Most organisations have to try and balance the needs, or expectations, of both their customers and suppliers. Customers prefer to receive a variety of services, or products, when they need them. However, suppliers may have limited availability of the products that are needed to support the customers. It is therefore essential that the best balance is maintained by the organisations, in order to maintain good relationships with both customers and suppliers.

Retention of existing customers is very important. Research indicates that it can cost many times more to obtain a new customer than to retain an existing customer. High levels of customer retention will help to reduce costs as well as provide customer loyalty and further customer recommendations. Customer retention can be achieved by ensuring that customers continue to use existing services, as well as ensuring they partake in new services when introduced. Both of these can be helped by the provision of discounts, bonuses or special services, to existing customers.

Good relationships with suppliers ensure continuity and provide opportunities for partnership, providing added value. In turn these relationships will also help satisfy the needs of customers, also improving the relationship with them. However, care needs to be taken to ensure that the suppliers can provide a steady supply of goods and services, when required and at an appropriate price. This is especially the case for outsourcing supplies, where care needs to be taken to ensure the results from the outsourced services are in line with expectations.

Migrators have significant experience in providing practical advice and information on relationship management. This experience and knowledge can achieve improved business relationships with your organisation, please contact Migrators for details. Some examples of the work undertaken by Migrators include: 

Migrators can provide these, and similar, services for your organisation. Migrators also provide a range of staff development courses in this area for your staff. Please contact Migrators for details.

Case Study

A home entertainment company launched a new website. Customers initially attracted by special offers on price. However, very few customers made purchases of non special stock items.

Migrators Consultants examined the order fulfilment process. Problems were found with the time taken to fulfil orders and the presentation of sent goods. The time taken to send out goods was reduced. In addition, all goods sent included a printed label with company logo an purpose. Within each order, a list services and a list of similar stock titles was included, together with a discount voucher for future purchases.

This approach was combined with an advertising campaign aimed at filling gaps in customers collections. The stock list was promoted and a new service, providing a search for old or out of stock items was introduced

Customers took advantage of the discounts to search the stock list. Customers also used the site to complete collection and obtain rare items. Suppliers were happy to provide out of date stock, and part collections, at preferential prices.