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Manufacturers must embrace consumer-driven innovation

THE INFORMATION AGE MEANS CONSUMERS WANT TO KNOW WHERE PRODUCTS COME FROM, HOW THEY WORK AND THE BRAND BEHIND MERCHANDISE.

  • Manufacturing industry has grown by 68% in the year 2015

  • 55% of the companies in a survey cited sales growth as a top priority and 41 percent said they were focused on reducing the cost structure

  • Knoah helped its US client to roll out 15 languages customer service support while launching India operations

  • Tech Support
  • Customer Care
  • Billing, Retention, Collection
  • Online Engagement
  • Sales, Cross-Selling, Up-Selling
  • Customer Loyalty Management
  • Back office service

  • Offer Multi-channel support solutions
  • Achieve better KPIs at lower cost
  • Reduce leakages with our proven operational processes
  • Engage customers with industry specific expertise
  • Reduce customer support costs with right engage solutions

INDUSTRY OVERVIEW – MANUFACTURING

Manufacturers must embrace consumer-driven innovation

Manufacturing may seem stagnant in some industries, but almost all companies can profit from new production technology innovation and opportunities offered by global enterprise.

The consumer electronics industry has always been one of the toughest – yet most attractive – battlegrounds for companies. Starting from product innovation, development and production to supply chain management and sales, this industry is driven by innovations and consumer-centricity at every level.

Managing customer experience at multiple touch points has been a significant driver in the success or failure of companies. Modern electronics constantly need updates or service contracts may include free upgrades. Some connected merchandise can even report its own service issues and alert the company when maintenance must be performed. This leads to a more involved relationship between businesses and customers. Given the fact the consumers’ decision making process has moved from linear to cyclical, a company’s ability to manage the customer journey from first contact to aftersales becomes more important every day.

  • U.S. manufacturing receipts grew from 4.9 trillion in 2002 to $5.9 trillion in 2014. In 2014, they were higher than pre-2008 financial crisis numbers
  • A 2016 survey found growth is a priority for 76% of manufacturing CEOs
  • Companies expand into emerging markets like China, which experienced 9.4%compound annual economic growth between 1985 and 2015
  • Industries also turn to foreign outsourcing in growing numbers. For example, the global medical device manufacturing outsourcing market should see a compound annual growth rate of 11% between 2016 and 2020
  • There were 626 food recalls in 2015

*Source – Multiple Industry Reports and Online Resources

While the data is available, manufacturers still need solutions to communicate information to consumers and capture details from customer feedback.

This can become more difficult as brands expand around the globe to field comments and questions from multilingual audiences, not to mention the challenges that spring up when offering answers 24/7 during recalls.

Responding to feedback means being available on every popular platform. Call centers are basic requirements, but modern manufacturers need to be ready to respond to product inquiries on social media, web chat or mobile text messages. Consistency is important. As consumers switch to different platforms, manufacturers need consistent CRM data to communicate dependable answers.

  • In the first quarter of 2015, automotive brand loyalty hit a 10-year high of about 53%.
  • 60% of millennial consumers say they are loyal to brands.
  • 62% of them said responding to comments and questions on social media encourages loyalty to companies.
  • Most millennials – 87% – use more than one communication device in a given day.
  • Over 50% of all consumers said they would leave a brand that didn’t respond to feedback.
  • Millennial are much more likely than Baby Boomers to keep using a product after proper problem resolution.

*Source – Multiple Industry Reports and Online Resources

It’s not just a matter of being available. Care agents serve as the voice of the manufacturing brand so they must be friendly, effective and knowledgeable.

Companies operating in a global economy can outsource call center responsibilities, provided the consumer care partner offers representatives with the necessary soft skills and the ability to train contact centers around specific brand goals. Empathy is essential during recalls or other problematic events, and kindness should be communicated in any language.

A customer care center specialist can also help managers handle back-office tasks so leaders can focus on production. With the right expertise, a partner can quantify interactions monitored and recorded through social listening or scored through consumer satisfaction surveys to gather valuable data on customer opinions. This feedback not only allows brands to recognize success, but it may also give them the insight necessary to inform future production decisions.

Knoah is recognized as a leading global provider of BPO and Contact Center Outsourcing Services by such bodies as International Association of Outsourcing Professionals (IAOP). We provide comparable services with the same outstanding results as huge corporations, but because of our size, we can offer more flexible, responsive interactions with our clients. This creates a much more effective partnership. As a leading provider of Business Process Outsourcing, we deliver customer-facing services which include voice, email, social media and chat support as well as non-customer-facing services such as data/order entry and 3rd Party Agent QA services.

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