Stand Out From Your Competition! This is a recurring
theme of most companies, having been mired in the
longest recession in our industry’s history – just now
beginning to emerge and hopefully resume a growth track.
Create Powerful Messages to your Customer
Two of the most important elements are:
Building a Customer Care System
Although every company has a unique way of interacting
with its customers, effective customer-care systems have several
elements in common:
Company leadership builds a customer care concept.
Employees are focused on creating customer satisfaction.
A core customer care concept drives activities within
Processes and systems are in place to constantly measure
and improve service levels.
The Customer-Care Concept
The customer-care concept forms the core of a process to
ensure customer needs are met consistently and that the
relationship with these customers is mutually rewarding and
enduring. The customer-care concept seeks to ensure that
the distribution firm is:
Key tests for an effective customer-care concept:
Do we really know our customers?
Do they really know us?
- Do they want to?
Is our service reliable and consistent?
Do we provide ‘extra bang for the buck’ or happy service
Do we fix problems quickly?
Are we always fair?
Do we keep our promises?
Do our customers know what we did or how much we care?
Create Powerful Messages
Traditionally, most wholesale distribution companies have
focused their written messages on their line cards and sup-porting
product literature, which describes products, brands,
manufacturers or features. Salespeople – the frontline messengers
– historically have focused on brand relationships or
product franchises as the foundation of their firm’s differentiation.
This is human nature: it’s easier to talk about tangible
things like product features. But in a marketplace in which
products are increasingly viewed as interchangeable commodities,
product features may not provide differentiation.
One customer told a salesperson we interviewed, “I don’t
care as much about your products as you do. What I’m interested
in is what you can do for me and my bottom line.”
In addition to communicating basic information on products,
product application and services, companies demonstrated
the ability to communicate consistent “value” messages
to the marketplace about their key differentiating
capabilities. These messages are purely customer-focused.
We understand your needs.
We’ve assembled relevant product and service offerings.
Here’s how we’ll support you going forward.
Have we developed clear, concise, consistent and relevant
messages that differentiate us by directly tying our offerings
to customer’s requirements?
- Be sure your company is creating and sending a consistent
and positive message that is valuable to its market and
that it can back its promises with performance.
Make certain that customers know everything your company
can do for them, not just the products you carry.
Ensure that your people understand the company’s value
proposition and what it needs to communicate in the marketplace.
Determine the worst negative message about your company
and how to counter or eliminate it.
Applying some of the above ideas and actions to any business
in the plastics industry will assure resumption of the
growth that has been slowed over the previous three years.
Happy Second Half of 2003!
For more information, click on the Author Biography link at the top of this page.