Gregory PooleReal-time customer feedback makes a difference: Gregory Poole uses voice-of-customer to improve service


Customers have great ideas about how to improve your business. But getting timely and actionable information from them can be a challenge. It was this challenge that motivated Gregory Poole to implement ServiceConnect, The Daniel Group’s service management program.

The Caterpillar construction equipment dealer for eastern North Carolina, Gregory Poole provides material handling equipment and services for portions of North Carolina, Virginia, and South Carolina.

The equipment dealer needed to assess what mattered most to its customers when doing business with them. The executive team also wanted to uncover other opportunities.


Richard Donnelly, Executive Vice President of Gregory Poole, heard about the positive experience a neighboring dealer, Blanchard Machinery Company, was having with The Daniel Group’s ServiceConnect.

According to Donnelly, the one thing that prompted them to implement ServiceConnect was the fact that they could get real-time information. “Cat dealers need to measure customer satisfaction,” he says, “but we found that the approach we had in place was not giving us timely information.”

The executive team realized ServiceConnect could enable the company to achieve its strategic vision, which was to be the recognized leader in providing products and services.

“The Daniel Group was flexible in developing a game plan, so we could begin to realize this vision,” says Donnelly.


Gregory Poole has seen many improvements since launching ServiceConnect, including an increase in customer satisfaction. The company uses the Net Promoter Score (NPS) to measure improvement (NPS is an indication of willingness to refer).

According to Donnelly, having this data has been extremely beneficial in being able to find out why the dealer might not be meeting expectations.

“Our NPS increased last year about 8 points. This performance has told us that customers feel they are getting a good value.”

Once they saw the results of their initial program, Gregory Poole added its material handling operations to ServiceConnect. The company made a major focus on improving the overall completion rate for preventive maintenance (PM) services.

As Richard Donnelly says, “What’s really nice is the online information and instant, real-time tactical information. We’ve learned how to change the organizational culture by sharing information with service managers, and using the comparison NPS scores between departments for training and development. We’re definitely improving our service!”

*Net Promoter and NPS are registered trademarks of Bain & Company, Inc. Fred Reichheld, and Satmetrix Systems.

*Caterpillar® is a registered trademark of Caterpillar, Inc.