By Sid Chadwick
“The ultimate test of a moral society… is the kind of world it leaves to its children.”…………………………………….Dietrich Bonhoeffer
INTRODUCTION:
We generally produce unbelievable, dramatic Customer Survey results for our clients, not because their Reps and CSR’s do a poor job of communicating….but because:
- There is little to no supporting, frequent Self-Promotion by the supplier, reminding customers of their capabilities.
- There’s been little to no supporting collateral to leave with/send to their customers.
- Their customers only… know what they buy…not what they don’t buy – from each supplier…!
As difficult as this may be to grasp, it’s fairly easy for us to uncover well over $500,000 of annual repeat business from current customers – that our client is not receiving…from those current customers. (Note: Our Survey response rates average about 35%, which is why the few consultants who have seen our work, don’t know how we make that happen.)
Then we have the development and growth of “Web-to-print” – all in the name of “Improved Workflow, Fewer Touches, and Lower Costs…!”
When a change in key contact personnel occurs at a major customer, the current supplier may be the last to know – for lack of personal contact.
However, your competitor’s Rep or “Inside Sales CSR,” who IS making their visits and appointments, does know the new personnel, gives that new key person lots of helpful information…and, well…..we know where that leads.
All in the name of improved efficiencies, but decreasing personal contact…...!
SUMMARY:
Several years ago, we started adding the question to our client Customer Surveys:
“Would you be interested in discussing consolidating suppliers through a Multi-year Agreement in order to improve costs, improve consistency of quality, and improve productivity of your personnel?”
Every Survey – with that question - generated over 15 positive customer survey responses.
And….we have one client today – with over 40% of their revenues in “Multi-year Agreements.”
As a result, (a) their revenues month-to-month are more predictable, (b) their labor costs are much improved, (c) overtime is radically reduced, and (d) their profitability is improved – every quarter.
Ahhhhh.…the power of a well-designed Customer Survey, in the hands of an experienced Research Firm.
How vulnerable are you to… a smarter competitor….or at least… a competitor with a smart Research Firm…?
“Time is the most valuable thing that we have, because it is the most irrevocable.”……..Dietrich Bonhoeffer
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