Testing a new strategy:How one lawn care company formed an R&D business unit to improve customer retention

摘要

Joshua Anderson's residential lawn care business, Team Green Lawn, grew almost as fast as his customers' turf. Anderson started the business in 2004 with about 30 accounts. By 2008, the Xenia, Ohio-based company had 800 clients. But the fast-paced growth came at a price. The company's service levels declined and customer retention suffered as a result."There was no longer that personal touch and connection with the customers," Anderson recalls.In 2012, he decided to explore a different approach to serving customers. He formed a separate business unit called Turfway Lawns that would serveprimarily as a research and development (R&D) arm. The R&D business allows Anderson to try new strategies, products and services without risking the reputation of his primary business.