Las empresas manufactureras y sus socios se encuentran en un momento ágil, acelerado y muy incierto. El comercio El espacio ha cambiado mucho en los últimos meses y ha crecido exponencialmente en el área online. La industria se puso patas arriba de la noche a la mañana, tuvo que adaptarse rápidamente a nuevas demandas de los consumidores y se enfrentó a muchos desafíos, así como a nuevas oportunidades de crecimiento.
Fuente: McKinsey
¿Cómo podemos satisfacer las necesidades de nuestros clientes?
El comportamiento del consumidor ha cambiado drásticamente en las últimas décadas y rápidamente en los últimos 30 meses. Los clientes de hoy esperan un enfoque directo, sin fricciones y personal, ya sea fuera de línea o en línea. Las experiencias fluidas y consistentes impulsan las conversiones, fomentan la repetición de negocios y aumentan la lealtad. Esto no solo es cierto para los clientes B2C, sino también para los clientes B2B.
Según un estudio de PWC, el 32% de todos los clientes ya no harían negocios con una marca después de una mala experiencia. Por esta razón, es importante buscar un diálogo continuo con los clientes, invitarlos a compartir sus opiniones y experiencias, y utilizar estos hallazgos para mejorar constantemente la experiencia del cliente y los productos de su marca. Las marcas deben centrarse en comprender a sus clientes y sus intereses personales, y deben hacerlo hoy.
Personalización bien hecha
Haga que el proceso de pedido sea transparente
Transparency is also very important. Today’s customers want to be kept informed about the status of their order after the purchase y during shipping. Your returns policy should also be uncomplicated. Customers want to feel valued y understood before, during, y after the purchase, only then will they become fans of a bry y recommend it to others.
La industria manufacturera debe centrarse en tres estrategias clave para impulsar el crecimiento:
#1 Go-to-market strategies with B2B y D2C (Direct to Consumer) in mind
The manufacturing industry is always experiencing changes in its evolution y needs to respond to them by adapting y expanding their marketing strategies. I see that recently companies are focusing more y more on two issues. On the one hand, B2B commerce is experiencing a push toward having its own marketplace to better communicate with partner companies y distributors to increase profits. On the other hand, we see more Comercio electrónico solutions being used by manufacturers to sell directly to consumers (D2C) in order to benefit directly from the sales.
#2 Involve y support customers
When customers get the information y content that is relevant to them y delivered at the right moment, they are happy customers. One area of the business that has a powerful influence here is service y support. When you provide customers with personalized support y targeted content to answer their questions, you reduce wait times y frustration. Think about a login-protected customer area on your website or portal, where you can serve your customers in a fast y convenient way. The search experience y associated search time for the right content is crucial here.
#3 Automation y Artificial Intelligence (AI)
Speed in every interaction is important, whether you are in direct contact with customers or in the B2B landscape. When customers have problems with products or services, they need a quick y straightforward solution. Artificial intelligence (AI) y automation can help solve customers' problems faster. For example, if you offer them a search that uses AI y machine learning (ML) to identify intent y provide suggestions of relevant content. Solutions such as bots y virtual agents can also take the pressure off service agents y narrow down a possible answer so that agents have a deeper understanding of the query.
The pandemic has permanently changed online buying behavior across all age groups. Según a study by KPMG, los grupos objetivo más jóvenes han cambiado su comportamiento mucho más que las generaciones anteriores. Los estudios muestran que Experiencias de cliente híbridas improve the entire customer journey y will be one of the foundations for growth in the near future in order to meet the needs of all age groups.
¿Cuáles son los desafíos que enfrenta la industria manufacturera?
Many manufacturing companies that did not have a solution for Comercio electrónico y Direct to Consumer (D2C) during the pandemic had to quickly implement solutions y create a direct-to-consumer (D2C) sales channel. From today's perspective, this decision was crucial to ensuring their survival. No question, these "quick" solutions were y are fit for purpose. But how sustainable are these implementations, which were literally plucked out of the ground, y how well do you really know your customers? These are questions that companies must honestly ask themselves if they want to continue to increase economic growth via Comercio electrónico.
Los beneficios de D2C
D2C te ayuda a:
- Better understy your customers
- Medir el rendimiento
- Adopte un enfoque omnicanal
- Get faster y more direct feedback on your products
Poner al cliente en el centro de su estrategia
Centrado en el cliente is key to all commerce approaches y the basis of all successful strategies. Firstly, you will need to unify all customer data that is scattered throughout your organization. The next step is analyzing y harmonizing this data so that it can be actioned. It is also important to consider whether customers have given their consent to use their data— y in light of Google’s plan to phase out Cookies de terceros, you will need to prioritize first-party data.
Have you ever had a situation where you wanted to implement a campaign at short notice, but by the time you had gathered the relevant customer data, completed the segmentation process, y prepared the content, the right moment to play it out as a “real time experience” had unfortunately already passed? The good news is there are platforms that can help you achieve your goals in a sustainable way, while increasing economic growth, y productivity.
How can you put the customer first y build up or further strengthen your Comercio electrónico results?
You need a vision y full support from the executive management team to realize your strategy. Question your processes y the organizational areas y teams involved — not to save costs on personnel, but to understy whether the different departments y teams are working together y talking to each other in the best possible way.
- ¿Los diferentes objetivos fluyen hacia una estrategia holística de toda la organización?
- ¿Cuenta con las tecnologías adecuadas hoy en día? ¿Coinciden con su estrategia para los próximos años?
- ¿Están sus tecnologías actuales listas para soportar? SaaS (¿Software como servicio)? Para asegurarse de que su negocio esté preparado para el futuro, es probable que deba adoptar un estrategia de DXP componible.
- Do you have all the customer data you need analyzed y at your fingertips when you need it?
- What about first-party data? When it comes to customer data, y with Google's announcement that it will no longer support Cookies de terceros, debe adaptar su estrategia hacia los "datos de primera mano" para continuar brindando las experiencias que esperan sus clientes.
- What about delivering exceptional customer experiences y achieving customer centricity? In the future, you can only achieve these with customer data. With the elimination of third-party data, you will have to collect it on your own, for example through browser or app behavior.
El papel del CDP
А Smart Hub Customer Data Platform (CDP) helps you to put the customer first y deliver your strategy. Once a CDP is in place, you can add personalization, recommendations, y testing to offer your customers the next best action or offer. Only with this type of foundation can your Comercio electrónico channel continue to grow y prosper in the future.
Which Comercio electrónico solution is the right one y what are the benefits?
In the manufacturing industry, there are many different use cases y target groups. On the one hy there is the classic, usually more complex, B2B business via distributors with many positive aspects, but with the disadvantages of not knowing who you are selling to, prices are harder to control y getting feedback on your own products is also difficult. In addition, the data delivery of product information to merchants can often be extensive y time consuming.
B2C y D2C are still new concepts for some companies— with a steep learning curve y a continuous need for optimization. The difference between B2C y D2C, explained in simple terms, is that in B2C goods y services are sold to the end customer y in D2C orders are processed y delivered directly. As a D2C company, you can make more revenue y pass the savings on to your customers.
Serving both cases (B2B y B2C) well at the same time often takes a lot of effort y energy — that’s before we even consider B2B2C or B2X. Maybe you as a manufacturing company are currently operating B2B, B2C, y D2C - maybe you are already toying with the idea of establishing a marketplace. You will need the right tools to drive your vision forward.
Keep an eye on how well customers can search for y find your products in your stores. A visual "search experience", which recognizes the "intent" of the searcher y offers appropriate suggestions y personalized recommendations by means of AI, will set you apart from your competition. This can maximize sales, increase average shopping cart spend y improve cross-sell, as well as up-sell opportunities.
¿Construir o comprar?
When considering the right strategy, you will need to decide whether to "build" or "buy." As consumer behavior is constantly changing, you need a flexible platform based on microservices. Seasonal scaling y speed of the applications are as important as a fast y uncomplicated provision of new functions via APIs. Developers must be able to use these quickly y without much effort, in order to be able to react just as quickly to the needs of the market y their own requirements.
Un enfoque flexible con el comercio headless
Si desea mapear diferentes Comercio electrónico strategies such as B2B y B2C, headless commerce is the right approach. This is the only way to implement them successfully, within a single platform with different user interfaces. But it's not just the front end that has to be lightning fast y designed for different use cases. Just as important is how flexible the backend can be adapted for all your requirements. You will then need to consider whether it is easier to configure y further develop a supplied frontend or to build a modern frontend yourself in the sense of the API economy.
¿Por qué elegir una solución componible?
Construir una solución a medida es definitivamente el camino a seguir, al menos desde la introducción de Tecnología MACH y especially in the Comercio electrónico area. As the person responsible for Comercio electrónico, marketing, y IT, you are the composer y conductor y have the task of harmonizing all the individual disciplines that are necessary for success. A DXP componible gives you the freedom to combine functional capabilities from a single source, y where it makes sense, to link technologies across vendors—today's DXP solutions are designed to be "good neighbors" in their existing solution environment, meaning they integrate seamlessly with your existing tech stack.
Beneficios de usar una plataforma de experiencia digital componible:
- Market-leading Comercio electrónico platform
Combine flexible Comercio electrónico processes with scalable personalized shopping experiences that resonate, persuade, y convert. - Perspectivas de los clientes de 360° como nunca antes
Build your 360° customer profile based on website behavior y other data sources. Leverage anonymous insights or a deep customer view for customized y targeted experiences. - Hiperpersonalización
Deliver personalized experiences to engage y delight customers. Optimize goals y business growth with each new experience. Benefit from faster time-to-market in your marketing communications. - Gestión omnicanal a lo largo del recorrido del cliente
Create memorable experiences y communicate consistently with your customers across all channels y touch points. - Gestión centralizada de activos digitales (centro de contenido)
Manage all your digital content in a single place y enable it for personalization y omnichannel delivery. Don't waste time searching for the right content.
Obtenga más información sobre cómo los fabricantes pueden ofrecer valor a cada comprador: visite nuestro Página de fabricación.