Supply chain shortages and disruptions have created bottlenecks for businesses across the board. As a result, consumers accustomed to lightning-fast delivery for everything from groceries to new footwear, on over to more substantial purchases (ahem, the equipment you're selling) have had to adjust their expectations. Whether they’re waiting longer than usual for orders, unable to get exactly what they want, or dealing with price surges, customers are painfully aware of the current global supply chain situation. And these supply chain disruptions aren’t disappearing anytime soon. According to a recent survey of supply chain experts, we should prepare for “another year full of severe disruption.” So the million-dollar question is: How can you keep customers happy in the midst of supply chain struggles?
Manage expectations
The reality is, material, product, and labor shortages can result in delivery delays. While many delays are outside of your control, what you can control is how you communicate with your customers when there’s a delay on an item they’ve ordered through you. As we all know, effective communication is critical to good customer service. Delays are frustrating — there’s no denying that. However, if you’re transparent and proactively communicate with your customers, they’ll know what to expect and be more understanding. What’s more, if you give them visibility into timelines and foreseeable issues, you can get ahead of problems while building trust (which we all know is key to strengthening customer relationships).
While proper communication will help you build trust with your customers, you should also create a responsiveness plan. In other words, establish a regular communication cadence with customers so they’re in the loop. Set up a process with firm touch base dates so that even if there are delays, customers are still hearing from you. Customers have time-sensitive needs and especially in the face of well-known supply chain struggles, they’ll appreciate knowing they’re on your radar. If they have to wait for orders, show them they're a priority through quick and thorough communication.
Rely on data
Sure, it’s up to you to effectively communicate with your customers, but to do that, you need access to the right information. That’s where we come in. In light of recent supply chain issues, we’ve taken steps (like implementing a new back-end application) to ensure we’re receiving the best and most up-to-date information regarding parts outages, purchasing challenges and assembly line delays. As a result, we can communicate more accurate and timely information to you and your customers.
Beyond our internal tools and optimized communication flow, we have our regular resources that you can turn to. By using our Registered User website, you can check inventory. If questions come up, head to our support portal. And last but not least, we’ll keep you informed with shipping notifications, re-acknowledgements and tracking numbers. Despite the obstacles and the ever-changing supply chain landscape, we promise to take advantage of every opportunity to optimize communication along the way — from the factory, to purchasing and of course, with you and your customers. After all, we’re all in this together, right?
Problem solve
The current obstacles — and the obstacles ahead — may mean customers can’t always get the exact products as soon as they’d like, but it doesn’t prevent you from identifying their needs. By doing so, you’ll be better positioned to troubleshoot and even better yet, potentially get ahead of delays.
You may wonder, “But how can I get ahead of delays?” In some cases, it may be inevitable that you can’t provide customers with exactly what they need, when they need it. In the face of that, find ways to create goodwill by figuring out what you can offer them. Speak to your customers frequently so you can anticipate their needs. If something’s not readily available, get creative and suggest an alternative. Not only will they be impressed with your initiative, but you may even be able to Quick Ship a unit that suits their needs better. In times like these, adapting to your customers’ needs is the name of the game. Clients will appreciate you going the extra mile for them.
Be customer-centric
As if the supply chain shortages weren’t enough, many of your customers’ lives have been upended throughout the pandemic. Beyond possible physical and mental health burdens, your customers may be experiencing financial difficulties. Many in foodservice have been hit especially hard, and simply acknowledging their challenges can go a long way. Now’s the time to show you’re about more than just business; let them see your human side. Convey empathy, and make it clear that you’re there to help.
Along with that, come up with practical solutions that can make your customers’ lives easier. For example, offer budget-friendly options if they’re available. Perhaps your customers can lease certain pieces of equipment (such as these or these), so they don’t have the financial burden of putting down a large sum of money upfront. As another solution, you could push them toward equipment with the greatest immediate return on investment (ROI), such as smart equipment or multi-purpose equipment. At a time when your customers could be struggling, you can be an invaluable resource by proposing thoughtful solutions such as these. Be sincere and don’t overdo it, of course, but let customers know that you have their best interests in mind.
Don’t let supply chain woes — or other issues — overwhelm your customers.
Supply chain issues abound right now, but you can overcome them. Not only that, but you can come out of these supply chain challenges with even stronger customer relationships. And while you’re helping customers through these trying times, you can serve as a resource for them in more ways than one. As you know, foodservice operators everywhere are facing well-known staffing shortages right now. Here’s how you can guide your customers through this challenging time.
