Last year marked the 30th anniversary of Crystal D, and it was a milestone made possible because of the dedication of our employees and the faithfulness of our customers. There’s a lot for us to celebrate, and yet we also know that success in the future means we must be intentional about finding ways to enhance and improve our company.
That’s why last fall we worked with a third-party provider to conduct our Voice of the Customer survey, and more than 200 of our customers took the time to participate in it! Here’s what we know about them.
- They hailed from 29 states and have an average of 19 years in the industry.
- Collectively, their satisfaction with Crystal D came in at 9+ out of 10.
- They rated Crystal D at 90 percent or higher for timely delivery, and 90 percent or higher for service and support.
- 90 percent said they trust Crystal D to deliver on its commitments
- Their NPS score for Crystal D came in at 90.
We are grateful for the insights shared and are taking the opportunity to reflect on where we are doing well — as well as planning on how we can do even better.
What we learned
Our customers provided thoughtful and candid answers about working with Crystal D, which fell into five themes. In the months ahead, we’ll be digging into each of these themes closely and sharing more about them through our company blog.
- Customer service/employee excellence — Crystal D’s customer service team stood out as a deciding factor, with many mentioning specific employees by name for providing smooth and timely service, partnering with them to make complicated orders easy, and being both proactive and responsive.
- Simple, easy, fast (and worry-free) ordering — Customers feel guided, supported and informed through every step of the process. They appreciate always knowing the status of their order and the fact that working with Crystal D makes them look good to their clients.
- The Home of “The WOW Effect” ® — To Crystal D, this means the recipients of our awards and gifts are blown away by the meaning and quality behind them, that they can’t help but say, “Wow.” We learned that, to our customers, “Wow” also comes to mind when they see one of our meticulous awards in person, comprehend the craftsmanship, watch people receive awards, or work with a member of our team to bring an idea to life.
- Recommending to others — Customers say Crystal D is “personable yet professional,” (in the words of one respondent), and they are eager to recommend us because they know us to be trustworthy, detail-oriented, easy to work with, creative, communicative, time-sensitive and “like an extension of your company, a real partner.”
- Loyalty — In noting our customer service, product selection, varied price points, high-quality workmanship, and the ability to take on both small and large orders, customers return to Crystal D time after time — some as often as every single week.
What’s ahead this year
To continue providing world-class customer service and keeping our promise of simple pricing, easy ordering and fast production, we’ve dubbed 2024 our year of refinement. This means we are purposefully looking across our business, in all the nooks and crannies (and systems and processes, and tools and trainings…) to remove any barriers, iron out any imperfections, and strengthen any weak areas — all so we can be in the best position to continue turning emotions into memories™ for hundreds of thousands more award recipients.
Everything we do and every decision we make is shaped by how it will support our customers.
As always, if you have feedback about your experience working with Crystal D, or ideas for how we can better support you in engaging with your customers, please don’t hesitate to reach out to your territory manager or contact us. Thank you for being partners in making memories for award recipients around the world!
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