Electrical Oil Services (EOS) | Strategic Marketing

Electrical Oil Services

EOS is the UK’s leading supplier of recycled and unused electrical insulating oils and associated site services, based at Stanlow, near Ellesmere Port in Cheshire, from where they serve the whole of the UK. The Mackman team was commissioned to provide a strategic marketing plan for the company and the customer survey was the foundation to this project. The study was carried out to help EOS gain more insight into its current service levels, identifying strengths and weaknesses to help EOS implement changes to foster competitive advantage.

“It was a great piece of work which confirms feelings we have had about the business and this data is invaluable in substantiating this information. This evidence will help EOS improve and make precise business decisions for the future.”

Andy Bartram, Sales Manager, EOS Ltd

EOS customer confidence level

Approach

In collaboration with EOS, Mackman Research designed a questionnaire on behalf of the company. The survey questions were in relation to EOS’s customer satisfaction provision but also asked questions about the perception of the company brand, competitors and use of the company website. Clients were invited by a letter from the Sales Manager of EOS to take part in the survey. EOS provided the customer contacts database which contained a mix of email and telephone information. Survey participation was either in the form of a telephone interview or an online survey. The telephone interviews lasted approximately six minutes with a Mackman researcher. Numerous attempts were made to book a convenient time to conduct the survey with as many contacts as possible in the five week calling period, and customers were sent email reminders to encourage them to take part and to notify them of the closing date of the customer satisfaction survey.

 

Results

Mackman Research analysed the data from the mixed collection survey and prepared a findings report with detailed recommendations based on the outcome. From EOS’s customer population, the research achieved a confidence level of 95% and a confidence interval of +/- 7.48%. It was clearly evident that EOS has a dedicated customer base who considers them to be the market leader for the supply of reclaimed insulating oil. The customer satisfaction results for EOS demonstrated first-rate levels of service for their industry sector and highlighted areas where further improvement can be made. The study has informed EOS about potential future developments for the business and provided competitor information. The information gathered was also used to inform a re-brand of EOS Ltd which includes logo and strapline design (case study to follow).

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