Developing a granular understanding of your customers is among the most valuable of all the ways companies can achieve lastingcompetitive advantage. In the Mill Products industries, business is very competitive. Customers can be very easily swayed to the competition. Mill Products companies need to be intensely aware of their customer’s behaviors. This level of understanding includes not only who your customers are, but what they buy, which channels they prefer, and how they respond to changes in price and market conditions. Better customer insights help the top and bottom lines by providing the foundation to increase sales and customer retention, while also reducing overall operating, marketing and technology costs. A robust understanding of your customers includes:
- 360 view of the customer
- Know what customer purchased last and what they might need next
- Pull in information on what competition is selling – or what customers in their region are buying
- Mobile access for field people to get info real time
- Social media input – updated view what consumers are saying about them (big positive, big negative – like quality issues)
Using mobility is one way that customers can achieve effective gains in productivity and be able to respond proactively to changing market conditions. There are many forward thinking techniques and applications that enabling them to better face increasing global competition and spiraling costs by applying mobile solutions to accelerate business, reduce waste, build loyalty, and grow revenues. In addition, customers see:
- Compress the sales cycle and respond faster to customer, partners and vendors
- Improve workforce safety by foreseeing and preventing incidents and failures
- Amp up productivity by shortening work stoppages and improving quality and order fulfillment
Mobility solutions can personalize the customer experience by making recommendations that are most relevant to each unique customer based on their buying behavior, web activity, social media presence and much more. Using automation, an integrated software solution gathers customer information from multiple internal and external sources and models customer behavior. Scoring can then provide you with customized actions you can take to provide the right offer to the right customer at the right time.
For example, with access to new mobile solutions, Mohawk’s 1,200 sales representatives are using data to better support those retailers, enabling them to provide superior experiences to the end-users. By simplifying sales reps’ access to both customer and pricing information, Mohawk expects to increase profitability. Using data to manage their margins more effectively can also help Mohawk enhance retailer satisfaction with timely specials, improved logistics, and better sales support.
Understanding your customers’ problems is not as difficult as it sounds. Most people don’t spend much time thinking about their problems. They certainly don’t spend any significant time thinking through all the vast implications of those problems, or how a single problem may be affecting all other areas of their lives. With a little technology help, Mill Products customers can quickly be on their way.
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