b'CHAPTER 05A HOUSEHOLD NAME | 47Both the slogan and the approach it encapsulates requirements of Carl and Jane compared to Andrew and have remained with Kennards Hire for just shy of Craig, or Scott, who needs more specialised equipment four decades. But that doesnt mean the company hasfor longer periods of time, Kennards Hire can design stopped thinking about ways to improve the customersolutions that specifically address the needs of these experience. In fact, theyve been using all the bestdifferent customer groups. All of this adds up to a tools (pun intended) to gather data and get to knowcompany that truly cares about making its customers their customers better. By analysing this data, under thejob easy.guidance of Manelle Merhi, general manager marketing and customer experience, Kennards Hire identified their four different kinds of customer and gave them names:Carl and Jane are the DIY-ers/weekend warriors.Andrew is the local tradie, the man in the van.Craig is the professional tradie with a load of employees and a fleet of vans.Scott is the big end of towncomplex sites, projects needing project management.Its proven to be an effective way to help staff understand each persona, what motivates them to hire, and their challenges. By understanding the different Both the slogan and the approach it encapsulates have remained with Kennards Hire for just shy of four decades. But that doesnt mean the company has stopped thinking about ways to improve the customer experience.'