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Recommended Reading: AJ Adhesives Raises Bar for Customer Service

Company honored as MDM Market Mover for unique approach to making customers "insanely happy."
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Customer service is a top priority at St. Louis, MO-based adhesives distributor AJ Adhesives Inc., whose goal is to make customers not just happy, but insanely happy, says the company's president, Andy Schwartz, in AJ Adhesives Takes Service to New Level.

“I’ve tried to ingrain it in everybody that works with me that, at the end of the day, we take care of the customers,” Schwartz says. “If we didn’t have any customers, there wouldn’t be any need for anybody else. So they come first.”

Putting customers first has always been the goal at AJ Adhesives since Schwartz founded the distribution business. But in 2012 the employees held a brainstorm session to find a unique way to infuse that mentality into the company's branding and marketing efforts.

They created the tagline of "Insanely Happy Customers," trademarked it and even commissioned a song about it that plays on the company's website.

AJ Adhesives hired Nichole Fisher as its marketing and branding director– aka, the Insanely Happy Customer Manager – and charged her with promoting the company's customer-first philosophy and differentiating AJ Adhesives through a variety of means, including customer satisfaction surveys and an emphasis on social media.

Those efforts earned AJ Adhesives a 2015 MDM Market Mover Award, which recognizes distributors that are doing business in an innovative way.

"We want to stay relevant," Schwartz says. "And we know people buy stories. And so if we can communicate our stories, we think it will have significance.”

Read more about how the company creates insanely happy customers in AJ Adhesives Takes Service to New Level.

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