Without relationship fundamentals in place, customer partnership is unachievable

At the Customer Relationship Consultancy, we use ‘Maslow's Hierarchy of Needs’ to frame our customer survey results. We have applied this theory to our own research and data and come up with a slightly amended version of the framework (below) that we find useful with our manufacturing clients.

What we have found after 10+ years of gathering customer data for our clients is that mastering the fundamentals is not a "nice to have,” but is a requirement if a manufacturer is to elevate its relationships with its customers. While those fundamentals may not always be exciting, they are the first rung in the relationship ladder and, as such, the gatekeeper to true partnership.

Simply put, it is very difficult (maybe impossible) to get your customers to engage in more strategic discussions if you are failing to deliver on the fundamentals

How a customer feels about you is predictive of future behavior.

Once the fundamentals are sound, manufacturers are given “permission” to service their customers at higher levels, and that’s when the relationship really develops. And if you think about it, what we’re seeing is basic human nature at play. How a manufacturer behaves at the most fundamental levels is what its customers are experiencing at all levels, first-hand, and most frequently. These essential, foundational interactions form the substance of reputation over time. In short, how a customer feels about you is a cumulative result of all these fundamental interactions.

And what we’ve learned is that how a customer feels about your organization is predictive of future behavior. Meaning, if a customer feels negatively about you, they will always be looking for what’s wrong, not what’s right. They will view even your best behavior through an unforgiving, unfair filter. However, if a customer feels positively about you, they will be looking for what’s right about you, giving you the benefit of doubt more often, and better able to tolerate miscues or missteps. Not to mention the corollary between positive feelings and increased revenue. It’s human nature to reward the people they like and who perform well with more business.

Partnership is the ultimate goal.

Moving even further up Maslow's model, the relationship transforms and strengthens. Once customers know you get the fundamentals right – or can quickly solve problems when you don't – trust grows further. They expect the customer experience to be smooth with effective communication and solid customer service levels.

More importantly, your customers see you as a valued partner that they can collaborate with, even at a strategic level. And it’s out of those higher level conversations when growth comes.

Customers have similar pain points – whatever the industry.

While the feedback we discuss here comes in part from the packaging industry, the themes are universal. So, what have our clients’ customers have been telling us?

Unsurprisingly, the biggest concerns centered around quality and supply chain.

For packaging clients, 100% of the negative feedback we heard from their customers mentioned quality, deliveries and lead times. And for non-packaging, 88% of negative feedback highlighted deliveries and lead times too. 71% of their feedback mentioned quality. Notice these are all fundamental issues.

But what does this mean for your customer relationships?

We’ve found that the businesses that thrive don’t just do the basics well. They are doing more than simply offering good customer service levels. Their customers also trust them to bring innovative new solutions to the table and collaborate on key projects. You become a strategic partner.

It takes a lot to get there, and this trust is hard won. But by mastering the critical fundamentals for your customers, you will help your business transcend from merely a transactional relationship to a high-level and strategic one.

To discuss further and/or get a free consult, click to email our Lead Consultant/USA, Will Burns.