Customer service is a broadly used term that refers to service extended to a customer before, during and after a purchase. In the current economic times, producers and businesses will most likely look beyond just pricing and attempt to assess overall value when making a purchase. Whether it is the agribusiness firm selling feed or fertilizer, the machinery dealership or your lender, the level of customer service is becoming an extremely important variable. Expectations concerning customer service and relationship vary widely. However, good customer service can save businesses and managers considerable time and money. At a time when efficiency dictates investment decisions, here are a few elements to consider when rating your suppliers, agribusinesses, vendors and even lenders.

First, the simple phrase, “thank you” is grossly underutilized. Some studies show that less than 25 percent of businesses follow-up with a customer thank you after the transaction. A few businesses still do it the old way; a handwritten thank you note. What a sincere method of customer appreciation! Often, an organization that values its customers enough to extend thanks is also one that nurtures a culture of good customer service.

The old adage of “preparation, execution and follow up” works well in almost any endeavor. However, it seems that sometimes the follow-up is the missing link for success between a customer and vendor. Besides appreciation, another reason for follow-up is to determine if the product or service is satisfactory. Too often one makes a purchase, only to find issues and problems. A dissatisfying investment is a waste that most producers cannot afford and should not have to accept. Before you buy, make sure the organization with which you are dealing is dedicated to follow-up and follow-through.

Another important aspect in the agribusiness field is the opportunity for education. Several agribusinesses offer a “learning night” or other educational venues to customers on various topics. Possible topics range from economics to new products to land application methods. Regardless of the topic, educational outreach shows initiative and concern about the industry on the part of your supplier. Remember that information, education and knowledge can positively set your business apart from others, which makes this variable an important one to consider when selecting a vendor.

Finally, in assessing suppliers, do not overlook the good, old-fashioned relationship. Yes, technology such as texts, email, and social media combined with human interaction can work well for most. However, if your supplier shows interest or concern for you as an individual, they are more likely to respond well over a product issue.

In times of economic reset, one often focuses on dollar amounts, which is prudent. When selecting a supplier, pricing and cost are important. However, efficiency is also about getting the best value for the money and time you invest. Pay attention to the culture promoted by the organization as it could be one that sends you to another business. Simple, gracious elements such as a thank you letter, a follow-up phone call or perhaps, just a genuine inquiry into your day, can each be signs of a conscientious supplier. Trust your business to those that can provide products and service that bring added value to you and your business.