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Case Study: How an Established Service Firm Harnessed 'Voice of the Customer' to Revamp Its Image and Increase Sales

by Jennifer Natsu  |  
April 24, 2007

Company: Hampton, Lenzini & Renwick Inc.
Location: Elgin, Illinois
Industry: Services (B2B)
Annual revenue: $6,000,000
Number of employees: 55

Quick read:

A civil engineering firm with a tremendous reputation faced a major challenge: It had grown its business by repeat business and referrals, and now some of its best clients were beginning to retire. The company was losing market share.

By implementing a "voice of the customer" survey and then creating marketing pieces using the words of satisfied customers, the company has given itself a more professional image. It has also increased the number of requests for proposals (RFPs) it attracts, as well as its success rate on those RFPs.

The challenge:

Hampton, Lenzini & Renwick Inc. (HLR) is a civil engineering firm with an established reputation in its market. It had many satisfied customers who were strong advocates of the firm, but the company had no structure in place to harness those advocates.

In recent years, the company had hit a plateau and had even begun to lose market share as many of its loyal, repeat clients began to retire. So last year, when David Hinkston was elected as new CEO and chairman, he knew HLR needed a new strategy that could quickly tap into its base of satisfied customers.

"To grow the firm and get it turned towards a more proactive approach to marketing, we needed to change our marketing philosophy. We needed solid background information," Hinkston said.

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