SelfLube Dives Deep Into a Customer Research Project to Find Out What Motivates Customers to Buy from SelfLube

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Customer research project gives SelfLube an opportunity to enhance its marketing efforts and focus on what customers really want from the company.

SelfLube Research Project

SelfLube researches what customers want and need from a supplier.

We're a high maintenance customer and SelfLube is a low maintenance supplier. That's a combination that seems to work pretty well.

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Summer brings a bit of a lull to the tooling industry as shops close for the 4th of July and employees head for the beach or the family cottage. SelfLube, the leading U.S. manufacturer of mold and die components, is taking full advantage of this lull to conduct customer research to get a better understanding of its customers' wants and needs. This fall SelfLube plans to put this research to good use with its marketing efforts for next year.

It started with a seemingly simple question: why do customers buy from SelfLube? "It's one of those things that you think you know, but don't really know until you do some in-depth research," says Marketing Specialist Jordan Fifelski. "We went about this very systematically as we do most things at SelfLube. We organized a team that included Brand Launcher, a marketing firm, to help us formulate a plan of attack and facilitate our meetings. We then rolled up our sleeves and got to work." When all is said and done the project team discovered that there was no single answer, but instead a variety of answers. Among them:

  • Quality: conforming to dimensions, but also a general appearance of a quality part (shinny, good surface finish, uniform chamfers, etc.)
  • The fact that SelfLube is ISO 9001:2008 certified
  • On-time delivery and, as one customer described it, "honesty" in quoting lead times
  • Product availability
  • Quick turn around on quotes
  • The fact that SelfLube pulls out all the stops when it comes to customer service

One customer summed it up best saying, "We're a high maintenance customer and SelfLube is a low maintenance supplier. That's a combination that seems to work pretty well." The research came up with a number of good ideas that the SelfLube management team will be implementing over the coming months.

SelfLube has been in business for 23 years and is the leading U.S. manufacturer of mold and die components. It serves the mold, die and special machine shops throughout the U.S., Canada and now in Mexico. Its product line consists of over 8,000 standard part numbers. Many of which are self-lubricating and include bushings, wear plates, parting line locks and many others.

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Jordan Fifelski
616-837-9721 105
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