Surveys have shown that when suppliers are changed, 68 to 72% of the time, it's because the customer perceived that «the supplier, did not care enough about our business.»
To ensure that your customers' expectations are consistently exceeded, it is necessary to establish formal customer service standards, procedures and programs. Here are some important items to consider:
1. Regular « how are we doing» meetings.
2. Annual formal performance review meetings to review which goals were reached, which goals were not reached and which goals should be amended. Together, decide on steps to further your progress.
3. Multi-level contacts, including executive contact and technical support.
4. Entertainment strategies.
5. Customer appreciation events, such as plant tours.
6. Profit improvement strategies, and other ideas to help the customer save time, money or effort.
7. Ongoing communication programs.
8. Create additional strategies for exceeding the needs and expectations of customers, as required - especially your biggest or most strategically important customers, who likely represent a significant part of your territory's revenue. By basing your customer care standards, procedures, and programs on these considerations you will cement long-standing and mutually beneficial relationships with your accounts.