In part 1 of this blog post, I discussed the growth and evolution of the Internet of Things (IoT) and some of the challenges it presents for security. Securing IoT...
The new roles of manufacturers in the age of technology-enabled CX
3 mins read
The way manufacturers conduct business has changed dramatically. In this article, Ramesh Marimuthu, Vice President and Head of Americas Region at Tata Communications, explores how manufacturers are taking on new roles in the age of technology-enabled customer experience.
Amid the accelerated shift to digital, manufacturers find themselves turning to direct-to-consumer (DTC) and e-commerce models to drive business. D2C ecommerce sales have more than tripled in recent years, jumping from $36 billion in 2016 to $128 billion in 2021 and are expected to reach $212.90 billion by the end of 2024, according to an eMarketer report published in March 2022. Cutting out distributors and retailers not only improves margins but gives manufacturers complete control over the customer experience. But with that comes an entirely new set of challenges.Here’s how technology is enabling them to do so. Reaching customers where they are Led by electric start-ups like Tesla, the automotive industry is beginning a gradual but significant move toward DTC ecommerce sales. The shift includes traditional powers like Ford, which is allowing some of its most popular models to be built and pre-ordered online. This change requires manufacturers to embrace new technology for reaching and engaging consumers during the critical consideration phase. Chat apps, text messages, email, video and online calling will play a critical role in this effort."Not only are manufacturers having to take on new roles—from consumer marketing and sales to customer support and data management—but they’re having to do so at a time when consumer expectations are driving a new age of Customer Experience (CX)."
A potential car buyer who used the online vehicle customization tool on a company website, for example, can receive an automated WhatsApp message with a special deal incentivizing them to complete the purchase."In addition to traditional digital marketing channels like websites, today’s most successful brands are engaging their customers and prospects with chatbots or even WhatsApp campaigns."


Long call waits or incomplete answers to their questions will frustrate customers who have grown accustomed to the superior support of most major e-commerce platforms. And for those customers who prefer not to pick up the phone, automated support technologies like chatbots are critical to providing a helpful, efficient experience. Connected devices and the rise of subscription services are also changing the long-term relationship between manufacturer and user. That includes drivers, who increasingly rely on data connectivity and subscriptions for in-car features. The automotive subscription services market is set to grow by $9.15 billion by 2024, according to a report by Technavio. Securing data and positioning for further innovation The collection and management of customer data is critical to building a unified product experience across all touchpoints. Insights gleaned from this data play a vital role in a company’s ability to personalize every aspect of the customer journey, from marketing to support to product design. But companies must be careful about how they use and protect this data in a period of rapidly changing data privacy regulation. Manufacturers need the security, technologies and protocols in place to maintain consumer trust and avoid running afoul of regulations."In either scenario, automation is key. Automated call deflection tools are critical to easing the strain on human agents."

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