1 Our Approach

Authentic Relationships Make Successful Partnerships

by Jenny on March 4, 2022 Comments Off on Authentic Relationships Make Successful Partnerships

One of my favorite aspects of being a second-generation family business owner is the close and meaningful relationships we’ve built over the years. In addition to our team, colleagues, and community, we are grateful for the opportunity to connect with our clients on a deeper level. We genuinely care about the individuals we work with, and it becomes more of a partnership than a contractual agreement.

At our core, MacKenzie is a boutique customer insights firm focusing on the unique needs of our partner brands. The services and solutions we provide are the means through which we achieve our objectives of having a positive impact and making significant contributions to their ongoing success. In other words, the only way we achieve our goals is if our partner brands achieve theirs.

As we continue to strengthen and evolve what we do, there’s equal importance placed on how it’s done. Built on a foundation of integrity, collaboration, passion, and curiosity, we believe our approach is part of what makes us unique. Here, I’d like to expand on that a bit and share some details about our process.

We seek to understand.

Every brand’s situation is unique. So, to best serve our clients, we need to fully understand their situation inside-and-out. While the same project or solution may fit in multiple scenarios, the way those projects and solutions are applied likely differs for each. Of course, strategy and tactics will vary based on things like industry or brand category; but I’m talking about more nuanced details.

What are the specific goals, motivations, and decision drivers? Who are the key stakeholders within the brand and how are they feeling about the project? Where are these efforts expected to have the biggest impact? Which environmental factors might play a role in determining the outcome? By seeking first to understand, we are better equipped to determine the best next steps.

We plan and strategize together.

With over 35 years of customer insights experience, we have the knowledge and tactical skills needed to comfortably take the wheel. But, throughout those years, we’ve realized the most successful projects happen by working with a brand rather than for a brand. We value collective thinking, group planning, and creative problem-solving. Each of those elements are best served when everyone in the room has a voice.

Along the way, we offer guidance and recommendations. When it comes time, we do the heavy lifting. But having key stakeholder buy-in from the start is essential for achieving the desired outcome. By planning and strategizing together, we’re able to move forward with confidence and efficiency.

We do what’s in the best interest of the client.

“Upselling” is not part of our vocabulary. If we don’t truly believe a project or service will have a significant impact, we won’t recommend it. Furthermore, if a client asks for something that we feel doesn’t make sense at that time, we tell them so. Our bottom line is not more important than the wellbeing of those we serve. We are here to deliver meaningful results in efficient ways, and the only way we succeed is if our clients succeed. So, a key aspect of our approach is always doing what’s in the best interest of our partner brands.

We’re excited to continue building, growing, and expanding a company our entire team is proud of. One of the best parts about it is, none of this is new. Since our beginning in 1985, we’ve been curious, creative, and customer-centric. While the times have changed, our core values remain the same. If our approach connects and resonates with what you’re looking for in a partner, we’d love to hear from you!


Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

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