Customer Experience in Manufacturing
Why it matters
Research on customer experience focuses too much on customer facing activities and not enough on the back office and operations. For manufacturers, the quality of their products and the ability to ship them in the right quantity and on time can make or break the customer experience.
Our new research initiative aims at focusing on the unseen part of the customer experience in manufacturing. The analysis will be performed based on scenarios, stories, and demos that cover parts or the entirety of a customer journey.
Through real life examples or simulations of direct and indirect interactions between a customer and a manufacturer, we aim to show how ERP software and complementary solutions can be used to deliver a positive customer experience while increasing employee productivity and revenues.
How it works
Our research will differentiate between B2B and B2C customer experiences, which is still very important for manufacturers. This is because a B2C customer usually buys standard products at low prices while a B2B customer may need complex or customized products of higher value.
We intend to engage with both vendors and their customers to get different perspectives on their interactions. We will also collaborate with experts on areas such as CRM or analytics to provide a complete picture of the customer journey in manufacturing. Finally, we will include statistics and research from various external sources to provide different views on the importance of each stage in the customer journey for manufacturers and on what they can do to attract and retain customers.
How vendors benefit
1. engage with customers through storytelling backed by research
2. show how they can help customers with specific business needs
3. show customers that they understand them and care about their challenges
Research deliverables can describe the entire customer journey, a part of it, or an essential business activity like inventory management. Each type of deliverable can be customized based on the specialty, focus, and budget of the vendor.
Here are a few exemples:
One option would be to show how software helped a company increase the customer experience in a specific industry, like process manufacturing or fashion and apparel.
The case study could focus on functionality like formulas and recipes for process manufacturing which can be used to plan and manage production in order to provide better quality at lower costs.
This can increase sales and avoid recalls, thus improving the reputation of the company and customer experience.
Another option would be to describe how business software improved the efficiency of an activity, which contributed to a better customer experience.
An example would be a brief that would show how field service software improved the customer experience by allowing technicians to quickly repair un important fixed asset used in production.
A third option could combine different business activities and show how one or several business solutions provided by the same vendor had a positive impact on the customer experience. This could take the form of a video demonstration that will follow a script based on a simulation of real life business and customer experience challenges.
The story could show how a customer interacts with a category of operations like logistics, either directly through a POS system or indirectly by trying to return a product using a customer portal.