"COINS"
consolidates formerly fragmented financial, manufacturing, and distribution
data to support fast, effective, and efficient decision-making, not
to mention speedier mail deliveries to its customers. In fact, the Mint
now delivers 95 percent of its products within two weeks and some products
within one week.
Improved customer service was also the goal when the Mint introduced its on-line store in April 1999. By eliminating much of the paperwork needed for manual orders, the on-line store cuts costs and accelerates order processing. If you're wondering whether this matters to the Mint's customers, consider these results. The on-line store had its first $2 million sales day in October 1999, and it's now among the Internet's 25 most profitable sites.
In a recent customer satisfaction survey of 30 Federal agencies, the U. S. Mint received the second highest score out of government agencies, and was second only to Mercedes-Benz among private companies.
Increasing the Cadres of Satisfied Customers
Among the most far-reaching dimensions of the Mint's reinvention and modernization has been its recruitment of new coin collectors, and by extension, new customers for its products. As part of this effort, the Mint is currently rolling out a new line of quarters honoring each of the 50 states. Specially designed to appeal to youngsters, the accompanying marketing campaign adopted a novel approach never before attempted by a government agency.
The Mint has enlisted a spokes-frog! (No, that's not a misprint.) Kermit,
the universally familiar green Muppet frog, is now actively endorsing
the Mint's new product. And, if Kermit's track record is any indication,
amphibians make good advertisers. Sales of the 50-state quarter program,
along with a vigorous retail economy, have helped hike demand for coins
from two billion to seven billion per year.
Partnering With the Public
While kids and numismatists of all ages are caught up collecting quarters with Kermit, the Mint has captured the attention of all Americans with its new Golden Dollar coin. In fact, never before has the public played such an important, empowered role in developing a circulating coin.
When the United States $1 Coin Act of 1997 authorized the U. S. Mint to issue a new one-dollar coin to replace the nearly-depleted supply of Susan B. Anthony (SBA) dollars, the agency adopted an unprecedented strategy.
