In my last post I promised to tell you how my friend, Mike, invented new satisfactions for his customers in a decidedly old-line industry. Here's the story:
Most companies that sell packaging equipment and supplies have structured their businesses for their own efficiencies. They prefer to deliver large orders on an infrequent basis. Large orders reduce the company’s processing cost and enable the company to utilize its own trucks for delivery. All of which makes sense – for the company.
What doesn’t make sense is that these practices penalize the customer. An insistence on large orders and infrequent deliveries puts a huge burden on the customer. Customers must plan well, invest resources in larger inventory, and warehouse that inventory until it’s needed.
What Mike’s company has done is to say:
"Order anytime you want, order any amount you want – we’re delighted to have your business."
Mike has one truck for emergency deliveries, but generally utilizes outside delivery services, which means he has virtually unlimited flexibility and capacity. From the customer’s perspective, Mike offers “exactly what I want, exactly when I want it.” He has invented new satisfaction in a commodity business. That's one sure way to create wildly enthusiastic customers.
