5 ideas to enrich customer culture throughout your industrial b2b organization.
Posted: Mon Dec 09, 2024 6:31 am
When we talk about change we tend to focus on the outside and that is logical, but in order to have an impact and get on the bandwagon of change outside, we must first address internal change, that of the organization itself, the human one. I am going to share with you 5 of my own ideas based on my experience to enrich the customer culture in ALL of your industrial b2b organization, not just sales.
Let's start by highlighting that creating oman phone number library customer culture is particularly complicated in an industrial organization that traditionally focuses on the product and its manufacturing, as well as being organized by internal silos where cross-connection and customer orientation are complicated.
For all these reasons, it is interesting to internally activate various very specific actions to be able to make the necessary transversality flow, breaking down silos and, above all, that "window" to the outside that gives, if possible, more meaning to the individual meaning of each member of the organization.
What are the advantages of enriching the customer culture throughout your industrial b2b organization? In my experience, they are very clear; greater connection and adaptation to the customer, better product functionality, improved development of arguments, increased collective purpose of the organization, perceived differentiation in the market and above all… increased effectiveness at work.
In my professional experience in managing Marketing teams, I have always believed that Marketing is a mindset rather than a department and therefore it must be transversal and seek to connect all those silos between them and with the outside. For me, that is the main mission of Marketing people in an organization; transversality, dynamization and generating a common purpose taking into account what happens outside. In my opinion, 50% of the effective time of a Marketing person should be spent among people; mainly clients and people in the organization, seeking dynamization, meaning and opportunity.
I would like to share with you some initiatives in which I have been fortunate enough to participate, collaborate and even promote.
1/ Immersion
For me, the most important one is the one that connects, the empathetic one, the human one. It is about seeking the human connection between the client and the departments of the organization and here I have participated in 3 forms of “physical” connection: the visit to the factory, the event or fair and the visit to the client.
My experience on how to organize an effective factory visit will be the subject of a later article, but for me, this is without a doubt the “trigger” element of a customer culture for the industrial b2b organization. Organizing a factory visit around people and their stories instead of around machines and products is the key. Many times the B2B or Industrial client is also an industrial client and do you think they wouldn’t love to sit “on the same side” and in confidence to talk with the person responsible for quality, production, purchasing or maintenance of your company? And vice versa, do you think your colleagues from other departments wouldn’t like to read the impact of their work on the expression of their clients? All this without mentioning the faces of the workers explaining “their” production process.
It is difficult to explain the energy, openness and highly creative atmosphere that arises from something well organized (I insist on Marketing giving shape to all this) going from being a mere “visit to the factory” to being a point of synergy and creativity. This takes time, work and a lot of energy but it is well worth it, believe me.
Let's start by highlighting that creating oman phone number library customer culture is particularly complicated in an industrial organization that traditionally focuses on the product and its manufacturing, as well as being organized by internal silos where cross-connection and customer orientation are complicated.
For all these reasons, it is interesting to internally activate various very specific actions to be able to make the necessary transversality flow, breaking down silos and, above all, that "window" to the outside that gives, if possible, more meaning to the individual meaning of each member of the organization.
What are the advantages of enriching the customer culture throughout your industrial b2b organization? In my experience, they are very clear; greater connection and adaptation to the customer, better product functionality, improved development of arguments, increased collective purpose of the organization, perceived differentiation in the market and above all… increased effectiveness at work.
In my professional experience in managing Marketing teams, I have always believed that Marketing is a mindset rather than a department and therefore it must be transversal and seek to connect all those silos between them and with the outside. For me, that is the main mission of Marketing people in an organization; transversality, dynamization and generating a common purpose taking into account what happens outside. In my opinion, 50% of the effective time of a Marketing person should be spent among people; mainly clients and people in the organization, seeking dynamization, meaning and opportunity.
I would like to share with you some initiatives in which I have been fortunate enough to participate, collaborate and even promote.
1/ Immersion
For me, the most important one is the one that connects, the empathetic one, the human one. It is about seeking the human connection between the client and the departments of the organization and here I have participated in 3 forms of “physical” connection: the visit to the factory, the event or fair and the visit to the client.
My experience on how to organize an effective factory visit will be the subject of a later article, but for me, this is without a doubt the “trigger” element of a customer culture for the industrial b2b organization. Organizing a factory visit around people and their stories instead of around machines and products is the key. Many times the B2B or Industrial client is also an industrial client and do you think they wouldn’t love to sit “on the same side” and in confidence to talk with the person responsible for quality, production, purchasing or maintenance of your company? And vice versa, do you think your colleagues from other departments wouldn’t like to read the impact of their work on the expression of their clients? All this without mentioning the faces of the workers explaining “their” production process.
It is difficult to explain the energy, openness and highly creative atmosphere that arises from something well organized (I insist on Marketing giving shape to all this) going from being a mere “visit to the factory” to being a point of synergy and creativity. This takes time, work and a lot of energy but it is well worth it, believe me.