Case Study: Vermeer Customer Alignment Week


As a global manufacturer of agricultural and industrial equipment, Vermeer Corporation of Pella, Iowa keeps its employees motivated by helping them understand how the quality of their work can make a difference to farmers and other business owners who use that equipment to help keep their operations productive and successful.

In late 2012, Vermeer Corporation of Pella, Iowa was preparing to introduce its 3,000 team members worldwide to a new brand value proposition developed by Weber Shandwick and research partner KRC Research with the hope it would help to further motivate and inspire the workforce to be more closely aligned to the needs of its customers.

A 2012 survey of Vermeer employees indicated team members wanted to have more opportunities to receive feedback from customers to allow them to gain a greater understanding of what customers need from their equipment provider and how every team member helps fulfill that commitment.

To address this gap and build a better connection between team members and the customers they serve, Weber Shandwick worked with Vermeer to host a series of events under the theme of “Customer Alignment Week” in April and May 2013 to introduce the new brand positioning and allow team members to speak directly to customers about their business goals and challenges.

These high-impact events held at Vermeer locations across four continents allowed 85 percent of the company’s more than 3,000 team members to have direct contact with a customer to help them grasp how the work they do is aligned to meeting customer expectations. Today, the customer connection continues through a regular rhythm of communications programs to help team members see the impact of their work on their customers and their world.

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