CEMEX Tatak Experto: Building a Community of Cement Experts
Strengthening partnerships which will help enhance the customer experience is what motivates buildings solutions leader CEMEX Philippines to initiate programs like the Tatak Experto workshop.
The Tatak Experto Workshops aim to develop frontliner sales men and women who are well-versed in cement applications and effective in cross-selling the different goods that the store carries. Since 2014, the program has enriched more than 3,000 CEMEX frontliners, whose participation has aided them in their role as brand ambassadors, not only for Rizal and Apo cement, but also for the hardware stores that they work in.
Recently, CEMEX hosted a series of workshops for almost 1,000 frontliners in Luzon, from Antipolo to Cavite. Through fun and interactive sessions, the company shared practical advice on the use of its products. With this knowledge, frontliners are better equipped to make an impact on customer loyalty to the store and to the brands that it carries.
“Customer satisfaction is at the core of CEMEX’s operations. In order to ensure that this thrust is felt by the actual users of our cement, we rely on a strong network of partners to deliver a positive customer experience. Retail frontliners convey the company’s brand image by providing reliable information and by delivering professional service. ,” explained Jennifer Valenzuela Laurio, Marketing Manager of CEMEX Philippines.
CEMEX’s Luzon Trade Marketing Officer Claudette de Guzman elaborates,“Tatak Experto was conceived so that we can continuously deepen our relationships with customers. We aim to enhance the capabilities of our frontliners so that they too, can grow professionally. We at CEMEX believe that growing a business requires nurturing the people at the forefront of the business.”
“The learning that I liked best about the CEMEX Tatak Experto Workshop is the part on customer courtship to help us attract and gain more customers. I also appreciate the useful tips taught in the program like the correct way to handle cement bags. We were able to learn new ideas. Plus, the event was also enjoyable,” said Malou Soriano, frontliner at DS2S Trading, Inc.
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