Manufacturing Today - July 2017 - 21

TERRI HISKEY | COLUMN BY

Get Set for Growth
Any business operating without a
focus on growth is not positioned
for success in the modern market. A
customer-obsessed operating model,
which asks "what would our customer want?" or "what does our customer expect?" before any decision is
made, is fast becoming the norm and
businesses choosing not to take this
approach will see their competitors
succeed as they lag behind. mt
An accomplished marketing professional with broad experience
in the manufacturing and supply chain sectors, Terri Hiskey
is Vice President of Product Marketing, Manufacturing for Epicor
Software. Epicor provides software designed around the needs of
manufacturing, distribution, retail and services organizations. More
than 20,000 global clients rely on Epicor's expertise to improve
performance and profitability. www.epicor.com

JULY 2017 manufacturing-today.com

21

P RO F I TA B I L I T Y

approach, communication and coherence becomes even more vital as manufacturers move to put the customer
at the center of it all.

L AST PAGE

A CCOUNTING

F U N D E M E N TA LS

I MPROVEMENT

Traditional top-down, siloed operating models provide clear reporting
lines and accountability, but often
can result in long decision cycles and
conflicting customer experiences.
However, today's high-growth organizations create cross-functional,
multi-dimensional teams that are fast
and agile, and deliver truly integrated
customer solutions.
For a successful customer-first
culture, every aspect of a business
needs to be orientated the same way
and stepping away from a top-down

M ARKETING

3. Get Better
Connected Internally

D IALOGUE

turing, the customer-facing element
of the business may not be quite as explicit, but the process of digital transformation should involve the sense of
urgency which has come to typify the
modern consumer.

M F G TOMORROW

C U LT U R E C H A N G E

N EWS

E CONOMY

Insight-driven organizations often
see higher rates of growth because
they utilize all the information available to them in the most efficient way.
They derive insight from customer
relationship management and loyalty programs, and invest in integrated
systems which incorporate sophisticated analytics and real-time reporting. Customers expect fast responses and reactions and to achieve this,
every element of your system should
to be as agile as possible. Accurate insights are, after all, integral to quick
and informed decision making.
Customer-obsession, and the business growth that follows, is not possible without first considering a customer's expectations. Today, the modern
customer expects a digital presence
from the suppliers they use. For example, research from Ohio University has
found that online consumers expect
prompt responses to their queries,
they expect businesses to be there in
real-time and 42 percent even expect a
response within an hour. In manufac-

A LFAB INC.

2. Be Driven by Insights

B UY AMERICAN

has the potential to be used for an
even more focused and personalized
approach. However, only 11 percent
of marketers questioned in a recent
Forrester study reported the centralization of this data and ability
to use it for future marketing decisions. This is one area where many
businesses are potentially missing
out and losing a chance to engender
a customer-first approach.
The manufacturing industry may
have several links in the chain to the
customer but this doesn't mean it
needs to be disconnected. In fact,
streamlined processes throughout
the supply chain are more likely to
deliver an improved customer experience and in turn drive growth.


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Table of Contents for the Digital Edition of Manufacturing Today - July 2017

Table of Contents
Manufacturing Today - July 2017 - Cover1
Manufacturing Today - July 2017 - Cover2
Manufacturing Today - July 2017 - 1
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Manufacturing Today - July 2017 - Cover3
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