60% Increase in ‘Delighted’ Customers for a Leading Process Machinery Manufacturer Through Targeted CX Improvements
A leading process machinery manufacturer achieved a sustained turnaround in both business performance and customer experience by systematically addressing experience gaps and streamlining processes.
Guided by insights from an annual customer engagement study, the organisation aligned its operations, service model, and go-to-market approach to evolving market and customer dynamics over a multi-year period
Listen
The Challenge
The client needed to:
- Respond to a market shift from a monopolistic environment to an oligopolistic one
- Adapt to new technology adoption and increased competitive intensity
- Assess customer experience in a rapidly changing market context
- Realign organisational culture and go-to-market strategy with new customer expectations
- Understand how experience influenced customer preference and loyalty
Leadership required clarity on how customer experience needed to evolve to remain competitive and drive long-term growth.
Act
Insight-Led Diagnosis and Design
Feedback Insights deployed proprietary customer experience frameworks and a custom research program to evaluate experience and value perceptions across the customer journey.
- Designed custom research to assess expectations, experience across key touchpoints, and value drivers
- Collected inputs from approximately 190 customers across India and international markets
- Covered both decision-makers and operational-level executives to ensure a holistic view
- Identified areas of strength and improvement across experience and relationships
The insights informed focused actions to strengthen customer experience and rebuild customer relationships.
Accelerate
Translating Insight into Action
- Streamlined operations, with logistics and supply chain identified as critical experience drivers
- Established a structured customer onboarding process to strengthen early-stage experience
- Created a dedicated customer service organisation to improve process efficiency and TAT
- Embedded a customer-centric DNA through revised governance, skill enhancement, and organisational structure
Business Outcomes
- 60% increase in ‘delighted’ customers, contributing to a sustained business turnaround
- Tripled revenues over six years through stronger customer engagement
- Realigned product portfolio to better match market and customer needs
- Evolved into a customer-centric organisation through changes in structure, governance, and processes
- 80-point increase in EX over six years by systematically addressing experience gaps and expectations
