If you think competing on price will be the driving force in tomorrow’s business
landscape, think again.
While it may still hold true in some areas of manufacturing that low-cost production
will result in continued overseas outsourcing, the reality is that the rest of corporate
America must prepare to compete on a different battlefield where organizations that
deliver world-class customer service will triumph.
In April, Smart Business
released the findings of a national pricing study jointly sponsored by Smart Business Network, The Ohio State University’s Fisher College
of Business, Mirifex and InfoCision Management. The results of our CEO survey
were eye-opening. Thirty-two percent of the respondents reported their competitive advantage was service, compared with only 10 percent that said they were the
low-price leader in their industry.
This shift away from competing on lower prices and toward better customer service should not come as a surprise. Customer service has long suffered as a tradeoff for getting a cut-rate deal on goods and services. Consumers are finally fighting
back.
In response, business leaders are waking up to what Starbuck’s has known for
years — consumers will pay a premium price for your product or service if you provide an experience they can’t get anywhere else.
If you’ve read my column over the years, you’re aware I’m a stickler for customer
service. There’s nothing worse than a company that takes your business for granted.
As a judge for Smart Business’ inaugural World Class Customer Service awards,
it was inspiring to read scores of nominations from every sector of the Northeast
Ohio business landscape and see how every one of them delivers great customer
service to customers, vendors and employees in their own, unique ways.
It’s unfortunate we were unable to recognize them all. But through a diligent judging process we culled it down to 26 finalists, of which 11 companies are being honored as the best of the best in this region.
When you read through this month’s issue, hopefully, these companies’ examples
will provide you with ideas that you can apply to your own organizations.
And, if you’re an organization that already delivers world-class customer service
but didn’t submit a nomination this year, we invite you to tell us your tale and nominate your firm for next year’s awards.
Contact Editor Dustin Klein at [email protected]
