By Andrew Coulsen, CEO of Spandex
Having been at the helm of Spandex for the past four years, I’ve seen first-hand how quickly global businesses in the visual communications sector have evolved and how customer expectations have shifted alongside them.
If my time in this industry has taught me anything, it’s that staying relevant means staying curious. To do that, we must ask questions. And once we have, we must listen and learn from the answers that come. Only then can a company deliver a level of service that differentiates it from its competitors in the eyes of its customers. That’s why, at Spandex, we’re committed to understanding the diverse needs of our customers across the many verticals that make up our sector. To deepen this understanding, we recently conducted a global survey of nearly 2,000 customers.
The goal? To hear directly from the businesses we serve to better understand their preferences and challenges and what they need from their suppliers. The feedback was both enlightening and compelling. One clear theme that emerged from the feedback was that time (or rather the lack of it) remains a key problem for our customers. This isn’t completely new. We know that for smaller businesses, which make up the majority of the signage industry, tight deadlines, unpredictable workloads, and the need for immediate solutions are everyday realities. In this context, product availability and expert guidance aren’t just nice to have – they’re essential.
Another key theme is affordability. More than ever, customers are price-conscious but not at the expense of quality and performance, so being able to offer products that are perfectly suited to each application at the right price is key to success.
Putting learnings into practice
Knowledge remains a cornerstone of our business. Our teams are trained to offer the right solution from our broad range of products as well as suggest like-for-like alternatives when products are out of stock, ensuring customers can keep projects moving. As one customer shared: “I can’t fault you guys. Whenever there’s an issue, I get straight on the phone to my account manager, as standard. He generally will try and rectify it to the best of his ability as quickly as he possibly can. So yeah, that’s perfect.”
We also understand that flexibility in communication is key. Whether it’s a quick phone call, a WhatsApp message, or online ordering, customers want options. That’s why we offer customers a balance of online, phone and face-to-face support to suit their needs. Comments from customers in Italy, Germany, the UK, and Spain highlighted this need for multi-channel support. As one UK customer put it, “Sometimes the phone is perfect when knowledge is required; other times just the online ordering of repeat products is perfect.”
Encouraging feedback
Across both our quantitative and qualitative findings, another message was also clear: trust in their suppliers is key to business retention. Businesses need reassurance that materials will perform, even for niche applications, and they value expert advice to help deliver work to the highest possible standards. I’m proud to share that 83% of respondents rated Spandex’s expertise between 8–10 (Excellent). Furthermore, our Net Promoter Score of 75.2 places us well above the industry benchmark for very good (50). These results are a testament to the dedication of our teams and the confidence our customers place in us.
Of course, there’s always room for improvement. That’s why we’re evaluating these insights and feeding them into our strategy plans to allow us to better serve our customers both immediately and in the future. In a challenging world, it’s important that we listen to our customers and align our business.
For now, I want to say thank you. To our employees for their tireless commitment, and to our customers for their continued partnership.
Thank you. We couldn’t do this without you.
Author – Andrew Coulsen
Andrew Coulsen is the CEO of Spandex Group, one of the world’s leading suppliers of materials, sign systems, displays and equipment to the sign making, graphics, architectural and vehicle wrapping markets.
