Customer expectations

Customers have many expectations when dealing with a supplier.  Expectations range from “hard” facts such as product specifications and price to “soft” issues such as service.

Market Research into Customer Expectations

The relative importance of the various expectations can be measured through market research.  The expectations can then be ranked from highest to lowest; thereby, establishing the critical success factors.  A supplier needs to know his critical success factors in order to focus on these when approaching customers.  Important expectations may be consistent quality, fast deliveries, easily available, good after sales service while least important could be representatives calling frequently, discounts, BEE requirements and many distribution outlets –the supplier needs to know how these attributes and several others are ranked on the importance scale.