Best practice : Alan Day and Mel Shutes
To become a customer of choice , our research has shown that
suppliers value three things from a relationship : brand alignment and
association ; money ( revenue and / or profit ); and behaviours that
signal they are a trusted partner . In our experience it is the third area
that makes the largest difference ; yet it often gets overlooked .
In the 2014 report we looked at what questions you should ask your
organisation to ensure you are demonstrating the right customer - of -
choice behaviours . Are you :
• open and transparent ( willing to communicate business strategy , growth and plans )? • an innovation partner ( open to suppliers ’ innovation ideas and able to manage them )? • trustworthy ( acting with integrity ,
reliable and sticking to agreements )?
• trusting ( allowing suppliers to act with integrity , reliable and
sticking to agreements )? • good at communication ( frequent , clear , concise and two - way )? • collaborative ( working together is business as usual )? • fair and reasonable ( seeking mutuality , treating with respect and sharing benefits )?
To display these customer - of - choice behaviours consistently across
your organisation , SRM must be regarded as a business change
programme if it is to be successful . This comes back to senior
stakeholder engagement : the wider business will follow the lead and
behaviours demonstrated from the top . Clear endorsement and
strong , active engagement from C - level executives will pave the way
for SRM value being realised .
Powered by FlippingBook