Service as a Differentiator

Many talk as service as a differentiator, however, when you begin to ask questions … or essentially peel back the layers … you find that their services, for the most part, are carbon copies of their competitors.  While everyone may have some nuances, those nuances are typically targeted to a sub-segment of their customers.

And everyone can eventually do what is needed for “a” customer. Trying to do it on a broader scale is a different challenge.

Delivery and the infamous “customer service” are two of the areas where many talk the game (but infrequently communicate their offering to a wide audience, hence staking their reputation).

There are many distributors, typically in larger markets, who offer overnight delivery services. Some due out of necessity (try to deliver into NY in the morning!) Some offer an overnight truck so material is available at 5:00 AM or 6:00 AM or 7:00AM.  Some delivery to “drop boxes”.

We saw this delivery services video from Electric Supply Company and thought:

• Well done video
• Strong branding
• Frequently delivery (theoretically up to 3 times a day plus Saturday delivery, even-though a limited geographic footprint – within the Boston 128 beltway)

The other service that is now being promoted highlights the benefits of using VoIP systems (which most distributors now have) with the power of resources, either geographically centered or dispersed.  We’re talking about Graybar’s centralized National Customer Service Team.  This call center can place orders, check order status, obtain proof of delivery, pricing and product availability before and after the traditional business hours of Graybar’s more than 260 branches nationwide. It’s open from 6 am – 10 pm CST and 8-5 on weekends.  This could become an important service for national / large accounts.

We wouldn’t be surprised to see this become a 24 hour service as they get a better sense of call flow and can spread-out staffing (or have reduced staffing for a “graveyard” shift (or they can move some to the West Coast)).  Other distributors can replicate this for their footprint given VoIP and phone forwarding capabilities (and do all CSRs have to be in the office?)

What “new” or “unique” services do you offer or see other distributors offering?