When the Supply Chain Changes, the Customer Still Calls You

By Debbie Nicholson

For years, many of us in the printing industry built relationships with suppliers and distributors we could depend on.

We knew who to call. We knew what they stocked. We knew approximately how long it would take to get it. And when something went wrong, we usually knew the person who could help us fix it.

Well…let's just say it's not always that simple anymore.  Our suppliers and distributors are going through their own transformations. Companies are consolidating. Product lines are changing. Inventory levels fluctuate. Freight costs increase. Lead times change. Manufacturers discontinue products. And sometimes the person you've depended on for years isn't there anymore.

You are now caught right in the middle. But here's the problem: Our customer doesn't see any of that.  They blame us!

Our Problems Eventually Become Their Problems

When a substrate isn't available, a vinyl is backordered, or something that once arrived tomorrow now takes several days, the customer doesn't necessarily understand why.

They simply know they ordered the same product last year or even last month for a certain price and received it within a certain amount of time.

Now we're telling them the price has increased, the material isn't available, or their much needed normal turnaround isn't possible. (Yikes!)

Guess what…From their perspective, something has changed with their printer – that’s what they know and that’s what they believe because we have not communicated truthfully!

Stop Waiting Until There's a Problem

Don't wait until an order is already in production—or worse, already late—to explain what's happening.

If materials are becoming difficult to source, tell your customers. If lead times are increasing, prepare them. If pricing is volatile, explain why quotes may have shorter expiration dates. I’m afraid live-pricing and live inventory is the house we live in now.

If a product is being discontinued, help them find an alternative before their next order.

That's not giving customers bad news. That's providing customer service.

And don't just bring them the problem. Bring them a solution. Instead of: “We can't get that material.”  (This creates frustration, it would me.)

Try: “The material you've traditionally used is difficult to source, but we've identified two alternatives that can give you a similar result.”  (now you’re talking)

Purchasing Is Now Part of Customer Service

Purchasing has traditionally been considered an internal function: find the material, get the best price, and get it here on time.

However, today, those purchasing decisions directly affect the customer experience.

We need to know:

• Who are our alternative suppliers?
• What comparable materials have we tested? (do not test on a live job, please)
• Which products are becoming difficult to obtain?
• What should we consider stocking differently?
• Most importantly, supplier information needs to travel throughout the company.
   

Transparency Builds Trust

Customers may not like a price increase, longer lead time, or changing a material they've used for years. But surprises are usually worse. Be honest and tell them “We're seeing changes in availability, so we've developed alternatives to help protect your schedule.”  That’s being a partner!

Maybe This Is Our Opportunity

Your competitors are dealing with many of the same challenges you are—pricing, availability, freight, inventory, discontinued products, and longer lead times.

So perhaps the question isn't: “Why is this happening to us?”

The better question is: “How are we going to handle it better than everyone else?”

Communicate sooner. Educate your employees. Understand your customers' applications. And bring solutions instead of excuses.

• Because suppliers may change.
• Distributors may change.
• Products may change.
• Prices will certainly change.
   

But one thing hasn't changed: The customer is still counting on us to figure it out. And maybe that's exactly where the best printing companies will prove their value.