Why contract manufacturers should create moments of customer delight

Contract manufacturers excel at meeting specifications and deadlines, which are crucial to client satisfaction and the foundation of their operations. Yet, in a competitive market, enhancing client relationships with moments of 'customer delight' can serve as a powerful differentiator. This involves not just fulfilling the expected but finding innovative ways to exceed expectations, thereby adding significant value to client partnerships.

It’s about more than the inbound journey

Inbound marketing focuses on four major actions: attract, convert, close, delight. You attract visitors to your website, convert them into leads, close them into customers, and then delight them so they become advocates of your brand.

However,  leading companies focus on delivering value and exceeding expectations at every stage of the inbound journey, not just when prospects become customers. By going that bit further to create a memorable experience at all touchpoints, you can build connections with your customers that will make them more likely to be loyal to your brand long-term.

Beyond the purchase: Why continuous delight is a powerful differentiator

HubSpot describes customer delight as;

“The process of exceeding a customer's expectations to create a positive customer experience with your product or brand to improve loyalty.”

Many contract manufacturers focus their efforts on winning new contracts but miss opportunities to exceed expectations throughout the lifecycle of a client relationship. Customer delight isn't a one-time achievement; it’s a mindset that permeates every stage of the client journey—from pre-sale to production, delivery, and beyond.

It's about more than just delivering pristine parts ahead of schedule (though that's always nice!). It's about becoming the manufacturing partner that your clients rave about to their colleagues.

Why should you care? Because your competition already does

Here's a sobering thought: right now, someone is probably trying to woo your best client with promises of faster turnaround times, more competitive pricing, fancier quality certifications, and sexier new technology.

But the good news is that when you master the art of customer delight, these rudimentary promises become far less tempting. Why? Because you've established something fundamental to manufacturing success: trust.

Trust plays a key part in ongoing customer delight. By understanding your client's unique needs and business goals, consistently delivering high-quality outcomes and reliable service, and being agile and responsive to concerns or opportunities, you become seen as a trusted partner that your clients won’t easily want to part with.

Customer delight transforms routine manufacturing partnerships into strategic advantages, taking your company from a capable supplier to an indispensable asset. In today’s competitive business world, consistent customer delight can complement the critical services you’re already delivering and set you apart from competitors. 

What customer delight means in our industry

In practical terms, customer delight in contract manufacturing could look like:

• Proactive risk mitigation: Notifying clients about potential supply chain disruptions and offering alternative plans before these become critical.
• Innovative problem-solving: Suggesting design improvements that enhance product functionality or cut production costs.
• Strategic insights: Sharing market trends or new technologies that could benefit the client’s operations.

This approach transforms clients from being merely "satisfied" to being advocates who see you as essential to their success.

How to consistently delight clients

1. Be the partner who sees around corners

Imagine your client's surprise when you call them to say: "Hey, we've noticed a trend in your orders that could be costing you money. We've got some ideas that could help." That's not just service - that's partnership.

Try these proactive moves:

• Conduct regular order trend analyses to recommend cost-saving measures.
• Provide alternative material options during price hikes.
• Share industry insights that keep clients ahead of market shifts.

At the same time, prove yourself to be a knowledgeable source of information. Empower your prospects and customers by writing helpful blog posts, sharing tips on social media, and creating pillar pages and eBooks to help educate them.

2. Make their success your mission

Ever noticed how the best relationships in your personal life are with people who genuinely want you to succeed? The same applies in business. 

When you understand your prospects’ pain and what they need from a product or service like yours to succeed, you can solve for them and exceed their expectations, helping them achieve new heights of growth. 

For prospects, this starts with creating buyer personas and mapping out the buyer’s journey. With this information, your sales team will know exactly what pain points your prospects might be facing and, therefore, how to solve them.

3. Communicate like a human, not a robot

Tailor your communications to be professional yet approachable. Every interaction a prospect or customer has with you should be positive, welcoming, and reflective of your brand personality. 

Making customers and prospects feel good also requires responding to their problems as quickly as possible. By responding ASAP, you show them that they are a priority.

Personalisation is another avenue for creating positive experiences your customers and prospects will remember. Each individual is unique and wants different things, and personalisation helps you cut through the information overload and offer solutions that are just right for them.

Customer Relationship Management software (CRM) is a great way to manage all your interactions with prospects and customers, so you can keep track of all emails and other forms of communication, and set up reminders to follow up on various issues timeously.

4. Make every interaction count

Think about a client's entire journey with you and the opportunities to create delightful moments along the way.

Don't just send numbers during the quoting phase - show you've thought about their business. Provide a few quote options, like one that prioritises speedy delivery and one that prioritises cost-efficiency, and give rationales on how each would benefit their business in different ways, using data insights like market patterns or seasonal demands, helping them make an informed decision.

During production, share updates that show you're thinking ahead. For example, let them know when production is on track, and if you anticipate or identify potential sourcing problems, let them know you've lined up backup suppliers just in case.

After delivery, remember, this isn't the end - it's a chance to strengthen the relationship. Ask them how a recent batch performed in their assembly line and if there’s room for improvement to fine-tune things for the next production run.

5. Measure and adapt

Track metrics like Net Promoter Scores (NPS), on-time delivery, and customer retention to ensure your efforts are paying off. More importantly, use client feedback to refine your approach continuously.

Beyond these metrics, there are other telling signs of customer delight to look out for:

• Do clients ask for your opinion on new projects?
• Are they introducing you to other departments?
• Do they mention you in their success stories?
• Are they sending referrals your way?

Conclusion: Delight drives growth

According to research, the contract manufacturing sector will become a $600 billion market by 2030. Standing out in this rapidly growing field requires more than operational excellence—it demands a commitment to creating unforgettable client experiences.

Customer delight becomes a strategic advantage in this same market where many service offerings feel interchangeable. By prioritising trust, proactivity, and effective service to create lasting customer delight, contract manufacturers can secure lasting customer loyalty, stand out from the competition, and drive sustainable growth.

Editors note: This post was originally published in July 2020 and was republished in December 2024 for relevance and accuracy.