“The Customer Must Be at the Center of Every Interaction” – Felix Lill on Immersive Customer Experience in the Process Industry

Together with Felix Lill, CX expert at PART, we discuss the importance of integrated customer experience (CX) solutions in B2B communication and collaboration, the demands of the process industry, and the role of the SAP Sales & Service Cloud.

Discover more about how integrated CX solutions can help your company in the process industry. Download our white paper entitled The Customer Experience Guide for the Process Industry now and discover practical strategies and best practices.

Felix, you’re an expert in customer experience. Why is CX particularly important in the B2B sector of the process industry?

We are witnessing a clear shift towards more customer-centric approaches in the B2B sector of the process industry. Customer expectations are continuously rising: they demand not only high-quality products but also tailored services and transparent communication throughout the entire customer journey. Companies face the challenge of creating consistent and efficient interactions while maintaining a personal touch. This is precisely where customer experience comes into play by helping harmonize processes, better understand customer needs, and strengthen relationships in the long term.

What does “immersive customer experience” mean in concrete terms, and how can companies take advantage of it?

Immersive customer experience means placing the customer at the center of every interaction, whether digital or in-person. It’s about providing a seamless, interactive, and consistently positive experience. In the B2B context, this could mean:

• Easy configuration of products via digital platforms that accommodate complex requirements.
• Proactive service offerings that identify issues before customers even notice them.
• A 360-degree overview of the customer to provide all relevant information in real time.
• Intuitive usability of all applications, ensuring they are easy to understand and operate without extensive training or onboarding.

With such approaches, companies can not only enhance customer satisfaction but also optimize their internal processes. The result? Shorter decision-making paths, greater efficiency, and, ultimately, a competitive advantage.

The SAP Sales & Service Cloud is a central solution for CX. What are the benefits of this platform?

The SAP Sales & Service Cloud offers a variety of tools to help companies effectively implement their CX strategy. Some of the key benefits include:

1. Centralized data platform: All customer data is consolidated into a single source, enabling a comprehensive overview of each customer and laying the foundation for data-driven decisions.
2. Intelligent sales: Simplified sales and forecasting processes with increased revenue and success rates through AI-powered functionalities.
3. Automation of routine tasks: AI-powered features enable sales teams to refocus on core tasks by leveraging a unified, scalable solution to integrate systems and processes while automating manual tasks.
4. Integration into existing systems: The solution integrates seamlessly with ERP systems and other IT landscapes, which is particularly advantageous in the process industry.
5. Proactive and personalized communication: AI-driven capabilities allow companies to engage customers in a targeted manner and solve problems early on.

This video on AI in the Sales & Service Cloud explains how artificial intelligence is integrated into the functions of the SAP Sales & Service Cloud.

What motivates B2B customers in the process industry, and what are the biggest challenges when addressing them?

The customers of companies in the process industry are primarily other industrial enterprises with complex requirements and high expectations. They are not only looking for high-quality products but are also seeking comprehensive solutions that meet their individual needs.

An important characteristic of these business customers is their focus on efficiency and reliability. They expect their suppliers and partners to be seamlessly integrated into their processes and be able to respond to their requirements in a flexible manner.

The biggest challenge here lies in the diversity of these customers. An SME has completely different needs compared to a global corporation with highly complex supply chains. In addition, there are often long decision-making and sales cycles involving many different stakeholders. It is crucial to provide the right information and offers at the right time to build trust and nurture long-term relationships.

How can companies prepare for this new type of CX?

Preparing for a modern CX strategy is not a quick process, but rather a transformation that must be strategically planned. Companies should consider the following steps:

1. Analysis of existing processes: Where are there gaps in the customer journey? Which touchpoints could be optimized and expanded?
2. Create a technological foundation: Tools that expand a digital customer journey, such as a CRM like SAP Sales & Service Cloud, are indispensable for consolidating data and automating processes.
3. Training and change management: Employees must not only be able to use the new technologies; they must also develop an understanding of the importance of CX and be willing to use it.
4. Act on customer feedback: Direct dialog with customers provides crucial insights for adapting and continuously improving the strategy.

What is the difference between success and failure in CX projects?

Integration is vital. When CX solutions are implemented in isolation from other business areas, the benefits quickly fizzle out. Successful implementation requires close collaboration between sales, service, and IT – in other words, everyone needs to pull in the same direction.

Another key aspect is focusing on value for the customer. It’s not enough to simply make processes more efficient; the impact must be tangible for the customer. This requires the right combination of technology, strategy, and human interaction.

Can you give us a real-world example of how companies have improved their CX with the SAP Sales & Service Cloud?

A good example is SaM-Power, a company in the renewable energy sector with which we collaborate. Before implementing the SAP Sales & Service Cloud and SAP Business One, the sales and service teams were highly fragmented, leading to inefficient processes and dissatisfied customers.

After implementation, they were able to:

• Centralize customer data: Field service employees now have access to current customer data at all times, whether at headquarters, at home, or on-site with customers.
• Optimize intercompany processes: Emails and manual coordination are a thing of the past. Today, processes are digitally supported, e.g. through automated PDF delivery solutions between sister companies.
• Boost efficiency: Automated tasks and real-time analytics make work easier and minimize errors, even during seasonal peaks.

SaM-Power now has a scalable, cloud-based system that can be flexibly adapted to growing demands. Thanks to the integrated CRM and ERP solution, processes are more efficient, customers are happier, and the company is well-prepared for further growth.

To close, what is your vision for the future of customer experience in the process industry?

I believe that customer experience in the process industry will be even more data-driven and automated in the future. AI, machine learning, and IoT will make it possible to identify customer needs in real time and offer solutions proactively.

At the same time, the human factor will play an important role. Even in a digitalized world, it is crucial to build genuine relationships with customers and foster trust. The combination of technology and humanity will make all the difference.

Are you ready to transform your customer experience? The Customer Experience Guide for the Process Industry shows you how you can boost your efficiency and deliver lasting customer satisfaction with solutions like SAP Sales & Service Cloud. Download now!

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