As you know, the big data revolution is upon us. For years now, corporations of all sizes have been analyzing various transactions and customer demographics to gain a competitive advantage. What’s more, by 2020 it’s said that 1.7 megabytes of data will be created every second, for every person on earth. If utilized to its full potential, big data will help satiate The Grounds Guys, LLC appetite for valuable insights on your customers and as a result refine marketing efforts and support systems to improve customer engagement and increase the overall financial performance of every franchise location. The recent implementation and adoption of GGPro places The Ground Guys' system right in the middle of this digital revolution.
Arriving to The Grounds Guys on March 17, 2016, I immediately discovered the data void that existed as compared to other Dwyer Group brands and just about every other business in 2017. Not having data to satisfy my strong hunger for information created a necessary change in our system for the greater good. This change started with the implementation GGPro. As anticipated this complex change effort, required a sizeable investment of time and resources that will pay huge dividends well into the future. But, I need your help to gain additional momentum toward 100% usage by our network of franchisees so that together we can continue to make more informed and intelligent business decisions for the continued development of The Grounds Guys' business model and concept.
In 2018, effective well-performing business operations of any sort feed and thrive on data. So, over the next several months, I ask that you please meet all reporting and compliance timelines and requests so that we can continue to collect needed data to help better determine the future strategies of our success systems.
With GGPro now in place and with an ever-expanding range of data metrics such as overhead recovery, job averages for repeat customers, key performance indicators (KPIs), systematized contribution margin, identification of high yield core services (e.g., irrigation services and pesticides/fertilization), we will now be able to drill down and learn how to better position our brand for continued growth and improved outcomes in every city and marketplace.
Just so you know, from an analytical perspective, your submitted information or data by way of timely monthly sales reports, aka MSAs (eventually weekly) will be used for: Social listening, comparative analysis, marketing analytics, targeting, industry/competitive analysis, and gauging customer satisfaction.
Today’s The Grounds Guys' customer is smarter, savvier, more demanding and more empowered than ever. As we grow together it is important that we have and use data to better connect with them in an innovative, engaging and personal manner. Moreover, your individual satisfaction is and will remain a priority to all of us here at Home Office. Stay tuned to learn more in next month’s LawnOrder!