Red Cross
Customer Analysis
Final Report
December 2002
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AGENDA
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Project Goals
Methodology
Survey Information and Response Rates
Awareness
Consumer Resources
Budget/Decision Maker
Organization Value Drivers
Summary of Findings
Recommendations
Next Steps
Appendix
3
4
5
7
10
11
12
14
15
16
17
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Project Goals
 Identify companies or organizations that may be potential
customers
 Determine what makes an organization likely to purchase
goods/services from the Red Cross
 Pinpoint the factors that organizations use to evaluate partner
relationships
 Provide recommendations to improve sales in the Health and
Safety Services division
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Methodology
 Conducted Telephone Surveys for in-depth data gathering and higher
response rates
 Coordinated with UMBS professors to ensure a valid random sample was achieved
 Utilized Red Cross database of customers and prospects
 Segmented Customers
 Non-Customer (Cold Calls)
 Red Cross Customer (Non-AED)
 AED Customer
 Determine Industries to be included in the surveys
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Healthcare
Manufacturing
Service
Government
Schools
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Survey Factors
 Organization Demographics
 Industry
 Type of organization
 Size
 Important values to companies when purchasing health and safety
products
 Decision-maker for purchase of health and safety product
 Current Awareness of Red Cross products and services
 Annual Budget
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Survey Response Rates
Responses were from a wide variety of industries
Non-Customer
Red Cross Customer
AED Customer
29 Responses
~ 10-15% Response Rate
32 Responses
~ 10-15% Response Rate
15 Responses
~ 50% Response Rate
Govt.
4%
Other
7%
Govt.
20%
Other
14%
Service
45%
Govt.
7%
Retail
26%
Serv.
34%
Retail
13%
Mfg.
14%
Mfg.
7%
School
11%
Service
41%
School
31%
Mfg.
13%
School
13%
Approximately 400 total calls were made over a 3 week period in November
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Awareness : Non-Customers
•Extremely High awareness of the Red Cross and its mission to train individuals in First
Aid/CPR
•Medium awareness of AEDs
•Low awareness that the Red Cross places AEDs
•Extremely low market placement of AEDs
Percent Awareness
100%
90%
Percent
80%
59%
60%
40%
38%
31%
20%
7%
7%
3%
0%
Purchas e
CPR & 1s t
Aid
Aware Red
Cros s Offers
CPR & 1s t
Aid
Aware of
other
Com panies
that Offer
CPR
Aware of
AEDs
Purachas ed
an AED
Aware Red
Cros s Sells
AEDs
Aware of
other
Com panies
that Sell
AEDS
Cate gory
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Awareness : Red Cross Customers
•High awareness of the Red Cross and its mission to train individuals in First Aid/CPR
•High awareness of AEDs
•Medium awareness that the Red Cross places AEDs
•Extremely low market placement of AEDs
Percent Awareness
100%
100%
88%
81%
Percent
80%
57%
60%
40%
13%
20%
7%
7%
0%
Purchase CPR &
1st Aid
Aw are Red
Cross Offers
CPR & 1st Aid
Aw are of other
Companies that
Offer CPR
Aw are of AEDs
Purachased an
AED
Aw are Red
Cross Sells
AEDs
Aw are of other
Companies that
Sell AEDS
Categories
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Awareness : AED Customers
•Nearly 75% of all purchasers of AEDs from the Red Cross became aware of AEDs
through other Red Cross sponsored events or people trained by the Red Cross.
AED Awareness Generation
Other
27%
Upsold from
CPR/1st Aid
Courses
53%
Advised by
Influencer
20%
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Consumer Resources
Potential Customers will use a variety of channels to research health
and safety purchases
 Contact the Red Cross
 Influencer (EMT, Nurse, Friend or Relative with previous training)
 Internet
 Yellow Pages
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Budget and Decision Makers
•Small companies: Possible to communicate directly with the decision-maker.
•Large companies: Necessary to navigate several levels of bureaucracy, often having to
communicate with the corporate office in order to sell goods/services locally.
Fewer than 200 employees
Decision-maker
Annual Budget
•President
•Owner
•Influencer
Greater than 200 employees
•Committee
•Human Resources
•Specialist (Risk Mgr.)
•Corporate Office
88% less than $5K
77% less than $5K
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Value Drivers
Consistently the most important factors named were the previous relationship an
organization had with the Red Cross and a recommendation from a colleague, friend or
relative.
10.0
AED
Generic Customers
9.0
Cold Call
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
0.0
Price
Relationship
Recommendation
Adtl Services
Additional
Products
Professional
Sales Process
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Sample comments from selected surveys
‘We continue to do business with the Red Cross because they always
provide quality training and we support the goals of their organization’
‘We get recertified every year, and we never even think of getting training
from another organization’
‘Whenever we need any type of safety training, the first organization I
think of is always the Red Cross’
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Summary of Findings
 The Red Cross’ brand recognition is extremely high. The majority of people
are aware that the Red Cross offers First Aid/CPR training
 Approximately 80% of survey respondents indicated that the Red Cross is the
first and only organization they contact for First Aid/CPR training
 Those who continue to purchase goods/services from the Red Cross do so
because of their positive relationship with the Red Cross in the past
 New customers purchase goods/services from the Red Cross because of
general awareness of the products offered or based on the recommendation
of an “influencer”
 Consumers value the support that a Red Cross contact provides them, but
they prefer not to be directly solicited
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Recommendations
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Continue to cross-market products at Red Cross training classes
and events
Educate the influencers – build a pyramid of involvement with the
Red Cross
Manage customer relationships to induce repeat purchases
Focus effort on retaining and mining current customers
Ensure potential customers have ready access to information about
Red Cross products
Concentrate marketing efforts on partnering with local civic,
religious, and employment organizations
Use Border’s as a case study in the proper way to approach large
companies to sell goods/services
Continue to sell to U of M / EMU
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Next Steps and Additional Projects
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Revisit marketing contact strategy
 Update database and actively contact companies to maintain a working
relationship
 Evaluate the current web positioning strategy
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Identify influencers and organizations with which to partner
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Initiate a study to increase retention ratios
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Appendix
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