Modern Experience to Engineering – Creating a Seamless and Unified Experience

The transition from product to consumer — focusing on the experience

The fourth industrial revolution has brought about a significant 360-degree change in the high-tech manufacturing industry, driven primarily by the shift to digitalization — from manufacturing to services. The big question is what makes the customer come back each time — is it the price, quality, or the experience? Customers have started to demand the experience on the business to business front like they get on the consumer side. They are looking for sleek interfaces, personalization, instantaneous feedback, and multiple engagement channels based on their interest.

We can see that experiences nowadays are not limited to purchasing a product. The customer journey influences the customer mindset, from getting the expertise to decision-making and purchasing a product or service to aftersales. This is supported by an industry survey which found that for 96 percent of respondents, customer experience plays a critical role in brand selection.

While purchasing from hi-tech manufacturers, customers want an Amazon-like experience. However, in reality, most organizations are still focusing on traditional customer engagement, which fails to meet the expectation of digitally-savvy B2B customers. Potential customers are no longer visiting resellers or contacting sales representatives as they did in the past. They now conduct their own preliminary research, forcing enterprises to sit up and notice customer actions even before the buying process begins.

Millennials, entering the workforce and demanding streamlined, seamless purchasing experiences they've grown accustomed to, are accelerating this trend. One careless act or the dismissal of complaints can ruin years of branding activities. As a result, hi-tech companies have become hyper-focused on the customer. They have a tremendous opportunity to launch new products or services to change how customers consume with improved quality, enhanced experiences, and reduced time-to-market by optimizing supply chains. Businesses that are agile enough to adopt groundbreaking technologies to transform the customer experience will be able to capitalize on the opportunities; those that don't adapt will likely start declining.

Using technology to achieve customer centricity 

The ability to succeed and scale in the hi-tech space demands high-velocity innovation, agility, and decision confidence rooted deeply in customer empathy. Technologies such as predictive analytics, programmatic marketing, personalization, automation, web analytics, self-serve tools, digital applications, and artificial intelligence are revolutionizing customer experience. The customer data we collect provides an analytical view that must be viewed in context. For instance, a customer persona on Monday morning while commuting, consuming business content, sitting in an office, and resuming pending work, may differ substantially from their Friday evening persona that is focused on entertainment or planning a weekend trip.

Companies must balance their customer view and leverage Customer Data Platforms (CDP) to bring this behavioral data into their systems, harmonizing the long-term truth of their customer profiles. This is essential to unlocking enhanced performance across sales, marketing, service, commerce, and advertising. Rather than going for a lift-and-shift approach, the goal is to reimagine how customers contact support services and to improve the resolution model used to support them. The solution can be backed by the voice of customer analytics, greater self-service adoption, and process automation.

Revamp marketing and sales strategy to deliver personalized customer experiences

B2B buyers use a variety of touch points and sources for information, but they demand consistent and highly personalized experiences throughout the buying process. The conventional model separates customer service, sales, and marketing and is no longer relevant. After the sale, every hi-tech company wants to maintain a relationship with its customer. This is the longest and most positive part of the customer journey. Proactive, omnichannel customer service focused on customer experience can create more engaging relationships and encourage customers to become brand advocates.

Integrate processes with an omnichannel approach 

Against this challenge, hi-tech marketers are under pressure to succeed by deepening customer relationships while attracting new ones and serving them in the long run. More than ever, building that relationship means gathering all the data to identify, attract, and nurture prospects and customers. The more the data is integrated into one platform, the better. The same technologies disrupting the HTM industry also provide opportunities to understand the hyperconnected customer better and deliver frictionless, personalized experiences through traditional direct and distributor channels and new digital channels.

A unified customer data profile allows you to personalize and increase the relevancy across customer journeys and design for better outcomes. Buyers find it easy to use their preferred channel, where we can add insightful product documentation and self-service options to influence the quality of the experience. According to a Forbes article, companies can retain their customers more with robust omnichannel customer engagement strategies.

Our perspective 

At Zensar, we are identifying new personas, reimagining and mapping user journeys, and offering clients a unified engineering experience that empowers them to continuously evolve, define, and deploy the experience and measure impact.

Zensar - DEXA continues to power digital transformation for many of our clients. We are uniquely positioned to help clients unlock the real value in their technology investments. Our solutions and services enhance the experience and drive strategic objectives, such as business expansion in new revenue segments and building unique ecosystems. We have also helped enterprises elevate their omnichannel customer experience strategy by leveraging multiple touchpoints and insights and using design thinking and digital capabilities.

While working with a key client, we helped improve customer engagement by 30 percent via CRM digital transformation and omnichannel enablement, customizing the CRM COVID-19 contact tracing solution to increase efficiencies by over 50 percent. We use deep analytics for hyperawareness that reveals the key to identifying patterns in structured and unstructured data using machine learning, AI, and NLP that maximizes engagement and revenue and differentiates against the competition.