REUNION RECAP
“We have a unique and valuable story amongst our brands, one that resonates with our core customer base,” stated Zoellner. “We are a network of people who have dedicated our lives to improving the lives of others; we are business owners, friends, parents and community leaders. We are neighbors.” The overarching umbrella brand that Zoellner’s team has
is core to all Dwyer Group brands. After hiring an independent survey company, past customers were interviewed to test their reactions to Dwyer Group brands being “Neighborly.” An overwhelming 89 percent of those
Dwyer Group embraces
created to serve as the foundation for our CRM effort is Neighborly. It will serve to unite all Dwyer Group brands in the minds of consumers, giving us an opportunity to tell our full story of all we have to offer. “At a time when our competition is growing and changing, with new disruptor brands entering the home service category every month, we must evolve and meet our customers where they are online,” emphasized Zoellner. “We have an advantage over the
BY DESIRAE FRANCO Director of Communications and PR
this high-priority objective. “We must change our approach
because our customers are changing,” said Zoellner as she began explaining the overarching opportunity a strategic customer relationship management (CRM) system represents for all franchisees. “Only six percent of our current customers have ever used more than one of our brands,” she reported. “All of our customers are homeowners or business owners who are willing to pay for premium service, yet most of them have no idea that we (our brands) are all connected. That we are all part of the same family dedicated to service and quality – to doing it the right way.”
“We will not sit idly by as high-tech competitors try to enter our space and take our customers,” stated Mike Bidwell, president and CEO of Dwyer Group prior to introducing the new Chief Strategy and Marketing Officer, Lisa Zoellner. For years Dwyer Group has recognized the opportunity to cross-market all of our services to the existing customers of our brands. Zoellner, who was tasked with this very tall order when she joined Dwyer Group in January 2016, revealed to franchisees and associates the progress of
interviewed agreed with the assessment. “I have been doing this a very long time and have never seen such high scores for a new brand,” said Zoellner. In future communications, Zoellner will share the rollout plan for the Neighborly brand, targeted to launch in early 2017. In closing, Zoellner had these inspiring words for franchisees: “Neighborly. Our customers believe it. And I know you can deliver it.”
competition in that home service is in our DNA. It is not just what we do, it’s who we are.” Zoellner emphasized that while disruptor brands may have the technology to deliver a slick customer experience on the front end, they can’t compete with the systems, people and world-class service that
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