The Hidden Power of Your Customers by Becky Carroll

Author:Becky Carroll
Language: eng
Format: epub
ISBN: 9781118095461
Publisher: Wiley
Published: 2011-06-28T00:00:00+00:00

What does the experience you provide say to your current and potential customers? Will they come back to you, or will they start looking for the next provider?

Putting Customers First

If your customers are commercial businesses, creating a customer experience that supports their success is even more important. How well do you understand each customer's business? Where might you step in to make that customer's processes easier? A solid knowledge of how to make your customers successful in their business is essential to delivering a customer experience that will make it easier for them to want to keep doing business with you.

Based in Monterrey, Mexico, CEMEX was founded in 1906 and is now one of the world's largest building materials suppliers to both businesses and consumers. CEMEX believes that by focusing on whatever it takes to make its customers more successful will also be good for CEMEX. It tailors its products and services to meet its customers’ specific needs by offering integrated solutions geared to a particular vertical industry, rather than always offering separate products. It also studies customers and their business processes to see how they can help improve those processes.

In one case, CEMEX studied contractors who needed supplies of ready-mix concrete and found that when contractors changed their concrete orders at the last minute, it took three hours on average to adjust and deliver those orders. Having seen a 911 call center in Houston operate using GPS to dispatch emergency crews to a situation quickly, CEMEX decided to equip most of its Mexican concrete mixing trucks with GPS technology. This allowed the company to accomplish just-in-time deliveries within a 20-minute window, as opposed to the 3-hour window required by CEMEX's competitors. As a result, CEMEX has been able to better meet the needs of its contractor customers, increase its market share, charge a premium price for expedited delivery service, and reduce costs from unused concrete.1

Stepping up and adding value to key parts of the experience is an excellent way to cement trust with your customers, as well as grow your business. It gives the customers the feeling that “we are all in this together,” and the favor will most likely be returned to the company through customer loyalty.

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