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Standing out in business-to-business customer engagement

Industrial products leaders’ holistic approach

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Business-to-business (B2B) customer engagement presents unique challenges for industrial products organizations. Empowered customers expect more and want to buy at the time and through the channel of their choosing. Industrial products organizations face large effectiveness gaps with their customer-engagement objectives. Despite using traditional channels, less than half deliver a seamless omnichannel experiences. Few organizations have implemented digital technologies in marketing, sales and customer service.

Leaders provide a unique perspective that organizations can learn from. These leaders have a high reputation for delivering an excellent customer experience. Their enterprises lead in financial performance and innovation. And they are much more effective at addressing customer-engagement objectives.

The leaders approach customer experience and engagement differently. The leaders have committed to experience and tapped additional channels. They leverage customer insights to feed experience design and manage touchpoints. They have adopted digital technologies in marketing, sales and customer service to enable true omnichannel and drive efficient self-service and actionable insights to customers and employees. And they have made organizational improvements and cross-functional integration to support customer experience.

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How can IBM help you?

We are renegades and realists who blend strategy, technology and creativity to tackle every client challenge. We imagine the businesses that will shape tomorrow’s world and help our clients make them real. We uncover insights from data that others can’t see and deliver progressive ideas through the use of IBM Design Thinking. We ground every strategy with a focus on delivering the ultimate experience – for customers, for employees, for shareholders. Everything we do drives measurable impact at scale.

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The IBM chemicals and petroleum industry team designs and implements solutions for chemicals as well as oil and gas companies. We help these companies turn information into insights that enhance exploration and production, refining and manufacturing efficiency, global trading, risk management, and operations in real time.

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Meet the authors:

Hans Bracke

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, Salesforce Industry Solutions Lead, Europe;
David Dickson

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, Industrial Products Industry Strategy, Consulting practice;
José R. Favilla

Connect with author:

, Director, WW Industry Solutions for Industrial Products;
Spencer Lin

Connect with author:

, Global Chemicals and Petroleum, Industrial Products and Global CFO Lead, IBM Institute for Business Value

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