Global Awards business case: CD One Price Cleaners; Listening to customers! (USA)

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Market Area: Retail

CD One Price leads because they listen to customers and act accordingly. Customer feedback is proof success at delivering an awesome customer experience by “making it right” for each customer and utilizing improvement feedback. Consumer research identifies solutions to customer problems and needs. Second, CD analyses data for corporate operational, marketing and growth plans. Frequent themes are developed into initiatives. Third, feedback shapes creating a customer-first culture by seeing business through customers’ eyes, guiding “wow” customer experiences, building the foundation for services and pricing, and notifying CD of need to change. The data is a major driver of team efforts to improve performance.

Brand pillars are trust, convenience, value and customer retention achieved by delivering exceptional service and listening to consumers’ suggestions. CD’s model is volume, efficiency, revolutionizing customer experience, guaranteed quality and same-day service at one low garment price.

 

The advantages of listening to customers

360 Consumer Feedback is industry unique, actively soliciting feedback from every store and every customer via a 2-question, post-purchase (quarterly) e-mail, to encourage, manage and act upon customer responses. Rated from 1 to 10, complaints and suggestions are opportunity guides. Feedback: 1) provides measurement metrics, 2) identifies common themes, 3) motivates staff, 4) improves retention, and 5) Improves reputation.

Question #1: how likely are you to recommend CD One Price Cleaners to a friend or business associate?

Question #2: “How could we improve?”

CD’s Innovations Process Idea Pipeline includes: Company-wide ideation every Friday (1 month), employees, franchisees and vendors create and discuss customer experience improvement. Soliciting consumer feedback to rank ideas, explaining likes/dislikes and adding ideas. Business models/concepts incorporating highest ranked ideas presented to consumers for feedback and ranking. In-store testing of best ranked ideas/concepts, i.e. route apps, express service and store of the future.

 

The advantages of listening to employees

CD trains their staff on equipment, safety/security, and regulations. Position coursework is assigned and cross-training offers additional compensation for certified knowledge, application, and skill level. Live and on-line courses teach and reinforce learning. Custom processes achieve constant throughput. Five strategic inspection points optimize quality. “The Net Promoter” provides: 1) Understanding customer’ feelings, 2) Ways to better meet their expectations. Yearly founder store visits to discuss employees’ working environment and needs prompted many improvements. Employees are grateful to be heard, yielding better job satisfaction, retention, quality and customer service.

 

Environment 

CD works with manufacturers, processes, equipment and EPA/OSHA. Preventative maintenance is monthly/quarterly/annually for equipment optimization. The equipment services department responds to issues immediately preventing escalation. Weekly leak detection, solvent monitoring/inventory, purchasing and waste removal reduces solvent and waste. Target mileage is 1200 pieces/gallon PERC, 2000 hydrocarbon, 3000 Ipura with variances addressed. 3,000,000 hangers yearly are recycled. Chillers switched continuous city water to closed loop. Softeners lower chemical usage. Water pressure booster pumps reduce cycles. Gas dryers (during no-pressing) and tankless water heaters reduce boiler demand. Better chemistry moved wet-cleaning from 0% to 60%-80%. Programming maximizes solvent for subsequent cycles. Operating checklists catch minor adjustments reducing reactionary problems. Daily still cleaning and filter wicking aid distillation and solvent recovery. Zero-Waste reduces hazardous transport. PERC guidelines are applied to DF2000 and CD plans PERC-free status long before Illinois’ 2030 requirement.

 

One message at a time 

Integrated marketing promotes one message at a time. Example: Clean & Fold Laundry introductory campaign featured digital display and search ads on mobile, web and tablet channels, targeting 3-5 miles around stores, including:

  1. Drycleaning Baseline paid search: Google search (branded + generic)
  2. Store paid search: Branded
  3. Clean + Fold paid search: Google (branded + generic)
  4. Hulu – 30 Non skippable video streaming. Geo-targeted
  5. Pandora – 30 Audio and display ads streaming music customized by listener. Geo-targeted.
  6. YouTube Video (Clean + Fold) – 30 local and market-wide.

Also featured video ads online, TV, billboards and agency produced PR:

  1. Comcast Spotlight Cable – 30 (ESPN, A&E, Comedy Channel, Home & Garden, etc.)
  2. ABC News: 15 “Donut” spots Morning/Evening
  3. OOH Clear Poster Boards: (10’ x 22’) geo-targeted.
  4. Store Merchandising support included exterior/interior and “coming-soon” digital signage, trade-up/conversion offers and service information cards.

 

Better Way

Same-day service requires processes designed to deliver quality and volume quadruple the size of typical cleaners’ sales. This means that 10 times the amount of pieces will be processed per hour, comming down to 200 garments drycleaned, pressed, inspected and bagged and 100 garments laundered. On-site cleaning controls process, equipment, garments, and people, key to service guarantees. Quality controllers inspect six times before bagging/racking. Flaws are immediately corrected. Checklists govern process, quality, and consistency. Teams chosen for people skills and work ethic, are trained to excel always seeking better customer experience. DLI certified Training Manager trains company/franchisee personnel with LMS (Learning Management System). Stores are visited quarterly by corporate Field Consultants to: 1) provide positive employee experience, 2) ensure exceptional customer experience, 3) measure plant condition, 4) review compliance, 5) measure quality, and 6) assist planning continuous improvement. Franchisees accompany Field Consultants for maximum benefit.

 

History 

Founded in Chicago in 2001, CD One Price Cleaners currently has 34 locations. The company is expanding, stores are large, bright, clean and modern with 4-5 counters per store. No wall separates production, so customers clearly the pace and dedication of people diligently cleaning, sorting, tagging, pressing and packaging.

 

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