Digital transformation changes the supplier to client playing field. Integrating engineering processes and products with digital services creates business opportunities. It solidifies the business relationship while providing additional value that a customer is willing to pay for. But it is only going to work with good UX design.
New service opportunities
Initially, manufacturing companies only added basic services to their product offerings, such as maintenance and support. The primary goal was to differentiate their products in competitive markets and build longer-term customer relationships.
New digital tools allowed for more sophisticated services. The introduction of a variety of new sensors, IoT devices, and data analytics platforms realise real-time data collection and analysis. This enables proactive and preventive service models, like:
- Monitoring a project or process
- Performance analytics
- Predictive maintenance
- Helpdesk support
- Online Parts-shops
- Product related training
- and more...
All while focussing on the customer-centric approach: focusing on delivering value and improving the customer experience through tailored services and solutions. Making sure you stay relevant to the customer. Translating services into products or products into services.
But that new digital relationship relies heavily on an overall user friendly experience by means of good UX design.
No UX, no success
User experience design can totally make or break the client relation. Good UX design makes sure that clients experience a smooth interaction with the offered services. Leading to confidence and trust that their order is in good hands.
Good UX delivers the service interaction in an intuitive manner. It translates raw data into meaningful insights and possible follow-up actions. Failing to incorporate UX design expertise leads to misunderstanding on various scales and human errors.
At Okapion, we design digital user experiences for companies that have an intense relationship with their customers. Most digital services already begin before delivery of the actual product. A client portal provides transparent insights before and during ongoing product design and build.
An intuitive digital user experience means your project will benefit on subjects like:
- User acceptation of the digital tools
- Meaningful insights for better data driven decision making
- Less human errors
- Time saving efficiency
- Maximisation of performance
- Speed of onboarding
- Improved communication and collaboration
One of our hands-on example projects featured Huisman. After delivery of their cranes, Huisman is still actively involved in the way their product performs. Owning the performance data of those cranes, they pro-actively predict maintenance and share data insights to the client based on a subscription. We designed the client-portal to be the accessible central hub for these kind of services.
“Good UX design helps to reassure clients in the trust of you as a supplier.”
How to not f*ck up
Based on our experience we have some takeaways on how to not f*ck up your digital servitization:
1 • Make sure you have people on board that understand the digital channels.
2 • Prepare your digital relationship strategy before you start. Know your goals and clients.
3 • Your most valuable services are the ones that relieve customers of their biggest fears.
4 • Invest in good UX design and do so on time. Allow yourself to investigate multiple design solutions.
5 • Know what your client knows so you can level your tone of voice.
6 • Always present data in a insightful manner and the correct context.
7 • Be easy to contact and follow up.
8 • Never stop listening to your users. Let their feedback inspire you to improve.
