Digital Customer Journey

October 18, 2018 Simon Hardy

In my last few blogs we discussed the rise of the chemical marketplaces and how Elemica supports this.  An important consideration when developing solutions is the Digital Customer Journey (DCJ). 

At the moment, the way a company organises themselves digitally is very centralised. They have an eCommerce or eProcurement team that is creating policies and procedures. In the future, preferences of the end user will drive the process.

Elemica has a platform to support the DCJ. With our unique architecture, we extract the maximum value from each data feed across the process. Let’s look at what a customer may want to know. Of core interest is price, quantity, delivery date and transport method. Additionally, knowing status conditions such as:

  • Have they got my order?
  • Have they been able to process the order and can they do what I want?
  • What is going on during the lead time?
  • What will the final volumes and product details be?
  • How does it match against the original request?
  • Has it shipped, and will it turn up on time?

These are common questions to customer services staff across the chemical industry. Customer Services knows which customers want to know this, which ones call every time, or call if the volumes are low, or the delivery has moved back. The Digital Customer Journey needs to replicate this in a way that a customer wants.

Elemica connects the customer order into the supplier ERP system from multiple sources: EDI flows, emails, eCommerce offerings, PDF’s from procurement systems, marketplaces, Procurement hubs, IoT devices, etc. By connecting this we can;

  • Send automated confirmation emails: Even from an email address, you can start creating the DCJ. The first step will be an automated confirmation email, which runs in parallel to an EDI flow into a system, with a response that matches against the original order. Elemica performs this check and sends this email back in multiple languages with your company logo on the email
  • Know “Where’s My Stuff”: The customer may want to know if the product started the journey or if the load had been accepted by the transporter? Elemica provides a “Check my Status” button on the email, so the buyer receives either an automated email response or they can go to the Elemica Visibility Solutions.
  • Updated Status Notifications: When the Ship Notice is generated by the ERP system an update goes to the customer.
  • On Time and Late Shipment Notifications: Since Elemica has the customer original order and desires, sending the customer an email 48 hours before they requested the product of actual delivery status is automated both for on time or late shipment. This example makes the DCJ’s more customer focused than current manual situations.
  • Utilize GPS signals: From carriers and give the user a link which shows them where the truck is on the road.

Elemica can send updates to a customer services agent, rather than the customer, or both. If the “48 hour” report is not good news, a customer services agent can pick up the phone to the customer and see if they want to collaborate on an issue.

As you undertake the Digital Customer Journey (DCJ) as part of the transformative process understand the true customer buying experience from marketing through selling and services in the manner the customer prefers. Go Digital. Transform.

 

 

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Bylined article written by Elemica's Director of Global Marketing and published in Insight Success