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Mobile Mini Storage Services is the world's largest provider of mobile storage devices, with more than 200,000 metal containers leased to customers in the United States and the United Kingdom. The company is headquartered in Tempe, Arizona, and had sales of $5 in 2015$30.1 billion, an increase of more than 15% over the previous year. Nearly half of these sales come from builders, who use containers to store equipment and materials during construction or as on-site offices.
But Mobile Mini's customers also include retailers who may place a container in a parking lot to serve as a small warehouse or to make room for seasonal merchandise in the store; Some schools, including universities, also use shipping containers to store bands** and musical instruments, as well as out-of-season equipment, such as dolls from football matches. (Mobile Mini also leases specialized containers for the safe storage of petroleum and industrial products, but its main business is to rent out large steel containers.) ）
Eric Olson, CEO of Mobile Mini Storage Services, said the company had a bold idea to become the best in its field and become the "Mercedes of the storage industry."
At Mobile Mini Storage Services, this means that Mobile Mini Storage Services can provide advanced storage devices (the right size, clean, no breakage, no rust, and have many unique features, such as a one-hand door to open the storage door, a patented triple cam lock, etc.), which can make it easier for businesses to do business. The Mobile Mini company is one of the many believers in the Net Promoter Score. Net Promoter Score is a customer loyalty rating system developed by Fred Reichkhold. Fred Reichkhold describes the Net Promoter Score in his article "A Data Needed for Growth" in the Harvard Business Review published in December 2003. The Net Promoter Score is calculated based on the answer to a question that is, "How likely are you to recommend (the company) to a friend or colleague?" "The question is scored on a score of 0 out of 10. The Net Promoter Score is equal to the percentage of supporters minus the percentage of non-supporters.
In addition to using the Net Promoter Score, Mobile Mini Storage Services has added another numerical rating: the Customer Effort Score (also known as "Customer Effort"). This metric is adapted from the work done by the company's executive board. This rating method is very simple, just ask the customer one question: "Do you think it is easy to do business with us?" From 1 to 5, how many points do you rate us? ”
Kelly Williams, COO of Mobile Mini Storage Services, has gained a deep understanding of the company's services through the customer energy score rating data, which he calls the "Chief Pain Point Officer." These pain points range from managing the inventory of containers to taking them back as soon as customers run out; As Williams puts it, "Our value proposition is that it's easy to do business with us. Much of this convenience is achieved through logistics. ”
This is not always the case. "There are two things that can upset customers. "The first is that there's something wrong with your product — a rust on the top of a container, or something like that. The second is delivery and pick-up – you said you were going to pick up the goods today, but you didn't pick them up. When Olson became CEO in 2013, late pick-ups (leaving containers with a customer until another customer needed them) were commonplace. It's a very common industry practice, and no one seems to know how annoying the customer can be with this practice.
Information management and actual customer service help eliminate this sticking point. Balancing centralization and decentralization is a huge challenge in service design. As the largest player in the industry, MobileMini Storage Services has the advantage of scale, but there is a risk of taking a one-size-fits-all approach to business in a differentiated customer portfolio. For example, in 2009, the company decided to set up a national call center, but the results were not satisfactory. Admittedly, large customers like Walmart and Target need to manage national accounts, centralize ordering, and invoicing. Now with a separate portal**, these services are all available on Mobile Mini, allowing companies like Walmart and Target to directly manage some of their operations.
However, most of the company's business is not much business if it is not a local business, including those of large customers. "We're looking forward to coming back so that all the touchpoints are local," Williams said. So, if a client calls Susie and Bill picks up, he'll say, 'yes, Susie is right next to me, Frank, wait a minute.' Actually, Jim, you know, Jim, our driver, he arrived in 5 minutes. 'Customers love this way of communicating. But once we set up a call center, that way doesn't exist. ”
In order to provide customers with a better product while reducing the hassle for customers, Mobile Mini's service design seeks to combine sophisticated back-office services, logistics and fleet management with highly localized sales, service and delivery. As a result, Mobile Mini's is 20% higher than the competition's. In other words, by saving your customers' time, you'll be able to make a bigger profit.