1 Safelite AutoGlass: Famous for Service Public Relations Campaign Case Study 2010 – 2014

Campaign Goal Safelite has a demonstrated devotion to exceeding customers’ expectations, which is evident through our Customer Driven initiative. 2 The goal of the campaign, which kicked off in 2010, was to become known for the high- quality service we provide – to become famous for service so that it is synonymous with our name, thereby increasing brand awareness and customer loyalty.

Strategies Develop mechanisms for leveraging the stories about our associates’ passion for exceptional service. Position Safelite executives as thought leaders in areas of customer service excellence. Identify third party endorsements of our service. Create earned media opportunities to increase awareness of Safelite’s commitment to Customer Delight. 3

Implementation Strategy #1: Develop mechanisms for leveraging the stories about our associates’ passion for exceptional service. 4 Safelite’s Delight (BlogSafelite.com) is a blog where we share with other business professionals our strategies, insights, and successes as it relates to the customer experience. It is a “home” to our owned content, which can then be shared through social media channels and provided to industry leaders and journalists. Social Sharing Tools on the Blog Make it Easy to Promote Twitter

Implementation Strategy #2: Position Safelite executives as thought leaders in areas of customer service excellence. 5 Identified and networked with other customer service thought leaders. -Joined professional associations -Researched book authors on customer service - ed them Safelite’s NPS Case Study as introduction Shared Safelite’s customer service story through speaking engagements. Published white papers on other thought leaders blogs. Tom Feeney Presents at Net Promoter Forum

Implementation Strategy #3: Identify third party endorsements of our service. 6 Entered numerous award programs recognizing great customer service and customer-centric cultures. Promoted endorsements from consumer organizations like Angie’s List, BBB, and Consumers’ Choice Awards.

Implementation Strategy #4: Create earned media opportunities to increase awareness of Safelite’s commitment to Customer Delight. 7