FEATURED CASE STUDY

Situation

Resource Central is an award-winning environmental nonprofit in Boulder, Colorado, dedicated to helping people save water, reduce waste and conserve energy. A year after expanding its Building Materials Re-use Center, Resource Central hired AIM to help them understand how to attract new and repeat customers and how to make donating and purchasing building materials through their Re-use Center even easier.

Approach

AIM helped Resource Central identify and prioritize the different customer touch points that inform customer satisfaction and developed an interview / survey methodology that allowed them to affordably obtain both the quantitative and qualitative data needed to make strategic decisions about allocating financial and human resources. By executing more than 100 surveys in both Spanish and English and also conducting in-person interviews in both languages with different customer segments, AIM identified five primary focus areas for improving the Building Materials Re-use Center customer experience.

Outcomes

The research findings that AIM synthesized for Resource Central allows them to re-focus efforts on the areas with the greatest potential for improving customer experience and meeting business objectives. Now, instead of guessing, Resource Central has the information they need to effectively improve sales staff training, to change placement and types of signage, and to adjust their pricing strategies to reflect how customers perceive value. AIM also provided insights for attracting more and different kinds of individual and commercial customers and for increasing the likelihood that those customers would leave satisfied and recommend Resource Central to their networks. As Resource Central continues to grow, they now have a trustworthy roadmap to guide them thanks to AIM’s research and insightful findings.