IGD 2010: Make customer your top priority

Know your customer, listen to them and ignore any complaints at your peril, pig producers and successful premium sausage makers Debbie and Andrew Keeble told the IGD convention this week.

The couple set up their Debbie & Andrew’s brand 10 years ago after 20 years in pig production. Ten years on, they have a high level of customer loyalty and are on their way to achieving their aim of their product becoming Britain’s best-loved sausage.

“If we don’t take care of our customer, someone else will,” said Mr Keeble. “Feedback has helped us mould our product, our packaging reassures them. When a customer rings us, they don’t want voicemail, they want a real person.”