Organize Around Customer Experience
Today’s competitive consumer market means that companies have to differentiate themselves in a number ways, not just on their product offerings. Consumers have a number of outlets to provide the goods and services they want, but they want more than just the product. They want a positive experience. My recent closet redesign experience is a great example of how one company exceeded expectations.
The first step in creating a great customer experience is providing a great product that brings value to the customer. Every bedroom has a closet, and every closet serves the same basic function. There are several stores that sell closet systems; most of them carry the same brands for approximately the same price. I chose a store that is well-known for its organization solutions. Because of this store’s specialized focus, I knew I would find exactly what I needed for my closet.
Aptean specializes in industry-focused enterprise solutions to support the evolving operational needs of our customers. Our software can be tailored to specific industries, ensuring that the functionality can meet each industry’s business requirements.
Having the right product does little good if consumers are not aware of it. Strong marketing is necessary to elevate awareness and drive demand. The specialty store knows its customer base and tailors its approach to this demographic. They also periodically advertise sales to drive traffic. The best marketing, however, is word of mouth. Most consumers will believe recommendations from family and friends over all other forms of advertising. In my case, a friend had recommended the product from this store, and a sale happened to be running at the same time.
Aptean strives to provide valuable insights to its customers and prospects through multiple channels. We offer a wide variety of educational content, such as case studies, webinars and whitepapers, to raise awareness of how our fit-for-purpose solutions can drive measurable value for our customers. Our product leaders are also industry experts, sharing their insight in a variety of trade publications. Aptean also works closely with industry analysts to refine our product strategies
Once the customer has chosen their product, offering expert guidance through the buying process often results in a bigger sale and a more positive customer experience. For my closet project, I worked with a store designer to select the right product and configure them to the necessary specifications. The designer suggested an experienced installer to make certain the final results would meet my expectations. This expert advice is another reason I chose this particular store.
Aptean knows that every company is different. We create integrated solutions to serve the complex needs of key market segments. Aptean has created a best-in-class solution for the Food and Beverage industry that integrates Enterprise Resource Planning (ERP), Manufacturing Execution System (MES), Enterprise Asset Management (EAM), and Warehouse Management (WMS). Our Metals industry solution boasts an ERP designed specifically for that industry, complemented by EAM, Business Intelligence to collect and organize data that can be turned into actionable insight, and Event Management Framework which helps automate alerting and complex workflow processes.
Perhaps one of the most important steps in creating a positive customer experience is setting expectations and following through with the promises made. Following my purchase, I received a detailed email containing the order information, the images of the new design, and instructions for picking up the materials. Before the installation, I received a phone call to confirm the appointment. On the day of my appointment, the installer showed up on time, was courteous, did great work, and cleaned up after he was finished. Shortly afterwards, another phone call was placed to make certain I was satisfied. All of these touchpoints showed the company appreciated me as a customer.
At Aptean, we foster an on-going relationship to ensure that our solutions continue to provide the value that our customers expect. Our user conferences and executive customer advisory boards allow our customers a platform to share best practices and give feedback that can help shape our product roadmaps. We also spotlight our customers’ successes through press releases and on social media.
This example from the retail world is relevant to the B2B world. A company needs to be focused on more than just the product its sells. The right product mix, combined with effective marketing, deep expertise, and quality service creates an experience that customers want, and one that they want to share.