Traditional manufacturers and industrial companies often think they put customers first. The mission statement on the wall says so, after all. But in today's digital-first world, truly delivering an exceptional customer experience requires fundamentally rethinking how your entire organization engages with buyers.
The New Reality: AI Changes Everything (Except What Really Matters)
Here's a truth that might surprise you: In an age where AI is becoming ubiquitous, being authentically human is your greatest competitive advantage. We recently witnessed this firsthand with a client who implemented a sophisticated AI chatbot on their website. The result? Their best prospects largely bypassed the AI and went straight to talking with human experts.
These high-value prospects regularly consumed the website's content and used digital resources, but when they were ready for conversation – and they knew exactly when that was – they wanted immediate access to the right person. Not an AI intermediary, no matter how sophisticated.
The lesson is clear: AI will eventually be used by everyone, so the most human company wins. The industrial companies that will thrive are those that master using AI tools to enhance – not replace – human connection, deploying technology at the right moments while preserving authentic human interaction where it matters most.
The Stakes Are Higher Than Ever
Consider these statistics, that should now be cliche:
- 93% of B2B purchases start with an internet search
- Buyers complete up to 70% of their journey before ever talking to sales
- 86% will pay more for a better customer experience, but only 1% feel vendors consistently meet their expectations
- 80% of customers actually leave service interactions LESS loyal than before
Moving Beyond Surface-Level Customer Focus
Many industrial companies claim to be customer-focused, but their actions tell a different story:
- The sales team pushes for quarterly quotas rather than solving customer problems
- The product team develops features without regularly surveying customer needs
- The back office hides behind policies and procedures rather than focusing on customer convenience
- Service reactively responds to issues instead of proactively ensuring customer success
What B2B Buyers Really Want
Today's B2B buyers expect seamless digital experiences combined with meaningful human connection. They want:
- Self-service access to information when they need it
- Direct access to real experts when they're ready to engage
- Personalized interactions that acknowledge their specific situation
- Solutions focused on their business outcomes, not just product features
- Human expertise and judgment at critical decision points
Creating a Human-Centered Experience in the AI Age
Building a truly customer-centric organization in today's environment requires:
1. Strategic use of AI for routine tasks and information delivery
2. Preservation of human connection for high-value interactions
3. Clear paths to reach real experts when customers need them
4. Technology that enhances rather than replaces human relationships
5. A culture that empowers employees to build authentic connections
The Path Forward
The biggest risk isn't in adopting AI too slowly – it's in losing the human element that makes your company special. The winners in the age of AI will be companies that master this balance: using technology to handle routine tasks while doubling down on meaningful human connections.
Remember: AI will eventually be available to everyone. The differentiator will be how well you use it to enhance, rather than replace, the human experiences that your best customers value most.
Your customers are already judging their experience with your company against the best experiences they have anywhere.
The question is: Are you using technology to enhance or inhibit the human connections that drive real value?
Topics: Customer Service
