales goals
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• Monthly & quarterly
company-wide goals of
High Speed Internet new
installations
• If made their goal,
everyone in the company
got 1 hour of PTO
• Team-oriented approach
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• Tried individual goals for
CSRs and Installation &
Repair Staff
• Based on totals, some
employees could get up to 4
hours of PTO
• Company-wide goals push
everyone to boost sales
• Employees happy with PTO
rewarded
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• Refer friends & family &
get the following rebates:
– Express Service $20
– Express-Plus Service $30
– Elite Service or Above $40
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• If you are referred by a friend you get
the following discounts:
– Express Service $10/mo for 3 months
– Express-Plus Service $15/mo for 3 months
– Elite Service or Above $20/mo for 3
months
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• Customer Referral Program
• Employee Incentive Programs
• Installer/Repairmen & Repair Clerk
Incentive Program
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• 130 referral coupons returned
in 2012 compared to 44 in
2009
• Approx. 195% increase!
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• 243 cards brought back by
customers from January through
December 2012
• Extended to employee’s children
– Cell Phone Program
– Separate Incentive Card
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• 40 cards turned in by 20 children in
2012
• Free use of most popular phones
• Those who had cards returned get to
upgrade
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Approx. 30% increase
in incentive card
revenue since 2009
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• Number of items sold and/or up-sold
• The installer receives half of the
monthly revenue one time
• Extended to repair clerks since they
are on the phone with customers
• April, May and June – highest months
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• Number of items sold and/or upsold
• November & December– highest
months
• Average of approx. $3,675/year
per CSR
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• Customer Referral Program
– No Strings Attached!
• Team Effort
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• No Strings Attached – turning
technicians into sales people
• Teams have members from
each department – everyone works
together
• Employees brought 60 referrals in 1
week!
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• Organizational Message
• Referral Program
• Total Team Effort
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We Are The Technology
Leaders in Your
Community!
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• In contact with area realtors to
participate in referral program
• Fantastic time for buyers
• Local cooperative connection
– Additional partnerships!
• Meeting with area realtor boards &
supplying them with refer a friend
brochures
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Who are our businesses
and how do we connect
to them?
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• Focus groups – review employee
suggestions, ideas & keep in touch!
• Working together – keep
communication lines open
• Training – what are we selling?
– Everyone has responsibility to represent
the cooperative!
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• Targeted Marketing Messages
– Customized Bill Inserts & Statement
Messages
– Online Customer Account Management
– Customer Engagement Apps
• Upselling Efforts
– CSRs upselling to reach incentives
– Did you hear about our customer referral
program?
– Follow-Up
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• Customer Relationship Management
(CRM) tool
– Helpful tracking
– User-defined fields
• Churn Analysis
– Reason for adding service
– Evaluation of marketing tactics
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• Promotional Maintenance
– Tie a specific code to referral
• Ad Hoc Reporting
– Quick Customer Accounts
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With Incentive & Referral Programs You Can:
Heighten Brand Awareness
Increase Revenue Growth
Enhance Motivation Techniques
Utilize Those with Most Product
Knowledge
• Strengthen Relationships
•
•
•
•
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Tammy Wilkerson
319-841-8415
tammy.wilkerson@nisc.coop
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