St Croix invests to take customer service to ‘next level’
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St Croix, one of North America’s best-known manufacturers, has announced a series of measures and investments that it says will take its customer service to the next level.
The Wisconsin-based family-run business has merged the company’s Order Center and Service (Warranty) Center into one cohesive team that will handle all aspects of consumer and dealer needs.
It has also appointed Chris Raymond, a former director of sales and marketing at a sports flooring manufacturer, as its new Customer Operations Manager.
Marketing VP Jeff Schluter told Angling International: “Our aim is to provide an even greater level of service to our network of dealers and distributors, as well as end users.
“It is going to mean that wholesalers and retailers will have more efficient contact with us. It is not uncommon for a retailer to call, place an order and then follow up on a service warranty issue. Now, instead of transferring that caller, it can be handled on the same call.”
St Croix has also made significant capital investment in its infrastructure with a 1,000 square foot extension to house the team’s new Customer Center, which has also been updated with an all new state-of-the-art call center technology.
Raymond, a lifelong multi-species angler, said that the new Customer Center will become a one-stop shop where customers and retailers will be served within one organised unit within the company, reducing call transfers and the point of contacts needed to address almost any issue. The team will address all modes of customer communication – phone, email and inquiries via web and social media.
“Our ‘customer guides’ will also be able to place orders, make warranty claims and even recommend rods to dealers and consumers. Typically, on the consumer side it’s predominately warranty and service, while on the retailer side it’s about rod selection and placement order,” added Raymond.
Extensive formal training will be ongoing to ensure all staff are true product experts, each well tuned to the fishing uses of all St Croix products. “This will be a continual process as we launch many new products each year. But it will help us literally explain products more fully to our retailers and distributors.”
Jeff Crockett, Director of Sales, added: “When your company is 65 years old – and you have as many rods as we do – you spend a lot of energy and human resources to manage and handle service. But we understand just how important it is that we’re there when our customers have problems.
“Consistency is huge. Each customer is treated in a friendly, efficient manner, which we’re always mindful of. It’s really the key to success. Our people are at the core of that.”