Manufacturing: Measuring the Customer Experience

Customers have expectations about everything from how quickly we respond to their inquiries, to when their shipment will arrive on their docks. How well we meet or exceed those expectations directly influences whether or not they are a repeat customers. Fortunately, there are many ways to measure the customer experience.

In manufacturing, delivery and quality can make or break the customer experience. Customers expect their goods at a certain time and they expect them made correctly. From an internal perspective, there are a couple key performance indicators that manufacturing companies can track to determine how well they are living up to customer expectations: On-Time Delivery to Commit and Perfect Order Percentage.

On-Time Delivery to Commit measures the percentage of time that manufacturing delivers completed products on the date that was committed to the customers. Late orders could cause downstream delays for customers, but an early order could also be problematic for customers. Receiving goods ahead of schedule could pull costs forward into a fiscal period where they weren’t budgeted and require customers to hold inventory (physically and financially) that they were not planning to hold.

Perfect Order Percentage measures the times that customers received their entire order of manufactured products, to the correct specifications and at the expected time. To keep downstream operations running smoothly, customers need products manufactured to spec in the required quantity. Perfect order percentage can not only indicate a customer’s satisfaction with your products and service, but can be an indicator of quality as well.

The customer experience can also be measured directly by your customers using customer satisfaction (CSAT) and net promoter score (NPS). These are measures of short-term and long-term satisfaction that can provide more insight into the likelihood of a customer becoming (or remaining) a repeat customer, and whether or not they will recommend your company to others.

Customer satisfaction surveys may have graduated from paper to digital over the years, but they are not a new concept. CSAT surveys measure the short-term happiness of a customer, often focused on their most recent interaction with your company. These are a good indicator of what a customer thinks about the products or service they just received and their experience during this transaction. CSAT scores can often be indicative of performance in specific departments or sections of the company as your are able to correlate the responses back to the goods purchased and the employees who interacted with the customer.

Net promoter score, on the other hand, asks a single question: How likely are you to recommend us? The score is a number from 1 to 10 with 10 being the most likely. A single follow-up question might be used if the customer scored the company at an 8 or less asking why the customer gave that score. NPS measures a customer’s intent, though, not their actual action. It provides a measure of loyalty and the customer’s perception of their entire relationship with your company.

Measuring the customer experience is a good first step, but you ultimately need to take action based on these results. How can you improve your on-time delivery to commit ratio? What will turn detractors into promoters? Companies need to understand what these scores mean for them and use that to drive meaningful change within the organization.

Proper utilization of these scores and analysis of the correlated data gives organizations the opportunity to reflect on internal processes and continually improve the customer experience: locate pain points, modify delivery methods, and check back in on CSAT scores to test and compare performance. Contact Rosetree Solutions to figure out how digitally tracking Customer Satisfaction metrics can help your manufacturing organization.

BY SAMANTHA BRAGG, SOLUTION ARCHITECT: Sam worked in industrial manufacturing for 15 years, initially as a super user and then as an admin, working to roll out Salesforce to global sales and engineering teams. Now working as a Salesforce consultant with 17 Salesforce Certifications, Sam has implemented Sales Cloud, Service Cloud, and Pardot for industrial and equipment manufacturers.

Marketing Automation for Manufacturers: The Essentials

Manufacturers leveraging marketing automation, content marketing, and online lead generation is a trend that can not be ignored. More and more manufacturers, large and growing, are looking to the benefits of marketing automation to take their revenue growth to the next level. However, according to a recent Content Marketing Institute study, only 43% of manufacturing companies that responded stated they are currently utilizing marketing automation, considerably less than other business sectors.

We can use the excuse that manufacturers are “old school” in their ways, but the truth is many are very innovative in product development, employee engagement and other areas. Time and resources are heavily invested in these initiatives because high value is perceived to be garnered from them.

For marketing automation and sales enablement to garner the same attention it is imperative to understand and be able to speak to the high value marketing automation can afford today’s innovative manufacturers.

Path to Performance

When it comes to developing the highest quality and most innovative products, there is a path that manufacturers take to ensure a successful product. So too marketing automation has a process that when systematically leveraged leads to the greatest impact.

Know Your Customer

Many manufacturers have a limited view of who their buyers are and why they are buying. Marketing automation provides much needed insights with;

  • Automated development of the buyer persona
  • Identifying what content resonates with customers
  • Visibility into the activity of others in the prospect’s organization

Personalized Marketing

Manufacturers have multiple product lines, market verticals, buyers and influencers. Marketing automation activates prospect interest by providing just the right message to the right person at the right time.

  • Personalized and timely email communication
  • Dynamic content designed to meet your prospects where they are
  • High value content to increase engagement

Streamline the Funnel

Generating leads is important for revenue growth but making the sales process more efficient is the key to profitable growth.

  • Deliver the most engaged and highest quality leads to the sales team with scoring and grading
  • Segment prospects into the correct product interest, market vertical, geography and more
  • Continue the engagement process after the close for better customer satisfaction and retention

Intelligent Selling Process

Putting data in the sales team’s hand in a way they can act on immediately means they can work as efficiently and intelligently as the marketing automation system.

  • Provide real-time alerts to Sales notifying of a prospects activity and interest
  • Add prospect activity visibility directly in your CRM
  • Up sell and cross sell existing customers to extend revenue and margins

Performance Reporting

Traditional marketing methods lack visibility into the ROI garnered from offline efforts. Marketing automation pulls back the curtain to see the value of online and offline marketing and sales efforts.

  • Have a complete view of activities from an ROI perspective
  • Make spending and resource decisions based on defendable data

Marketing automation touches every step of the revenue generation process. Making the process more visible, efficient, and reportable for manufacturers will make it a valuable part of the organization as a whole. The highly competitive landscape and ever-changing economic conditions manufacturers face make it all the more important to innovate marketing and sales ahead of the competition.

Contact Rosetree Solutions to leverage marketing automation to make a greater impact on your organization’s revenue plan.

Source: https://contentmarketinginstitute.com/wp-content/uploads/2018/11/2019_Manufacturing_Research.pdf

Digital Transformation in Manufacturing: Getting Started


Historically manufacturers have had a product based focus: quality, innovation, and value, and have built operational models and digital capabilities to excel in these foundations. As the digital age of the fourth industrial revolution has come about, every business now finds themselves needing to evolve to meet and ultimately exceed the modern buyer’s expected experience.

With the consumer-based selling model lifting expectations of a digital and connected experience, manufacturers have the opportunity for their product to be only the beginning of an ongoing relationship with their customer. Digital transformation not only enables market share growth, but reduces risk of revenue attrition.

Digital transformation extends beyond technology; it also requires a business to undergo fundamental changes in the way they operate and design their business process.

Pillars of Success

Digitally transforming a business is an evolutionary process unique to the objectives and strategy within an organization. By breaking objectives into pillars that positively impact the customer’s journey, organizations can develop a road-map aligned with their own strategic goals.

Connected Sales

Provide your organization with a 360-degree view Account activity. Create personalized content journeys, track sales activity and improve deal closure rates and forecast visibility.

  • 360-Degree Customer View
  • Marketing Automation
  • Configure, Price and Quote Solutions
  • Opportunity and Sales Activity Management
  • Forecasting

Connected Support

Resolve product issues and provide proactive support while minimizing downtime.

  • Issue and Support Tracking
  • Technical and Product Knowledge
  • Self-Service Portals
  • Field Service Management
  • Multi-Channel Engagement (Omni-Channel)

Partner and Distributor Programs

Extend your organization’s sales reach by empowering Channel Partners, Re-sellers and Manufacturer’s Reps.

  • On-Boarding, Certification and Training
  • Partner Portals
  • Marketing Initiatives
  • Lead hand-off and Activity Tracking and Deal Registration

Connected Operations

Align Sales and operations with preexisting domain expertise and improved data visibility.

  • Cross-functional Collaboration
  • Platform Consolidation and Data Integration
  • Custom Applications
  • Reports and Dashboards

Digital transformation in an ongoing shift in both technology and culture. Establishing and enabling your team to work towards goals while using technology as an enabler will position manufacturing organizations for ongoing growth and success.

Contact Rosetree Solutions to get started on your Digital Transformation journey!