FROM SERVICE TO SATISFACTION: WAYS MANUFACTURERS CAN ELEVATE THE CUSTOMER EXPERIENCE

Transcription

1 5 FROM SERVICE TO SATISFACTION: WAYS MANUFACTURERS CAN ELEVATE THE CUSTOMER EXPERIENCE

2 To many, the manufacturing industry represents an era when business was simpler when people built things and deals were sealed with a handshake. Even the term supply chain has become quaint in its iron-forged imagery. Today, manufacturing is experiencing a huge shift, evolving from an industry defined by smokestacks into one defined by service. And as the industry continues to experience competitive pressures from others delivering products at lower costs, the need for differentiation becomes vital. For most manufacturers, the customer service arena presents a level of opportunity never before realized. The use of new technologies to improve responsiveness and communication is allowing manufacturers to implement a service-centric approach designed to capitalize on the growing self-service model customers and partners seek. Here are five tactics manufacturers can embrace today to improve customer service and set themselves apart in the hyperconnected digital age. 2

3 The playground has expanded. We re going back to that one-to-one relationship where people knew you, but now we re doing it on the scale of 100 million. Jeroen Tas, CEO of Informatics Solutions and Services, Philips Healthcare1 One: Build stronger relationships with smart collaboration. Cloud-based solutions not only help manufacturers connect all aspects of their operation they help them engage with customers and partners easily and effectively. For example, providing customers with the ability to find answers through any device strengthens customer service and builds relationships, as does establishing collaborative, self-service communities. For manufacturers, this is a differentiator that should be utilized. Mirroring the everyday experiences of consumers and partners makes it easier for them to do business with you and the easier it is for customers to connect, the more likely they are to become brand loyalists and repeat customers. In today s world, instant collaboration is key for everyone involved in the manufacturing process, including customers and partners. A streamlined CRM solution helps connect designers, suppliers, vendors, wholesalers, retailers, and end users, resulting in a level of engagement that pays off in better communication and better service. 3

4 Two: Equip customer-facing teams with relevant data. To develop a service-first approach, manufacturers must get to know their customers on a deeper level. An integrated, cloud-based CRM helps accomplish this with its ability to provide a single view of the customer across various teams, accessing the right data for the right employee at the right time. And taking all the information gathered about a customer and using it to analyze past behavior allows for a more targeted and customized customer service experience. For instance, with a connected CRM system, field technicians can access work orders, sales reps have the ability to manage quotes, and call center agents are able to retrieve service-level agreements no matter where any of them are located. All this adds up to better customer service for customers and partners. [Salesforce AppExchange tools] position us with our customers to be number one in the market and that s what we re shooting for, says Joshua Oed, Director of Operational Excellence, Dover Artificial Lift. We ve got nothing but positive customer feedback since rolling this out. They love the tablet, the electronic signature interface, having their price lists accessible, the on-site tax calculations mirror their electronic data interchange, so it s been nothing but a win-win situation. 2 Three: Empower field agents with connected, mobile tools. Mobile apps have become one of the most valuable tools available to field service agents. In fact, 56% of service professionals say they currently provide or plan to provide mobile apps for their customer service and field tech personnel within two years. 3 For example, since the distance between oil fields can be significant, putting a pumping unit repair into motion even before the field service rep arrives would save valuable resources. When the pumping unit sends an alert directly to a rep about a potential mechanical failure, a mobile app can be used to order new parts or contact additional services, such as a crane. Field agents using mobile solutions as part of a comprehensive sales and service system tend to make better scheduling decisions, keep a more accurate track of service hours and drive time, and reduce the number of repeat visits. 4 The mobile platform is extremely important to us. We wanted a simple, mobile experience that ensured the quality data was there; the right entitlements and SLAs were built into the process, says Mirza Chughtai, CIO of Miner Corporation. Dashboards and reports are critical, but you have to go through your operation s processes. To be able to roll up the information and make it relevant was absolutely critical to us. 5 4

5 You might have people who are used to working with their hands, under the hood of a car, and who like to turn wrenches, but they still have an expectation that if they have a question, it can get answered quickly. They don t necessarily see it as technology, they see it as the experience and it s what keeps them coming back. JoAnna Sohovich, Global President, IAR Division, Stanley Black & Decker6 Four: Connect products for faster, proactive service. Cisco predicts there will be more than 50 billion connected devices by That represents a huge opportunity to capture valuable customer data, which can then be used to analyze trends and behavior. Additionally, embedding help in apps and utilizing smart, connected products monitored through a CRM system makes it easier for your customers to give feedback, ask questions, or make requests to improve all aspects of their experience. In-app, live video chat on mobile devices provides yet another avenue to bring customer service to the next level offering customers real-time, personalized interaction on the go. Representatives who use these tools are able to manage cases, track customer history, access service records, and check inventory in a matter of seconds, giving them the ability to answer questions virtually the moment they are asked. But the real beauty lies in the ability to solve problems before they develop. Imagine your vehicle detects an anomaly and notifies the dealership even before you are aware of the issue. The repair shop then contacts you with the information and provides a solution that potentially saves you time and money. That s next-generation technology at work. 5

6 Five: Deliver answers quickly with omni-channel engagement. A consistent customer service experience from one device to another, one channel to another, and true integration on the back end are hallmarks of an omni-channel approach. For example, when an on-site customer service representative references a customer s previous purchases, that same information is available on the phone or on live chat. This makes the journey from self-service to live chat to a call with a service agent virtually effortless. Additionally, the customer may use a desktop computer to check inventory on a company s website, purchase the product later with their mobile device, then pick up the product at their chosen location. Social media shouldn t be overlooked when trying to improve service. By monitoring ratings, reviews, forums, and other social media, valuable insights can be gathered in order to deliver answers quickly and accurately. According to a Salesforce 2015 State of Service report, top service teams are 4 times more likely than underperformers to maintain a self-service portal and nearly 11 times more likely to create and manage online communities. After all, the number of consumers accessing self-service portals and joining online communities is growing exponentially.8 As customers search for answers, the opportunity to connect with them in that moment increases the likelihood of them relating that experience to others. Making sure their experience is a positive one pays off in good reviews and increased brand loyalty. Chief Executive Officer of Relevant Solutions, David Duren, says, For me, what really [made it] a no-brainer decision is that [Salesforce] bridges the gap between social media and business the beauty of Salesforce is a single integrated platform everyone can go to one app, one location, one mobile interface to transact any aspect of our business. The aha moment for me was the integration to make it simple. 9 6

7 Conclusion Advances in technology continue to fuel the evolution of customer service. The faster a manufacturer can react to the needs of customers, the better the chance to build lasting relationships and brand loyalty. Adapting to lightning-fast innovations is challenging for manufacturers who lack the digital infrastructure to keep pace. Taking advantage of cloud tools designed to connect every aspect of their operation offers efficiencies that lead to increased communication, faster production, and, ultimately, better customer service. ABOUT SALESFORCE AND SERVICE CLOUD Salesforce is the enterprise cloud-computing leader. Our social and mobile cloud technologies including our flagship sales and CRM applications help companies connect with customers, partners, and employees in entirely new ways. Today s customers expect to have access to customer service on their terms. Salesforce Service Cloud is the leading customer service application, providing comprehensive tools that allow your business to have 24/7 customer service. With Service Cloud, manufacturers can tap into the data-driven insights from connected products and provide high-caliber customer service from any channel or any device. See how Salesforce Service Cloud can help you. VIEW DEMO 2015 Salesforce, Inc. All rights reserved. Salesforce, Salesforce1, Sales Cloud, Service Cloud, Marketing Cloud, Chatter and others are trademarks of Salesforce, Inc. The Salesforce Cloud logo and other creative assets are owned and protected under copyright and/or trademark law. For more information, please visit Salesforce 2015 State of Service. 4 Ibid Salesforce 2015 State of Service