Customer or Partner?

Is understanding customer wants and expectations enough to build and maintain successful customer relationships? I recently sat down with Ernie Rodriguez, Reverse Logistics Consumable Business Manager for XEROX, to talk about the fine art of productive partnerships. 

Patricia: In your view, what are the essential aspects of a good business partnership? 

Ernie: In real estate, they always say the key is location, location, location. In our relationship with your team at Close the Loop, it’s all about communication, communication, communication. I feel it’s critical that we are always up-to-date with one another regarding needs, processes, and new ideas. We talk constantly and, as a result, we work very well together. I also think it’s necessary to establish clear expectations from the beginning of a relationship. As a customer, it’s important for us to know what your roles and responsibilities are at CtL, as well as what we at Xerox need to provide. 

Patricia: How can CtL help you achieve your goals? 

Ernie: I feel like the CtL team understands where we at Xerox need to go. We want to reduce our percentage of recycling and increase our percentage of remanufacturing. When I started managing the recycling program at Xerox, my job was to take these initiatives to the next level. Your team knows where I want to go, and you’re helping me get there. 

In the year that I’ve been managing the Xerox recycle program,you have always been open to finding ways to meet our needs. I visit the CtL facility a few times a year and in between visits, we talk regularly. I can ask questions, and my input is always welcomed. Spending time on the CtL floor has given me insights into new ways of doing things. I communicate those insights, and you are always willing to pursue my suggestions. Sometimes, you take things a step further and evolve my idea into something even better. I feel we challenge each other and help one another achieve bigger things.  

Patricia: Is a shared vision necessary for good partnership? 

Ernie: I don’t think a shared vision is as important as capability. Capability is key. Is CtL capable of making changes and implementing them to meet our needs? Can CtL adapt and grow as technology evolves? Those are the things we care about at Xerox. 

Patricia: How important is it to you that CtL is innovative in its processes?  

Ernie: At Xerox, we’re always looking for ways to move forward, and the CtL team has been an ideal partner for us in this regard. You are committed to continuous innovation and evolution, not a static process. You inspire us to innovate, and we are able to leverage CtL innovation to achieve our goals. 

Patricia: Are environmental considerations important to Xerox? 

Ernie: You bet. And that’s one of the things that has drawn Xerox to CtL. You walk the walk. Your commitment to environmentally responsible business practices is evident in everything you do. I had lunch at the facility once and went to throw my trash away, but your colleagues stopped me. I quickly realized that you recycle everything. It’s a wonderful culture to be around. Your team is so enthusiastic about what you do, and that enthusiasm is contagious. Xerox and CtL are two different cultures with shared goals and the ability to work together to meet those goals. We have open and honest communication about every aspect of our business together. As a result, I think that we’re both doing exciting things.