Building Long-Term Relationships with Key Clients for a Custom-Made Steel Fabricator

Abstract

An action plan to enhance long-term connections with important customers of a custom-made steel fabricator is presented in this thesis. Capacity planning, customer retention, and forecasting have been difficult for the company due to its reliance on short-term, project-based contracts. Addressing these challenges supports steady growth and trust-based collaboration. A four-stage, design-oriented research method was used: current state analysis, literature review, proposal development, and validation. Data was collected through interviews, stakeholder discussions, and document analysis. Seven fundamental themes—trust, credibility, customer experience, strategic account management, innovation, data-driven engagement, and collaboration—formed the basis of the framework. The result was a three-phase development strategy. Phase 1 focused on appointing key account managers, implementing a centralized CRM system, and improving project kickoffs. Phase 2 stressed co-engineering, tailored communication, and organized feedback. Digital tools, KPIs, and long-term contracts were stressed in Phase three. Internal validation validated the relevance of the strategy and directed changes. The outcome is a useful road map to assist long-term wealth generation by means of strategic alliances.