Jeff Skelton, CEO of ICIS, believes that as industries shift towards digital transformation, the focus on customer experience has been lost in favor of operational efficiencies. While customer experience is crucial, the average CX scores have actually decreased in several sectors according to Forrester’s 2023 US Customer Experience Index Rankings, highlighting the need for improvement in this area. Skelton stresses the importance of providing engaging and frictionless B2B customer experiences, especially in sectors like energy and industrial companies that have been resistant to digitization.
In order to stay competitive, energy and industrial enterprises need to shift towards a customer-first approach rather than a product-first mentality. Customer experience goes beyond good service; it is the foundation of trust, loyalty, and brand reputation. By developing products and services with a focus on customer experience, companies can increase revenue and market share. Trust, reputation, and brand affinity are key differentiators in crowded marketplaces, and companies that prioritize customer experience can gain a competitive edge.
The chemical industry, in particular, needs to recognize the importance of customer experience as a differentiator. With sustainability and trust becoming key trends, industries like manufacturing, utilities, construction, and agriculture are under pressure to adapt to the renewable energy transition. By providing expert guidance and advisory at every stage of the customer lifecycle, energy and chemicals providers can gain a competitive advantage and build stronger relationships with clients.
Empowering customers through exceptional customer experience is key to driving brand evangelism. Providing clients with personalized information relevant to their energy needs, delivering exceptional customer service, and aligning marketing, product, and sales teams can help companies create stickier relationships with clients. By leveraging outstanding customer experience as part of their unique sales proposition, energy and chemicals companies can build resilience against growing risks and challenges in the industry.
Delivering relevant content, providing useful information, and resolving issues swiftly are essential components of a successful customer experience strategy. Companies can gain a competitive advantage by proactively supplying clients with the information they need and ensuring all touchpoints are carefully considered and deliberate. Generative artificial intelligence can also revolutionize customer experience and productivity, but companies must be cautious when implementing AI chatbots to avoid inaccuracies and differences in capabilities.
Overall, mastering the art and science of customer experience, along with technology and humanity, is crucial for business success. Having a customer-first mindset at the center of all business decisions, especially in long-term growth plans and strategy, can help companies achieve a competitive advantage through superior trust and reputation. By prioritizing customer experience and aligning all functions of the business towards this goal, companies can create lasting relationships with clients, drive brand evangelism, and succeed in today’s competitive landscape.
