As industries increasingly focus on digital transformation, customer satisfaction has taken a backseat, according to Jeff Skelton, CEO of ICIS. Many companies have prioritized operational efficiencies and automation over the customer experience, resulting in a decline in average CX scores across various industries. Skelton emphasizes the importance of delivering engaging and frictionless B2B customer experiences, especially for sectors like energy and industrial companies that have been slow to embrace digitization. He believes that a customer-first approach is essential for long-term growth and success in today’s competitive landscape.
For energy and industrial enterprises facing uncertainty in interest rates, the energy transition, and geopolitical challenges, maintaining profit margins remains a top priority. Skelton highlights the need for businesses to shift from a product-first to a customer-first mindset to achieve sustainable growth. Customer experiences are crucial for building trust, loyalty, and brand reputation, and Skelton stresses that companies should focus on delivering customer value, happiness, and satisfaction in order to drive revenue growth and market share.
Exceptional customer experiences can serve as a competitive differentiator for businesses, particularly in crowded marketplaces. Skelton emphasizes the importance of trust, reputation, and brand affinity as key differentiators in both consumer and B2B sectors. He argues that industries like the chemical sector must prioritize customer experience as a means of differentiation, especially in light of trends such as sustainability and trust becoming increasingly important for consumers and stakeholders.
By focusing on customer satisfaction and delivering exceptional service, companies can enhance brand evangelism and create stickier relationships with clients. Skelton shares his experience of doubling his Net Promoter Score by prioritizing client retention and understanding customer needs. He advocates for personalized and informative interactions at every touchpoint of the customer journey, emphasizing the importance of alignment between marketing, product, and sales teams to deliver outstanding CX as part of a unique sales proposition.
Empowering customers through relevant content, valuable insights, and seamless interactions is key to improving the customer experience. Skelton highlights the importance of delivering personalized content that speaks directly to the customer’s needs and challenges. He also emphasizes the role of generative artificial intelligence in revolutionizing customer interactions, but cautions that companies must be methodical and cautious when implementing AI chatbots to ensure accuracy and consistency.
Overall, Skelton stresses the importance of prioritizing customer experience as a central component of business strategy. He asserts that companies must understand the unique needs and preferences of their customers at every touchpoint to build trust and reputation. By adopting a customer-first mindset and mastering the art and science of CX, businesses can gain a competitive advantage, drive revenue growth, and build lasting relationships with their clients.