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by Lauren Gibbons Paul, Contributing Editor Posted on Friday, November 03, 2006 3:10:08 PM   | Abstract: | Packaging giant Rexam PLC uses customized portals and joint business processes to keep clients in the fold. |
In the 21st century, most pundits agree that customer loyalty is dead. Customers are demanding specialized products and services in addition to rock-bottom pricing -- and their business goes to anyone who can meet their needs at the moment. For manufacturers, many of which have never gotten the hang of serving end customers, these are not welcome developments. "Manufacturers ... preferred to have the channel deal with their customers. It's too expensive to have a direct sales force or customer service organization," says John Moore, the former vice president and general manager at ARC Advisory Group. "But, these days you have to find ways to be more responsive to customer needs; it's the only way you can compete." Rexam PLC (London), the world's largest aluminum can maker, has proven that, though rare, customer loyalty isn't altogether dead. The $5.5 billion company has rolled out portals that let customers not just order and track products, but also share forecasts and view live production data that can tell them, for example, about the availability of products. That customer focus enabled Rexam to win Managing Automation's 2005 Progressive Manufacturer Customer Mastery Award. [Click to continue] |