Scheme delivers loyalty with primary audience segment

The challenge

VELUX’s communications and relationships were driven through merchants, which created some issues with installer uptake of new innovations and products being launched into the market.  

What’s more, VELUX also wanted to build a deeper understanding of the market to help inform marketing communications and future new product development.

Our approach

We researched the current installer market and built an understanding of the current relationships, perceptions and barriers. This helped form a strategy to build on their existing installer accreditation scheme, which at this stage, lacked a real understanding of their membership database. 

Through a loyalty driven approach, the VELUX Certified Installer Partnership was developed to build direct relationships with installers and provide an end-to-end service for homeowners. 

To form and manage the scheme on an ongoing basis, we: 

• Built a tailored CRM system to hold all data and enable insightful reporting 
• Created all scheme processes, operations manuals and documentation 
• Manage customer service operations for both the member and end consumer, acting as the first point of contact and concierge for all customers 
• Recruit and onboard new members 
• Handle scheme operations including assessments and financial management 
• Looked after the scheme communications for both installer and consumer 
• Provided consultancy support to continually develop scheme and wider initiatives