{"id":2267,"date":"2021-08-05T20:56:00","date_gmt":"2023-09-04T20:56:32","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2267"},"modified":"2023-10-30T19:24:06","modified_gmt":"2023-10-30T19:24:06","slug":"customer-experiences-manufacturing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/customer-experiences-manufacturing\/","title":{"rendered":"High-Value Customer Experiences in the Manufacturing Sector"},"content":{"rendered":"\n

Today, the manufacturing sector is challenged with creating outstanding customer experiences. Success in the industry is no longer just about products; a customer-centric mindset is key for manufacturers to stay ahead of the competition.<\/p>\n\n\n\n

Customers are becoming digital-first, with the pandemic having accelerated this transformation for the manufacturing<\/a> sector by three to four years. The need for better customer experience in manufacturing is shifting how the B2B space operates. A top focus for manufacturers is creating connected experiences and high-value in the moments that matter. <\/p>\n\n\n\n

With priorities changing in manufacturing, customer experience is critical. Lester McHargue, Executive Strategist in Manufacturing at Salesforce, shared his insights during a Salesforce Live<\/a> session. We\u2019ve rounded up his thoughts on improving customer relationships and value in the moments that matter, and why manufacturing businesses must adapt to the changing digital landscape.<\/p>\n\n\n\n

Digital marketing has changed the manufacturing industry<\/b><\/h2>\n\n\n\n

Traditionally, field sales models have long dominated the manufacturing industry. With manufacturers impacted by the changing digital landscape, priorities are shifting to digital-first. COVID-19 has accelerated digital transformation, and 80% of B2B buyers now prefer digital-first over traditional marketing models.<\/p>\n\n\n\n

With B2B marketing dramatically changing, manufacturers must bring their operations up to speed \u2014 fast.<\/p>\n\n\n\n

82% of manufacturers consider digital transformation a priority. Of course, there are other priorities for the industry too. Recent research found that 83% of manufacturers say increasing process efficiencies is a priority. And not only do customers want great experiences, but they expect innovation too. That\u2019s why new service offerings are a priority for 84% of manufacturers.<\/p>\n\n\n\n

Indeed, the manufacturing sector is rapidly changing. Historically, companies concentrated their efforts on products. But with 88% of leading manufacturers stating that customer experience is the key competitive differentiator, many companies must move from product-centricity to customer-centricity.<\/p>\n\n\n\n

The customer experience defines business differentiation, so manufacturers must bring better value throughout the customer journey. <\/p>\n\n\n\n

Enhancing customer experience with moment maturity modelling<\/b><\/h2>\n\n\n\n

Manufacturers are enhancing customer experience beyond the sale. It\u2019s important to recognise that customer experience can stretch from the awareness stage to the aftermarket phase. <\/p>\n\n\n\n

Firstly, it\u2019s key for manufacturers to understand what customers are looking for. Customers expect a personalised experience. So, manufacturers must offer products or services relevant to individual customers. It\u2019s equally important to treat every customer like a human being, which is a critical factor for a better customer experience.<\/p>\n\n\n\n

By understanding what customers want, businesses can ensure they meet expectations and priorities, and provide real-time personalised engagement and high value during moments that matter.<\/p>\n\n\n\n

Salesforce has developed the Moments Maturity Model to assess the maturity of a business. This model illustrates data-driven marketing and how customers are engaging with an organisation. To increase maturity, manufacturers need to focus on customers\u2019 relationships with their business, and how it develops throughout the customer journey. Key touch points include awareness, engagement, and how you fulfil orders.<\/p>\n\n\n\n

Traditional standalone communications such as advertising and email blasts have developed into cross-channel connected campaigns. So, it\u2019s important for manufacturers to shift to a customer-centric approach and ensure customer experiences are connected consistently.<\/p>\n\n\n\n

A frictionless customer experience can involve connecting departments, including marketers, sales teams, and external stakeholders. And it\u2019s important to enhance the customer experience at key points \u2014 moments that matter \u2014 across the customer journey. This will help create lasting relationships and, ultimately, increase customer satisfaction, retention, advocacy and loyalty.<\/p>\n\n\n\n

Many manufacturers are turning their attention to creating highly engaging and seamless personalised experiences. This high-value strategy keeps the customer coming back for more. So, organisations should focus on moments that matter to deliver these high-value seamless experiences.<\/p>\n\n\n\n

What are the moments that matter as the customer moves through their manufacturing experience?<\/b><\/h2>\n\n\n\n

As we discussed earlier, customers want personalised, connected experiences across all channels. They also want their priorities met. To meet those expectations, manufacturers must create seamless customer journeys by delivering consistently across experiences and moments that matter. For example:<\/p>\n\n\n\n