How does a manufacturing organization deploy a corporate digital strategy without turning its business upside down? For large, enterprise organizations it makes sense to start with your biggest pain point. In other words, what part of the organization has the most opportunity to improve and impact your go-to-market efficiency?
Let’s evaluate an enterprise B2B through four distinct lenses: (1) Operations, (2) Customer Interface, (3) Business Processes, and (4) Data Access.
In this second article of a four-part series, we will explore the Customer Interface. Within your business, this includes Sales, Marketing, Product Managers, Applications and Technical Support, Customer Service Representatives, and similar titles. When we interview our clients to discover their pain points, we find they are able to describe the companies they sell to and have sufficient data to analyze their own sales performance. They are also able to describe the market, competitors, and macro trends that impact their position. However, access to—and analysis of—unstructured data that provides insights into the customer buying process is often limited.
Being able to analyze your customers’ purchasing behaviors and interactions can guide your touch points at every step in the sales process. Providing insights and value at each stage can not only set your offering apart from competitors but also lead to up-selling, cross-selling, increased loyalty, and stickiness for your brand. Medallia’s analysis quantifies the value of exemplary customer experience and shows how it can double your revenue when compared to a poor customer experience. See The Value of Customer Experience, Quantified August 1, 2014, HBR.org.
Our goal is to help you realize an unsurpassed customer experience that delights and achieves loyalty through knowing, fulfilling, measuring, and continuously improving real-time service that creates customer value better than your competitors. Here are some topics we ask our clients to rank when we are considering how best to digitize their Customer Interface:
- Focus on the customer first and prioritize customer experience in aligned marketing and sales strategies.
- Real-time customer data is available to us.
- Utilize personas and journey mapping to understand purchasing behavior, define the content, and determine in which channels to engage our targeted audiences with a value proposition that resonates.
- Digital strategy includes the important value chain players & partners.
- Content marketing is the cornerstone of our campaigns and varies based on customer/prospect activity, i.e. their position in the buying process.
- Technical questions on product application, pre- and post-sale, are quickly addressed and captured for future analysis.
Understanding the depth and utilization of the above capabilities provides a foundation upon which to build. A digitally enabled Customer Interface delivers accurate information in a timely manner, is easy to use, and provides your customers the opportunity
to self-serve–all of which enhance their experience with your organization. If you see opportunities to improve your customer experience, Trellist can help you optimize the use of your tools and platforms, as well as ensure culture adoption
through change management, business process development, and data analysis. Our recommendation is to start with a self-funding pilot project that tackles a critical internal need to ensure that quick wins can maintain momentum and adoption. Our next
article will explore how to digitize Business Processes in order to deliver value.
Want to learn more? Read the rest of our Digital Strategy for Enterprise B2B series covering topics, such as: (1) Operations, (2) Customer Interface, (3) Business Processes, and (4) Data Access. If you have questions or would like to learn how Trellist can impact your business with a Digital Strategy, please contact Trellist Consulting.