Mention customers - K-Line

K•LINE is France's leading joinery manufacturer, producing aluminum windows, sliding bays, and entrance doors for the professional market, guaranteeing optimum performance. Understanding the fundamental role of light in our daily well-being, K•LINE was the first manufacturer to democratize the concealed sash for more significant light gain.

www.k-line.fr/

Sector

Building and construction

France

Staff

1000+

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Brand image: a key issue for a market leader

K•LINE is proud to be the market leader for joinery in France. However competition is fierce, so K•LINE understands the importance of maintaining a good brand image around its products and a high standard of customer satisfaction.

“Before Mention, we didn't have an established process for dealing with image risks. We used Google Alert, but the spectrum was so limited that the tool quickly became obsolete for a company of our size. Now, I launch Mention as soon as I arrive at the office and capture everything related to my brand or my products”
Damien Haudrechy, Social Media Manager, @K•LINE

Of course, Mention has a key role to play in meeting these objectives. Let's take a closer look at both how and why K•LINE uses Mention.

1997

Founded

2016

Joined Mention

Brand image and reseller network

K•LINE has an indirect distribution model. In other words, it doesn't sell to the end customer but instead relies on a network of professional resellers. As a result, it misses out on a whole area of customer relations, particularly the building of sales pitches.

“We don't always have the possibility of communicating a kit to our dealers. On several occasions, Mention has enabled us to identify the communication actions of our resellers, where the discourse is not good. Mention allows me to alert my sales department, who then takes corrective action with the resellers concerned.”
Damien Haudrechy, Social Media Manager, @K•LINE

Relying on resellers is not the only consequence of this indirect model.
In fact, as a Social Media Manager, access to customer photos is crucial in demonstrating product quality on social networks.

“ We want to showcase our expertise on the networks. But given our distribution model, it's sometimes difficult for me to get my hands on "in situ" photos of our products. Mention is a great help in identifying customers who mention K•LINE on the networks but forget to mention us. ”

Damien Haudrechy

Social Media Manager, @K•LINE

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Employer branding and reputational crisis

K•LINE confided that it regularly employed temporary staff to bolster its payroll. However, upon outsourcing its recruitment, K•LINE encountered new issues.

“ When temping agencies publish their job offers, Mention allows me to check that the information presented is accurate. For example, I've read that K•LINE has 6,000 employees when we are 2,000 of us. Mention allows me to maintain consistency”
Damien Haudrechy, Social Media Manager, @K•LINE

More recently, a case was identified that could potentially create a brand image crisis.

“Thanks to Mention, we were able to detect very quickly a publication by a candidate, which recounted a negative experience totally contrary to our HR policy. After discovering this via Mention, we contacted the candidate, exchanged views with him and, above all, carried out an investigation to ensure that this episode never happened again.”

Damien Haudrechy

Social Media Manager, @K•LINE

K•LINE, a difficult brand to monitor

The K•LINE brand is used by other players outside of France. One example is "K Line logistics,” a shipping giant.

"With an almost identical trade name, the risk was to bring up mentions that weren't related to our business. Our Account Manager helped us set up our alerts, and we only bring up relevant mentions."
Damien Haudrechy, Social Media Manager, @K•LINE

Over the past 8 years, K•LINE has had the opportunity to try out several different competitors, but in the end, they’ve stayed with us!

"We were contacted several times by one of Mention's competitors. There were a few differences, but overall, Mention achieved the same results. However, the price had nothing to do with it.... For me, Mention is the best value for money."

Damien Haudrechy

Social Media Manager, @K•LINE

Mention & K-Line

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