TESSCO Technologies CEO Robert Barnhill touts as his No. 1 goal to make a difference in the company’s customers’ success and to develop existing and new loyal customers, while building superior growth and shareowner value.
Delivering memorable customer experiences is foremost among Barnhill’s goals connected to increased brand loyalty. He outlined the company’s five key imperatives during the company’s first-quarter earnings conference call on July 17.
“First, we continue to value engineer our policies and procedures, as well as the overall organization,” Barnhill said, according to Seeking Alpha. “We’ve been working to change the way we do business to deliver an extraordinary experience at every link in the value chain to better serve the customer. Every policy and procedure, including pricing, order, entry, returns, warranty, credit, new product guide, and request and more are being enhanced, simplified, and standardized to all the customers to manage their procurement and accounts more effectively and efficiently and to allow TESSCO to gain significant productivity.”
Barnhill said the second imperative is to develop and offer the end-to-end solution to enable customers to build, use, maintain, and resell wireless systems.
“The third imperative is supply chain and operational excellence,” he explained. “Today, customers demand and require an effective supply chain to ensure complete on-time delivery at the total–at the lowest total cost. We’re 
making great process in enhancing our procurement product availability and operations to deliver configured kited end-to-end solutions efficiently, completely, error free when and where required. All supply chain initiatives are driving increased customer loyalty and improved sales.”
The fourth imperative is strategic relationship solution selling.
“We’ve begun to improve the customer experience and grow strategic relationships, cross-selling, and sales,” Barnhill said. “First, we’re investing in our primary asset are people, enhancing our holistic training and developments programs, improving the relationship selling approach, better aligning compensation, applying metric-driven and measurable tools to guide and assist sales process.”
TESSCO’s fifth strategic imperative is its data digital Internet-based marketing.
“We call it the scientific, high-tech, high-touch system,” Barnhill explained. “And this system produces product and solution presentations, predictive analytics, competitive intelligence, one-to-one customer textual communication, opportunity creation, sales force guidance and tracking, the ability for a customer to design a product, confirm their price and delivery, enter the order, and manage their account,” he explained. “All of this is to produce an extraordinary experience for the customer while improving TESSCO’s productivity.”