4 steps to an improved customer experience in metals
1. Gather and apply user feedback
Creating an elevated customer experience starts with knowing what customers are looking for and understanding which systems and processes are working well and which are causing frustration. Metals leaders can use this information to make effective decisions about what to change and where to put their investment dollars.
One way to gain valuable insights from customers is by implementing a feedback loop, such as sending surveys and following up with customers to gather information about their experience. With the right technology, these processes can be automated to generate faster results. Then, organizations can analyze the responses to determine next steps and align teams to implement incremental changes. Working toward a defined key performance indicator – like an improved Net Promoter Score, for example – can help organizations track their progress as the customer experience improves.
2. Offer a customer portal
Customers across industries want specific details about their order status. For example, it’s no longer satisfactory to order a pizza and trust that it will arrive on time. Customers now want to know when the pizza enters the oven and view real-time delivery tracking. This level of visibility is becoming expected of metals companies as well.
A customer portal connected to an enterprise resource planning (ERP) solution gives customers the option to sign in and view material certifications, production status, and timeline updates. Metals workers can use this system to log information, and customers can view real-time updates about their orders, reducing time spent tracking down information and emailing back and forth.
3. Create a culture of support
It’s important to recognize that improving the customer experience isn’t only about the customer; the employee experience must also change to support this shift. Metals leaders can’t simply implement a new technology or process and expect workers to adopt a new structure into their workday without a high level of support.
Research shows that projects are six times more likely to meet objectives and five times more likely to stay on schedule when organizations implement effective change management.
In addition, change management is most effective when the cultural context is considered and applied to the approach. When workers are immersed in a culture that’s designed to create an excellent customer experience, they better understand the importance of the change and are more likely to buy into and be part of the shift.
4. Increase customer collaboration
Metals customers are constantly innovating and thinking ahead to what’s next, from creating new products to updating existing ones. If companies are stuck in a reactive process in which they spend time tracking down order information, they miss the opportunity to anticipate what the customer might need in the future.
When the right technology and processes are in place, companies can collaborate with customers to improve the customer experience by meeting them where they are in the innovation process, finding new solutions to problems, and creating long-term loyalty. Together, metals companies and customers can drive the industry forward.
