Buyer behavior has changed.
While metals customers might have exhibited greater loyalty to their suppliers in the past, in recent years they have experienced a loss of control because of material shortages, transportation delays, and worker deficiencies. Now customers demand a better experience across the board.
Customers don’t just prefer transparent visibility into their order status. They expect it, which means communication is critical at every stage of the product journey, from order confirmation, to shipping details, to delivery status.
Metals customers are looking for greater flexibility when it comes to purchasing, and many want a partial or full self-service buying journey. Millennials in particular are effecting change as they value personal time and have zero tolerance for inconvenience.
If metals leaders want to remain competitive, they must think critically about how to improve their customer experience. The good news is that once metals companies identify customer preferences, they can better meet buyer expectations.