Customers, not products

It’s about customers, not products

Once upon a time Marks & Spencer was famous for its customer service. Everyone knew that you could take something back if there was a problem with it. Or even if you’d just changed your mind. It was a unique selling point for them. 

Today's recommendation for youSure, some people pushed it a bit far, but for the majority of decent well-behaved customers it was a comfort to know there’d be no embarrassing stand off if there was a problem with something you’d bought. As a result M&S commanded fantastic customer loyalty. Bending a little, to accommodate the needs of the customer, brought the rewards back to them in spades.

Pretty soon other retailers were eyeing-up this customer goodwill and wanting the same for their own businesses. The big names on the High Street caught up and M&S no longer had a USP, meaning the bar had been raised for everyone. You could argue that these high levels of customer expectations makes things hard for the retailer or wholesaler, but you’d largely be wasting your breath. The goalposts have moved, the consumer wins.

And the service levels customers get from M&S, Boots, Tesco, etc., they have come to expect from the merchant and wholesale end of the market. No longer can you afford your trade counter to be a place for trades to hang out, but off-putting to the general public. We all now expect a decent standard of store layout, nicer fittings and slicker point-of-sale systems, more akin to the retail experience. Here too the bar has been raised.

To stand out from the crowd,
you need great customer service.
Really great customer service.

You still need good product knowledge, but now that’s your baseline. To stand out from the crowd, you need great customer service. Really great customer service. And one of the ways you can achieve this is by knowing your customers well: what kind of work they specialise in, their buying patterns, their favourite products, the problems they are trying to solve.

Shopping trolleysThe businesses of Amazon, Apple, Dell and Tesco – some of the most powerful brands in the world – are built on vast customer databases. They know more about your spending and preferences than you’d care to admit. Some of the ‘You might be interested in these...’ suggestions on my own Amazon home page can be uncannily accurate. These big organisations are now almost database companies, who happen to sell products as well. That’s how seriously they take data.

So what can you do? To learn more about your customers, you probably need some form of CRM system. Most of you deal with too many people, from too many organisations, to reliably hold all the information you need in your head. Plus everyone in your organisation needs to be able to draw upon the knowledge you hold. But a full-blown enterprise CRM solution can be costly and difficult to implement, and might be overkill.

If you’re already using bisTrack, you should find out more about bisTrack CRM. If you’re not already using bisTrack, the fact that it comes with its own CRM, is one more compelling reason to put it on your wish list.


Today's recommendations

 

[A version of this story appeared as a Guest Blog article on the Builders Merchants Journal website.]

 

Testimonials

  • “Hargeaves are ideally placed to take advantage of the offer – whilst we plan to continue using e-Xact to update our product file we also want much better control over special product sales and purchases."

    Gordon Rothwell, James Hargreaves MD

  • "I can export information into Excel by right-clicking and manipulate it to my heart's content."

  • "Progressive's experience was important, as was the link with Microsoft. We think that's the way ahead for all merchant systems."

    Stephen Fairbairn, MD, Henry Alty

  • "Implementation was achieved with absolutely no disruption to day-to-day trading. It was a joy! I'm working proactively with the system and having bisTrack doing much of our admin for us."

    Scott Anderson, FD, Woodbridge Timber

  • "We chose bisTrack because we needed to move on to the next generation of software."

    Stephen Fairbairn, MD, Henry Alty

  • "bisTrack is a terrific system and its potential is incredibly exciting. I have absolutely no regrets over choosing bisTrack and great confidence that we have something we can build on."

    David Bryan, Director, Ridgeons

  • "We spent a long time evaluating several systems and I'm confident that bisTrack is the best available."

    Andrew Laver, Arnold Laver Timberworld

  • "With bisTrack we now have real-time information on our profitability, which allows us to continually optimise and make decisions on our business plan."

    Stuart Hall, General Manager, Lawcris Panel Products

  • "Good customer service is easier to achieve with good IT to back up our staff. bisTrack gives provides an efficient system for dealing with customers. Good management tools enable us to concentrate our efforts in the right direction."

    David Dunmow, Group FD, James Latham plc

  • "The people at Progressive Solutions are likeable, straight-talking individuals who have a commitment to continuously develop and push the software forward."

    Joe Tipper, Walter Tippers Ltd

  • "We improved net margin by 3% within 6 weeks of going live on bisTrack."

    Payne Timber

  • "Performance across the system is continuously enhanced too. Since our last release, finding products is now significantly faster ...by up to 30%."

    Gary Brookshaw, Product Director, Progressive Solutions

  • "I can drop-down and drill into any business information easily, which enables me to analyse a situation very quickly. It gives me complete control."

    Mark Congdon, Financial Director, Noyeks Newmans

  • "Stock counting is one of the best facilities in bisTrack ever. Stock counting across multiple locations is effortless with multiple entries of the same product. Entering a count is even easier. Counting 10,000 lines used to take two of us 4 days. This time it was 8 hours."

  • "bisTrack was a big investment for us but it's the best change we've ever made. We've grown so much over the last four or five years, we simply couldn't have carried on using a manual system."

    Gerwyn Thomas, partner, TL Thomas (builders' merchant)

  • "I can drop-down and drill into any business information easily, which enables me to analyse a situation very quickly. It gives me complete control."

    Mark Congdon, Financial Director, Noyeks Newmans

  • “Hargeaves are ideally placed to take advantage of the offer – whilst we plan to continue using e-Xact to update our product file we also want much better control over special product sales and purchases."

    Gordon Rothwell, James Hargreaves MD

  • "With bisTrack we now have real-time information on our profitability, which allows us to continually optimise and make decisions on our business plan."

    Stuart Hall, General Manager, Lawcris Panel Products

  • "We saw benefits straight away, particularly with the time we saved on monthly stock takes and sourcing information for management reports."

    Nigel Williams, Chairman, Premier Forest Products

  • "We spent a long time evaluating several systems and I'm confident that bisTrack is the best available."

    Andrew Laver, Arnold Laver Timberworld

  • "I can drop-down and drill into any business information easily, which enables me to analyse a situation very quickly. It gives me complete control."

    Mark Congdon, Financial Director, Noyeks Newmans

  • "We were drowning in paper and, as a business turning over £2.2 million, the time had come for us to invest in business management software."

    David Biddle, MD, Huntingdon Timber & Roofing

  • "bisTrack is an excellent piece of software and getting better. Their approach to meeting our needs is excellent. eBusiness is not going to be big for another 12 months but PSI are there already, which means we’re ahead. They're very open to ideas and keep getting better at turnaround."

    Adam Myers, Beesley & Fildes

  • "The reporting capabilities of bisTrack really help the sales department answer day to day enquiries. It gives them instant access to information about purchasing volumes and when timber is due to come in."

    Wayne Abrams, Project Leader, Arbor Forest Products

  • "We looked at several systems, but most of them were using the same out-of-date technology as the system we were replacing!"

    Rodney Scoles, Director, T Brewer & Co

  • "We chose bisTrack because we needed to move on to the next generation of software."

    Stephen Fairbairn, MD, Henry Alty

  • "Implementation was achieved with absolutely no disruption to day-to-day trading. It was a joy! I'm working proactively with the system and having bisTrack doing much of our admin for us."

    Scott Anderson, FD, Woodbridge Timber

  • "It's a very nicely laid out system with easy to follow structural menus and taskpads which, even if I haven't used a particular function before, I find relatively simple to complete."

    Chris Pratt, Pratts Timber and Builders Merchants Ltd

  • "Stock counting is one of the best facilities in bisTrack ever. Stock counting across multiple locations is effortless with multiple entries of the same product. Entering a count is even easier. Counting 10,000 lines used to take two of us 4 days. This time it was 8 hours."

  • "It's a very nicely laid out system with easy to follow structural menus and taskpads which, even if I haven't used a particular function before, I find relatively simple to complete."

    Chris Pratt, Pratts Timber and Builders Merchants Ltd

  • What will YOU do with your week off?

    "With the time saved we've carried out branch refurbishments and I've taken my first holiday!"

    John Cavanagh, MD, Cavanagh Timber

  • "I'm happy bisTrack will grow with us. If we find we need something which isn't already incorporated, I'm confident Progressive will work with us to fill the gap."

    Operations Director, CF Anderson

  • "I can drop-down and drill into any business information easily, which enables me to analyse a situation very quickly. It gives me complete control."

    Mark Congdon, Financial Director, Noyeks Newmans

  • What will YOU do with your week off?

    "With the time saved we've carried out branch refurbishments and I've taken my first holiday!"

    John Cavanagh, MD, Cavanagh Timber

  • “There are other systems of course, but none have had the development time that’s behind bisTrack. I can’t believe there’s a better system out there. I’m convinced there’s nothing that can deliver better what we need.”

    Peter Buttle, md, Buttle plc

  • "Stock counting is one of the best facilities in bisTrack ever. Stock counting across multiple locations is effortless with multiple entries of the same product. Entering a count is even easier. Counting 10,000 lines used to take two of us 4 days. This time it was 8 hours."

  • "Inventory accuracy is higher because everyone is more focused and our staff can see the benefit of getting it right."

    Ian Murchie, Operations Director, Howie Forest Products

  • "Our computer system impacts on every aspect of the business. Buying, selling, importing, transport planning, as well as accounts. If you install the wrong software, without the right level of performance or functionality, it will cause significant problems throughout your business."

  • "It's a very nicely laid out system with easy to follow structural menus and taskpads which, even if I haven't used a particular function before, I find relatively simple to complete."

    Chris Pratt, Pratts Timber and Builders Merchants Ltd

  • "We helped ourselves by getting bisTrack on board quickly and painlessly while business was slow, so we won't have disruption as we start to implement a very aggressive three year strategic plan."

    Neil Fuller, Managing Director, Alsford Timber

  • "I'm convinced there's no other system that can deliver better what we need. Apart from its Windows architecture and its powerful functionality, it now has ten years of development behind it."

    Peter Buttle, Buttle plc

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