03:36
Faizan
As managers, we don't tolerate employees who "phone it in." But, have we set up our systems to be so automated and low-touch that customers experience our companies as "phoning it in?" If so, we're creating opportunities for competitors who know to balance efficient production-related systems with effective customer-facing processes. In this case study, a customer who is happy with his main supplier follows the path of least resistance and gives discretionary orders to a competing supplier who shows up regularly and asks for business.
This is one in a series of case studies highlighting "Key Questions and Course-correcting Quotes" taken from 20 years of B2B customer insight projects. All names are fictitious, but the situations are real. Case studies paint a picture of how important it is to learn what your B2B customers think--but aren't saying. These are real-world examples of how soliciting and acting on customer feedback has helped companies hold onto customers longer, grow relationships bigger and pick up new business faster.
Case Study: Happy Customer Buys From Competitor
Key Question (asked of a purchasing manager--the vendor's chief contact in this 5-figure relationship):
"Is 'RemoteVendor' showing an appropriate amount of interest in their relationship with you?"
Course-correcting Quote:
Purchasing Manager: "RemoteVendor is located hundreds of miles away. They have to realize my local guy is in here every other week. He gets my discretionary business. He earns it by maintaining a relationship with us. I've never actually met anyone from RemoteVendor."
My Client's Quandary:
This is one in a series of case studies highlighting "Key Questions and Course-correcting Quotes" taken from 20 years of B2B customer insight projects. All names are fictitious, but the situations are real. Case studies paint a picture of how important it is to learn what your B2B customers think--but aren't saying. These are real-world examples of how soliciting and acting on customer feedback has helped companies hold onto customers longer, grow relationships bigger and pick up new business faster.
Case Study: Happy Customer Buys From Competitor
Key Question (asked of a purchasing manager--the vendor's chief contact in this 5-figure relationship):
"Is 'RemoteVendor' showing an appropriate amount of interest in their relationship with you?"
Course-correcting Quote:
Purchasing Manager: "RemoteVendor is located hundreds of miles away. They have to realize my local guy is in here every other week. He gets my discretionary business. He earns it by maintaining a relationship with us. I've never actually met anyone from RemoteVendor."
My Client's Quandary:
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