Service Excellence Awards 2006: Winner - Business-to-business

CRAGRATS LTD

CragRats Ltd describes itself as 'a learning organisation' - with the emphasis on 'learning' rather than 'teaching' - because everything the company does is about engaging people in two-way communication rather than preaching from on high. In the course of a year, CragRats collects some 340,000 pieces of feedback from end-users who attend its events; these are carefully compiled and used to measure the effectiveness of the event in delivering its key messages.

CragRats even feeds the feedback back to customers on a web gallery - cragratsgetalife.com - where they can see what they said and download pictures. And in the past year, it has introduced new web-based ways for its main client-customers to feed back immediately after an event (Telling Tales) or to tell CragRats when they've recommended the firm (Pass It On). To find out how customers wanted to communicate with CragRats, it sent each one a Valentine's Card entitled 'How do you want to be loved?'. The story of how CragRats began has already passed into legend. Two disillusioned teachers, Mark Greenop and Dave Bradley, were taking a break from climbing (hence the name) on a boat on a lake when they started thinking about the values of the organisation they'd like to run, before they'd even thought about what it would do. Those values have remained paramount ever since; they're about realising abilities, enriching lives and encouraging self-esteem, all while communicating effectively and with style.

Today, CragRats has evolved into a small group of companies, on the one hand offering learning events - largely theatre-based - to groups such as businesses, schools and young people, and on the other hand including catering, theatre and conference services. What unifies them are the people - typically fun, passionate, empowered and highly enthusiastic.

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