COLLABORATION
We asked companies what proportion of their key suppliers they believe currently regard them as a customer of choice. The result maintains the positive trend that was reported last year. Now, almost half of companies consider themselves to be the customer of choice for more than 50% of their key suppliers (Fig 36) . However, without undertaking a Voice of the Supplier study to get direct feedback, this will always be an educated guess. Although there has been good progress, many companies are still a long way from understanding the advantages of becoming a customer of choice to suppliers (see MediaCom, page 20). While we recognise it is impossible to be a customer of choice to all key suppliers, lack of progress means firms must compete with rivals who receive priority treatment from suppliers. 20% More than 20%of organisations say that relationships are developing across a wide range of attributes with collaboration being themost significant.
LESSTHAN50%OFBUSINESSESSAY THEYAREACUSTOMEROFCHOICE FORMORETHANHALFOFTHEIR KEYSUPPLIERS
STATEOF FLUXOPINION: The Chronicles of Narnia author CS Lewis said: “True humility is not thinking less of yourself; it is thinking of yourself less.” In previous research reports we have mentioned that the best SRM programmes are often the most humble. If businesses are to value relationships with suppliers to cultivate innovation and collaboration, they need to show humility. Even if they are best in their market, they need to see themselves from their suppliers’ perspective and from there, develop the relationship. Humility is saying: “We do not have all the answers,” and being confident that solutions will emerge frommutual trust and collaboration.
Fig 36. What proportion of your key suppliers do you believe would regard you as a customer of choice?
29
28
% of respondents 19
23
0 % to 25 %
26 % to 50 %
51 % to 75 %
76 % to 100 %
Note: due to rounding, percentages do not sum to 100.
LEADERSANDFOLLOWERSAREALMOST TWICEASLIKELYTOBEACUSOMEROFCHOICE
Fig 37. What proportion of your key suppliers do you believe would regard you as a customer of choice? (Leaders/followers)
40
37
37
35
% of respondents
30 30
25
Other Follower Leader
22
20
11
8
5
0 % to 25 %
26 % to 50 %
51 % to 75 %
76 % to 100 %
67 STATEOFFLUX
2016GLOBAL SRMRESEARCHREPORT
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