Achieving Our Full Potential Requires theWhole Neighborhood’s Commitment
By Shelley Blaszak
A southern “Howdy Neighbor” bellowed from President and CEO Mike Bidwell from the General Session stage at the “Let’s Get Neighborly™” Reunion. With 33 years of Dwyer Group® tenure, he said the momentum since last year’s Reunion has never been more impressive! Launching Neighborly / Neighbourly made a long-term dream of cross-promoting the brands of Dwyer Group and capturing leads a reality. Additionally, Dwyer Group has grown to 2,700 franchisees across 18 brands with systemwide revenue of $1.5 billion! The growth strategy is working: 1. Add Brands: Window Genie® and Cumberland County Glass® in the United States and Bright & Beautiful and Countrywide Grounds Maintenance in the United Kingdom were acquired to expand our portfolio. 2. Fill In The White Space: With 11 service verticals, reaching customers in every market with every service is the goal (12 including Europe). 3. Grow Same Store Sales: Across the Dwyer Group system, blended same-store sales are up 8 percent. 4. Grow Internationally: Having reached a substantial presence in Europe allows the company to have a self-sustaining geographic center for growth. “As we increase our service offerings, we become more powerful in the service industry,” he said. “If you look at what customers desire – they want to simplify their search for high-quality service providers to repair, maintain and enhance their homes and businesses.” Bidwell said for Dwyer Group to reach its full potential, every franchise owner’s support is needed: 1. Participate: We’re moving into space that doesn’t exist. A stick by itself is easy to break but when bundled together, they are nearly unbreakable. Will you take ownership to expand your network of neighborly service providers? (link to brand’s Find-a-Neighbor link) Will you advocate for your neighbor? 2. Bring in New Owners: Refer people like you to become Dwyer Group franchisees. This action can change our company’s trajectory. 3. Think Differently: As a franchise owner – be a better recruiter and leader by using the RAREToolbox. It’s more fun operating through preparation and it will absolutely contribute to your results. 4. Embrace Our Strategic Intent: (will link to one-pager with verbiage) “I am a product of small business ownership and so are all of you,”said Bidwell. Deliver on our intent to provide premium services which repair, maintain and enhance properties of homeowners and businesses. Unit growth through new franchisees, brands and countries remains a focal point for the growth strategy of Dwyer Group. Bidwell said that Chief Operating Officer Mary Kennedy Thompson and her brands’ leadership team’s sole focus is supporting existing franchise owners’ sales growth by overcoming recruiting and retention
challenges through the RAREToolbox while improving customer satisfaction. “We engaged with Listen360, recognized as the leading provider in franchising for customer surveys, to measure performance and satisfaction,” Bidwell said. “Each owner’s Net Promoter Score (NPS) and customer feedback provides great indicators for you to deliver the best customer experience.” Last month, Listen360’s Founder and President, Angela Bossie, traveled to Waco to review the performance of Dwyer Group so far. “For perspective, other highly-respected companies such as Southwest Airlines, Apple and Amazon’s NPS scores range from 62 to 69,” Bidwell said. “ Dwyer Group’s blended NPS score is 74! Angela told us that whatever we’re doing – continue doing it, it’s top of class!” Other company initiatives designed to positively impact the brands and Dwyer Group team include: • Adriann Dalton was recruited as Vice President of Customer Engagement. She is a top-notch call center expert tasked with the complex responsibility of managing and improving our systems across multiple brands, providers and point-of-sale (POS) systems. • Dwyer Group is also focused on recruiting and retaining employees. Senior Director of People Services, Courtney Kolar, joined the company late last year and led the pre-Reunion Leadership Development session. She and her team are working to better train our corporate staff to optimize performance and increase retention. • The Marketing team will soon return to the main campus inWaco. This will enable cross-functional teams to work even better together and improve company culture. “It’s been a great year, and the entire Dwyer Group team will continue pressing forward,” Bidwell said. “We’re fortunate to have so much opportunity in front of us. We’re wired to tackle challenges and build something that matters. Dwyer Group is a fantastic neighborhood and it’s great to have you as my neighbor on this journey.”
DWYER GROUP ’S NEW ELEVATOR STATEMENT To help owners succinctly describe Dwyer Group , an elevator statement was designed to provide consistency and accuracy to describing our company. “ Dwyer Group is a values-guided world leader of franchise brands focused on repairing, maintaining and enhancing customers’ homes and businesses.”
PIPELINE® | EDITION 2 2017 37
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