Original Date: 01/26/1998
Revision Date: 01/18/2003

During the prosperous years of the 1970s and 1980s, money was readily available to support Corpus Christi Army Depot’s (CCAD’s) aircraft overhaul programs. A customer would send an aircraft to the Depot for either repair or overhaul and expect a brand new product to be returned to them. The feedback system for customer complaints was usually the telephone.

With the 1990s, money became tighter. The customer was no longer getting the complete service, but was still expecting it. The Depot was only doing the specific maintenance required, and communication was not in sync with the change so the customer became confused. Realizing a need to improve customer relations, CCAD formed a Business Development and Marketing Office in 1994. One of the tasks performed by this office has been the development of informational products which are geared toward providing information about specific processes, capabilities, and services. CCAD’s objective has been to improve its image by increasing customer awareness and, at the same time, improve the communication process. The end resultsa creation of exchanges between CCAD and customers, objectives were met, and customers were satisfied.

One of the strategies developed by the marketing group at CCAD was to create videos which tell the customer exactly what service can be expected from the Depot, and to ensure full understanding of the specific program’s scope of work. This product’s development process includes the research on the scope of work requirement and determination of important features that the customer needs to understand. A script is then developed, and a team of functional experts review and edit the script before it is sent to CCAD’s video production office. Once the video is produced, reviewed, and edited by the Marketing Office, the final production takes place. The video is then reproduced and is ready for final distribution to the customer.

Products developed thus far by the Depot include a Manufacturing Capabilities video; the UH-60 Refurbishment Program video; Navy/Marine Corps Standard Depot Level Maintenance Program video and pamphlet; and, presently in draft form, the CH-47D Refurbishment Program video and tri-fold brochure. Future considerations include Apache Longbow Pre-Mod Program and an updated Manufacturing New Capabilities video.

For more information see the Point of Contact for this survey.