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Safelite AutoGlass:

Famous for Service Public Relations Campaign Case Study2010 – 2014

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Campaign Goal

Safelite has a demonstrated devotion to exceeding customers’ expectations, which is evident through our

Customer Driven initiative.

The goal of the campaign, which kicked off in 2010, was to become known for the high-quality service we provide – to become

famous for service so that it is synonymous with our name, thereby increasing brand

awareness and customer loyalty.

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Strategies

• Develop mechanisms for leveraging the stories about our associates’ passion for exceptional service.

• Position Safelite executives as thought leaders in areas of customer service excellence.

• Identify third party endorsements of our service.• Create earned media opportunities to increase

awareness of Safelite’s commitment to Customer Delight.

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ImplementationStrategy #1: Develop mechanisms for leveraging the stories about our associates’ passion for exceptional service.

Safelite’s Delight (BlogSafelite.com) is a blog where we share with other business professionals our strategies, insights, and successes as it relates to the customer experience. It is a “home” to our owned content, which can then be shared through social media channels and provided to industry leaders and journalists.

Social Sharing Tools on the Blog Make it Easy to Promote

Twitter Handle: @SafeliteBlog

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ImplementationStrategy #2: Position Safelite executives as thought leaders in areas of customer service excellence.

• Identified and networked with other customer service thought leaders.- Joined professional

associations- Researched book

authors on customer service

- Emailed them Safelite’s NPS Case Study as introduction

• Shared Safelite’s customer service story through speaking engagements.

• Published white papers on other thought leaders blogs.

Tom Feeney Presents at Net Promoter Forum

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ImplementationStrategy #3: Identify third party endorsements of our service.

Entered numerous award programs recognizing great customer service and customer-centric cultures.

Promoted endorsements from consumer organizations like Angie’s List, BBB, and Consumers’ Choice Awards.

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ImplementationStrategy #4: Create earned media opportunities to increase awareness of Safelite’s commitment to Customer Delight.