Bringing Advanced Manufacturing technology to life
Germany-based Syntegon is a world-leader in processing and packaging technology for the pharmaceutical and food industries.
Operating from 30 locations in more than 15 countries, and with more than 6,000 employees this manufacturing giant has a lot going on!
With a complex portfolio of machines and solutions, Syntegon came to us to solve a crucial problem: How could it convey a single, consistent voice across all of their sales conversations globally?
The challenge was to create a single, centrally managed sales tool capable of giving customers personalised experiences and instant access to information; no matter their industry or job role.
ABB. An interactive touchscreen experience in the Advanced Manufacturing Centre, Ireland
Success is a customer-first approach
With a project of this complexity knowing where to start can be overwhelming for clients. But with POPcomms onboard, Syntegon could relax.
As always, we started with our unique Customer-First Blueprint®; a collaborative discovery and scoping process that explores, identifies, and prioritises your business objectives and those of your sales team and customers.
It helps to establish a unified vision and consensus amongst all the stakeholders involved and buy-in from the sales team. It also sets out a blueprint for the long-term development and strategic success of the sales tool.
A powerful and feature-rich experience
With the blueprint agreed we could start user-experience design and development using an Agile methodology. A highly efficient development approach that allowed Syntegon to test out the sales tool as it evolved and refine on the fly.
Built around their customers’ needs and rooted in our ‘customer-first’ mantra, Syntegon’s experience sits on the Showpad Revenue Enablement platform.
It’s a visually-striking, and intuitive tool that lets sales reps access any one of hundreds of machines and solutions – and all their related content such as specifications, documentation, videos technical drawings, and service information.
Confidence and peace of mind
With complete access to the experience’s Content Management System, Marketing now has full control over every aspect of the content and messaging presented to customers.
The experience is a single ‘source of truth’, instantly accessible for all that use it.
And because knowing everything about your clients and their needs is so important, we gave Syntegon the ability to harvest valuable data and analytics, all of which are constantly being fed.
Syntegon’s global sales team can now be confident they have everything they or a customer needs at their fingertips to speed up the sales cycle, improve the customer experience and help maintain Syntegon as a world leader, now, and into the future.
Some of the transformative features of the ABB interactive experience
Flexible conversations
The sales tool is designed to let the sales rep have a more consultative conversation with a customer. The rep can approach a conversation from many different angles depending on the customer’s requirements.
Central control
With a central Content Management System, content can be fully controlled and updated instantly by marketing and product teams. As a result, content is always current and sales don’t need to worry about searching for the latest content before a meeting.
Back office systems integration
The experience is connected to Syntegon’s Customer Relationship Management (CRM) platform to track every customer interaction. Also connected to their Digital Asset Management (DAM) system, any changes to machine imagery or assets are automatically pulled through to the tool.
Advanced analytics
Every customer interaction or product selected and downloaded is automatically tracked so Syntegon knows exactly what is popular with customers.
Any device, anytime
The sales experience will work across any device, both online and offline, so the sales team don’t need to worry about having an internet connection with a customer. It’s also designed to work on large touchscreens at tradeshows and events.
Share any content
Any content can be instantly shared with customers. If they are interested in a product full details can be emailed directly with all the necessary information and recorded in Syntegon’s CRM.
