The manufacturing industry has traditionally operated on a B2B model, creating products and selling through dealers, distributors or retailers who in turn market and sell to customers. However, as the sector becomes more data driven and customers increasingly expect personalised goods and services; partner enablement and customer engagement is becoming a bigger priority for manufacturers. The lack of consumer insights and resulting inefficiencies that traditional models offer OEMs could see them falling behind competitors as others innovate their operational models. The rise in newer business models such as Servitization and B2B2C models is a direct consequence of the importance customer engagement now plays in business. However, this operational transformation is not without its challenges if manufacturers are going to modernise successfully. 

Manufacturers will need to quickly but effectively digitise their operations to facilitate business models with increased customer engagement while simultaneously empowering their distribution channels to elevate value for customers. This can be achieved in many ways from increased social media presence creating direct links with customers; digitising catalogues to streamline commerce and deploying innovative tech such as VR to improve customisation options. Additionally, integrating effective data sharing platforms to improve the flow of information between OEMs and their dealers and distributors can allow both parties to capitalise on customer insights and in turn streamline their relationship. 

This webinar hosted by the Financial Times, in partnership with Infosys, will explore how manufacturers can leverage technology to facilitate new business models which bring them closer to their customers while strengthening their relationships with distributors.

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