Page 407 - Operations Strategy

®
382 case study 3 • carglass : Building and sustaining a customer-centric organisation
● Step 3: Customer contacts Carglass® via mail or phone or visits a Customer Delight
Center.
● Step 4: Customer schedules an appointment to fix the problem.
● Step 5: Carglass® technician arrives at previously agreed time and place.
● Step 6: Technician greets the customer upon arrival and explains what will be done.
● Step 7: Technician completes the repair or replacement, cleans up after the job, and
explains what has been done.
● Step 8: Customer pays (if applicable).
● Step 9: Follow-up with customer satisfaction survey.
● Step 10: Carglass® follows up with customers that have had a poor experience. 1
Subsequently, Carglass® built its internal organisation along those different steps.

the creation of a strong brand
Carglass® understood that the creation of a strong brand for a low-involvement and
somewhat unattractive product would be a huge challenge. Since every driver is only
confronted with glass damage once every seven years, a motorist’s involvement with
car glass repair is very limited. For this reason, Carglass® decided to investigate all the
possible means of advertising in order to educate customers about its offering. Caroline
Ameloot, Sales and Marketing Director, explains.
We sell a service that is only occasionally needed. That is why we want to be top of mind
in the heads of our (potential) clients. Whenever someone has a damaged screen, he or she
should immediately think about us, and not about the local dealer or garage keeper. That
is our challenge.
Over the years, the company has succeeded in fulfilling this challenge and has cre-
ated a strong brand which has consistently been able to achieve a top of mind brand
awareness in Belgium of more than 90 per cent. The main communication instru-
ments used in order to make customers aware of the brand have been radio and televi-
sion advertising. Since 1999, Carglass® has advertised that repair is much cheaper and
better than replacement. Each advertisement always finished with the same tag line:
‘ Carglass® repair, Carglass® replace!’
It has been a very simple, but effective advertisement and the same basic message is
still used by the company today. One of the best recognised advertisements in Belgium
it is also used by more than 20 other subsidiaries of the Belron® Group. Furthermore, all
of the people involved in the production of the television ads are all Carglass® employees
and not actors! This has not only been motivating for the people but has also improved
the credibility of Carglass® amongst motorists. Carglass® analyses extensively when to
run the ad and follows up on the effects of the ads on the number of incoming calls
and customer visits.

From opportunity to a job
Brand awareness creation is the responsibility of the Sales and Marketing Department.
Once a customer gets in touch with Carglass® – either by calling the Customer Contact
Center, or via the website or by going to a Customer Delight Center directly – the stick

Z03 Operations Strategy 62492.indd 382 03/03/2017 16:04