Customer Experience Improvements Hinge on Technology

CUSTOMER EXPERIENCE IMPROVEMENTS HINGE ON TECHNOLOGY AND RELY ON THE ALIGNMENT OF SALES, MARKETING, AND IT.

Last year provided the platform for industrial brands to adapt and succeed in line with evolving customer needs and expectations. The companies that do not adjust to the next normal will be quickly left behind.

Sales and marketing professionals will need to build the business case for change to allow improvements in Customer Experience to take place, without IT on board this will prove to be an even bigger challenge to overcome.

MOVING TOWARDS A CUSTOMER-DRIVEN APPROACH

Moving towards customer orientation will involve a deep understanding of your customers and the industrial sectors they serve. So the next time you think about marketing your value – think about your customers. Start communicating in their language:

• removing supply chain risk,
• increasing market share,
• decreasing costs in operations, and
• maximising profit and sales.

This the same language you use to run your company and improve customer experience. It can be that simple but so hard to communicate your value effectively both internally and externally. This is where customer experience connects with brand value and marketing strategy.

Communicating and delivering marketing messages with your customer in mind will rely heavily on the capability of your people. Walking the talk will separate your industrial brand from other alternatives.

Creating an “employer brand” in industrial sectors involves winning the war on talent. Building your capability and resources to better serve your customers.

Enhancing your talent pool may help to overcome the top 5 challenges identified in our 2020 research study:

1. forecasting sales and/or orders accurately 51%
2. improving customer experience 47%
3. achieving sales effectiveness 41%
4. implementing sales and marketing technology 35%
5. aligning sales and marketing 35%

Industrial sales and marketing professionals will need to build the business case for change to allow improvements in Customer Experience to take place.

To learn more download the State of Industrial Sales & Marketing 2020 Research Report

If you’d like some help with your approach to marketing, let’s chat.

State of Industrial
Sales & Marketing 2020
Research Report

We were delighted to have 205 respondents participate in our first-ever Industrial Sales & Marketing Research Study, led by Deakin University and sponsored by Salesforce. Download the State of Industrial Sales & Marketing 2020 Research Report to learn more about the key challenges faced by industrial companies and the requirements for sales and marketing success in Australia.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.