In manufacturing, clients research and compare before they commit. Lead time, quality and pricing all factor into the decision, and they make or break whether a client chooses you in the first place – and whether they come back.
Borough works hard to be strong across all three. But there is one factor that rarely appears on a formal supplier evaluation or document, and it is often the one that determines whether a client stays.
Customer service. Not a department or a process, but a commitment to the person on the receiving end of the order.
Being present when it matters
A recent courier issue with one of our clients put our commitment to the test. The shipment was out of our hands, in the possession of a third party, moving through a logistics chain we had no direct control over. For some suppliers, that is where their responsibility ends. The parts have left the building and the job is done.
That’s not how we see it. Rather than assuming it’s the courier’s problem, a member of our customer service team took ownership of the situation, communicated directly with the courier on the client’s behalf and provided updates throughout. Not once, but continuously until the shipment reached its destination and the client confirmed they were satisfied. They said they had “never experienced such service, ever, before” when the lost consignment arrived.
Although the product had already been delivered in terms of quality, the service hadn’t finished yet. This might seem insignificant in the context of a manufacturing operation that handles complex, high-tolerance components, but it’s crucial from a reputation perspective. The way a supplier behaves when something goes wrong says far more about them than when everything goes to plan.
Poor customer service is the real risk
Customer service is often treated as a support function, designed to handle problems after they arise, rather than something that adds value. That is a huge misunderstanding and underestimation of what good customer service is, and how far it can carry a supplier.
A client who feels informed and looked after is a client who comes back. They are also someone who refers others, is more tolerant when problems do crop up, and who is less likely to disregard the relationship when a competitor offers a marginally lower price. The commercial value of loyalty is difficult to quantify, but it certainly shows itself over time.
The result of poor customer service is equally long-lasting, and more immediate. A client who feels ignored during a problem, or who has to chase repeatedly for updates, doesn’t forget that experience. Price and quality can both be viable and it will still not be enough to recover the trust that was lost. Especially in a sector where word of mouth and long-term relationships determine survival, suppliers can’t afford to take their reputation lightly.
Price is only part of the story
Of course, how much something costs matters. Clients are right to expect fair pricing from their suppliers, but price alone is rarely the reason a long-term relationship forms, and it is almost never the reason one ends.
What clients are really looking for, beyond a reasonable quote, is confidence. Confidence that their components will be produced to the right standard, delivered on time and handled professionally at every stage of the process. These people could be spending thousands of pounds and want to feel reassured that if something did go wrong, someone will pick up the phone, take responsibility and resolve the issue. That reassurance only comes through consistent, attentive customer service.
Borough has built its reputation over decades on the quality of its injection moulding and chrome plating, yet admittedly, our product quality alone doesn’t account for our reputation. It comes down to the people who manage the relationships, communicate proactively and make clients feel that their orders are in safe hands. That care runs through the entire journey, from the moment an order is placed to the moment it arrives.
Service does not stop at dispatch
The sooner suppliers realise their job is not finished when a component leaves their facility, the better their customer service naturally becomes. Moulded, plated and dispatched shouldn’t be mistaken for complete. When something is marked complete, that means the client has received what they ordered, in the condition they expected, and is satisfied with the experience from start to finish.
That might require tracking a shipment through a courier’s network and providing updates without being asked. It might mean flagging a potential delay before the client has noticed it themselves. Or something even simpler, like being available, responsive and easy to deal with when they need support. None of these examples are difficult to execute; they just require care and consistency in order for trust to be earned.
The difference that sticks with people
We have all been a customer in some capacity, and therefore remember how we were treated by a supplier, more so when things got difficult. It’s in those instances, like a delayed shipment, an unexpected complication, or a query that needs answering quickly, where customer service really earns its place.
Our team understands that the standard we hold ourselves to in times of difficulty is the standard that defines us. Not just as a manufacturer, but as a business worth working with for the long term. If you’d like to work with a supplier that doesn’t consider the job done until you do, get in touch with us today.
