Question

Topic: Student Questions

Customer Retention In The Steel Industry

Posted by grubermarion5982 on 4/4/2016 at 7:24 PM ET 250 Points
Dear all,
I am a student at Campus02 University of Applied Sciences in Graz and actually writing my master thesis on customer loyalty in the steel industry.

I'm searching for B2B experts of the steel industry or other manufacturing industries who would answer following 5 questions about customer retention in the steel industry/manufacturing industry?

You would help me considerably with my thesis!

1) Do you practise actively customer retention? (Do you have for this purpose a defined strategy?)
2) Which customer loyalty programmes do you use in particular?
3) Do you have internal (company internal or group-internal) and external customers?
4) Do you use for internal and external customers different customer loyalty programmes? (If yes, which and why?) Respectively do you think that customer loyalty is of equal relevance and importance for internal and external customers?
5) What current trends in terms of customer retention have you recognised recently for the manufacturing industry/steel industry?

Please add to your answers your contact details or write me an e-mail with your answers - [EMAIL ADDRESS DELETED BY STAFF. PLEASE REVIEW THIS FORUM'S IMPORTANT GUIDELINES PAGE].

Thank you very much in advance!

Best regards,
Marion Gruber, BA
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RESPONSES

  • Posted by superhuman on 4/5/2016 at 7:09 AM Accepted
    Ooooh, I think that it will be not so easy to find here an expert you need. Try to find him among the moderators on the specific sources that write articles about the industry. There are also contributors which write articles on the regular basis and they know the market with all particular features you need. Sorry that I can not help you, but as it is the single advice here, hope, it will be useful for you)
  • Posted by saul.dobney on 4/7/2016 at 3:53 AM Accepted
    I'm sure you'e aware that selling steel isn't like a consumer market and usually has a quite complex market structures and buyer-seller relationships, professional purchasing and multiple decision makers. It can stretch from very close technology sharing with major customers to simple transactional selling to distributors and small-scale purchasers. Within this then, you need to identify where a loyalty programme would fit and what you precisely mean. Is it hospitality to key accounts, service customisation to ensure quality of delivery, jv's and mutual technical development or is it more at the consumer-type level of a newsletter and points scheme, or volume discounts?

    I'd personally suggest picking up the phone and talking to someone either in technical or account support or marketing departments as a starting point. You might also try contacting the industry associations (eg the librarian) who may be able to help you find suitable contacts.
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