Steel buyers will always be motivated to get their metal at the very best price. They’re no different than any other consumer that way. Yet other factors can contribute to purchasing decisions. And years or even decades of good service, delivery and honest business dealings can create an attachment to a steel producer that goes beyond the best offering.
Each year, Jacobson and Associates surveys more than 2,000 major steel customers in the United States and Canada, including service centers and end users, to measure their satisfaction with their steel mill suppliers. Customer loyalty is among the variables the Jacobson Survey tracks.
Mills may not be able to put a price tag on customer loyalty, but it’s undeniably a treasured commodity. Creating a customer that wants to buy from you goes a long way toward business success.
Delta, Ohio-based producer North Star BlueScope has undergone some major changes in recent years, starting with the 2015 decision by Cargill to sell its 50 percent ownership to Australia’s BlueScope Steel. And last month, the sheet mill producer introduced a new president, Robin Davies, a veteran of the company’s operations in New Zealand.
Managing through those changes is much easier with a loyal customer base, and the hot-rolled band supplier to service centers, processors and pipe and tube makers is blessed in that regard. The company earned the highest marks for Customer Satisfaction among sheet producers in the most recent Jacobson survey.