Enhancing the customer experience: Schneider Electric’s unified marketing and sales approach

This post is sponsored by Schneider Electric and empowered by Tassanarom Goodier, business vice president distribution and eCommerce (East Asia and Japan).

In driving digital transformation, Schneider Electric stands out by leveraging data-driven strategies, unifying marketing and sales to enhance business growth, and optimising the end-to-end (E2E) customer journey. From creating top-of-mind brand awareness to converting interest into sales and fostering brand loyalty, our approach ensures that every customer interaction is meaningful and impactful.

Data-driven strategies for a customer focus at Schneider Electric

At Schneider Electric, we leverage data to improve the customer experience, which in turn, will see us become more customer-centric in our distribution and eCommerce channel. By analysing customer behaviours, path to purchase, preferences, and feedback, we gain valuable insights that help us tailor our strategies to meet the unique needs of each customer persona. This approach helps us uncover growth opportunities, anticipate customer needs, create personalised offers, and enhance the overall customer experience.

The journey begins with creating top-of-mind awareness. Through targeted marketing campaigns, personalised content, and strategic partnerships, we increase brand visibility and attract the attention of our target audience. By leveraging data analytics, we refine our messaging and reach the right customers at the right time, maximising the impact of our marketing efforts.

Partner – supporting and enhancing our partners to become digital leaders

Our go-to-market strategy focuses on supporting distributors by ensuring they are well-equipped to meet customer needs. We provide access to advanced digital tools, platforms, and technologies that help partners innovate and streamline their operations.

Additionally, we offer enablement resources to unlock their potential, including a full catalogue, content syndication, and visualisation dashboards. This proactive approach enables distributors to meet customer needs promptly, enhancing satisfaction and loyalty.

Beyond advanced digital tools and enablement resources, Schneider Electric offers comprehensive development plans for our distributors. These plans focus on product knowledge and digitisation, along with tailored partner programmes designed to enhance distributor capabilities and drive sales. By empowering our distributors with the right tools and knowledge, we ensure they can deliver exceptional services to their customers.

To further support our distributors, we implement various activation programmes such as innovative campaigns and rewards programmes. These initiatives help distributors maintain optimal inventory levels and incentivise sales, ensuring that our products are readily available to meet customer demand.

Customer – leveraging eCommerce to expand geolocation and create an E2E seamless customer experience

One of our priorities is a Geo-expansion strategy. We leverage eCommerce and virtual sales to maximise our reach across offline and online channels by providing availability and convenience to our end customers. We utilise data density to extend our geographic coverage and ensure that our products and services remain accessible to customers in various regions. This strategic approach not only broadens our market presence, but also enhances our capacity to effectively serve a wider customer base.

To create a world-class E2E customer experience, we enhance the eCommerce journey for end customers such as homeowners, retailers, panel builders, contractors and electricians. By implementing product configurators on our distributor websites, we simplify product selection and provide seamless product content updates through API integration. This ensures that customers have a smooth and efficient online shopping experience.

Schneider Electric also leverages Shopee, Lazada, and Tokopedia as leading marketplaces in Southeast Asia to create a seamless customer journey. From easy-to-find to easy-to-get products, we ensure that our customers can access our products effortlessly.

In the meantime, our own marketplace, eshop.se.com, is connected with our retailer application, creating an integrated E2E customer experience. This connection allows retailers to link their loyalty programmes with our eCommerce channel seamlessly.

For panel builders, we leverage communication apps such as WhatsApp and LINE to connect customers with our virtual sales team. This ensures continuous engagement and support, providing customers with the assistance they need at any stage of their journey. By maintaining open lines of communication, we build strong relationships and foster long-term loyalty.

Customer feedback is a vital component of our customer-centric strategy. At Schneider Electric, we actively seek and analyse feedback to understand customer satisfaction and identify areas for improvement. This feedback informs our strategies, helping us refine our products, services, and customer interactions.

By listening to our customers, we ensure that our solutions are aligned with their needs and expectations, driving continuous improvement and innovation.

Conclusion

At Schneider Electric, optimising the E2E customer experience, and a unified approach to marketing and sales, are designed to put the customer at the centre of everything we do. By supporting our partners to become digital leaders, leveraging eCommerce for Geo-expansion, and ensuring a seamless E2E commerce journey, we tailor our solutions to meet the evolving needs of our customers.

This customer-centric approach not only accelerates sales and fosters brand loyalty, but also drives sustainable business growth. As we move forward, our dedication to delivering exceptional customer experiences will continue to guide our strategies and actions.