Word on the Street by Kevin Carty
Survey Results and Responses — Part 2 of 2
Once again, thank you for participating in our recent survey. This week, I’d like to share some of the numbers from the survey in addition to answering many of your comments and questions.
Quantitative Data
“How would you rate the response time from Classic Exhibits (compared to competitors)?”
| Much Faster | 16.0% | |
| Somewhat Faster | 33.3% | |
| Comparable | 35.6% | |
“How would you rate the overall customer service from Classic Exhibits (compared to competitors)?”
| Much Faster | 13.7% | |
| Somewhat Faster | 43.6% | |
| Comparable | 34.4% | |
If we weren’t Classic, we would view these numbers as positive since you rated us 85% and 91% Faster or Comparable to our competitors. But given our history of consistently responding faster than our competitors, the 35% Comparable numbers are troubling. I’ll respond specifically to this a little later in the blog since we received a comment on this topic.
“How often do you visit the Classic Exhibits website?”
| Several times a week | 56.3% | |
| Once a month | 28.7% | |
| Once a year | 1.1% | |
These numbers are encouraging and gratifying since we’ve devoted considerable time, effort, and money to our website over the past five years. When you visit our website, you told us you use the following features most often:
- Exhibit Design Search
- Product Pages
- Rental Displays
- Trade Show Tales Blog
- Past 5 Days
- Exhibit Specials
On a follow up question, we asked, “Which features of Exhibit Design Search do you use? Check all that apply.” Again, in order, you said:
- Photos
- Filter and Sort
- Design Details
- Additional Images
- Email Designs
- My Gallery
- Product Videos (when available)
Finally, in the response to the question, “How would you rate Classic Exhibits on the following?”, you rated us Excellent or Above Average on these (with the corresponding percentage):
- Ease of Purchase — 77%
- Manufacturing Flexibility — 76%
- Setup Instructions — 82%
- Cases and Packaging — 85%
- Product Quality — 86%
- Exhibit Designs — 84%
- Distributor Communication — 76%
- Marketing — 82%
Comments and Responses from the Survey
Classic has long been the fastest at getting quotes, orders, and designs turned around as it relates to the industry as a whole. In the past few months this has slipped a little. Why?
Answer — Let me start off by saying that this is not something that we like to hear. However, it is also a reality, and it is by no means the fault of any one PM or Designer. Rather, it is quite simply due to market conditions. We (Classic) do not have as many people working in those departments as we did two years ago. And that is not an excuse, but from a transparency standpoint, we want to be honest with you.
Our PM’s and Designers are doing as many quotes and designs as always, but the orders are smaller than they were 24 months ago. Therefore, you have fewer people trying to do more. Having said that, we need to set more reasonable expectations on turnaround times. Over promising and under delivering is never a good thing. We realize that. And as a management team, we are addressing it.
Can your Design Team and Project Management Team communicate better at the “hand-off” stage? Meaning when a design is sent to Project Management for quoting?
Answer — While this was not an overriding theme in your survey responses, it was mentioned and deserves a response. Communication has been a consistent theme at Classic over the past four years, both internally and externally. Hearing that we are failing with some of our distributors is troublesome. Some of it may be a direct reflection of asking fewer people to do more. I know that occasionally causes people to cut corners to meet existing time expectations. However, when proper communication does not happen, it causes us to go back and forth more often which lengthens the turnaround time. I promise you that we are working on this, and we will get better.
Can you include Distributor News and Updates in Design Monday along with new designs?
Answer — Yes. And to some extent we already do. Several years ago, we discontinued our monthly newsletter because we felt we were inundating you with email broadcasts. Instead, we shifted those routine updates on products, services, and specials to periodic emails, Design Monday (via “Word on the Street”) and postings in the Trade Show Tales Blog. Please let us know if you would like us to resume the monthly newsletter. In the newsletter, we would be very happy to discuss Classic updates as well as information in your world — whether it is new hires, current projects that you wish to share, or other pertinent news as it relates to the industry within your local markets.
Classic needs to do a better job of Customer Appreciation and Acknowledgment.
Answer — Ouch! That really hurts. While I feel like we do a good job of this “on the fly,” for the most part, I do agree that we need to do this more publicly. And more often. Our management team will make this a focus moving forward. You are our lifeblood. No one can deny that, and I am sorry if we have not done a good job of acknowledging that daily, monthly and quarterly.
ClassicMODUL is great. The variety of extrusions and accessories are unmatched. Why do you not promote the variety more in your Classic Exhibits designs and broadcasts?
Answer — At first I thought this comment may have come from Tom Jones, who manages our ClassicMODUL division. 😉 But it didn’t. I spent a lot of time thinking about this. In looking through past Design Mondays and other e-broadcasts that the Classic Exhibits division has sent over the past several months, it is clear that while we use a variety of extrusions and accessories in our broadcasts, we do not always “highlight” them. Recently, we have been promoting the TSP profiles which hold Silicone Edge Graphics, but we do need to do a better job of describing the extrusions in particular designs so that you gain a deeper and better sense of what is available from Classic and ClassicMODUL. Great suggestion. Thanks!
In conclusion, we have work to do and some issues to resolve. Thank you for your feedback, and we sincerely appreciate your constructive criticism.
And thank you for the many, many kudos we received as well in the survey (which we elected not to share). I am not going to lie, hearing that “Classic Rocks!,” that the “Customer Service Team is Wonderful” and that you appreciate coming to work each day knowing that you get to “Work with friends,” makes me not just happy, but exceptionally proud of our team.
Thanks again!
–Kevin Carty
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http://www.linkedin.com/pub/kevin-carty/3/800/32a
