A customer enablement experience to support digital transformation
Wienerberger UK, a global leader in brick and building infrastructure solutions, approached us to create a customer-centred digital sales experience to be used on the Showpad sales enablement platform.
They had a number of challenges that they needed to address with their extensive product portfolio to meet the ever-growing needs of their broad customer base, ranging from large multi-national merchants, architects and developers to smaller local builders.
Wienerberger needed a customer experience that was easy and intuitive to navigate with consistent messaging, sales materials and one that supported their digital transformation strategy.
market share gains
“The ability of our sales team to access and share engaging content with target customers quickly contributed to significant market share gains in 2020.”
Dan Cheung, Marketing Manager, Wienerberger
We were proud to receive the Best Application of Marketing Technology at the Construction Marketing Awards 2021
Success is a customer-first approach
With Wienerberger’s sales and marketing teams, we ran a scoping workshop – our Customer-First Blueprint® – looking into the needs of the business, identifying the problems that needed to be solved for their customers and sales teams and what success would look like.
This collaborative stage is crucial to get the full picture of what needs to be achieved and ensures buy-in from all stakeholders and adoption amongst the teams that will be using the experience with customers.
A powerful and feature-rich buyer experience
With a blueprint for the final experience clearly defined from the workshop, we adopted our agile approach to deliver the experience.
The sales team and customers now have a visually rich and personalised digital sales experience enabling them to have a consultative conversation. Content can be tailored to their customer needs, taking them on a journey of discovery exploring products and solutions.
Content now comes from one central source of truth, providing consistency in messaging and the most up-to-date and relevant information. Detailed technical information, supporting BIM requirements, can be downloaded and shared instantaneously and the analytics ensure that the content is always relevant and helps to evaluate the RoI.
Additionally, for Wienerberger the tool has improved the synergy between the sales and marketing functions.
Dan Cheung, Marketing Manager, Wienerberger
“Where we really gained in 2020 is that our digital capability allowed us to get information quickly to our customers for them to be able to react on it and purchase. We really felt that our digital sales tools allowed us to do that.”
“As a result of launching the digital sales App we anticipate that our print costs will be significantly reduced long-term. But in addition to the printing cost benefit, we also have more data to base future decisions for sales material development on.”
“The sales and marketing teams are definitely now more aligned. We are able to see what sales assets are being most engaged with to base updates on, in collaboration with our sales teams. We can have insightful conversations, based on facts and data.”
“We’ve reduced the time taken to provide our customers with all the information they need to fulfil their specification, from up to a week to literally minutes. It’s been a massive step change which is demonstrated by our increased market share. In the world of brick and tile two key market differentiators are how quickly we can service our clients above others and how easily we can demonstrate our range and alternative products to suit their needs.”
“When we’re having conversations with architects the ability to present options quickly and demonstrate where our products are being used in projects that resonate with them is a key differentiator. Being able to do that with the Digital Sales App in minutes, rather than days, is a demonstration of our capability over and above our competitors. It’s part of our whole brand experience and a demonstration of our commitment to innovation.”
“It’s been a massive step change. A year or so ago, from first contact with an architect or specifier client, to getting specification information out, it could be up to a week. Whereas now, we can also be more consultative and offer alternative suggestions that fit the brief, and get them what they need in, literally, minutes.”
“Our customers have instant access to the most up-to-dat BIM models and information for our products – everything in one place, so it’s easy for them. The Digital Sales App ensures that the content is always current, so our sales teams can be confident it is the very latest information that they are providing.”
“Our International Architect clients are impressed at our responsiveness and the access to information, which is strengthening our brand position and competitive edge.”