by Fronetics | Dec 9, 2014 | Blog, Supply Chain
By spending time and money on unnecessary bells, whistles, and gimmicks in an effort to delight your customers, you may be cheating yourself out of creating real value for your customers. If your current focus isn’t on your internal customer workflows, it should be. Your customers will appreciate it and you’ll benefit from building more meaningful customer relationships.
Here’s how to delight your customers and start them on the path to becoming evangelists:
1. Make it easy for your customer to do business with you.
Focus all customer-related, post sale activity on making life easier for your customer to do business — more specifically, to do business with YOU. Start by identifying any bottlenecks or delays and then find a way to eliminate them. Talk with the customer. Ask about any challenges they experienced on their end – and respond accordingly. Be the provider that makes it easier for the customer to do business; making a customer’s business run smoother will trump bells and whistles anytime.
2. Empower your employees to respond to customer queries and requests.
Your customer-facing employees are critical to customer retention and satisfaction. Make certain your employees understand the importance of their roles and work to create a culture where employees are comfortable responding to customers. Ensuring employees have the necessary support and resources to confidently interact with your customers will build value that’s likely to boost customer satisfaction rates.
3. Invest in training.
Put your time and money into training with the objective of increasing No. 1 and No. 2 above. Smart, effective employees trump all other investments on the customer satisfaction and retention scale. Looking for proof? When was the last time you were upset with a company because they were smart and efficient?
4. Delight customers to increase revenue.
Keeping existing customers satisfied is the most economical way to grow sales revenue and profits because there are no customer acquisition or startup costs. Keeping existing customers satisfied should be the mantra of your frontline employees.
5. Listen to and learn from your customers.
Query customers about their experience, their current challenges, forecasted industry trends – anything that knowing the answer to might help you serve them better. Your questions might just lead to the discovery of a new pain point that could be the catalyst for the development of a new service offering. New service offerings create opportunities to delight current customers and attract new ones.
Remember, satisfied customers tell three friends about their experience, and angry customers tell their unhappy tale to dozens. These are the interactions that can make or break an organization.
We’d love to hear your stories of excellent or subpar experiences with your vendors. Let us know what happened.
by Fronetics | Dec 2, 2013 | Blog, Marketing, Social Media, Strategy
Not too long ago I did not use Twitter and I relished being able to say that I had never sent a Tweet. I believed Twitter was not applicable to me – I don’t follow celebrity gossip and whereabouts, I don’t like the idea of sharing my personal thoughts and experiences with 232 million strangers, and I have yet to take a “selfie” (much less share it with said 232 million strangers). In short, I didn’t use Twitter because I did not understand Twitter and I had no idea of its value. When I finally decided to remove my head from the sand and take stock of Twitter I was blown away not only by what Twitter really is, but also by my ignorance. Using Twitter for business is essential. If you and your business have not yet taken the plunge into the Twitter pool it is time to grab your trunks and jump.
A 2013 study conducted by the Center for Marketing Research at the University of Dartmouth found that 77 percent of Fortune 500 companies have an active corporate blog. The study also found that rank influences Twitter use – 43 percent of the Twitter accounts are held by companies in the top 200 on the list as compared with the bottom 200 which hold 43 percent of the Twitter accounts. Similarly, 67 percent of the Inc. 500 use Twitter. Looking at small businesses, in 2013 Constant Contact reported that 25 percent of small businesses use Twitter – up from only 7 percent last year.
Why is it important to know who is using Twitter? Because those who are using Twitter are more likely to gain customers than those who don’t. A survey conducted by Market Probe International found that 72 percent of those who follow a business on Twitter are more likely to make a purchase from that business and that 82 percent of followers are more likely to recommend a product or service to friends and family. The survey also found that 85 percent of respondents reported feeling a closer connection to a small business if they follow them on Twitter.
In addition to demand generation, the following are reasons why you and your business should use Twitter:
- Increase market intelligence
- Drive traffic to your website
- Monitor your business and your brand
- Connect with customers
- Manage risk
- Share information
Still skeptical?
SJF Material Handling Equipment is the single largest source for new, used and refurbished material handling equipment in the US. The company has built an extensive and successful social media network – one which uses Twitter – with the objective of increasing sales. The company has 55,797 followers on Twitter (and is gaining 200 to 400 followers each week). Stafford Sterner, President of SJF, says that Twitter enables the company to cover more ground and attract customers from unexpected and often unrelated circles.
Another example is the battle for customers between AT&T and T-Mobile that played out on Twitter. The throw down began when Jay Rooney Tweeted that he was considering a switch from AT&T to T-Mobile.
What occurred next was an all-out battle between AT&T and T-Mobile for Jay Rooney (and other customers) – both companies took to Twitter to try to convince Rooney that their company and service is the best. Rooney does a great job of summarizing the exchange:
The battle for Rooney intensifies and T-Mobile’s Chief Executive John Legere jumps in the fray:
Impressed, Jay Rooney decides to make the jump to T-Mobile. What’s more, the conversation caught the attention of many others. In the end, the exchange netted customers for T-Mobile.
(For more on the exchange, check out ZDNet’s article on battle between AT&T and T-Mobile.)
Ready to take the plunge? Social Media Examiner has a great how to article on how to use Twitter for business and for marketing.
by Elizabeth Hines | Nov 5, 2013 | Blog, Leadership, Strategy
Companies within the logistics and supply chain industries are often built around a small number of clients because these clients generate 80 percent (or more) of revenue – The Pareto Principle aka the 80/20 rule. Some companies choose not to openly acknowledge this reality; I believe this is done at their peril. Rather than ignore the elephant in the room, accept it, and establish a culture that addresses this reality. This will mitigate risk and enable you to be able to better manage both time and resources within your company.
Here are tips on how to manage when the classic 80/20 applies:
Build a culture of intellectual honesty
The first step is to build a culture of intellectually honesty. While your employees can probably guess that a small number of clients are generating the majority of your company’s revenue – be open. Take the time to get the entire company on the same page. Establishing a culture of intellectual honesty enables management to implement effective and appropriate risk and management structures to be put in place. Additionally, it empowers employees, because it allows employees to better understand why certain systems and structures have been established.
Exceed expectation, anticipate needs, don’t get lazy
With respect to your high revenue generating clients – exceed their expectations and anticipate their needs. Just because you have a strong relationship with them, and maybe even a long-term relationship, you never know what the future will bring. New management, an acquisition, merger… there are several events that could end the relationship. Never assume that history will make your relationship bulletproof.
Moreover, don’t get lazy. Be proactive. Every time you pick up the phone to talk with the client or every time you meet with them — impress. You need to know their strategy and know their needs — immediate, mid-, and long-term. What’s more – be open with the client. Let them know they are important to you. If there is an issue make them aware of it, let them know you are being responsive, and address the issue ASAP. Furthermore, ask the client for feedback, listen, and be responsive — address their concerns in a timely fashion. Finally, follow up with the client to make sure they feel their concerns were addressed.
Manage talent
Many companies get in the trap of assigning a large number of employees to the revenue-generators. At issue is that if the big client terminates their relationship with you, you may be forced to lay off talent — good talent. Additionally, this type of structure is generally fraught with bureaucracy. Instead, assign a small, focused team to the client. This type of team will have fewer bureaucratic hurdles and will do far better than a bloated team that has to battle red tape. And importantly, if you lose the client, you are more likely to be able to reallocate quality team members.
Establish an evaluation process
Regarding the smaller clients, it is important to have a defined and accountable process in place that evaluates why they are part of the 80 percent. If the client is not a good fit to your model, manage them out of your base. If they are a good fit, delight the client and treat them as if they were the big fish — you never know, one day they could be your biggest client.
Put a leader in charge
Finally, it is essential to put a leader in charge of client acquisition. By putting someone in charge who understands your company culture, the business model, and the company needs, client acquisition will be more effective and more efficient.
by Elizabeth Hines | Oct 22, 2013 | Blog, Leadership, Strategy, Supply Chain
Source: Simply Silhouettes
Within the logistics and supply chain industries, the key to providing your client with an end to end valuable offering is providing the core value yourself and outsourcing the rest. Finding the right outsource partner is critical to success. Here are seven things you need to consider when choosing a new outsource partner.
1. Culture and values
Choosing the right partner goes beyond capabilities. You have to consider the corporate culture as well. In addition to being able to do the work, the ideal partner should be able do it seamlessly by fitting with your team and with your client’s needs.
When evaluating a new outsourcing partner, it is important to look at their mission or value statements. How do these hold up to your own company’s mission and value statements? Are they well aligned? If they are, move on and explore the company further. If not, walk away. Mission and value statements speak to the core culture of the company, so if you can’t find common ground here, it is unlikely you will be able to build a positive working relationship.
2. Standards and metrics
What standards of quality and delivery does the potential partner employ? Here it is important to look at their metrics and processes. How do these compare with the ones within your company? If they are similar, it is not only likely your systems will be able to work well together, but also likely that the two companies have a similar approach to standards of quality and delivery.
3. Investments
Next, take a look at where the potential partner has made investments. Has the company spent in similar areas to your company? Similar investments show business culture or strategy alignment. If the investments are different, find out why.
4. Financial stability
What is the financial health of the potential partner? You don’t want to enter into a partnership only to find out in a few months that the company is not financial stable. Entering into a partnership with a company that does not have its financial house in order is a costly mistake. Take the time to do your due diligence.
5. Where will you stand?
What will your relationship be? That is, will you be a small fish in a big pond or a big fish in a small pond? When times are good this doesn’t matter, but when there is a customer satisfaction issue, it can mean the difference between client retention or client attrition. It is essential to know where you stand inside your partner’s organizational priorities. If you are comfortable with where you will stand, that’s great. If not, find another partner.
6. Long-term strategy
It is also important to look at the long-term strategy of your company and your potential partner’s company. Does the service they will be providing on your behalf align with their continuing plans? And with your ongoing plans? Continuity and service development is important to your company and to your customers. The potential partner needs to be able to provide the specified service for the foreseeable future and also needs to be able to grow with your company’s strategic needs.
7. Credibility
Finally, look to social media. What are others saying about your potential partner in an unfiltered environment? Are people pleased with the service the company provides? Are there any red flags with respect to the company or the service they provide? Social media can help call attention to potential issues.
Also talk with others within the industry – especially people who have worked with the potential partner before. What was their experience? Again, look for red flags.
By following these steps, you’ll be able to better evaluate potential partners and identify partners that are a good fit from both a business and cultural perspective.
by Fronetics | Aug 21, 2013 | Blog
This post is written by our Marketing Analyst Intern, James Kane. James is a senior at the University of New Hampshire’s Whittemore School of Business and Economics.
Truck drivers are in short supply. This has had, and will continue to have an impact the logistics and supply chain industry. Here’s how to leverage this challenging time.
The 24th Annual State of Logistics Report reported that there is currently a truck driver shortage of 30,000. With the new HOS regulations, this number will increase. The Report predicts the shortage to increase to 115,000 by 2016. The driver shortage has resulted in an increase in truckload prices and a decrease in the percentage of on time deliveries. 3PL providers are taxed – they are working around the clock to meet the needs of their clients. The question is – can you and your 3PL provider ride out the storm together? Or is it time to move on?
First, it is important for your company to acknowledge the driver shortage and its impact. Next, open the lines of communication with you 3PL provider. Let them know you want to determine how you can best work together. Once you have opened the lines of communication – keep them open. Make sure that you establish a transparent 24/7 tracing system – a system through which both you and your 3PL provider know what is going on and where everything is.
Communication and transparency will enable your 3PL provider to better serve your company. Additionally, it enables both you and the 3PL provider to identify issues and address – quickly.
If you and your 3PL are able to work together through the implementation of the HOS regulations and driver shortages – great. If you find that issues are continually cropping up and/or are not being addressed quickly enough, it may be time to find a new 3PL provider.
