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This is How Char-Broil Transformed Itself Into a Data-Driven Company With Revuze

Learn how the Georgia-based innovative charcoal grills company shifted its culture so everyone uses data to make intelligent decisions, and how Revuze’s AI-powered dashboard helped facilitate this much-welcomed change.

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One of the first to bring charcoal grills to market

Char-Broil’s incredible story starts in 1948, when they brought over one of the first charcoal grills to the US, changing grilling forever. Since then, the Georgia-based company has kept innovating with new products and technologies. All in the name of improving outdoor cooking for everyone, everywhere.

THE CHALLENGE

The challenge of understanding consumers’ wants and needs

The Char-Broil team realized that consumer reviews were critical to gaining a deeper understanding of their customers and improving the ability to respond to consumer needs, requests, and concerns

The key challenge was to get that feedback on products in real-time and then relay it to development teams according to their timelines so they’ll develop new products and features to meet dynamic market demand.

For a company that’s looking to build a consumer data-obsessed company culture, this was a real thorn on their side.

One of the key challenges is real-time feedback and being able to continuously get that feedback loop within an adequate amount of time.

Rob Hawkings

Senior Marketing Manager @Char-Broil

One of the key challenges is real-time feedback and being able to continuously get that feedback loop within an adequate amount of time.

Rob Hawkings

Senior Marketing Manager @Char-Broil

Old-school methods of data-collection and analysis weren’t cutting it

At first, Char-Broil’s attempt to deliver data-driven decisions was mainly powered by a full-time data analyst on staff. They focused on capturing and analyzing voice-of-customer (VoC) data.

But the company found it challenging, as data was hoarded within a single department and wasn’t flowing fast enough to meet their needs.

Further, individual product managers and engineers conducted independent VoC exercises. Still, the company didn’t have a centralized customer review database or an analysis tool to evaluate its competitors’ or its position in the market.

“We see similar challenges across all industries. Many companies are after data, which is excellent, but often more is needed.You must analyze the feedback in real-time to make an impact. Brands that can't respond quickly enough to their consumers' needs are bound to be left behind.”

Rotem Ben Shitrit

Head of Customer Success
@Revuze

THE SOLUTION

How Char-Broil used Revuze to control and own their data

Char-Broil set out to find a resource optimization tool that will solve those challenges and help the company:

Formulate a stronger competitive strategy
Improve consumer awareness and conversion
And transform consumers into brand advocates

They found it in Revuze. Within a short time of working with Revuze, the Char-Broil team was able to achieve incredible results that transformed the company.

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Revuze allows us to dive deep into specific topics on current products. This helps us evaluate what we might be working on down the road and construct specific questions within our current research plan to refine further and enhance what consumers really want or are talking about.

Rob Hawkings

Senior Marketing Manager @Char-Broil

Rob Hawkings

Senior Marketing Manager @Char-Broil

Democratized data access and building a collaborative company culture

Revuze’s easy-to-use dashboard allowed Char-Broil to develop a new and open mode of communication across the company.

All organizational stakeholders at Char-Broil gained real-time access to VoC data, from product management and engineering to brand/marketing, sales, quality, and consumer service.

Team members in all functions can hear the voice of the customer loud and clear, gathering insights objectively to better meet customer needs across the board.

Instead of specific roles hoarding data, all team members share what they’ve learned from Revuze’s dashboard, discussing implications collaboratively.

Char-Broil has even developed a cross-functional learning plan in which ‘captains’ from each discipline work together to create monthly review reports as well as a quarterly Voice of the Consumer review.

REAL-TIME INSIGHTS

Real-time market research in a manner of minutes

Focus on specific topics

Dive into specific topics and understand consumers’ pain points, wants, and needs to drive the development of future products.

Conduct SWOT analysis

Zoom in and identify areas for improvement with easy-to-digest reports revealing strengths, weaknesses, opportunities, and threats.

Compare with competitors

Analyze, track, and compare products and sentiments against competitors to understand your position in an ever-changing market.

Focus on specific topics

Dive into specific topics and understand what consumers’ pain points, wants, and needs to drive the development of future products.

Conduct SWOT analysis

Zoom in and identify areas for improvement with easy-to-digest reports revealing strengths, weaknesses, opportunities, and threats.

Compare with competitors

Analyze, track, and compare products and sentiments against competitors to understand your position in an ever-changing market.

REAL-TIME INSIGHTS

Real-time market research in a manner of minutes

Focus on specific topics

Dive into specific topics and understand what consumers’ pain points, wants, and needs to drive the development of future products.

Conduct SWOT analysis

Zoom in and identify areas for improvement with easy-to-digest reports revealing strengths, weaknesses, opportunities, and threats.

Compare with competitors

Analyze, track, and compare products and sentiments against competitors to understand your position in an ever-changing market.

“I'm more than excited to observe Char-Broil's growth and transformation, witnessing how these incredible market research tools make a real difference for businesses. And the beauty of it all? You don't need to be an expert to understand and act based on the Revuze platform's easy-to-digest insights.”

Rotem Ben Shitrit

Head of Customer Success
@Revuze

DATA IS KEY

Owning your data is more important than ever

As Apple MPP and the cookie apocalypse become reality, it is critical for companies to own their data.

With it, they can understand their consumers, communicate with them effectively, and build products to meet their needs. Along with the free flow of data within the company, it’s a game changer.

With Revuze, companies like Char-Broil gain the ability to transform into data-focused companies that can give consumers what they want and respond quickly to dynamic market needs.

It's great to have data, and it's also necessary to understand the implications to the overall organization. Revuze allowed us to take this to another level because we don't have to spend time mining the data and providing those summaries and analyses the platform offers us automatically.