Laptop_Photo by Glenn Carstens-Peters on Unsplash

Meet future customers’ needs with a digital organization

• 5 min read

How does buying experience affect the purchase decision? What would generation Z expect from a future employer and workplace? How will a commodity product like steel mesh panels be evaluated by future decisionmakers?

Digitalization can have very different meanings 

When I talk with people in my surroundings about the possibilities with digitalisation or digital transformation I often hear creative and innovative ideas directly focused on the products or the manufacturing of them. 
Industry 4.0
There are many ideas for improving the actual product or production performance. By embracing Industry 4.0 and adding IoT for collecting or transferring data in a different way from both machinery equipment and the machine operators, new levels of predictive analysis prevents unexpected incidents and quality issues based on collected and analysed data. Perhaps with the help of machine learning and AI

Digitalization can have very different meanings and I think that the high focus within product development, automation and manufacturing comes naturally. When you like me are living in the area around Hillerstorp, an area surrounded by the manufacturing industry, like Troax, and were enterprising is somewhat of a lifestyle. Today as many as 63% of all the jobs here are found in the manufacturing industry where people and machines work successfully side by side. 


Easy business is key to a good buying experience

In my everyday life as a family-man and house owner, I can easily manage and access all my needs by simply using my smartphone and I am used to being met by a personalized experience.

I handle everything from a smartphone or tablet, I don’t even own a private personal computer.

Everything from paying bills, purchasing consumables, booking appointments, planning day-care for kids or even remote controlling the TV, lights etc. All this from web services and without actually talking or communicating with a single person in most cases. I don’t need to wait for anyone to respond, no need to make any print-outs or take any notes, as a full log history is available to lean on in case I forget or need to rearrange something. Also before making a purchase decision I do most of the investigation and evaluation online before I even make contact with suppliers. I have already decided from whom to make the purchase without actually talking to them other than reviewing them via the web. All based on the information I collected myself.

More complicated with B2B, why?

Coming to work, on the other hand, I enter a different world where I would suddenly only last 5 minutes without my computer.

Pile of paper and a cup of coffee

I constantly need to take notes, login to different systems, create reminders and in most cases manually follow up on projects and activities to stay on top of things and to keep records.

In most cases, I have to accept and adapt to systems instead of being met with the possibility of a personalized interface.

I have more and more frustrating moments when I realize how far the area of B2C have come in comparison to were B2B is in many areas. Especially in personalized experience, reach and access of information and ease of communication. I really think this is the case for many others and I’m sure you could agree somewhat to what I’m describing. I really think this is an area with huge potential for digital transformation.

What about expectations from generation Z?

As a Millennial or ”Generation Y” born in the 80:s I have experienced life without computers, videogames, internet and smartphones, and I have learned to explore and patiently discover the benefits of new technology. Of course, I´ll get frustrated in some situations without them, but I’ll survive. 

How about capturing the attention and satisfying the next and future generation? Generation Z has been born right into new technology in the mid-90s.

They have no experience of a life without Google, YouTube and social media.

Most spend hours per day on the internet and they have had smartphones since they were very young. If I feel frustrated from time to time without access to this, can you imagine their reaction?


Gaining a true understanding of future customers’ needs, and how a digital organization can meet them

I think ease and speed will be key. Buyers will spend more time independently researching our products before contacting any sales reps. and with that, digitalisation gives many new opportunities for us to save customers time.

Troax has a strong global presence making it possible for us to reach out and capture customers needs and expectations in a natural way. By constantly improving our existing tools and integrating new ones into our workflows, we´ll have a good chance to maximize customer expectations as well as creating an attractive, developing and innovative workplace for the new generation of employees.

Every innovation starts with the search for a better future.

Martin Ask, Digital Business Developer
Martin Ask
Digital Business Developer