A leading global manufacturer of food products was looking to retain and strengthen partnerships, and demonstrate value with its leading customers consisting mainly of Fortune 500 companies because they had "backed away" from their fourth largest customer as their services were at a high level that did not align with levels desired by the customer.
The company asked Unique Business Solutions to implement and facilitate a pilot process to understand customers' needs and identify gaps in the customer-supplier relationship to improve performance, strengthen partnerships and increase sales.
We met with senior leaders and sales representatives to execute a personalized AL2A with Customers process, consisting of a cross-functional client team that interacted with customers, demonstrating a "team" approach, rather than a "sales-only" approach.
The AL2A with Customers process involved a combination of qualitative and quantitative customer feedback, including a measurement tool with customer-focused attributes, as well as face-to-face customer meetings facilitated by Unique Business Solutions as an independent third party.
The client experienced a record earnings year and its shareholder value increased by more than 23 percent. Customers recognized the client for being proactive with this approach and valued being asked to identify their needs. In addition, they appreciated receiving customer-specific action plans to close the gaps and improve the customer-supplier partnership.
The client partnered with Unique Business Solutions to pilot the process with their second and third largest customers, and then engaged their top 10 customers in the AL2A with Customers process. The process was so successful that they chose to work with Unique Business Solutions in future years to execute the process with their top 40 customers.
"We recognized the importance of the AL2A with Customers process and the value of an outside partner like Unique Business Solutions to act as an intermediary. The nice thing about partnering with Unique Business Solutions is they personalized the process to our needs. That's what sets their approach apart. Our customers were more receptive to discuss certain things with them than they were with our people. We believe we're really headed on the right track as we continually pursue AL2A with Customers, and we believe it will grow our market share and widen our competitive advantage for years to come."
"The real value to us is that the AL2A with Customers process opens our eyes to what customers are really saying. Unique Business Solutions initially worked with us on facilitating discussions for our customer-specific action plans. During this time, they were training our employees to create the plans themselves. This is another way they helped add value to our bottom line, by exiting themselves from this part of the process. We're seeing immediate results. We're finding out information from key customers that we previously guessed about. It's much simpler to engage in a process that solicits that information so we can better delight them with all the resources we have."
"Many companies believe they understand their customers. Until undergoing a discovery process similar to the AL2A with Customers, you may not fully recognize your customers' needs. By completing the AL2A with Customers process, we know our customers. Our dealers were comfortable disclosing information to Unique Business Solutions that they otherwise may not have revealed to our representatives. Unique Business Solutions gained the respect of our dealers and employees. We received positive feedback from our dealers. They feel the process is valuable and proactive. Now, we are able to fully meet the requirements of our customers, and our partnerships will continue to thrive."
A leading global manufacturer of consumer products in the transportation industry was looking to build stronger relationships with their dealers. The president felt they needed to gain an independent perspective how dealers really perceived them and their products.
Unique Business Solutions created a personalized AL2A with Customers process, which included a combination of qualitative and quantitative feedback. Interviews occurred with more than 30 dealers across North America.
Unique Business Solutions provided the client with recommendations on core areas to build stronger dealer partnerships. Two dealers were considering leaving our client for another manufacturer and Unique Business Solutions' process prevented this from occurring. The client is considering partnering with Unique Business Solutions on its marketing and branding strategy.
"Many companies believe they understand their customers. Until undergoing a discovery process similar to AL2A with Customers, you may not fully recognize your customers' needs. By completing the AL2A with Customers process, we know our customers. Our dealers were comfortable disclosing information to Unique Business Solutions that they otherwise may not have revealed to our representatives. Unique Business Solutions gained the respect of our dealers and employees. We received positive feedback from our dealers. They feel the process is valuable and proactive. Now we are able to fully meet the requirements of our customers, and our relationships will continue to thrive."
A Fortune 200 national insurance company was developing a new product and was interested in gaining confidential feedback from their agents to ensure the product incorporated their needs.
Unique Business Solutions held independent focus groups with the agents. The focus groups were conducted blind so agents did not know the name of the client. Unique Business Solutions gathered feedback about the new product development.
The agents helped design features for the new product and Unique Business Solutions prepared a detailed report and analysis for the insurance company.
The insurance company has taken the recommendations and incorporated them into several phases of the new product development.
The client has asked Unique Business Solutions to develop another AL2A with Customers process once the product is launched to determine feedback for future product launches and is looking forward to working with us on other projects.