The quality of products and their technical functionality are becoming increasingly similar on international markets, including in the mechanical engineering sector. This is intensifying the price war between competitors. A strong focus on service orientation provides a remedy.
The service sector has been developing into an increasingly important differentiating feature, and not just since yesterday. Nowadays, good quality and technical maturity are no longer just "Made in Germany". Suppliers from abroad have also caught up in their development. As soon as the quality of the products is no longer distinguishable for the customer, the focus is on the price. This fact can often end painfully for companies.
The concept of Service Excellence offers guidelines for avoiding these price wars and generating an additional selling point with inspiring service. However, it is helpful to approach the topic in a more general way. Before you optimize the structure in your service department, you must first become aware of the fundamental factors in your relationship with the customer.
Customer and service orientation is particularly important for German companies
Why should the customer opt for your offer if, for example, the provider from the Far East offers far more favorable conditions? In many industries, German companies did not know the answer to this question and were forced out of the market altogether. In mechanical engineering, however, service is an important factor in protecting domestic industries.
While buyers now rely on the quality of Far Eastern products, they are often rightly skeptical as to whether a Chinese company will be as quick and competent as a supplier from Stuttgart in the event of a claim. It should also be borne in mind that, as a local supplier, you have a lot to offer in terms of value-added services (Value Added Services) can rely on your better knowledge of the needs of German companies and generate a better and more comprehensive offer.
Service is a matter of attitude!
To be able to offer good service, you need to know your customers inside out. Of course, you have an advantage here, especially over foreign companies. However, you also have to hold your own against the competition in this area in Germany. Many companies have already understood this, but not everything always works according to plan. Above all, it is advisable to consider the often neglected emotional component in the relationship. An effective Complaints management.
This is often difficult, especially in a technical environment. The result is a very sober and technical understanding of how to deal with customers. Key figures are collected for every interaction and attempts are made to optimize every last detail. This approach is of course correct at its core. Nevertheless, the human component must not be neglected in planning. You need to get your team on board with this. You must rely on a strong Service mentality among your employees.
How do I surprise customers (positively)?
Inspire customers - this request is usually understood as pure motivation. Anyone who has ever played soccer knows the problem: the footballing understanding of district league coaches is often exhausted in meaningless tactical recommendations such as: "We have to stand closer to the man", "... keep possession of the ball longer!" or "... stand tight at the back!". You always think to yourself: "Great, thanks for explaining how the game works. It's just not working today." However, we don't want to leave it at just asking you to inspire customers. The question is therefore: Can you plan customer enthusiasm into your service processes and turn this empty phrase into a real, profitable and plannable tactic? - You can!
Think back to your childhood visits to the butcher! Weren't you always pleasantly surprised when you got an extra slice of sausage in your hand after your parents had finished shopping? Shopping is usually a boring nuisance for a child. But this annoyance is quickly forgotten with an unexpected gift. It can work the same way in industry. You need to ask yourself what service the customer expects from you and what else you can provide at a reasonable price to create added value.
Make a note of positive and negative customer experiences!
What did you do right when a customer was pleased with your service? How did you further annoy a customer with your demeanor? You need to work out the key features of the interaction and use them to improve your own performance. If possible, get feedback from the customer. You may need to call a particularly angry customer back a little later once the anger has subsided. You can then explain your situation to them again and understand in more detail what went wrong from their point of view. This will provide valuable information for your service department. Work on becoming a learning organization that always has one ear to the customer in order to improve a little every day. It takes effort, but the extra mile will pay off in the long run.
Communicate your attitude to service orientation at an early stage
In order to stand out from the competition at the point of purchase of the primary product with the help of your customer service, you must of course stand out through communication in the run-up to a purchase decision. Don't just sell products to your customers, help them learn more about what you offer and how they can get the most out of it. Signal that you are ready to take care of their concerns at any time.
Of course, you also need to draw attention to the channels available through which your department can be reached. Highlight your excellent service with suitable advertising measures. The rest will be done by viral marketing based on your performance.
We often talk about how we need to structure an organization, how we should develop new offers and how we can collect and optimize better key figures. It is important to remember that in addition to these systematic approaches, interpersonal interaction and soft skills are also crucial in the B2B environment. You may also need to train and develop yourself and your service technicians in these areas in order to withstand the competitive situation on international markets.
