Jeff Skelton, CEO of ICIS, believes that as industries undergo digital transformation, there has been a shift away from prioritizing customer satisfaction. Many companies have focused on using digital technology for operational efficiencies without considering consent, privacy, security, and the overall online experience for customers. This is reflected in the decline of average customer experience scores in various industries according to Forrester’s 2023 US Customer Experience Index Rankings.
Despite the resistance to digitization in industries like energy and industrial companies, Skelton emphasizes the importance of maintaining engaging and frictionless B2B customer experiences to remain competitive. Energy and industrial enterprises are facing challenges such as interest rate uncertainty, the energy transition, and geopolitical strife, but a product-first approach sacrifices understanding of the customer. Skelton advocates for a shift towards a customer-first mindset for long-term growth and success in these sectors.
Customer experience is more than just good customer service. Skelton highlights how improving CX by just 1 point can lead to significant revenue increases for businesses. Trust, loyalty, and brand reputation are built through customer experiences and can serve as competitive differentiators in crowded marketplaces. Industries like manufacturing, utilities, construction, and agriculture are increasingly under pressure to adapt to renewable energy transitions and provide expert guidance at all stages of the customer lifecycle.
In his previous experience, Skelton saw success in doubling Net Promoter Scores by focusing on exceptional customer service and satisfaction. He stresses the importance of aligning marketing, product, and sales teams to provide personalized information to prospects at every step of their customer journey. By leveraging outstanding CX as part of their unique sales proposition, energy and chemicals companies can build resilience against growing risks and create stronger relationships with clients.
Empowering customers to drive brand evangelism is key to improving the customer experience. Providing relevant information that speaks directly to customers’ needs and addressing challenges related to supplier risks and culture can set companies apart. All functions of the business can contribute to superior CX, ensuring issues are resolved swiftly and deliveries are made on time. Generative artificial intelligence is revolutionizing functions like productivity and CX, but companies must be deliberate in its implementation and consider the differences in AI models and capabilities.
Ultimately, Skelton emphasizes the importance of having a customer-first mindset at the core of all business decisions. By understanding what customers want and mastering the art, science, technology, and humanity of CX, companies can gain a competitive advantage through trust and reputation. Having a customer-first approach is crucial for long-term growth and success, especially in industries undergoing digital transformation.
