Build it and they will not come

Build it and they will not come

For a long time, engineering and operational excellence were the focus for many organisations. These can still make a difference, but customers now increasingly demand service over and above the core product. This requires understanding the (end) customers’ experience and rethinking role and relationships in the manufacturing, or logistic chain.

Use of new technology and concepts such as Lean has brought manufacturing organisations substantial benefits. However, considering product from a customer perspective goes beyond features and functions. In products such as cars, heating systems and system controllers, most new innovations are in the areas of service and customer experience.

The shift is not about bolting services on. Customers go from using the product to consuming the product and service. To get this right, manufacturers need to understand the customer experience of their products from the outside-in. End customers’ service expectations create challenges and opportunities in redefining B2B relationships.