Stop Hurting Customer Experience and Start Driving Retention

Executive Summary: Stop Hurting Customer Experience and Start Driving Retention

Distributors often lose business not because of price, but because of poor service. Customers today expect speed, flexibility, and visibility—and when they don't get it, they leave. Missed messages, slow responses, limited order options are quietly costing you customer loyalty and with just a few operational shifts—like automation, omnichannel ordering, and shared communication visibility—you can stop the bleed and start building a stronger retention engine.

Key Takeaways:

• Small CX gaps like unanswered calls or limited ordering options cost you customers.
• Buyers expect fast, flexible service—including the ability to text in orders.
• Missed orders happen when your counter is busy—having an “Always Open” plan fixes this.
• Automation helps keep customers informed without extra manual work.

Introduction: Fixing the Gaps That Hurt Customer Experience and Retention — Why It Matters

If your company relies heavily on phone-based orders, manual follow-ups, or siloed communication, you're losing business, whether you realize it or not. Today’s buyers expect seamless, fast, and flexible service. Even small CX gaps add friction that frustrates customers and sends them to competitors who offer a more modern experience.

Closing these experience gaps helps you retain loyal customers, win more repeat business, and grow profitably.

Understanding the Challenge: How Operational Gaps Hurt CX and Retention

Operational gaps often lurk beneath the surface of otherwise strong businesses. Research shows:

• 94% of contractors say they would text their distributor if given the option.
• 67% higher average order value (AOV) results from proactive, seamless service.
• 14% shorter sales cycles occur when buyers experience frictionless ordering.

Yet many SMB distributors still operate with outdated tools and fragmented processes:

• Phone calls go unanswered during busy periods.
• Orders fall through the cracks due to manual processes.
• Customers are forced to switch channels to get a simple update.
• Teams waste time hunting for information scattered across emails, phones, and paper notes.

The result? Slow service, missed opportunities, and ultimately, lost customers.

The Root Problem: Slow, Disconnected Communication Let’s say a contractor texts a part number. One rep sees it an hour later and replies, but the contractor has already bought from another supplier.

Or a customer emails asking about availability. Two different team members reply with different answers.

Or worse—no one replies at all.

These friction points may seem minor, but they add up. The result? A service experience that feels clunky and unreliable.

Without visibility into communication history, shared accountability, or real-time response capabilities, even your best reps are fighting an uphill battle.

Solution Overview: Closing the Gaps to Protect and Grow Your Business

You don’t need a full-scale digital transformation to fix your CX gaps. Small, high-impact changes can drive real results. Here’s how:

Tip 1: Stop Missing Orders When You’re Away — Have an “Always Open” Plan

You can’t afford to miss orders because your reps are away from the counter or tied up on the phones. In reality, contractors are busy, and when they’re ready to place an order, they won’t wait.

By implementing an “Always Open” plan—using text, email, and mobile tools—you can ensure orders get through even when phones are jammed or staff are away from the desk. An auto-response or acknowledgment lets customers know their message was received and builds confidence that their order will be handled quickly.

Learn more: [Blog - How to Capture Orders When You’re Away from the Counter]
See how Prokeep keeps you “Always Open” and ready to serve: [Prokeep Solution Blog]

Tip 2: Open Up the Order Spicket—Give Customers More Flexibility When Placing Orders

Customers want options like text, web chat, and email. By making it easier for customers to place orders how and when they prefer, you increase convenience and loyalty. 

Think about it – contractors are busy and in the middle of jobs themselves, do they want to stop what they’re doing and wait on hold for 15 minutes? Which distributor will they call - the one that leaves them waiting, or the one that allows them to place an order without stopping what they’re doing?

Learn more: [Tip Blog Ways to Expand Order Flexibility for More Sales]
Explore how Prokeep centralizes order options: [Prokeep Solution Blog]

Benefits and Expected Outcomes: Fixing CX Gaps to Drive Retention and Growth

When you proactively address the gaps that hurt CX and retention, you:

• Increase customer loyalty and lifetime value
• Reduce customer churn and competitive loss
• Drive more sales through repeat business and larger orders
• Boost internal productivity with streamlined communication and workflows
  
  

Related reading: [CX & Revenue Growth Blog Series]

Conclusion and Next Steps

Today, closing the operational gaps in your CX can be the difference between growing your business and losing ground to competitors. To recap:

• Customers expect fast, seamless service—small gaps create friction that drives them away
• Automating simple updates builds loyalty with minimal effort
• Offering flexible ordering removes CX roadblocks and increases revenue

Ready to elevate your customer experience?