Ten steps on how to digitize your after sales
The wind of change is blowing in the mechanical engineering sector: with the profound and abrupt changes in the global economy, Germany’s flagship industry is also constantly confronted with unforeseen challenges. However, well-known challenges such as digitalization in conjunction with changing customer expectations also mean that mechanical engineering companies are on the lookout for new sales opportunities. In the coming years, it will become the linchpin of interaction with customers, providing the ideal starting point for developing and offering better, user-oriented products and services. The aim must be to be able to cushion economically uncertain times with fluctuations in demand as quickly as possible. This is where After Sales Service comes into play. It is ideally suited to building up this resilience, as it serves several current requirements at the same time: Processes and offerings can be optimized and service profitability increased – for example through additional business for new and existing machines and systems. At the same time, the customer experience and customer loyalty are noticeably improved, while the company’s own market position is strengthened.
Digital after-sales services enable resilience, strengthen customer loyalty and open up new sources of revenue for the mechanical engineering industry.
After sales as the key to resilience and customer focus
Change process: Building knowledge
Changes for digitalization in after sales service must be actively driven forward by the management. Develop a digital mindset in the company – the ability to think in digital formats and potentials and the willingness to embrace digital processes. In order to improve service quality and keep track of personnel deployment costs, it is crucial to anchor knowledge and skills broadly within the company. Internal training and courses support this. The most important goal is to build up expertise with digital products and services and ideally even to be able to launch new services on the market.
In mechanical engineering, too, the customer is king
Customer requirements and problems are at the heart of the digital transformation – without exception. The linchpin for a strict customer focus is added value. These requirements must be continuously verified and integrated into the after-sales strategy.
Netflix experience also in mechanical engineering
Customers expect intuitive experiences and quick responses from their provider. The Netflix experience is also increasingly taking hold in the B2B segment. Ensure that solutions can be integrated directly into customers’ processes and are open. “Over-engineered” solutions and studying manuals have had their day.
Digital after-sales services enable resilience, strengthen customer loyalty and open up new sources of revenue for the mechanical engineering industry.
Digital platforms and customer portals: proactive services for modern expectations
Set up and expand customer portals
The development of digital customer portals or new communication channels to the customer help to switch from a reactive to a proactive service. Make sure that the service is perceived as a proactive partner and solution provider. The better this is achieved, the better the customer experience and the stronger the customer loyalty. Components such as document management, dashboards for system monitoring, an intelligent ticketing system or connection to a web store for spare parts round off the service offering.
Digitization strategy: the digital twin
A digital after-sales service must also be embedded in a comprehensive digitalization and data strategy. This includes access to machine data via a digital twin. Among other things, it makes it possible to evaluate which machine data can be used to what extent and how data can help to improve services and offers. Factors such as capacity utilization, intended use and the operating environment of machines can even be analysed once they are already in use at the customer’s premises. You can also use the digital twin to drive forward the development of new digital products.
Data drives after-sales business
After Sales Service thrives on data. Avoid data silos and pursue a clear data strategy. Both enable the integration of after-sales service processes into new IoT structures. This includes the connection to existing systems such as Customer Relationship Management (CRM), Enterprise Resource Planning (ERP) and Manufacturing Execution Systems (MES).
With step-by-step, integrated solutions and a clear digitalization strategy, after sales will become a success factor for the future.
Step-by-step digitalization: personal service meets scalable solutions
Customer advice – digital analog
The digitalization of service does not mean that there should be no personal contact between the manufacturer and the customer. A personal customer advisor who can access the machine directly via remote maintenance, for example, and resolve problems quickly is worth its weight in gold. Make sure that the relevant data is available to the consultant so that individual customer needs can be met quickly.
Agile and scalable: gradual implementation advisable
Digital after-sales services should be implemented step by step. This is made possible by modular applications. They should be scalable and also contribute to the corporate vision in the long term. To do this, implement the ideal business case for you in smaller steps. Always keep an eye on things: The system must be designed to be agile, scalable and open so that it can be expanded in the future.
Integration of the systems
Take advantage of the possibility of integration and avoid stand-alone solutions. The use of integrated solutions enables seamless processes within all after sales processes, saves costs and stabilizes profits. The development of new sales models is also easier to implement with end-to-end processes. However, new expertise is required for integration, for example in license management. If this knowledge is lacking, it must be built up or purchased from external service providers.
Think long-term
Do not insist on a purely product-centered business model. There is a great risk of losing touch and no longer being able to offer customers the desired added value. Long-term service models ensure a good customer relationship and continuous profit streams.
Use the opportunities offered by digitalization to transform your after sales service into a driver of innovation, customer loyalty and sustainable success.
