MARKETING & CUSTOMER SERVICE NEWSLETTER
ISSUE
07 JULY 2012
this issue Marketing P.1 Customer Service P.1 Tool, Tidbits, and Trends P.2 The WOW Factor P.2 Upcoming Events P.3 Web Hits P.3 Key Marketing Dates P.3 Sponsorship P.4 TEAM FMWR P.6 Professional Development P.6
CUSTOMER SERVICE Your most unhappy customers are your greatest source of learning! OPEX & OPEX REFRESHER TRAINING DATES
25 July OPEX
Using ICE to HEAT up your Business
0730-1630 AMCC
26 July - OPEX Refresher 0800-1130 or 1300-1630 AMCC
Remember space is limited to 28 per session so please get your staff registered now. The Refresher is for front line staff. Anyone who is a rater is to attend the Sustaining the Covenant Management Workshop.
TEAM MEMBER ORIENTATION Held at Audie Murphy’s Community Center
July Aug Sep Oct Nov Dec
11-13 8-10 12-14 10-12 14-16 12-15
TMO is required within the 1st 90 days of hire. Contact Ruby O'Dell to sign up your new staff for training!
Customer Service isn’t a department, it’s an attitude!
We rely on the voice of the customer (VOC) to uncover actionable insights that can lead to benefits ranging from increased sales to higher customer retention. VOC programs such as ICE, pre and post surveys and focus groups can deliver enormous value by converting feedback into insight. 5 ways to utilize ICE & other VOC programs for real benefits. 1. SET THE STAGE Every successful voice of the customer program, such as ICE, starts with clear goals and objectives. Our (FMWR) goals and objectives can be found in our Strategic Plan online at www.fortleonardwoodmwr.com/team.php#DFMWR Make it easy for the customer to give feedback and easy for employees to access. Focus on how to share and integrate customer insight into the fabric of the organization. 2. DON’T BE AFRAID TO ASK THE QUESTIONS Many companies avoid implementing VOC programs in an effort to dodge customer complaints, turn a blind eye to unsettling realities, and avoid making huge organizational changes. This is a mistake, negative feedback is where the most valuable insights lay. Being told the organization is already awesome doesn’t drive innovation or change. In other words, by failing to capture customer feedback you risk losing customers and falling victim to the online grapevine – social network sites where your customers voice their opinion about your program – this spreads fast and can easily tarnish a company’s reputation. All the more reason to welcome feedback – the good, the bad and the ugly.
3. LISTEN AND PURSUE Pay attention to customer feedback. Research shows that simply following up on a complaint can convert a dissatisfied customer into a loyal one. Be sure to solicit feedback at different points in a customers life cycle, whether it is immediately following a sale or event, as a follow up to an ICE comment/concern, or a few weeks following the customer experience. Each point in the customer life cycle will come with different types of feedback, which equal the overall customer experience. 4. MEASURE YOUR EFFORTS Even the most eye opening feedback means very little if it cannot be tied to financial gains. We need to link key feedback to financial goals in order to truly have an impact on our communities growth and our organizations success. By looking at a correlation between revenue and business features, offers, perks, and changes, organizations can gain a clear understanding of what means most to customers and how it can help customer loyalty and curb customer attrition, ultimately leading to a boost in revenue. 5. ACT FAST If feedback isn’t acted upon quickly the VOC program will fail to deliver benefits. By boosting customer retention by 5%, a company can increase profits by as much as 95%. Gathering feedback at a critical juncture when a customer is preparing to jump ship can help a company salvage its at risk customers and turn them into loyal customers in a timely and cost-effective fashion.
“To deliver quality services and program you have to know what your customers want. To know what your customers want you need to simply listen and act.” Mr. K. Wayne Bardell Director FMWR Fort Leonard Wood
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THE “WOW”
TOOLS, TIBITS & TRENDS
FACTOR! Don’t just satisfy your customers, WOW them! Customers don’t remember the event – they remember
the EXPERIENCE!
“WOW” JUNE EVENTS!
TOOLS
TIDBITS
TRENDS
PROTECT OUR BRAND
ARMY MWR SERVICES SURVEY REPORTS
CREATIVITY
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Our brand is more than a logo. Our brand resides within the hearts and minds of Soldiers, Families, Civilians & Retirees. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. YOU are an integral part of our brand thanks to the enthusiasm, personal flair and individual attention you present to each of your clients.
From your identity (how your clients recognize you) to your consistency, your niche, your reputation and your attitude, having a positive brand goes a long way to charging what you’re worth. The FMWR brand is the source of a promise to our Soldiers, Families, Civilians and Retirees.
Data collection for the Army MWR Services Survey closed officially on 23 May 2012. The contractor is scanning the paper surveys, merging the data from paper survey with online responses and ‘cleaning’ the data. IMCOM Marketing’s goal is to create reports that will meet the needs of multiple audiences: Marketing, Program Managers, Directors of Family and MWR, Garrison Commanders, Region and IMCOM HQ Personnel and Army Leadership. In addition to reports, a portal will be created so staff can access their garrison data and make queries, filter and export spreadsheets and reports. Pending any unforeseen delays, IMCOM Marketing anticipates garrisons will get their final reports in November 2012.
WIN 59 – ICE stands for… Email the answer and be entered into a drawing for a 59 minute card! megan.j. odonoghue.naf@mail.mil
Last month’s winner: Emily Nunn Answer: the customer is happy.
The artist within It's easier than ever for everyone to express himself. Ten years after American Idol first introduced chasing down dreams as a reality show concept, entrepreneurs are stepping up to help creative wannabes of every stripe do their thing. (Talent optional.) Creative inspiration is likely rubbing off on everyone, thanks to the ever-growing presence of artists, writers and musicians on social media and the explosion of community news sites. Artists are no longer just downtown dwellers--now they're your neighbors. According to economic development consultant Mt. Auburn Associates, there are 6 million creative jobs in the U.S., a total that contains everyone from architect office admins to dancers, whether they're selfemployed or salaried. A 26% lift in photography studios, 29,000 more graphic designers, another 35,000 interior designers and an 11% increase in filmmakers--it's all proof that the 2000s have been a decade of living creatively. Source: www.entrepreneur.com
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ADVERTISING
KEY DATES Marketing:
Upcoming Events / Spread the Word!
Oct Marketing Requests
For a link to ALL MWR Flyers and Events click here
are due by Aug 1
Now – Aug 15 2012 SUMMER FUN BOWLING SPECIAL ~ Flyer Daugherty Bowling Center is offering 2012 Summer Fun Bowling Special from now through August 15, Monday thru Friday, 11:00 am – 6:00 pm. Youth ages 16 yrs. and under will receive 2 games of bowling per day on the house! (Shoe rental regular rate). Make sure to register for a drawing of prizes at the end of the summer! Daugherty Bowling Center is open to the public. For more information call 596-1498/329-2477
~ 8 National Children’s Day ~ 16 Boss’ Day ~ 27 Make a Difference Day ~ 31 Halloween •Nov Marketing Requests are due by Sep 1 ~ Military Family Appreciation Month ~ 2 Cookie Monster Day ~ 11 Veteran’s Day ~ 14 Teddy Bear Day To capitalize on our Marketing efforts, Marketing Requests are DUE a MINIMUM of 45 days out! Getting the request at 45 days or EARLIER ensures that the Marketing Office can meet all our advertising deadlines to maximize exposure of your event, program or facility. •Requests will be accepted at anytime however you may miss out on many advertising avenues.
July 2 – 27 YOUTH FALL SPORTS REGISTRATION ~ Flyer Register your youth for the Fall Soccer League (ages 4-15) / Flag Football (ages 6-11) / Cheerleading (ages 6-11) / Volleyball (ages 9-15) ~ Cost is $40 per child. A current sports physical MUST be turned with registration. Register today at the Parent Central Services located in Bldg. 470, Rm. 1126. Youth must be registered with CYS Services. For more information call 596-0209. July 20 DIVE IN MOVIE ~ Flyer Family & MWR invites you to the Dive in Movie, featuring Alvin and the Chipmunks “Chipwrecked”. Playing around while aboard a cruise ship, the Chipmunks and Chipettes accidentally go overboard and end up marooned in a tropical paradise. They discover their new turf is not as deserted as it seems. Enjoy the movie with friends and family under the stars! Movie begins at 8:30 pm and will take place at the Fort Leonard Wood Rec Plex. Movie is FREE and open to the public. Bring your own blanket and chairs. No pets allowed. No show if rain or high winds. Concessions will be available. For more information call 596-6913.
July 28 NINE & DINE GOLF TOURNAMENT AND DINNER ~ Flyer The Piney Valley Golf Course is hosting a Nine & Dine Golf Tournament and BBQ. Shot gun start beginning at 4:00 pm. Cost is $30 per person. (Annual Green Fees Patrons will receive a $5 discount) Includes; 9 holes, cart, range balls, prizes and dinner. Register and pre-pay 5 days early and receive a free 9 hole practice round. The Piney Valley Golf Course is located on FLW 20, off Water Intake Rd. 329-4770. Additional Dates: August 25: Cajun Seafood
WEB HITS – JUNE 2012 Check your web sites, patrons are lurking! FORTLEONARDWOODMWR.COM TOTAL HITS: 1,026,759 AVG HITS PER DAY: 34,225 AVG PAGES VISITED PER DAY: 1038 TOTAL PAGES VISITED: 31,143 EZINE READERS: 7236
TOP 10 PAGES VISITED
MWR SOCIAL MEDIA VISITED FROM MWR WEB FACEBOOK: 21,554
TWITTER: 21,528
FLICKR:
YOUTUBE: 21,275
21,168
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
TOP 4 FLYERS DOWNLOADED 1. LORA Marina
2. Show & Shine
3. Night at the Races 4. Catfish
MWR Home Page LORA Outdoor Recreation ITR Sports & Fitness July 4th Rec Plex Flyers/Events Calendar Employment
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SPONSORSHIP KEY DATES Sponsorship: Be sure to get your Sponsorship requests in as early as possible
FY12
CASH
IN-KIND
TOTAL
EVENT MONTH
REQUEST DEADLINE
Sept
Jun 1, 2012
Oct
Jun 29, 2012
Nov
Aug 1, 2012
Dec
Sep 3, 2012
Jan 2013
Oct 1, 2012
Reminder: Sponsorship is a benefit to both the sponsor and the program receiving sponsorship. Sponsorship is not a guarantee – but will be sought if all requirements are met.
Shereece Spain
Sponsorship Manager (573) 596-0147
SPONSORSHIP FINANCIALS AT A GLANCE
shereece.n.spain@us.army.mil
NOTE: Amounts reflected in the chart at the left are not indicative that funds have been deposited. If they have been deposited and it’s prior to the month of the event, funds are held in GLAC 267. The funds will show on your income statement in the month of your event as “Sponsorship Income,” GLAC 553.
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SPONSORSHIP EVENTS & PROGRAM OVERVIEW
FY12 PROGRAM
CASH
IN-KIND
TOTAL
SYNOPSIS As of 1 July 2012 University of Phoenix Events/Programs Discussed:
ACS, Car Show, 4th of July, Movie in the Park (July & Aug), Summer Reading and Dueling Pianos Contract Status: Received Payment Status: Received Cape Air Events/Programs Discussed: Overall sponsorship and advertising program. Interested initially in 4th of July Contract Status: Received Payment Status: Deposited AAMCO/Cell Phone Repair Events/Programs Discussed: CG Scrambles & Senior Tour – Has not yet decided. Contract Status: N/A Payment Status: N/A Shutterfly Events/Programs Discussed:
Advertising of Military promotion. Sent proposal. Scheduled follow up meeting to discuss to give their team an opportunity to discuss. Contract Status: TBD Payment Status: TBD
Shereece Spain Sponsorship Manager (573) 596-0147 shereece.n.spain@us.army.mil
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TEAM FMWR
CATCH US AT OUR BEST Professional Development
FMWR – JUNE 2012 AWARD CEREMONY - LUAU ANNUAL TRAINING
Remarkable Leader Award
Employee of the Quarter
OPSEC AND TARP TRAINING Rhonda Root Community Recreation Division ~ Frame Shop
LuChrisa White Community Recreation Division ~ LORA
Lincoln Hall 18 July, 2012 1300-1430 / 1500-1630 Baker Theater B 18 September, 2012 1300-1430 / 1500-1630 SUICIDE PREVENTION
Unsung Hero Award
Unsung Hero Award
Shawn Koehler Community Recreation Division ~ DFC
LuChrisa White Community Recreation Division ~ LORA
Lincoln Hall 7 August, 2012 1000-1130 / 1300-1430 SUICIDE PREVENTION Post Chapel 12 September, 2012 1000-1130 / 1300-1430 ALCOHOL AND DRUG PREVENTION
Certificates of Appreciation
Certificates of Appreciation Business Operations Division
Child, Youth & School Services
Lincoln Hall 28 August, 2012 0800-0930 / 1300-1430 WORKFORCE BRIEF Lincoln Hall Auditorium 10 July 0900-1100 19 July 1430-1630
Strut Your Stuff
Certificates of Appreciation Services & Support Division
Newest FMWR Employee Patrick Myers (left) gets initiated into the FLW MWR Family with a quick Hula lesson from Shanon Borek, SSD
New application process for civilian jobs.
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