Customer demands are at the forefront of every business and those demands are becoming bigger. So, it’s now more critical than ever for manufacturers to continue to grow and evolve their customer experience throughout the customer lifecycle.
In this blog, we look at the impact Industry 4.0 is having on the manufacturing industry and its ability to revolutionise customer engagement.
The customer lifecycle is broken down into five key elements as shown in the framework:
These five areas are helpful for you to understand and contextualise your customers’ journey as we explain below.
Customers start their journey when they discover they need a particular product or service to improve their business. At this point, they will begin to browse for a solution and come across your company.
With more of this research now being done online, up to 90% by B2B customers, it’s important for your business to offer digital capabilities. For example, an intuitive website that's designed with the customer's user experience in mind.
2. Research and consider options
Once your customer has done their research into the solutions available, they will now consider their options comparing your company with alternatives. By providing the best customer experience across many factors, such as pricing, product features, company reputation and customer service, you’re increasing the chances of the customer choosing you.
Some Industry 4.0 technologies that can help the customer during this stage are listed below:
It’s also important to consider whether your CRM system is equipped to help you provide the modern-day digital journey customers expect. The right solution, particularly when it’s integrated with your other core business systems, will help you:
At this stage, the customer will decide on regarding the product and vendor. Manufacturers usually rely on channel partners (e.g. distributors) to develop and deliver the product to the end customer. Therefore, it’s vital you also focus on improving their customer experience and loyalty to your business.
Throughout the purchase phase, you’ll want to focus on prompt replies to customer queries, creating an effortless website experience and fast solutions to any obstacles to ensure excellent customer engagement during a sale. Some examples include:
The stage is also key to you ensuring long-term customer satisfaction and can become a profitable component of your business. Some Industry 4.0 technologies that can digitally transform it include:
Want to read about a business that achieved this recently? Click the button below to watch our case study...
This is the point where you’re confident enough to know that your customer will keep on coming back to you for either repeat purchases or advice and support. You can continue to build customer relationships, loyalty and trust to continually delight with activities such as:
The decision to adopt new technology is not one to be taken lightly. But with some planning and preparation, you can find the right tools you need to exceed customer expectations and bring more value to your business.
To find out more about how to improve customer engagement in the manufacturing industry, follow the link to our guide below.