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Aaron Oelger Vice President-Marketing

Focusing on the Custo m e r. Aaron Oelger Vice President-Marketing. Customer Focus. More than a Baldrige Category Customer-focused culture (3.1b) Customer engagement (3.1) Customer requirements (3.2a) Actionable VOC (3.2b) Customer Segmentation (3.2c) .

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Aaron Oelger Vice President-Marketing

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  1. Focusing on the Customer Aaron Oelger Vice President-Marketing

  2. Customer Focus More than a Baldrige Category • Customer-focused culture (3.1b) • Customer engagement (3.1) • Customer requirements (3.2a) • Actionable VOC (3.2b) • Customer Segmentation (3.2c)

  3. Building a Customer Culture 3.1b Customer Focus starts with our Culture • Placing the right person in the right position • Deploying “Industry Involvement”

  4. Building a Customer Culture 3.1b Customer Focus starts with our Culture • Placing the right person in the right position • Deploying “Industry Involvement” • Using the Emergency Response Group • Importance of symbolism

  5. Customer Engagement 3.1

  6. Customer Engagement 3.1

  7. Customer Engagement 3.1

  8. Customer Engagement 3.1

  9. Customer Engagement 3.1 Our Founder as the brand representative

  10. Customer Engagement 3.1

  11. Customer Engagement 3.1 Our Founder as the brand representative Deployed through: • Marketing communications • Customer communications • Key conservation and shooting sponsorships • The “Larry Line”

  12. Customer Listening 3.2a Defining Customer Key Requirements (CKRs) • Annual survey Deploying CKRs • Training • Audits • Deployment Aligning CKRs • CC through call monitoring • VOC through Customer Complaint Management • Customer satisfaction surveys

  13. Customer Listening 3.2a Collecting feedback • Customer listening posts • C-Sat Survey • Customer Complaint Management Application Taking action • Customer Focus as an action

  14. Use of Customer Data 3.2c • Segment Customers • Manage marketing communications • Define treatment plans • Measure results

  15. Category 3 Key Results 2007 2008 2009 2010YTD Customer Satisfaction 92% 92% 93% 93% Customer Retention 98% 98% 98% 97% Customer Loyalty 93% 94% 94% 94% New Buying Customer Growth 43% 21% 30% N/A Rate Active Customer Growth Rate 28% 23% 28% N/A Customer Focused Results7.2

  16. Customer Focus More than a Baldrige Category • Customer-focused culture (3.1b) • Customer engagement (3.1) • Customer requirements (3.2a) • Actionable VOC (3.2b) • Customer Segmentation (3.2c)

  17. Questions? Thank you! Our best wishes to you in your pursuit of performance excellence! For more information: www.midwayusa.com/baldrige qms@midwayusa.com

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