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How Does Your Customer Experience Stack Up?

By Zac Cooper | July 19, 2019

Customer experience - the hot topic in almost every industry today. Competition for customers has become increasingly fierce to the point that if you don’t invest in your customer’s buying journey, your business is going to fail. 


So how do you create a better experience for your customers? 


The first step is learning who your customer is. For most manufacturers, the customer has changed drastically over the last few years. The customer that has supported your business for decades is retiring and the new workforce is making corporate buying decisions with a different lens. Take the time to learn who your buyers are, and create an experience relevant to their behaviors. 


Here are a few steps manufacturers can take to learn their buyer:


  1. Conduct a customer analysis collecting customer demographics like age, geography, business type, business role and buying patterns. 
  2. Invest in marketing automation tools to deliver messaging to your customers across multiple platforms like social, email, web and video.
  3. Evaluate your current customer-facing tools. Do this by putting yourself on the customer’s side and take yourself through the buyers journey. How long does it take? Is it a seamless experience? Would you buy from your company? 
  4. Evaluate your competitors. What customer facing tools are they providing? How easy are they to buy from?
  5. Identify the gaps in your customer journey and invest in the right digital tools to create that unmatched customer experience.


Most OEMs can complete steps 1-4 pretty quickly and can develop impactful analysis on what needs to change. The hard part comes with identifying the right tools to fit your business. The truth is online product catalogs, spec sheets and product tutorial videos are no longer sufficient for the new buyer. Customers want to experience your products before purchasing them - especially being such large investments. Investing in B2B commerce tools enables your customers to quickly and easily immerse themselves in your products. 


E-commerce is one step in the right direction, but what about complex, engineered products? What about the products that differentiate us as a brand? What we’ve learned is most OEMs depend on sales and engineering to create the best experience for those complex buys. But what if you could automate and accelerate the most complex buys at your customers’ convenience, and accelerate the process with less costs?


Investing in CPQ and Visual Configuration technology can make the impossible possible. 

  • Configuration tools will enable users to follow step guided processes to design product
  • Price optimization tools can automate accurate costs in real-time
  • Quoting technology can automate proposal generation for customer buying decisions 
  • Visualization can create personalized experiences allowing customers to interact with products in 3D with configure, price, quote functionality guiding them to a purchasing decision


If you’re trying to identify the right tools to create an unmatched, personalized customer experience you have to be investing in Visual Commerce. Visual Commerce will provide your customers the confidence and excitement to buy from your business. Ready to start your journey with visualization? Reach out to us here for a quick 30 minute consultation!

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