Proficiency Profile:
Keeney’s: killing with kindness
The listening approach to long lasting loyalty
23 Sep 09 (1300 ET; 1800 UK time)
I first became seriously aware of Keeney’s in Seattle (Washington) after they confirmed the retention of the County contract in the face of fierce competition from Office Depot.
It caused me to contact the management team and find out more about the drive, determination and devotion that makes this northwest dealer different…and highly successful.
I first met owner Lisa Keeney McCarthy and Steven Sterne, General Manager at an SPRichards Advantage conference in 2005. The business was established back in 1947 by Lisa’s father, Bob. Keeney’s specialize in providing a single source service from locally held stock supported by SPRichards across the full range.
Sales in 2008 were $8.6m up 6% on 2007 with plans to top $10m in 2010. With 25 employees they have achieved a respectable productivity ratio of $344,000 with a short term goal to reach $400,000/employee.
Keeney’s management of resources is a source of pride with stock levels turned over 13 times annually and a 98% order fulfilment rate clearly focused on maximising customer satisfaction.
More than most dealers we interview almost all of their measures of success surround customer metrics. The listening, the learning, the personalisation, the execution, the conversations, the partnerships in productivity and sustainability.
Keeney’s don’t come out with same old personal service cliches of many dealers who simply try to copycat bigbox players. Keeney’s are committed to listening and personalising their service to suit each customer.
The key differentiators
What makes Keeney’s special? Probably one word embraces all three of their differentiating qualities and that is kindness to customers.
Visible listening
The number #1 differentiator is visible listening to customers, the kind that customers really appreciate and know immediately that there will be reliable service action to follow.
The goal at Keeney’s is to listen hard and tailor a full single source system to suit the customers needs. This enables them to develop multiple contacts with the various decision makers from buyers, office managers, IT managers, CFO, marketing manager and the executive assistants.
By building a comprehensive database of user choosers Keeney’s are able to personalise messages and promotions which are relevant to decision makers.
Workplace productivity
The number 2 attribute is Keeney’s dedicated focus on providing workplace productivity tools. They market very positively the human benefits of ergonomic workspace; that improved worker comfort brings high performance workplaces and increased productivity. They go beyond supplying product from a catalog to making sure they understand their clients objectives, how they want their people to interact so that they can provide a solution that provides a measurable return in productivity. Examples will include lighter and brighter environments, lightweight and lighter coloured furniture; wireless working accessories and seating that supports good posture, for example.
Sustainability partnerships
The third attribute, and not the least, is Keeney’s commitment to work in partnership with customers to cut costs and cut carbon emissions to achieve a greener more sustainable environment in the Seattle region.
This was best illustrated recently when Keeney’s switched its paper source to Grays Harbor who make paper locally in Washington state, without emitting carbon dioxide. This is achieved with a combination of biomass fuels and wood waste. In addition the recycled papers sold are 100% recycled and as equal in performance to virgin forested paper.
CRM development
Steven Sterne, General Manager, and his team use ‘Constant Contact’ software to build their intimate database of user choosers. Keeney’s have 400 customers mainly SMB’s in the professional services business, but unlike most dealers have built a contact database of 3000+ names where they now have email addresses. Most dealers would have only 300-400 email addresses.
This provides a strong basis to communicate frequently with personalised emails introducing workplace productivity information, new products and promotions. Currently Keeney’s send out 1 promotion every 2 weeks. The next stage is to move this to a regular weekly communication to make sure they stay top of mind with decision makers inside their customer base.
Local integrity
Keeney’s commitment to its customers can be exemplified with several case studies. One of the most recent typical tales was with a $30,000 OfficeMax account where Keeney’s were second supplier.
Max had won the account on price with Keeney’s a competitive second. Whilst servicing the account over a six month period Max had varied pricing in an indiscriminate ‘bait’n’switch’ fashion whereas Keeney’s had maintained its pricing agreement. Shortly afterwards it was recognised with the ‘Small Business Champion’ award.
Conclusion
We’ve now completed 100 Proficiency Profiles in the last 4 years and increasingly progressive dealers are focusing on providing single source systems as a basis of productivity partnerships with customers. This is a tremendously promising trend.
Moreover, more and more dealers are getting the message across that going green is not just about recycled product. It’s about cutting cost and cutting carbon emissions. These are complementary objectives especially when combined with local sourcing and local servicing.
Keeney’s get this bigtime and are big advocates. They have taken this a stage further with a single minded focus on listening sensitively to buyers and users in order to genuinely personalise cost saving agendas for their customers.
Keeney’s is a great example of the modern dealer killing customers with kindness…with positive longer lasting results.