Do you provide a compelling reason for IIoT decision-makers to do business with you?
How you answer this question reflects your approach to creating remarkable and enduring customer experiences, customer successes and IIoT customer retention.
IIoT customer loyalty requires you to co-invest in the return on investment that customers make in doing business with you.
IIoT buying decisions require continuous IIoT sales insights. Furthermore, industrial Internet of Things decision-makers expect that products, services and experiences will become better and better over the duration of their relationship with you.
These expectations are industrial Internet of Things table stakes.
Also, keep in mind that IIoT decision-makers are consumers, both personally and professionally. These IIoT decision-makers transfer some of their consumer decision-making preferences into the workplace. Consequently, they need assurance that the products, services, software and capital equipment you deliver have flexible and customized performance capabilities.
Finally, these expectations increase throughout the duration of a client’s relational lifecycle with you. In spite of changes in leadership, location, personnel, software, hardware and equipment.
Can you deliver on these IIoT decision-making expectations? Because delivery on these expectations catalyzes IIoT customer loyalty.
As a result, IIoT customer loyalty is neither transient nor short-term.
The industrial Internet of Things decision-making ecosystem involves the intersection of people, systems, software, hardware and capital equipment.
- First, capital equipment lifecycles are measured in decades. However, the quantity and quality of personnel and software iterations over the capital equipment lifecycle are measured in thousands or more.
- Next, industrial Internet of Things business and financial models are changing in the API economy.
- Then, asset performance management requirements impact how and what you sell. These changes, in turn, affect the quality and duration of customer experience, customer success, customer retention and customer loyalty.
- Finally, no matter what you sell, engineer or link together, the real value of the sale is created pre-sale. That initial value is further realized in all post-sale activities contributing to creating and retaining a loyal customer.
As a result, organizations serving the IIoT market space must take a long-term, vested interest in creating and continuously serving a loyal and retained customer base.
That’s why executing an IIoT customer loyalty strategy continuously reflects IIoT decision-making processes.
IIoT customer loyalty is based on nothing less than the decision-makers’ moving forward with the total value an organization contributes to the future viability of their organization. Decision-makers want to do business with organizations who become embedded partners, co-invested in their long-term success.
Now ask yourselves, again, the same question I asked of you at the beginning of this blog post. How do I provide a compelling reason for IIoT decision makers to do business with me?
Consider whether you sell, engineer, code or serve companies that you, yourself, do not believe in over the long haul. Then assess the validity of expecting customers to “literally” buy into the long-term value of doing business with you.
That’s a big question that requires you to stretch your brain power a bit further. And that is what this blog is all about: Asking the big questions contributing to your professional development and making those hard calls.
Weigh in. Let me know what you think about the questions we are working on today.
Babette Ten Haken is a catalyst. She writes, speaks, consults and coaches about how cross-functional sales operations team collaboration revolutionizes the industrial Internet of Things value chain for customer loyalty, customer success and customer retention. She connects the dots between leadership, human capital / HR strategy and developing a data-driven, team-based workforce committed to creating enduring business outcomes. Babette’s playbook of technical / non-technical collaboration hacks, Do YOU Mean Business? is available on Amazon. Image source: Fotolia.