Customer experience — the Holy Grail of customer loyalty and repeat business. Every company wants it, many talk about it but only a few get it right.
Customer experience is critical to manufacturers and industrial companies because it takes a long time and lots of hard work to find new customers from a limited pool of qualified prospects where their competitors are fishing too. You may be missing a huge opportunity if you are counting on your sales team and/or sales support people to provide “exceptional customer experience” from start to finish.
Just claiming, “We provide the best after sales care in the industry” on your industrial website won’t do you much good since your competition can make the exact same claim. Customer experience (CX) is not just after the sale, it is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. (Wikipedia).
Let’s look at the Who, What, When, Where and Why industrial content marketing helps manufacturers improve their customer experience. I’ll list the 5Ws in the order of priority based on my experience.
One final thought based on creating content for some of my industrial clients. Don’t target your content marketing only at the person with buying authority. Often in industrial sales, the initial specifier has no buying authority but you’re not going to get the order unless your component or product is first specified by them.
This holds true for end-users too. Field installers and production line personnel have little to no influence on the initial purchase but they can make or break your repeat orders. Make sure your content addresses the needs of these people too. FAQs, How-to videos and technical manuals are very handy content assets to use for your after sales support.
Those are my thoughts on how content marketing impacts customer experience for industrial companies. Share your thoughts by leaving a comment below.
A one-hour live (online) consulting session with Achinta Mitra to discuss your industrial marketing challenges. I’ll try to provide general guidance that you can apply right away.
Marketing Matters is our monthly e-newsletter which is usually emailed during the last week of the month. Get the latest articles and tips on industrial marketing delivered to your inbox.
Let’s start with a free 30-minute consultation to determine if this will be a good fit for both of us. Our conversation will be a friendly chat to get to know each other better, not a high-pressure sales pitch.
Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.