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Step 1: Discover What Your Customers Value
In order to quantify and deliver superior value to
customers on an ongoing basis, distributors first must have a clear
understanding of what their customers need and value. Although this step
of clarifying customer needs and expectations may seem elementary
and obvious, many distributors have simply assumed that customer
needs match what distributors offer without further investigation. If this
scenario accurately describes your current situation, then perhaps you
should consider targeting, segmenting and analyzing sample sets of
customers to
understand, prioritize and relate their unique requirements and
expectations.
Ideally
you should develop a customer requirements checklist that describes and groups their needs/expectations into
logical categories that relate to their operation. The following diagram
illustrates seven possible categories of distributor value offerings that
can positively impact a customer's revenues, expenses, or asset ownership
costs.
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