The MHEDA Journal - Third Quarter, 2018 - 68

CONVENTION
DIGITAL

SPEAKER
The Digital Evolution

A

BY STEVE GUGLIELMO, LISA BRINK, BRIAN BLUFF, MIKE EDMONDS,
DAVID STEINBERG AND SCOTT STONE

t the 2018 MHEDA Convention, MHEDA hosted a Member Panel Discussion on The Digital Evolution. The discussion was comprised of digital marketing experts:
Lisa Brink, Marketing Director, Riekes Equipment,

Brian Bluff, CEO and co-founder of Site-Seeker, Mike Edmonds,
Director of Marketing/Business Dev., Eastern Lift Truck Com-

pany, Inc., David Steinberg, Co-Founder of Adpearance, and Scott
Stone, Director of Marketing, Cisco-Eagle, Inc. We asked each of
the participants a couple of questions related to their expertise.
Their answers are below. We thank each of these participants
for their contribution.

68

MHEDA | themhedajournal.org

Lisa Brink, Marketing
Director, Riekes
Equipment
TMJ: How do we compete
with overseas ecommerce
or Amazons of the world?
This is all about the customer journey and digging into every customer
touchpoint. Whether it is the shipping experience, invoices or how we
route calls in the phone system, interacting with your company needs to
become a seamless experience, so you
are 100% customer centric. The last
statistic I saw was that there is $62
billion lost each year because of poor
customer service. To be competitive,
we must remove the obstacles that
make it hard to do business with us
and maximize our value proposition.
In fact, the 2020 Walker Report predicts that by the year 2020, customer
experience will overtake price and
product as the key brand differentiator and we need to be ready for that.
At Riekes and Bublitz, we have a
performance guarantee that we openly
share with our customers. We have
identified 10 areas of our business that
impact our customers' operations and
we drew a hard line in the sand. We
have made a commitment to certain
service levels in those areas - and if
we miss it - regardless of why - we
comp a portion of the cost to make it
right. Not only does this create a loyal
customer, but it allows us to analyze
an issue and fix it before it impacts
the next customer.


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Table of Contents for the Digital Edition of The MHEDA Journal - Third Quarter, 2018

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