Unique Innovation

2011 Crystal Achievement Award Winners

Seaway has employed the QR codes on many of its materials, including a Customer Care postcard and its warranty.

Implementation of QR Codes

Seaway Manufacturing Corp.

Erie, Pa.

Seeking to be on technology’s leading edge, Seaway moved to adopt the use of quick response (QR) codes in its marketing and customer support materials. Designed for use with smart phones, QR codes are essentially modernized bar codes that can be used to provide a targeted link to helpful marketing, customer support, and promotional information.

To further enhance the customer support process, Seaway implemented Customer Care Post Cards, recommended for distribution by dealers on every completed job. Dealers encourage their customers to keep the card with their records for quick and convenient access to important product care and operation information via the Customer Care QR Code. For example, if a customer is trying to figure out how to remove her window screen, she can simply scan the code from the card, and it will direct her to a short online video demonstration on how to do it, providing an instant solution to her problem.

The traditional process would be for her to call the dealer, and the dealer would have to explain the process over the phone. Or worse yet, the question might necessitate the dealer sending a service technician to assist her. Common product operation and cleaning questions are now addressed in video format in the customer support center, reducing the frequency of this type of phone call and service visit.

QR codes are also used on window displays to enable potential customers to learn more about a product later at their own convenience.

The technology is also useful in sales. Occasionally, when a potential customer is perusing a home show booth or browsing a dealer’s showroom, he or she may not wish to speak with a sales representative, or the representative may be busy at the time. Seaway helps dealers take advantage of these potentially “lost leads” by placing a QR code, with directions for use, on each product display it distributes. Potential customers can simply scan the code and watch a video product presentation, or read about the features and benefits of the product on their smart phone while they are standing in front of the display. This QR code acts as a “silent salesman” and begins the sales process. It also adds a level of interactivity to the display, engaging and educating the potential customer and keeping them in the booth longer.

Finally, Seaway has implemented QR Codes on business cards, in email signatures, and will soon begin including this technology in mailed out and emailed promotions. Currently, QR code business cards are being used by Seaway’s VP of sales and marketing each member of the sales and marketing team. By scanning the QR code on one of their business cards, prospective dealers can watch a short introductory video, download contact information directly to their phone or email contacts, and browse the Seaway website. It gives instant credibility to Seaway and the individual on the card, “breaks the ice,” creates a degree of familiarity with the new contact, and is an innovative way to communicate to a dealer who may have been otherwise inaccessible.

Other 2011 Crystal Achivement Award Winners: 

TECHNOLOGY

Most Innovative Window

Most Innovative Door

Most Innovative Component

MANUFACTURING

Most Innovative Plant

Most Innovative Machine

MARKETING

Most Innovative Marketing Progam

Best Product Literature

 Best Industry Web Site

Back to the 2011 Crystal Achievement Awards main page.