Good Customer Relations

Different industries are as different as night and day and it’s often not easy to find direct parallels between a local, Danish timber firm and a global pharmaceutical company, for example.

However, at a certain point they resemble each other unmistakably: They do business with people and not with companies. It’s the people in a company who buy a roof renovation from the carpenter, and it’s the people in a company who decide to buy into one pharmaceutical company rather than another.

It’s for precisely this reason that the local master carpenter and the sales staff of the global pharmaceutical company should both be focused on one and the same goal – safeguarding personal customer relationships, rather than focusing exclusively on deliveries of specific products and services.

In other words, they should work in the interest of relationships and not for companies.

Why should we even be concerned about customer relationships?

You don’t have to go back many years to find that the primary focus of companies was on transactions – and in various instances this still applies today – but in recent years, a paradigm shift has occurred in Danish and international companies. Slowly but surely, relationships are acquiring more importance than transactions and there are several good reasons for this:

At a time when opportunities seem endless and advances in technology have minimised the distances between competing products and services, there’s an ever greater need for good customer relationships and productive networks.

Switching from one supplier to another has become effortless, but the one thing that today constitutes a real barrier to transient collaborations is perhaps a lack of good customer relations.

On another perhaps more fundamental level, there’s an even greater need for good advertising (due to increased competition). Having a truly amazing product hardly counts for anything if nobody knows about it or understands its value.

Finally, you should remember that customers are customers – until one day they become consultants, suppliers or even employees of your company.

Good customer relationships have mutual benefits

Today, many companies face a specific challenge: Their customers tell them they’re happy with the company’s products and services – there’s nothing to put their finger on – but nevertheless it’s time for change. A new co-operation partner needs to enter the race.

In view of increasing digitization and limitless access to a growing volume of competing products and services in the back of our minds, the question arises as to why a customer should hook up with one single supplier. It can be anyone else, as long as it’s someone who’s faster, cheaper or better than you.

Getting yourself out of a difficult situation calls for changes in the company. These changes should increasingly focus on exceptional products or exceptional benefits. Simply delivering what appears in the catalogue, website or order form is no longer enough.

Customers not only have to be satisfied – they need to be extraordinarily satisfied. By following this approach, you create loyal customers and great customer relationships.

How can NPS.Today make the difference in your customer relationships?

NPS.Today is the preferred business partner of companies seeking growth through exceptionally satisfied customers. Our unique NPS tool allows you to measure customer loyalty and use it actively in your business. We create the ultimate overview that our customers can use as a basis for action.

If you’d like to know more about how NPS.Today can help to improve your customer relationships, simply CONTACT US HERE.


10 tips for improving your company’s customer loyalty (in danish).


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