Customer relationship programme for Tulip International
In a mature and competitive market the company were looking for a way to engage in a fresh way with their customers. They had used surveys, client visits, etc but still did not get the necessary ‘customer traction’ through which to build better relationships and increase revenue.
We were asked to try to find a differentiator for the business which could help drive revenue. The original intention was to use a customer survey, but our view is if we have to send a survey to find out what our customers think of us then we already know the answer. Customers were also ‘surveyed-out’ and at a more subtle level it was being used as way of engaging, when in truth surveys negate relationship and build customer hopes that things will change exactly as they want.
So we assembled a group from the shop floor and warehouse, people who were at the coal-face and knew what needed to change. We then arranged for them to go out and meet the purchasing directors from the big multiples (Sainsbury’s, Tesco, Marks and Spencer, etc) and ask what they would like to see happen differently. The customers found the lack of slickness and sheer honesty of the people speaking with them totally refreshing and it allowed close relationships to be built with many customers taking up the offer to come and visit the plant to make suggestions/improvements for themselves and being shown around and hosted by the shop-floor workers.