EMO improves the customer experience at STIHL dealers

The STIHL power tools brand is known for quality, integrity and professionalism.  So when you sell through a network of over 600 stockists, how do you ensure the customer experience consistently matches the high standards expected of the brand?

Selling product through a network of over 600 specialist approved dealers is always going to produce variable results.  Whilst customer experience at many operations is exemplary, STIHL GB and EMO felt there was scope to achieve greater consistency in advice, servicing and customer communications.

Following an initial online consultation with a number of approved dealers, EMO's technical solutions team designed, specified and built a fully functioning dealer portal to create a more useable interface between head office and the network.  The portal carries news and communication from head office; EMO marketing communications, including advertising templates; dealer POS; and PR, including press release templates for dealer personalisation. Monthly emails are used to communicate updates, whilst teaser activity and incentive programmes are used to drive regular usage.  All dealer communication is now managed via the portal.

STIHL have seen many positive developments as a result of this initiative.  Marketing promotions are now launched in a far more integrated and controlled manner.  Network-generated communications are more compliant because it's easier for dealers to access correct materials.  Area sales managers have more time to concentrate on more commercially-valuable issues.

Above all, the relationship between approved dealers and STIHL GB has improved significantly - a direct result of being better connected.       

"Above all, the relationship between approved dealers and STIHL GB has improved significantly - a direct result of being better connected."