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Case Studies
International Specialty
Products
Global premier specialty
Chemicals Company launches nationwide
Customer loyalty and key account
management initiative.
Focus
In a constantly changing
marketplace, International Specialty
Products (ISP) was focused on securing
the base of their Key Accounts. As a
result ISP and The Chapman Group focused
their efforts on beginning a consistent
process for more effective team based
global account management supported by
metric-based software tools that could
provide timely progress reporting.
Client Overview
International Specialty
Products (ISP) is one of the leading
global producers of
performance-enhancing products in such
markets as; personal care,
pharmaceutical and oral care, food and
beverage, contracts and custom
manufacturing, specialty polymers, and
specialty biocides. With ISP World
Headquarters in Wayne, New Jersey, this
leading specialty chemical company
operates in more than fifty locations
worldwide including sales and service
offices, manufacturing facilities, and
research laboratories.
Situational Overview
Prior to The Chapman
Group (TCG) being brought in to work
with ISP, the company began a
reassessment of account value and
practices in an effort to accelerate
revenue growth. They were in search of
ways to bridge the gaps between a tight
market and more aggressive sales
targets.
Efforts
The Chapman Group (TCG)
has had several roles in ISP’s Key
Account Management initiative including;
establishing principles and practices
for team based account management, a
diagnostic assessment of current
practices, and embedding Key Account
process, methodology, and practices into
ISP’s current Sales Portal. However,
ISP’s first need was to connect and get
feedback from their current key
accounts. TCG implemented a customer
loyalty assessment survey called
LoyaltyPro™. In order to launch the
loyalty survey there were several key
initiatives taken to ensure the desired
results would be achieved.
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An international
diagnostic workshop was conducted to
determine how best to connect with
ISP Key Accounts. During this
workshop, ISP affirmed they needed
to provide their Key Accounts a
vehicle for delivering feedback.
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A workshop to tailor
the LoylatyPro™ survey to meet ISP
requirements was then executed.
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ISP then conducted a
controlled pilot launch of four
account teams which was considered a
success based on account’s response
and key account knowledge gained
through the exercise.
As a result of the
success of the pilot program, ISP began
a full scale roll out to all Key
Accounts in North America in 2004.
Results
ISP has experienced
immediate results since the full scale
LoyaltyPro™ survey launch. This survey
has allowed ISP to connect with their
accounts and gain overall improvement in
the penetration and feedback process in
Key Accounts. Additionally, the feedback
received is being captured in a newly
established database tracking all
comments and issues from the customers
themselves. By capturing such data,
Account Managers are able to develop
specific strategic actions to address
preciously unknown issues identified
through completion of the survey.
The information gathered
as a result of the surveying process
will be included in subsequent
initiative to embed Key Account process,
methodology, metrics, and practices into
ISP’s current Sales Portal by posting
the results from LoyaltyPro™ (and other
account metrics) into one central
location.
Points of Contact within
International Specialty Products
Director of North America
Customer Sales Services & Sales Director
Sales Services Program
Manager
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