'If we're not number one, we have work to do': Mack Technologies' unique brand of customer service.

In the just-held CIRCUITS ASSEMBLY 2007 Service Excellence Awards contest, Mack Technologies collected four awards in categories for EMS providers with revenues between $100 million and $500 million. The company won outright for dependability, manufacturing quality and technology, and tied for value for the price in the program, in which customer responses determine the winners.

In a recent interview with Will Kendall, Mack vice president of sales & marketing, the first comment he made was an incredulous, "Winning four out of five awards means that we have a clear goal for next year!" After speaking to Kendall about Mack's customer service program, I realized that Mack's motivation to continuously improve stemmed from an unwavering company goal to please its customers. Being number two is not Mack's goal. Says Kendall, "If we're not number one, we have work to do."

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Kendall commented that the SEA survey information is diligently reviewed and used to improve the company. Survey responses are shared with the management team, and any areas needing attention are addressed as action plans. After plans are made, the team shares them with the rest of the organization.

"Even though we won three awards in 2006, customers identified several areas for Mack to enhance our services. Based on customer responses, Mack created new positions and invested within the company to strengthen capabilities customers had requested. For instance, we have invested in additional equipment to further drive cost out of our manufacturing processes and have added a new position to ensure requests for quotes are returned within customer expectations. Right now we are in the process of analyzing this year's survey results to determine if there are any consistent themes," Kendall said.

Based on points made in last year's surveys, Mack created new positions within the company to strengthen areas that needed improvement. And on a micro level, Kendall noted that Mack looks at customers who responded to the surveys to address their specific concerns.

Kendall delved deeper, explaining the importance of customer service to his organization. "We have a very formalized customer feedback process. The information we received from the CIRCUITS ASSEMBLY awards surveys was consistent with our internal program."

Mack's customer satisfaction program is a top priority that is "ingrained into the culture" of employees. The company solicits feedback with a scorecard every quarter with an extensive series of 20 separate categories. The scorecards are then reviewed as an organization and posted for all employees to see. Kendall explained, "We use our customer feedback process to ensure our priorities are in sync with our customers' priorities."

Mack also performs quarterly business reviews with customers, a way to pause from day-to-day operations to take in the big picture. "What do our customers need and what are we providing for them?" they ask. Mack takes it one step further. The corporate-wide compensation plan is directly linked to customer satisfaction; it is equally weighted to financial performance to determine bonuses. The scorecards and anecdotal feedback help determine how the overall organization is compensated. What better way to make customer needs important?

Management is firmly behind this concept. "Our core belief is that we should partner with companies that have a good long-term fit with our organization, and then work hard to ensure we exceed their expectations for cost and service," Kendall asserted. "We want to be their best supplier in our industry."

EMS companies planning to participate in the 2008 SEA awards take note: Mack has a reputation to uphold and they're out for gold next year. In the meantime, Kendall has ordered extra 2007 plaques to proudly display in all its facilities.

Ed.: This is the first in an ongoing series looking at the 2007 SEA winners. For information on the program, visit circuitsassembly.com/sea.