As empresas de manufatura e seus parceiros se encontram em um momento ágil, acelerado e muito incerto. O comércio O espaço mudou muito nos últimos meses e cresceu exponencialmente na área online. A indústria virou de cabeça para baixo da noite para o dia, teve que se adaptar rapidamente a novas exigências dos consumidores e foi confrontado com muitos desafios – bem como novas oportunidades de crescimento.
Fonte: Mckinsey
Como podemos satisfazer as necessidades dos nossos clientes?
O comportamento do consumidor mudou drasticamente nas últimas décadas e rapidamente nos últimos 30 meses. Os clientes de hoje esperam uma abordagem direta, sem atrito e pessoal - seja offline ou online. Experiências contínuas e consistentes geram conversões, incentivam a repetição de negócios e aumentam a fidelização. Isto é verdade não só para B2C clientes, mas também para B2B clientes.
De acordo com um estudo realizado pela PWC, 32% de todos os clientes deixariam de fazer negócios com uma marca após uma má experiência. Por isso, é importante buscar um diálogo contínuo com os clientes, convidá-los a compartilhar suas opiniões e experiências e usar essas descobertas para melhorar constantemente a experiência do cliente e os produtos da sua marca. As marcas devem concentrar-se em compreender os seus clientes e os seus interesses pessoais, e devem fazê-lo hoje.
Personalização feita corretamente
Tornar o processo de encomenda transparente
Transparency is also very important. Today’s customers want to be kept informed about the status of their order after the purchase e ainda during shipping. Your returns policy should also be uncomplicated. Customers want to feel valued e ainda understood before, during, e ainda after the purchase, only then will they become fans of a bre ainda e ainda recommend it to others.
A indústria transformadora deve concentrar-se em três estratégias-chave para impulsionar o crescimento:
#1 Go-to-market strategies with B2B e ainda D2C (Direct to Consumer) in mind
The manufacturing industry is always experiencing changes in its evolution e ainda needs to respond to them by adapting e ainda expanding their marketing strategies. I see that recently companies are focusing more e ainda 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 e ainda distributors to increase profits. On the other hand, we see more comércio eletrónico solutions being used by manufacturers to sell directly to consumers (D2C) in order to benefit directly from the sales.
#2 Involve e ainda support customers
When customers get the information e ainda content that is relevant to them e ainda delivered at the right moment, they are happy customers. One area of the business that has a powerful influence here is service e ainda support. When you provide customers with personalized support e ainda targeted content to answer their questions, you reduce wait times e ainda frustration. Think about a login-protected customer area on your website or portal, where you can serve your customers in a fast e ainda convenient way. The search experience e ainda associated search time for the right content is crucial here.
#3 Automation e ainda 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 e ainda straightforward solution. Artificial intelligence (AI) e ainda automation can help solve customers' problems faster. For example, if you offer them a search that uses AI e ainda machine learning (ML) to identify intent e ainda provide suggestions of relevant content. Solutions such as bots e ainda virtual agents can also take the pressure off service agents e ainda 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. De acordo com a study by KPMG, os grupos-alvo mais jovens mudaram o seu comportamento muito mais do que as gerações mais velhas. Estudos mostram que experiências híbridas do cliente improve the entire customer journey e ainda will be one of the foundations for growth in the near future in order to meet the needs of all age groups.
Quais são os desafios que a indústria transformadora enfrenta?
Many manufacturing companies that did not have a solution for comércio eletrónico e ainda Direct to Consumer (D2C) during the pandemic had to quickly implement solutions e ainda 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 e ainda are fit for purpose. But how sustainable are these implementations, which were literally plucked out of the ground, e ainda 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 comércio eletrónico.
Os benefícios do D2C
O D2C ajuda-o a:
- Better underste ainda your customers
- Meça o desempenho
- Adote uma abordagem omnichannel
- Get faster e ainda more direct feedback on your products
Colocar o cliente no centro da sua estratégia
Foco no cliente is key to all commerce approaches e ainda 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 e ainda 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— e ainda in light of Google’s plan to phase out Cookies de terceiros, 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, e ainda 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, e ainda productivity.
How can you put the customer first e ainda build up or further strengthen your comércio eletrónico results?
You need a vision e ainda full support from the executive management team to realize your strategy. Question your processes e ainda the organizational areas e ainda teams involved — not to save costs on personnel, but to underste ainda whether the different departments e ainda teams are working together e ainda talking to each other in the best possible way.
- Os diferentes objetivos fluem para uma estratégia holística em toda a organização?
- Você tem as tecnologias certas em vigor hoje? Correspondem à sua estratégia para os próximos anos?
- As suas tecnologias atuais estão prontas para suportar SaaS (Software como Serviço)? Para garantir que sua empresa esteja preparada para o futuro, você provavelmente precisará adotar um estratégia DXP composable.
- Do you have all the customer data you need analyzed e ainda at your fingertips when you need it?
- What about first-party data? When it comes to customer data, e ainda with Google's announcement that it will no longer support Cookies de terceiros, você precisa adaptar sua estratégia para "dados primários" para continuar a oferecer as experiências que seus clientes esperam.
- What about delivering exceptional customer experiences e ainda 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.
O papel do CDP
А Smart Hub Customer Data Platform (CDP) helps you to put the customer first e ainda deliver your strategy. Once a CDP is in place, you can add personalization, recommendations, e ainda testing to offer your customers the next best action or offer. Only with this type of foundation can your comércio eletrónico channel continue to grow e ainda prosper in the future.
Which comércio eletrónico solution is the right one e ainda what are the benefits?
In the manufacturing industry, there are many different use cases e ainda target groups. On the one he ainda 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 e ainda getting feedback on your own products is also difficult. In addition, the data delivery of product information to merchants can often be extensive e ainda time consuming.
B2C e ainda D2C are still new concepts for some companies— with a steep learning curve e ainda a continuous need for optimization. The difference between B2C e ainda D2C, explained in simple terms, is that in B2C goods e ainda services are sold to the end customer e ainda in D2C orders are processed e ainda delivered directly. As a D2C company, you can make more revenue e ainda pass the savings on to your customers.
Serving both cases (B2B e ainda B2C) well at the same time often takes a lot of effort e ainda energy — that’s before we even consider B2B2C or B2X. Maybe you as a manufacturing company are currently operating B2B, B2C, e ainda 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 e ainda find your products in your stores. A visual "search experience", which recognizes the "intent" of the searcher e ainda offers appropriate suggestions e ainda personalized recommendations by means of AI, will set you apart from your competition. This can maximize sales, increase average shopping cart spend e ainda improve cross-sell, as well as up-sell opportunities.
Construir ou 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 e ainda speed of the applications are as important as a fast e ainda uncomplicated provision of new functions via APIs. Developers must be able to use these quickly e ainda without much effort, in order to be able to react just as quickly to the needs of the market e ainda their own requirements.
Uma abordagem flexível com comércio sem cabeça
Se você quiser mapear diferentes comércio eletrónico strategies such as B2B e ainda 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 e ainda 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 e ainda further develop a supplied frontend or to build a modern frontend yourself in the sense of the API economy.
Porquê escolher uma solução compostável?
Construir uma solução sob medida é definitivamente o caminho a seguir, pelo menos desde a introdução do Tecnologia MACH e ainda especially in the comércio eletrónico area. As the person responsible for comércio eletrónico, marketing, e ainda IT, you are the composer e ainda conductor e ainda have the task of harmonizing all the individual disciplines that are necessary for success. A DXP composable gives you the freedom to combine functional capabilities from a single source, e ainda 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.
Benefícios de usar uma plataforma de experiência digital combinável:
- Market-leading comércio eletrónico platform
Combine flexible comércio eletrónico processes with scalable personalized shopping experiences that resonate, persuade, e ainda convert. - Insights 360° do cliente como nunca antes
Build your 360° customer profile based on website behavior e ainda other data sources. Leverage anonymous insights or a deep customer view for customized e ainda targeted experiences. - Hiperpersonalização
Deliver personalized experiences to engage e ainda delight customers. Optimize goals e ainda business growth with each new experience. Benefit from faster time-to-market in your marketing communications. - Gestão omnichannel em toda a jornada do cliente
Create memorable experiences e ainda communicate consistently with your customers across all channels e ainda touch points. - Gerenciamento centralizado de ativos digitais (hub de conteúdo)
Manage all your digital content in a single place e ainda enable it for personalization e ainda omnichannel delivery. Don't waste time searching for the right content.
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