Examples of digital business moadels with cross-departmental data
The following cases illustrate once again in concrete terms how the multiple use of data in the company can look and how data can thereby be monetized in after-sales service.
ESTABLISHING SERVICE SALES
There is great potential for stable after-sales revenue in the sale and marketing of spare parts and services. However, in practice it is often the case that sales concentrate on primary products, which bring higher commissions compared to services.
After-sales service staff, on the other hand, are primarily concerned with solving customer problems. In contrast, they do not see selling services and passing on sales opportunities to the sales force as their job.
Data benefit: With a comprehensive and clear database, it quickly becomes apparent whether it might be worthwhile to set up a service sales force or whether the sales force should be trained to sell spare parts and services. This makes sense, for example, if customers do not have their own maintenance department or are generally happy to take advantage of additional services.
SERVICE TECHNICIANS AS "INFLUENCERS"
Data brings structure to the available information on the operation of machines and systems, on spare parts and existing maintenance contracts. All this data offers the opportunity to turn your service technicians into "influencers" for your company.
Data benefit: Service technicians are in close contact with customers and know their needs like no one else. They also have a high level of expertise and often enjoy the trust of plant operators. Their recommendations for additional services fall on open ears and, in combination with after-sales data, are accurate.
UP- AND CROSS-SELLING
Once the service technician's work is done and his mission report completed, valuable new data is generated. This can be used for up- and cross-selling activities.
Data benefit: Tailored additional services, spare parts or even new machines and components can be offered to suit a customer's individual situation.