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
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
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.