Well-Functioning Customer Relations

Businesses differentiate as day and night, and often it can be difficult to draw direct parallels between a local Danish timber business and a global pharma organization. On one point however, they do look alike: they do business with people and not companies.

It is people (in a company) that purchase roof renovation at the carpenter, and it is people (in a company) that decide to purchase at one pharma organization rather than another. This is exactly why the local carpenter, and the sales employees in the global pharma organization, should focus on the same goal: cherish the personal customer relations instead of solely focusing on delivering specific products and services. Said differently, they should for the relations and not the organizations.


We do not need to go pack more than a few years, to see that the primary focus of the organizations was on transactions (many places it still is) but within recent years changes has come to the Danish and international organizations. Relations are slowly becoming more important than transactions and there are multiple good reasons for that. In a time where possibilities seem endless and where technological progression has minimized the distance between competing products and services, the need for good customer relations and rich networks has dramatically improved. It has become very easy to switch from one supplier to another and perhaps the only the only thing that prevents volatile cooperation is great customer relations. On a more fundamental level, is the necessity for good repetition (because of increased competition) has become a bigger issue. You can be in possession of a truly great product, but it would hardly help you, if nobody knows the product or understands the value of it. Finally, one should remember that customers are customers – until they someday become consultants, suppliers or even employees, perhaps in your very organization.


Many organizations are facing one specific challenge today: Their customers tell them that they are satisfied with the organizations products/services, but still feels it is time for some changes. A new collaborator needs to be introduced. The increasing digitalization and the unlimited access to a growing field of competition in mind, one has to ask the question why a customer should not just be satisfied with one permanent supplier. All things being equal, there will always be someone that is either faster, cheaper or better than you. To help yourself out of that misery it calls for change in the organization. Changes that to an increasing degree has to be oriented towards that extraordinary product or that extraordinary service. It is no longer enough to deliver what is shown in the catalog, on the website or on the order list. The customer should not just be satisfied – he/she should be extraordinary satisfied. That approach creates loyal customers and great customer relations.

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