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CubeSmart

How to EnterCompany: CubeSmart, Wayne, PA
Entry Submitted By: DillonMarcus Executive Retreats
Company Description: CubeSmart, the 4th largest operator of self-storage facilities in the nation, is re-inventing the industry. CubeSmart stands out offering WOW!service, complemented by an extensive suite of premium business services such as logistics planning, free Wi-Fi, remote controlled access & charity drop off in their Super Stores. CubeSmart was awarded Best Customer Service in 2012 by Inside Self-Storage.
Nomination Category: Customer Service & Call Center Awards Team Categories
Nomination Sub Category: Contact Center of the Year (Up to 100 Seats)

Nomination Title:  CubeSmart: Connecting with the Customer

Tell the story about what this nominated contact center achieved since the beginning of July 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

The Interview

When Donna Plummer, veteran Sales Center Director interviews you, you know CubeSmart takes service and ‘Connecting with the Customer’ very seriously. She’ll tell you, “We’ve got an enriched coaching and feedback environment. We also have a lot of fun.”

Changing the Game

Until recently, there had been no service in the self-storage industry. In September 2011, U-Store-It, set out to change that game. In a bold move, U-Store-It hit the refresh button, introducing its new brand and company name: CubeSmart. CubeSmart made an $8 million investment to update their signage across the country, to create modern looking Super Stores, install interactive touch screens and add an impressive number of storage related amenities!

A Smart Decision

But is changing a sign, offering free Wi-Fi and saying you’re all about service make it so? The senior leadership at CubeSmart was smart enough to know that it didn’t. They set out to revolutionize the Customer Experience with a high-tech, high-touch approach.

A High-Tech Investment

With agents answering more than 1,300 calls per day, seven days a week, CubeSmart needed a Customer Relationship Management System that provided real-time access to available storage units nationwide, as well as regional pricing. The popular vendor systems fell short of their needs so they built a web-based proprietary system that greatly improved the agent’s ability to serve and WOW! the Customer. The web-based phone system connected to the CRM allowing agents to work from anywhere – offering flexibility and ‘green’ options to staff. The new system means 90% of calls are answered within 30 seconds.

A High-Touch Investment

The company created a WOW! Department to ensure everyone knew CubeSmart’s Values and what the slogan, “Expect More” really meant. The WOW! Department created an innovative one-day learning experience offered to employees across the board.

Complementing the overall company training, NSC Agents undergo a rigorous on-boarding development program, through which they master storage industry product knowledge, customer service approaches, and sales skills. They receive ongoing training, monitoring and feedback to ensure they consistently deliver WOW! Customer Service. The NSC emphasizes connecting with the Customer by using the Customer’s name, being relaxed about call times and encouraging agents to follow a ‘call flow’ vs. a script.

But That’s Not All

The high-touch approach was supplemented by an array of WOW! Initiatives designed to spotlight the great service being provided by Call Center employees. They include: InstaWOW! (daily recognition), Super WOW! Stories (monthly recognition), and the ALL Star Program (quarterly and annual recognition). The company also invested in the Call Center Leadership by developing The Leadership Lab for People Managers™ which showcased the newly minted definition of a CubeSmart Manager along with The Cube Six™, six questions designed to help Managers cultivate employee loyalty.

A WOW! Connection Achieved

This high-tech, high-touch approach is paying off. NSC Agents average an outstanding Quality Score of 80-85% while the Call Center conversion rate has increased a remarkable 17.39% over the previous year!

Industry Recognition!

CubeSmart, for the first time in its history, was recognized for Best Customer Service in 2012 by its trade organization, Inside Self-Storage!

 

Provide a brief (up to 100 words) biography about the leader(s) of the nominated contact center:

Christopher Marr has been President and Chief Investment Officer since November 2008 and Chief Operating Officer since May 2012. He served as Chief Financial Officer of the Company from June 2006 to November 2008. Guy Middlebrooks, VP of Operations has extensive operations and management experience in both the retail and self-storage industries. He oversees the management of more than 500 owned and managed self-storage facilities across the U.S. and London. Donna Plummer, Sales Center Director, has worked for CubeSmart of since 2009. Prior to that, she worked for QVC for 15 years, holding numerous positions in Sales and Customer Service.