The Situation

The need for the first-mover advantage during the dot-com boom fueled unprecedented growth in the software development industry. Speed became the mantra of most dot-com companies and suppliers that could meet that demand found themselves with luxury of thirty-day sales cycles and seven-figure projects. Many organizations, like our software development client, had refocused their business to serve the needs to this rapidly growing sector leaving behind the industries on which it had built its business. Furthermore, our client found itself in a position where it had virtually no repeat business from existing clients-nearly all of its business was project-by-project. Sensing a fall-out on the horizon, the company turned to David Harkins Group to help refocus its business in preparation.

Our Approach

David Harkins Group used its Customer Promise framework the company refocus from a project-centric to a customer-centric organization. The goals were to build existing customer business through improved service, re-build credibility and identify new business opportunities in established markets where the company had once competed successfully.

To achieve these goals, DHG first focused on improving existing business relationships. A customer satisfaction team consisting of executive management was established to audit and ensure client satisfaction; new objectives were developed for client service managers, refocusing efforts on client satisfaction and away from the development of new business opportunities with prospects, and; new incentive plans were established, paying handsomely for client satisfaction as well as new opportunities within existing clients.

Next, DHG concentrated on rebuilding credibility and on lead generation efforts. Our team refocused the brand to more clearly project the company as an established, stable player in software development; developed a series of white papers to help re-establish credibility; built the framework and guidelines for a new partnership channel, and created, tested and launched targeted e-mail marketing campaigns to bring new leads into the sales pipeline.

Results Delivered

Customer satisfaction increased substantially and client managers saw sizable bonuses for improving client relationships and closing additional business. The firm's new identity and positioning helped build credibility, garnering favorable reviews from industry analysts. The new partnership channel provided increased lead opportunities and delivered several sizable jobs for the company. The targeted e-mail marketing campaigns generated nearly 15,000 qualified leads and provided a substantial sales pipeline from which the company closed thousands of dollars in new business.