What's good for the bakery is good for the supplier

"It is much easier to retain customers than to try and win them back, once trust has been questioned," says Billy Oosthuizen, MD, Foodcorp Milling. "By taking an active professional interest in our customer's business, we are able to develop a collaborative partnership."

In the milling and professional baking industry, good service cannot be about simply supplying wheat; service must encompass a holistic approach. It is an example of a company that receives winning service scores from customers because great service is combined with strong heritage resulting in lasting partnerships with clients.

"Ultimate service to a customer means having an active involvement in the many aspects of their business, making life easier and ultimately adding to their bottom line by being efficient, the best at what you do and by having a real understanding of what they need on a daily basis."

Trust features strongly in service delivery. Customer's reactions can range from positive to indifferent to negative, dependent on the quality of service received. Businesses must be aware that responses to service can vary from a customer simply showing satisfaction, or in extreme cases, dissatisfaction demonstrated through mass protests.

"To become a market leader, it is key that you deliver more than what you promise, and listen to customer's needs. Good service will differentiate your business from your competitor," Oosthuizen concludes.

For more information, go to www.supremeflour.co.za.