AD Today

2019

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90 | AD Today 2019 | ALL IN ALL IN FOR YOUR CUSTOMERS In today's market, emphasis on customer service that goes 'above and beyond' isn't just good practice, it's a competitive differentiator. Jerry Gregoire, former Senior Vice President and Chief Information Officer for Dell Computer Corporation rightfully predicted in 1999 that "the customer experience is the next competitive battleground." Twenty years later, this statement continues to hold true and business leaders are focusing more and more on the customer experience. SERVICE AS A DIFFERENTIATOR According to Ben Granley, President of Werner Electric in Cottage Grove, MN, "distributors are evolving at different paces, but there's definitely an overall trend to be more service-oriented. Many of our core offerings are becoming commoditized," he said, "and we'll need to keep moving up the value chain to continue to be relevant to our customers." David Hoffman, Central/Western Sales Manager at Sharon, PA-based Wheatland Tube Company, concurred. "Our industry is absolutely recognizing the need to keep pace with what's taking shape in the other markets and industries and the extent to which service levels are key to doing business," he said. "With customers facing so many challenges today, our firm will be positioned for success if we can understand our customers' pain points, resolve them with creative services, and be a solution provider," Granley said of the importance of service in today's business equation. "It's definitely all about service to the clientele today," confirmed Gary Scrutchfield, President of Lumbermans Drywall and Roofing Supply Company in Des Moines, IA.

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