MRP Solutions Sharpens Engagement Strategy
In an effort to adapt to changing market dynamics and fierce competition, packaging supplier MRP Solutions recently unveiled a comprehensive overhaul of its customer engagement strategy.
Dubbed AMAZE, the new strategy aims to reignite a customer-centric approach, enhance operational efficiency, and solidify MRP's position as an industry leader, according to Dawn Nowicki, vice president of Marketing at MRP.
"Our business model, from order entry to production and delivery, had undergone a complete transformation during the pandemic," she said. "We recognized the importance of refocusing on understanding our customers and making their experience with us a significant differentiator."
AMAZE serves as an acronym for Agile, Measurable, Accountable, Zealous, and Engaging.
Nowicki said the catalyst for this transformation was the challenging period during the pandemic, which highlighted significant changes in customer behavior and market demands. MRP recognized it had drifted away from its core strength of understanding customers' pain points and needs. This realization spurred the company to take a step back and reevaluate its approach.
AMAZE was rolled out through a cross-functional collaboration involving teams at MRP including operations, supply chain, finance, and customer care, among others. The first step was to stratify customers based on their preferences, communication styles, lead times, and other factors impacting their experience. This segmentation enabled the company to tailor its approach to different customer segments more effectively.
"We want to create a seamless, personalized experience for each customer," said Nowicki. "Whether they prefer hands-on support or self-service portals, we aim to exceed their expectations at every touchpoint. With this customization, our customers will have options to integrate workflow with us to create more seamless interactions, which could even be enhanced through the use of current and future AI tools."
She noted that research shows that companies prioritizing customer experience can generate up to six times more revenue than their counterparts. Recognizing this, MRP delved into benchmarking exercises to learn from industry best practices and identify areas for improvement within its own operations.
A key aspect of AMAZE is a strategic process that starts from order entry and encompasses every stage of the customer journey. This includes reorganizing structures around customer care, enhancing technology and processes, and implementing feedback mechanisms such as voice of the customer surveys and one-on-one interactions.
The initiative also addresses challenges faced during the pandemic, such as shifting order patterns, increased competition, and heightened customer expectations. By creating dedicated customer care and inside sales teams, MRP aims to provide tailored support to different customer segments, ensuring no customer is overlooked or underserved.
"We're committed to being fast, flexible, and responsive," said Jim Fitzgerald, CEO of MRP Solutions. "But we also recognize the importance of prioritizing strategic customers and providing tailored solutions that align with their needs. We believe this will provide our customers with industry leading service levels, improved supply chain agility, and will reduce their overall cost to serve through improved efficiencies, making them even more competitive in their businesses."
The rollout of AMAZE has already garnered positive feedback internally, with employees embracing the theme and its underlying principles, Nowicki said. MRP's sales team, for example, has been trained to communicate the initiative effectively to customers and showcase the packaging supplier’s commitment to delivering an exceptional experience.
"We're excited about the potential of AMAZE to differentiate us in the market and elevate our customer relationships," she said. "It's a journey of continuous improvement and innovation, and we're committed to staying at the forefront of customer engagement excellence."