Our omnichannel approach plays a key role in enhancing the Kramp customer experience, but it wouldn’t be possible without technology. Jens Waaijers, Director Omnichannel Sales, and Olivier Luxon, Chief Technology Officer, explain how they are collaborating on connecting the dots to offer a consistent and seamless customer journey.
“All of Kramp’s customers can interact with us across multiple touchpoints using various platforms and devices, such as the website, the app or by calling our specialists,” explains Jens. “It is our ambition to give our customers a consistent and seamless customer experience across all these touchpoints. That’s why we place so much importance on an omnichannel approach.”
“As an added advantage, when our customers feel better understood and better supported, they are more satisfied and therefore more loyal. This contributes to the long-term stability of our company,” he continues.
Connecting the dots
“Kramp has become a digital-first company, and technology is at the heart of everything we do – but even more so in the case of omnichannel, because it depends on connecting the dots between your IT systems,” comments Olivier. “This can be tricky at the best of times, but it’s even more challenging for Kramp due to our ever-evolving role as a partner to many different types of organisations – dealers, Original Equipment Manufacturers, resellers, farmers and contractors – across so many countries. We want our customers to experience us as one company, despite the complex IT environment behind the scenes.”
Hybrid model
One example of this is the Maykers platform which currently supports Kramp’s dealer-inclusive end-user business with farmers in Denmark and France. “We launched this in response to the market shift towards a hybrid model in which farmers no longer only buy from dealers, but also directly online,” comments Olivier. “We’re continuously analysing the performance with a view to future possibilities, including in the context of our omnichannel strategy to give even more customers a unified experience.”
Tech only as a means to an end
Olivier emphasises that while the data roadmap is influenced by the tech and business teams of Kramp, it is actually driven by the needs of the users, customers, partners and employees. “On an internal level, our tech teams are building interfaces to connect all the data sources so that our marketing, sales and service teams can advise our customers optimally based on the right information and insights,” he continues.
“By integrating the knowledge and data from all the touchpoints, we can also continuously optimise our processes to further enhance the customer journey. As one example of this, we are constantly improving the user-friendliness of our website
to enable everyone to find what they’re looking for faster and more effectively. We’re increasingly using emerging technologies to help us. However, technology is only a means to an end. In all the improvements we make, we remain guided by what our customers need,” states Olivier.
“The only way to make all this work is through multidisciplinary collaboration and alignment. We are actively stimulating the business teams and tech teams throughout the organisation to work together more closely by giving them the necessary responsibility and ownership,” he says.
Accelerate value delivery and respond to future needs
“We’re now ready to accelerate the speed with which we deliver value to our customers and proactively respond to their future. As an extra bonus, better internal alignment makes it easier for our teams to implement future changes, making their work more enjoyable and rewarding. So our omnichannel approach not only optimises the customer experience, but also improves the employee experience at Kramp,” concludes Jens.
