The document outlines customer loyalty studies conducted by Loyalty Research Center for PPG Industries Fiber Glass and the American Composites Manufacturers Association to understand customer and member needs and identify opportunities to improve relationships in order to increase loyalty and engagement. The studies revealed strengths in areas like account management and product quality for PPG while also showing opportunities for improved communication and support, while for ACMA the reputation was strong but educational programming and helping members grow could be enhanced.

1. Allen Paison, Managing Partner,
Loyalty Research
Kevin McDonald, General Manager,
PPG Industries Fiber Glass
Tom Dobbins, President,
American Composites Manufacturers Association

2. Our Story Begins in early 2011……
 PPG Industries – Fiber Glass: Launches Customer
Loyalty Study with the Loyalty Research Center
(LRC)
And continues through the Fall, when…
 American Composites Manufacturing Association
Implements a Member Loyalty Study with LRC

3. Tom Dobbins,
President,
ACMA
CMA BOD
Kevin McDonald,
General Manager,
PPG Industries, Fiber Glass
ACMA BOD
PPG Industries,
Fiber Glass
Customers
Al Paison
President & CEO
Loyalty Research
Center (LRC)

4. PPG: ACMA:
Refine PPG’S current value proposition
and market positioning relative to
competitors
Conduct a baseline measure of
member loyalty/perceptions of the
association, the benefits it provides,
and activities in support of the
composites industry
Achieve a better understanding of
customer loyalty and the relationship
that exists between PPG and its
customers
Understand members’ specific needs
and service expectations
Identify specific areas for improvement Understand the most important
drivers of member behavior –
specifically what is the key driver of
loyalty to ACMA
Identify our loyal and vulnerable
members and understand why they
fall into these segments
Establish priorities for improving
member relationships and increasing
the number of loyal, engaged

5.  What Trade Associations
Provide Its Members
and…
 Its Members’ Needs
and…
 The Members’
Customers’ Needs


6. PPG Industries, Inc.
Pittsburgh, PA
778
A global maker of paints, coatings, optical
products, specialty materials, glass and fiber glass.
Founded in 1883.
Global sales of $15.2B in 2012
Approximately 38,000 employees.
In more than 70 countries.

7. LOYALTY RESEARCH CENTER
7
 Achieve a better
understanding of our
customers and the
relationship that exists
between us and them.
 Refine our current value
proposition and market
positioning relative to
our competitors.
 Identify specific areas of
improvement.
 Survey size:
 55 companies
 111 individuals
 Response size:
 38 companies (69.09% of
total)
 63 individuals (56.76% of
total)
 Response by product type:
 Yarn – 22% (9 companies)
 Rovings/Fabrics – 6% (2
companies)
 Direct Draw – 35% (13
companies)
 Chopped Fibers – 37% (14
companies)

8. LOYALTY RESEARCH CENTER
8
 Our relationship with our customers closely resembles
the “typical” loyalty profile observed by Loyalty Research
Center in other business-to-business programs.
 According to our customers, we have strengths in these
areas of our business:
 Account Management
 Overall Product Quality
 Technical Support Services
 Customer Service
 Communication
 We have opportunities across multiple areas of our
business to improve/strengthen our relationship with
our customers

9. LOYALTY RESEARCH CENTER
9
 Provide consistently high
quality products that
meet customer demands
and requirements.
 Ensure fiber glass
products are consistently
compatible with
customers’ manufacturing
process.
 Actions Taken
 Capital spend on new
equipment
 Product development
 Global S&OP process
 Process control technology

10. LOYALTY RESEARCH CENTER
10
 Provide account service
support resources who have
technical & industry
knowledge, as well as an
understanding of the
customers’ business
 Communicate more
proactively to keep customers
more informed of pricing
changes, new products,
product quality issues,
shipment delivery changes,
etc.
 Provide ideas and support for
growth through share gain,
identifying new markets and
processes and product
knowledge
Actions Taken
 Support
 Expanded the tech support team
 Provided product manager training
 Communication
 Customer Service
 On Time Delivery
 Order Entry Improvements
 Customer inquiry response time
 Formation of a Global Customer
Relationship Steering (CRS) Team
 More proactive public
relations/marketing
communications plan
 Growth
 Expanded our S&T spend
 Focus on our customer’s customer
 Market intelligence role

11. LOYALTY RESEARCH CENTER
11
 Representing the entire
composites supply chain-
suppliers, distributors,
manufacturers
 Engaging the design
community, OEMs and
academics
 Providing education,
information, advocacy,
market growth and
development

12. LOYALTY RESEARCH CENTER
12
 “Overall, the Reputation of the association is strong with
most image evaluations exceeding 70% agreement
(association benchmark).
 Advocacy, as the distinguishable strength of ACMA, is
evaluated extremely well nearly across the board.
 The service provided by staff is superb, particularly in
their responsiveness to questions or information needs.”
 Like PPG, we had a lot of ways that we could
improve/strengthen our relationship with our
members

13. LOYALTY RESEARCH CENTER
13
OpportunitiesOpportunities Actions Taken
 More members wanted
to see ACMA help them
grow
 Launched new programs,
raised funding and
participation in our
Composites Growth
Initiative
 Perceived value of
membership
 Developed specific value
proposition, quarterly
accomplishments
document
 Educational program
reason to join, but could
be strengthened
 Increased webinars,
made changes to trade
show, revamped regional
conferences

14. LOYALTY RESEARCH CENTER
14
Strength Actions
 Reputation  More press releases and
communication to further
strengthen reputation
 Advocacy  Launched GA newsletter and
online content
 Educational
Programming
 New trade show, launching
LMS, technical papers
members only, archiving
magazine content
 Service  Hiring, orientation, and training
on service. Engraining in
culture

15. 
PPG: ACMA “Intersect”:
Our customers look to us to help them
grow
1. Composites Growth Initiative
(CGI) Committees
2. Volunteer opportunities – serve
on CGI committees
3. Legislative & Regulatory
advocacy
Communications – are we
communicating with our customers as
to where we are going?
Suite of communications products
that inform the industry on where
ACMA is going as well as where the
industry and markets are going
Product Knowledge:
How to use, how to support our
customers
Trade shows, webinars, magazines,
technical presentations, etc.
Quality of Products Certified Composite Technician
training program
Consistently Performing Product Learning Management System,
Technical papers

16. Tom Dobbins 703.525.0511 tdobbins@acmanet.org
Kevin McDonald 412.820.8024 kmcdonald@ppg.com
Al Paison 317.466.5040 apaison@loyaltyresearch.com
Tracie Mrakich 317.466.5003 tmrakich@loyaltyresearch.com