Salesforce research across a range of business sectors has shown that customer experience is critical to business success. Customers increasingly want seamless, connected, personalised experiences with customer centricity an essential ingredient of top performing organisations.
The manufacturing sector, however, has traditionally been focused on B2B relationships often conducted through channel partners. With the end-user less immediately visible, their experience has not been top of mind.
Salesforce’s latest State of Industrial Sales and Marketing report does show, however, that a focus on customer experience is finding its way into the sector, with 74 per cent of surveyed respondents saying improving customer experience is a key requirement to achieving sales and marketing success.
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