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Industry Research : Acquia and ORM Reveal Customer Experience is the Key Focus For Manufacturers

#contactcenterworld, @acquia

Almost three-quarters (73%) of manufacturers are re-directing their key focus to enhancing the customer experience to accommodate changes in consumer behaviour, according to new research from Acquia and ORM.

The study, titled Why the Customer Experience Should be Top Priority for Manufacturers in 2019, found that digital technology, specifically, CRM and website development, was at the heart of their new customer-centric approach to help them achieve their strategic objectives. It also found that 65% of those surveyed believed their organisations should be using digital platforms more than they currently do.

The study surveyed 200 marketing and IT decision makers at manufacturing companies across the UK, to gain their views on how manufacturers feel about digital, and its place in building client relationships and transactions.

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Commenting on the findings, Steve Williamson, general manager and senior vice president of EMEA at Acquia, the open digital experience company, said: "Today’s consumers want brands to provide a seamless and personalised omni-channel experience, and will go elsewhere if they don’t get it. However, what you might be surprised to hear is that this new research suggests manufacturing customers are behaving in the same way – and that’s bad news for any manufacturers who don’t respond quickly and appropriately."

Bringing a range of expertise to the study, respondents revealed that the new focus on the customer is opening up new routes to market. By adopting a personal approach to the customer experience, manufacturers can generate personal responses and relationships, allowing them to sell direct to customers rather than through third parties. This can drive sales and cut costs. By embracing and utilising big data appropriately, they can optimise products and behaviours, giving further commercial advantage.

Other key findings from the study include:

- 73% of respondents said that in order to survive, they must switch from a product-centric to a customer-centric business model

- 76% said they must adopt an omni-channel approach to be competitive

- 74% believe digital marketing gave them direct access to end-customers
Companies already using customer data as part of their sales strategy had the highest average perception of customer loyalty, scoring 7.9/10

The findings of the study leaves manufacturers with the challenge of shifting their strategic position. In order to do this, they must provide an omni-channel experience, linking all purchasing avenues, just as consumer brands strive to do, so they can witness the same benefits.

Lizzie Lawson, senior strategist at ORM added: "Strategic change is always a challenge, especially in sectors where patterns of behaviour are well established. But our new research shows that for manufacturing firms or all types and ages, it’s now a case of "adapt or die". Manufacturers’ boards and senior management must lead the way, and strategise a digital approach to customer relations that meets customers’ needs and wishes at every touchpoint. It’s the only way to stay competitive in a digital world."

#contactcenterworld, @acquia

Posted by Veronica Silva Cusi, news correspondent

About Acquia:
Company LogoAcquia is the digital experience company. Pinterest, Mercedes Benz, Warner Music Group, and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia's open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.
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Today's Tip of the Day - Offer Voice As Well As Touch Tone (Part 2)

Read today's tip or listen to it on podcast.

Published: Wednesday, October 9, 2019

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2022 Buyers Guide Translation Services

OpsTel Services

Platform Data Transformation
OpsTel is proud to provide our clients with a software automation service that is used to aid in the transition from one platform to another utilizing both speed and accuracy. Whether it is going from premises to premises, premises to cloud, premises to private cloud or even a hybrid deployment; OpsTel has the ability to help cut your transition time so you can focus your efforts on remaining architecture priorities.

We’ve observed conversions as high as 85% - in as little time as 30-minutes - with remaining client specific complex integrations being done by employees or professional services of your choice leveraging our Platform Data Transformation™ solution.

Features include:

(read more)

Tru29 Outsource Solutions Inc.

Back Office Solutions
Although the customer-facing type of tasks is essential to good customer experience, tasks being done in the background is as important.

Tru29 has been providing this type of outsourcing solutions to various businesses across the globe so you can be assured of a reliable and experienced workforce.



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