In the LED light industry, the customer satisfaction topic is very critical to business success, especially in the marketing and business strategy perspective. In the business campaign to build the satisfaction, the LED tube supplier must pay attention to the first question. How to know whether the customers are satisfied? The term expectancy dis-confirmation is a simple approach to this question. It is widely used to define the topic. This is also true in the wholesale LED bulb industry. For a general concept, the customer is satisfied if the service and product performance of the LED light manufacturer can meet the customer’s expectation. If the wholesale LED tube supplier’s performance fails to meet the customer’s expectation, the customer will be dissatisfied. This is a universal framework for companies to deal with the topic, and they commit to meet and exceed the customer’s expectations. The manufacturer even goes further to strive for excellence, to delight the customers and exceed the expectations.
From the general practice, this framework is very straightforward for the topic. It is easy to follow and gain the effect quickly. However, this way of customer service is different in a logistics perspective. Before building the customer service platform, the LED tube supplier needs to know the nature of the customer expectations. The following questions will help the LED light manufacturer know the detail.
What will the customers expect from the products and services?
How do the expectations form?
How does the customer satisfaction relate to the customer perception?
Why it is difficult for the wholesale LED tube supplier to meet the satisfaction?
How to know whether the company’s products and services are enough to the customers?
The customer expectations:
Generally speaking, when a supplier provides the products and services of the wholesale LED tube to the customer, the customer will have many expectations. Many of these expectations will relate to the logistics perspective, which will include the operational performance, the product availability and service reliability. This topic is very complex. It needs to design many formal programs to check the performance of all these perspectives. In some early practice, the supplier designed ten different categories to subdivide the customer expectations. These ten categories cover all different perspectives of the customer perception. They can show the response of the customers when they receive the LED light products and services. These ten categories are the reliability, the responsiveness, the access, the communication, the credibility, the security, the courtesy, the competency, the tangible and knowing the customer.
For example, the reliability relates to the working condition of all wholesale LED tube products and services of the supplier. If the manufacturer promises to ship 50 units of the product, the customer will expect the full 50 units to receive. However, if the manufacturer fails to ship the full 50 units, the customer will dissatisfy. The supplier is unreliable. The customer will judge the supplier’s reliability in all aspects. The responsiveness is another important aspect. It relates to the efficiency of supplier to offer quick services, which include the delivery of products and resolution of problems. The customers have expectations that the supplier can treat all interactions promptly. It will fail to meet the customer expectation if the supplier cannot act promptly.
In the LED light industry, the term of customer expectation is complex in the supply chain perspective. This is because that many business organizations involve in it. Each of these organizations may prioritize the criteria of performance differently. They may have different levels of expectation for the criteria. For example, the wholesale LED light manufacturer China may focus more on the reliability and responsiveness; while the retailer may prioritize the product availability and communication. Knowing the forming of the expectations is very important for the supplier to meet the customer satisfaction. It also tells why the company fails to meet the expectation.