Customer Experience Boosts Sales, but Data Silos Create Roadblocks for Manufacturers, According to New Google Cloud Study

Ahead of Hannover Messe, one of the largest manufacturing events in the world, Google Cloud announced new global research that found that manufacturers who provide immersive and personalized customer experiences (CX) are outperforming their peers in terms of revenue, profits, and ecommerce sales. However, many manufacturers are facing challenges with data silos that stand in the way of creating the digital CX buyers are looking for today.

The research, titled Digital Customer Journey for Manufacturers1, was sponsored by Google Cloud and conducted by global analyst firm IDC. It was based on a global survey of more than 1,500 manufacturing leaders across nine countries and seven industries, including industrial machinery, automotive, electronics, consumer packaged goods, and more. The study examined the growing importance of CX in manufacturing for B2B and B2C buyers and the connection between the maturity level of manufacturers’ digital customer journeys and their growth, investment in and deployment of technology, and challenges they face in digitally transforming CX.

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Robust customer journey boosts sales

According to the survey, manufacturers with the most mature digital customer journeys saw a 13.5% increase in revenue and a 14% increase in profit in the past 12 months. These manufacturers created personalized customer experiences that incorporated the latest cloud technologies, such as artificial intelligence (AI), augmented reality (AR), and integration with consumer applications like smart home devices, for example.

On the other hand, manufacturers identified the following challenges in transforming and improving the customer experience, such as:

• Different team priorities (31.1%)
• Lacking the talent needed (29.5%)
• Lacking the infrastructure needed (27%)
• Customer data is siloed and difficult to access (22.4%)

“Manufacturers are realizing that their current operating models need to evolve, and with growing competition and the commoditization of products, having a differentiated digital customer experience is a key component to staying competitive and driving revenue,” said Simon Floyd, Director of Manufacturing and Transportation Industries at Google Cloud. “Successful manufacturers are breaking down the silos within their workforces and data systems to unlock new ways to attract, engage, and satisfy today’s buyers who want smart recommendations and solutions so they can reduce the time spent researching, selecting, and ordering.”

SOURCE: PR Newswire