Presently manufacturing industries moving towards the automating processing. Whereas, according a study, “True industry differentiation lies not only in technological innovation but also in an overall positive customer experience.” Moreover, a report by ORM and Acquia shows that, “In 2019, the manufacturing sector identified customer experience as a “top priority””.

Also, in Africa, where companies are more focused on customer experience rather than pricing and quality of products, as experience is a major key factor involved in retaining the consumer loyalty. Although businesses as identified the importance of consumer experience but it’s intangible. Therefore, experience for every client is distinctive. Trend Watching.com reported that, “In recent years, the rise of the ‘Expectation Economy’ is observed – which refers to a digitally-empowered yet feel ‘forever time-starved’ customer”. Nonetheless, manufacturing companies should improve their customer-experience strategy and provide value-added services to the customers approaching via social media platforms, phone or email.

Driving customer experience from the core of the business

Nevertheless, business should start enhancing their processing starting withing their core; their employees. Employees should get training and adapt according to the new course of Customer experience strategies.

Customer experience

Businesses should emphasize on providing essential equipment to their staff. So that they can deliver best customer experience to the end consumer in return. Delivering best experience to the customer also include recognition of a best way to interact or answer customer. This provides an opportunity for AI integration. AI will identify and track customer questions. Also, chatbots integration can help in to interact with customer as fast as possible, till the representative arrives. Chatbots are like an augmented or value-adding service. Also, here regularity and uniformity in interaction plays a crucial part.

 A performance-driven approach to customer satisfaction

After equipping the staff with required tools to deliver best customer experience, it is essential to monitor the experiences’ performance. As customer behavior changes over time with changing trends in external environment, therefore customer contact/interaction points should be reevaluated continuously.

To complete this purpose, manufacturers need to better understand the product/service purchase behavior of their customers. In this modern era, every data is available and accessible, so businesses can develop both short-term and long-term plans for future demand situations.

In short, delivering best customer experience requires advance technology and continuous analytics. Also, they should focus on providing value, and the capability to adapt to the macro-environmental changes. Businesses can only be successful on this journey of enhancing customer experience, if only all the stakeholder of the business remains on the same path towards achieving specific goals along with the organization.