In a recent LinkedIn post, Jim Tincher, CCXP discusses a critical disconnect between operational metrics and customer growth, arguing that focusing solely on averages can blind businesses to revenue loss. He highlights how two retailers, despite having the same supplier and an identical 85% order fill rate, experienced vastly different outcomes.
One retailer accepted the 85% fill rate as adequate, while the other, dissatisfied, declared the supplier “the worst of the lot” and threatened to “pull shelf space.” This stark contrast, as Jim Tincher, CCXP points out, illustrates how the same operational performance can lead to divergent customer behaviors and business results.
“Same operational metric. One customer grows. The other walks.”
The Peril of Operational Averages
Jim Tincher, CCXP emphasizes that operational teams often rely on averages—such as fill rates, delivery times, and claims volume—to gauge performance. However, he contends that these averages obscure the reality of individual customer experiences. “Averages hide the customers who are quietly shifting spend because 85% means something different to them than it does to the customer next door,” he writes.
This phenomenon, according to Jim Tincher, CCXP, leads to manufacturers losing revenue they may not even be aware of. The key issue is that operational metrics, while important, do not capture the full picture of customer sentiment or loyalty.
The True Driver of Growth Intent
Drawing on extensive research, Jim Tincher, CCXP reveals what truly drives customer growth. His firm’s research, conducted across nearly 10,000 manufacturing customers, identified a surprising primary driver of growth intent.
Valued Customers Drive Growth
Contrary to what operational data might suggest, Jim Tincher, CCXP found that “the number one driver of growth intent was not operational performance. It was whether customers felt valued—a 46-point swing.” This suggests that emotional connection and the perception of being valued by a supplier are far more powerful determinants of future business than mere operational efficiency.
The implication, as Jim Tincher, CCXP argues, is that businesses must look beyond their internal operational dashboards. The data that truly predicts growth and prevents loss resides in understanding the customer’s perception of their relationship with the supplier.
“If you are only looking at the operation, you will never see the loss coming.”
Jim Tincher, CCXP concludes by stressing the importance of capturing this nuanced data. “The data that matters most sits between the operation and the outcome,” he states, urging businesses to invest in understanding the customer experience to safeguard and foster growth.
“In our research across nearly 10,000 manufacturing customers, the number one driver of growth intent was not operational performance. It was whether customers felt valued—a 46-point swing.”
By shifting focus from pure operational averages to customer sentiment and perceived value, businesses can gain a more accurate understanding of their customer relationships and proactively address potential revenue erosion.
📝 About This Content
This article is based on insights shared by Jim Tincher, CCXP on LinkedIn.
📅 Originally posted on May 20, 2026 | View original post on LinkedIn →