The 2020 Mid-Year Economic Update_long

Tip: Consider the Customer’s Complete Experience

The way you serve customers may actually be causing more complexity than you think.

Don’t just do your part for the customer and walk away, said Rita Gunther McGrath, author of The End of Competitive Advantage. Instead, consider the customer’s complete experience. “I see so many companies do their piece and leave the rest of it untouched,” McGrath said in the MDM interview, Redefining Competitive Advantage. “And the result is often a very unhappy customer.”

Make sure that the solutions you are providing are actually good enough, she said. “It may be causing them cost and complexity where they may not even realize it.”

McGrath provided an example of a flavorings company who visited a client – a food manufacturer. When they watched the flavoring get dumped into the vat of product, somebody asked about the average batch size of flavoring used in the product. The answer was 30 pounds, but the flavorings company shipped it in 50-pound drums. Because of this, the client had to add an extra step each time they used the company’s product.

In this case, simple observation was enough to uncover a way to make the customer’s life a little easier.

About the Author
Leave a Reply

Leave a Comment

Sign Up for the MDM Update Newsletter

The MDM update newsletter is your best source for news and trends in the wholesale distribution industry.

By subscribing, you are agreeing to MDM’s Privacy Policy.

Subscribe to continue reading

MDM Premium Subscribers get:

  • Unlimited access to
  • 1 year digital subscription, with new issues twice a month
  • Trends analysis, market data and quarterly economic updates
  • Deals on select store products and events


articles left

Want more Premium content from MDM?

Subscribe today and get:

  • New issues twice each month
  • Unlimited access to, including 10+ years of archived data
  • Current trends analysis, market data and economic updates
  • Discounts on select store products and events



You have one free article remaining

Subscribe to MDM Premium to get unlimited access. Your subscription includes:

  • Two new issues a month
  • Access to 10+ years of archived data on
  • Quarterly economic updates, trends analysis and market data
  • Store and event discounts

To continue reading, you must be an MDM Premium subscriber.

Join other distribution executives who use MDM Premium to optimize their business. Our insights and analysis help you enter the right new markets, turbocharge your sales and marketing efforts, identify business partners that help you scale, and stay ahead of your competitors.