By Andy Chinmulgund, CEO, Bruviti
Sensor and connectivity technology built into the current generation of appliances has the potential to dramatically improve customer experience. But to maximize this potential, manufacturers must combine appliance telemetry data with existing customer and product information.
Like most businesses, appliance manufacturers have been driving broad digital transformation initiatives to improve customer experience and drive brand loyalty. Two interesting trends have become apparent as a result of these digitization strategies:
When it comes to analytics, the devil is truly in the details. The tsunami of telemetry data being generated by these machines is often unstructured, raw, and in a native format. Manufacturers are struggling to blend this machine telemetry data with existing customer and service data to derive useful insights to enable predictive maintenance, rapid diagnostics, better field service capabilities, parts inventory optimization, and a better overall customer experience. All this information —including the machine telemetry data— is part of the “digital thread” — an integrated view of everything about an asset or product throughout its lifecycle.
Machine data can help personalize the customer experience
Much has been written about the need personalize the customer experience (CX). Most appliance manufacturers are finding ways to create a customer-specific journey map to understand every interaction, or touchpoint, between them and customers over the course of the product lifecycle. Understanding these interactions as part of the customer journey lets us see opportunities where digitization makes the most sense and where customers, and business, have the most to gain from digitally enabling these interactions.
CX can be measured during the research and selection of a product, through the purchase/ordering phase, and throughout the ownership phase. Customer- and field-service operations can have a huge impact on CX during the ownership phase. There are three areas that are driving the costs of delivering excellent support and service. Each of them stands to benefit tremendously if we can combine machine telemetry data with the wealth of customer, service, and product data that we’ve already amassed as part of our digital thread.
Here are four areas where we can align our digital thread and our customer journeys to transform CX:
Connected machines and the telemetry data they generate are an underutilized asset. By combining this real-time data with existing knowledge bases, it’s possible to transform post-sales customer experience.
About The Author
Andy Chinmulgund is CEO of Bruviti, an IoT applications company he co-founded in 2012. By combining artificial intelligence and machine learning, Bruviti’s digital twin and predictive analytics applications enable machinery and equipment manufacturers to automate their support and service teams. Andy is also chair of the AHAM Supplier Division. Contact Andy at firstname.lastname@example.org.