In the past two articles, I wrote to inform you the state of our business and our market position in the industry. I have also shared with you our 5 x 3 vision and the strategies we have in place to approach this goal. It is my desire and hope that all of us internalise this vision. When we do this we will react or change our work habits to contribute to the growth. We have already invested on equipment and floor space to prepare ourselves to support the growing business.
As part of business cycle, (although it came earlier than expected) the forecast indicates that there maybe finish goods inventory built-up in the supply chain. Customers are reacting to deplete the inventory. Common methods to reduce inventory is to cutback on die loading to suppliers like us. I am told that this situation may last 3 - 4 months.
While cutting the die load is the ‘right thing’ to do, I have seen customers choosing who will be least impacted or least reduced in loading. How could we be the customer’s choice to be least impacted? Let me share with you my experience and some data that are reasons for customers’ to penalise suppliers:-
| Reasons | |
| - Competitors are better than us | 10% |
| - Dissatisfaction with the process capability | 15% |
| - Indifference by some employees at the supplier | 70% |
As you can see Indifference (means neutrality of attitude) or "do not care" impression or incidents that results in customer forming this perception can affect us. This impression by customers will result in higher rate of reduction in our die loading. It is also customers way of punishing the suppliers.
When will the customer perceive us as a supplier that ‘CARES’. It is my opinion that we must become PROACTIVE and delight customers. Customer depends on us to deliver the goods as we committed. Because they tell their customers based on our commitment. When we miss them and justify with reasons like absenteeism, downtime etc, it creates a ‘perception of indifference’. They feel we should be both proactive and reactive to protect them. They do not have controls on these problems.
It is easy to delight customers. We must hear customer’s voice. There are a few key indicators that customers look at every day when they come to work. Ask ourselves do we know what are those key indicators by customers. Are we looking at the same indicators. If we look at the same indicators, are we proactively taking corrective actions to ensure we meet the goals.
When we do this daily, I am sure we will be perceived as employees that ‘CARES’ for the customer. This will result in good growth opportunity and prosperity for all of us.
In summary, we ‘can do’ and be winners in our business only when we (all our people) take complete ownership to give customers total solution.
I know if we can imagine this picture delighting customers, we will find the right skill and develop the right attitude to achieve them.
Best Wishes.
K. Kanapathi
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