1. Aaron Oelger Vice President-Marketing Focusing on the Custom er

2. Customer Focus More than a Baldrige Category 1.Customer-focused culture (3.1b) 2.Customer engagement (3.1) 3.Customer requirements (3.2a) 4.Actionable VOC (3.2b) 5.Customer Segmentation (3.2c)

3. Building a Customer Culture 3.1b Customer Focus starts with our Culture –Placing the right person in the right position –Deploying “Industry Involvement”

4. Customer Focus starts with our Culture –Placing the right person in the right position –Deploying “Industry Involvement” –Using the Emergency Response Group –Importance of symbolism Building a Customer Culture 3.1b

5. Customer Engagement 3.1

6. Customer Engagement 3.1

7. Customer Engagement 3.1

8. Customer Engagement 3.1

9. Our Founder as the brand representative Customer Engagement 3.1

10. Customer Engagement 3.1

11. Our Founder as the brand representative Deployed through: –Marketing communications –Customer communications –Key conservation and shooting sponsorships –The “Larry Line” Customer Engagement 3.1

12. Customer Listening 3.2a Defining Customer Key Requirements (CKRs) –Annual survey Deploying CKRs –Training –Audits –Deployment Aligning CKRs –CC through call monitoring –VOC through Customer Complaint Management –Customer satisfaction surveys

13. Collecting feedback –Customer listening posts –C-Sat Survey –Customer Complaint Management Application Taking action –Customer Focus as an action Customer Listening 3.2a

14. Use of Customer Data 3.2c Segment Customers Manage marketing communications Define treatment plans Measure results

15. Customer Focused Results 7.2 Category 3 Key Results2007200820092010YTD Customer Satisfaction92% 93% Customer Retention98% 97% Customer Loyalty93%94% New Buying Customer Growth Rate 43%21%30%N/A Active Customer Growth Rate28%23%28%N/A

16. Customer Focus More than a Baldrige Category 1.Customer-focused culture (3.1b) 2.Customer engagement (3.1) 3.Customer requirements (3.2a) 4.Actionable VOC (3.2b) 5.Customer Segmentation (3.2c)

17. Questions? Thank you! Our best wishes to you in your pursuit of performance excellence! For more information: www.midwayusa.com/baldrige qms@midwayusa.com