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Company: Mayfield Consulting, Inc.
Company Description: Mayfield Consulting’s team has hundreds of combined years of experience in sales and marketing, providing market research, sales, and marketing and PR strategy and implementation. All services are performed by seasoned professionals for business-to-business companies. Mayfield has special expertise in software, security, business services, financial services, and classic manufacturing industries.
Nomination Category: Achievement Categories
Nomination Sub Category: Achievement in Customer Satisfaction
 Nomination Title: Newberry Tanks and Equipment - Embracing Personal Service While Scaling
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization's history and past performance (up to 200 words):
Total 200 words used.
For more than 90 years, award-winning Newberry Tanks and Equipment has been manufacturing quality aboveground and underground steel tanks for the American supply chain and every branch of the U.S. military. The “Think Tank” of Oil and Petroleum storage, Newberry Tanks is intent on innovation: offering tanks on demand, dedicated customer service, turnkey solutions, and the fastest delivery in the country.
After experiencing a tremendous 27% revenue growth in 2021, a considerable achievement given that projected growth in the metal tank manufacturing industry was expected to increase at an annualized rate of 4.3% over the five years to 2021 (IBISWorld July 2021), Newberry faced a challenge: providing their award-winning level of personal service that their customers counted on, at a larger, more efficient scale.
Personal service is a critical component in the tank industry. Tanks are typically a small part of the construction job, where schedules change frequently depending on weather, subcontractors, and material availability. The delivery of steel tanks can require time and financial investments for cranes, inspectors, work crews, and proper permits. A lack of communication in this process, no matter how small, can add up to significant time and money lost for a Newberry customer.
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated organization's customer satisfaction achievements since the beginning of 2020, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
An astounding 100% of Newberry customers surveyed in 2021 reported being “Very Satisfied” with Newberry, up from 79% in 2018. 64% of customers, when asked unaided for advice, gave Newberry a huge compliment: “keep doing what you are doing.”
“Happy employees equal happy customers,” writes CEO Magazine's Sharon Swift. Newberry agrees with this credo and extends it to suppliers.
- Newberry’s welder turnover rate is a very low 11%. Tenure averages 9 years
- Newberry pays well (typically within 10 days), orders well, gives projections well; suppliers respond quickly
Through strategic implementation of the Entrepreneurial Operating System (EOS), key technology, and the development of customer-centric order and delivery systems, Newberry continued its commitment to customer satisfaction.
Newberry’s first EOS corporate “Rock” reduced customer service call volume by 90% while maintaining the personal touch with:
- “Tank Tracker” three-call order process. A Rep calls three times during the order/manufacturing process ensuring order accuracy and on-time delivery
- Customer Online Portal – One-click access to personalized favorites list and order tracking via customized dashboard
- Salesforce CRM integration with Sage ERP – Created transparency on orders, customer interactions, and delivery. Now customer service, sales, and production can answer customers immediately
Newberry’s unique Preferred Customer Program (PCP) also increased customer satisfaction by eliminating delivery guesswork. Jointly planning demand with Newberry supplying on-site inventory results in:
- Order fulfillment/delivery in 24-48 hours versus up to a year as steel and fiberglass became harder to source
- Immediate replenishments by maintaining a min/max level of stock on-hand
- Locked-in, competitive pricing
- f you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 244 words used.
The PCP worked so well that many current customers could increase revenue and overcome growth-halting lead times in 2021. Three of four customers on Newberry’s consignment program where they did NOT have to pay for inventory are now paying, getting tanks faster, and growing. One business owner is so ecstatic with their growth she put Newberry on her website.
One of the nation’s leading oil handling and industrial equipment distributors made the move and realized a 160% increase in unit growth in the first eight months of 2021 over all of 2020 sales and 188% overall. The Director of Operations said, “Previously we’d wait weeks, but now it’s days. This has enabled us to gain significant new tank business.”
While the PCP eases order and delivery issues for some, Newberry works closely with new customers to understand challenges—especially since guaranteed availability helps companies hurdle supply chain obstacles to maintain growth plans. In 2021, a well-known national convenience/gasoline retailer and Fortune 100 company approached Newberry with a problem: new stores under construction and no fiberglass tanks available due to severely delayed fiberglass. The Construction Manager, after testing steel as an alternative, and speaking with a handful of steel tank manufacturers, preferred the easy communication and responsiveness of Newberry Tanks. Within weeks Newberry shipped the first tanks. The Construction Manager noted that “lead times were slashed by 70%, going from an expected 50 weeks to a manageable 12-15 weeks,” keeping construction plans on schedule.
- Optional: Reference here any attachments of supporting materials throughout this nomination and explain how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 239 words used.
Newberry’s Customers say it best:
- "Response time in getting them built was excellent during the pandemic. Everybody was way out there, and Newberry really put themselves on the map being about response to customer demands during a tough time." – Large Convenience Store Chain
- “I’ve been talking to Newberry’s customer service ever since Rob closed the deal. And Trevor and Nancy are phenomenal. If my customer has a question, I call them, and they get back to me in 15 or 20 minutes. With other companies I sometimes have to wait hours.” – Major Fluid Storage and Handling Solutions Provider
- “We do get a personal call from their sales rep once a quarter and nobody else is doing that or they are rarely. They are courting us!” – Owner, Equipment Company
And the numbers and customer-centric programs say it all:
- 100% Very Satisfied customer base
- 27% revenue growth
- PCP – increasing customer satisfaction by allowing a customer to lock in competitive pricing and get a tank delivered within days
- Reduced customer calls by 90% through:
- “Tank Tracker”
- Customer online portal
- Salesforce CRM integration with Sage ERP
- Happy employees - Welder turnover rate - 11%. Tenure averaging 9 years
- Good delivery from suppliers due to planning and 10-day pay
- EOS with Rocks that were attained
Supporting Materials:
- Blinded 2021 Customer Survey
- Fabricator Article https://www.thefabricator.com/thefabricator/article/shopmanagement/fostering-a-culture-of-ownership-on-the-manufacturing-shop-floor
- Fluidall Case Study https://newberrytanks.com/wp-content/uploads/Fluidall-Case-Study101520.pdf
- https://newberrytanks.com/
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