Digital transformation consulting

Digital Transformation – Mid Market Industrial Goods Company

Digital Transformation of the Sales, Marketing and Customer Service Team of a Mid Market Industrial Good Company

Customer Problem

Mid market industrial company primarily using paper collateral, advertising, paper order entry and phone customer support saw its channels, customer decision makers and competitors transition to digital resulting in significantly better customer experience and started losing share.

SparQ Approach

Market segmentation of the company’s end customers using surveys followed by visits with the sales team.
Development of personas representing the decision makers of the end customer segments.
Mapping out the customer journey through Awareness, Consideration and Decision.
Kaizen to map out digital assets and infrastructure required to enhance the customer experience starting with the buyer journey through the different phases, order entry, channel support and tech support.
Website evaluation and refresh to handle SEO and marketing Automation.
CRM and marketing automation evaluation and recommendation tailored for the company’s needs.
Project planning for digital transformation.
Resource planning to execute involving outside vendor partnerships combined with the internal marcom resources.

Delivered

Market segmentation model and buyer personas of target segments.
Customer journey mapping and list of digital assets required for drip campaigns to nurture leads. through the different phases of the buyer journey.
Website re-fresh strategy and recommendation.
CRM and Marketing Automation system recommendation to fit business’s needs.
Comprehensive digital strategy to optimize the user experience at all the touchpoints from customer acquisition all the way to support – CRM in sales and customer service, SEO, website refresh, marketing automation, catalog app, product configurator app, text and video chat capability, digital asset strategy for drip campaigns.
Distributor tools and portal strategy.
Processes and setup for customer service and tech support to interact digitally with customers.
Plan to convert NA sales force to iPads loaded with digital assets, apps, CRM and sales enablement tools.
Project plan for digital transformation.
Training plan and materials for sales, customer and tech support.