Many suppliers of products or services are over optimistic in thinking that their customers love them. Perhaps this is because they don’t asked customers what they really think about their relationship.
We carried out a survey of 66 companies and asked them to rate their relationship with suppliers. We also asked suppliers how they thought customers would rate them. There was a significant difference between the two sets of results which could be summarized as misplaced optimism. For example the number of customers who would strongly agreed with the statement that their supplier is customer focused was 35% lower that the suppliers thought that it would be.