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Eiler Success Stories

CFI Group

Client Background

CFI Group is an international management and consulting firm that measures and improves customer and employee satisfaction for its clients. It utilizes a computerized, statistically based approach to measuring satisfaction. CFI's method provides a basis for strategic actions that improve organizational performance. The company's software serves as the analytical instrument for the American Customer Satisfaction Index (ACSI), an economic indicator that directly determines U.S. customer satisfaction with the quality of the goods and services they buy. CFI Group has 13 offices worldwide and is headquartered in Ann Arbor, Mich.

Situation

CFI was looking to move into a new vertical market. With 1,500 large mortgage operations in the country, mortgage banking held significant potential. Additionally, the mortgage market had recently experienced a shift from the largest refinancing boom in history to a purchase-driven environment. Customer satisfaction is vital to a lender’s success in a purchase driven market. This environment created an opportunity for CFI’s services to fill an important role in the market.

Strategy

CFI enlisted the help of Eiler to create a PR campaign to develop business in a new vertical market. Our expertise and outstanding relationships in the mortgage banking industry helped pave the way for CFI. We developed a new series of business opportunities for CFI through the innovative use of PR as a marketing and selling tool.

Tactics

Eiler recognized CFI’s need to be recognized with credibility within the mortgage industry. We worked with CFI and Mortgage Banking Magazine, the trade journal of the Mortgage Banker’s Association (MBA), to develop a survey to gauge customer satisfaction with the mortgage process. The results of the survey were published in the cover story of the October issue of Mortgage Banking Magazine, the same month as the MBA’s annual convention in San Diego.

Results

The press CFI received secured many business opportunities from mortgage banking operations across the nation. Marketing and management leaders read the article and saw additional coverage of the results in other publications, including two articles in USA Today, and realized the need for CFI’s expertise. Eiler was also able to secure favorable press for CFI and its mortgage-related research work in MBA NewsLink, Mortgage Broker Update, Inside Mortgage Finance, Inman News, Dallas Morning News, Yahoo! Finance, and CNN Marketwatch.