The testing, inspection and certification (TIC) industry has always focused on ensuring quality standards for products and services. At its core, TIC services boost consumer confidence in a product or service.
To ensure that the industry and customers behave more transparently, trustworthily and innovatively, the TIC industry must create customised experiences that appeal to customers’ unique needs. However, with the rise of digital transformation and changing customer expectations, redefining how customer experience (CX) is approached in this industry is necessary.
To redefine customer experience, there is a need for TIC companies to adopt a technology-driven interface for customers that offers greater approachability in the services they offer. Companies must put the customer at the centre of everything to achieve this. In simple terms, they need to understand the types of services that customers and manufacturers are looking for and then make a concerted effort to meet these demands in as short as possible.
Integrating mobile apps and chatbots on social media channels can reduce lengthy paper trails in correspondence with customers. This allows for quicker resolution of issues and tracking of the status of the job, providing instant digital records of quality checks.
By enhancing customer experiences with digital solutions that integrate in real-time, TIC companies can improve the perception of their industry and streamline their processes. The critical success driver is creating an industry driven by innovation and growth to develop over-arching results for end-users.
Below is a general map for the customer experience journey in the TIC industry:
- Awareness: Customers may research online, ask for referrals from colleagues or trusted contacts, or attend a tradeshow to learn more about the services.
- Consideration: Customers actively consider TIC solutions and evaluate different service providers. They may read online reviews, request quotes, or schedule meetings with engineers/representatives from TIC companies.
- Purchase: Customer has selected TIC company and has made a purchase. This may involve signing a contract, submitting payment and scheduling service delivery.
- Delivery: TIC company delivers services to the customer according to the contract terms. This may involve site visits, sample collection, audits, analysis, or other testing and inspection activities.
- Customer support: After completion of the service delivery, the TIC company should provide ongoing customer support to ensure the customer is satisfied with the results. This may involve addressing technical queries or addressing any concerns that the customer may have.
- Loyalty: If customers have a positive experience, they are likelier to become repeat customers and advocates for the company. This can help to build long-term relationships and drive future business growth.
Of course, every customer’s experience journey may vary depending on the service’s uniqueness or the customer’s specific needs. However, the above mapping provides a good starting point for understanding the general customer experience in the TIC industry.
A ‘consultative approach’ needs to be adopted regarding real-time customer interaction. A consultative approach is identifying a client’s problem to solve, the need to be addressed and the obstacles they need to navigate to success by providing strategic recommendations for solving the problem or addressing the critical need and obtaining the client’s buy-in and acceptance of your solution that is tailored for their immediate requirements. A consultative approach to client handling helps build trust and long-lasting relationships. A consultative approach to selling refers to a sales strategy that involves actively engaging with clients to understand their needs and provide customised solutions to meet those needs. A consultative approach in the context of customer experience journey should not be confused with or considered the same as technical consultation, as they are two different things.
A ‘consultative approach to selling’ must be considered for several reasons. Firstly, it helps create a strong rapport with clients over time, which is essential in building long-term relationships that result in repeat business. Secondly, it enables sales teams to customise solutions for each client’s unique needs and preferences, which increases the likelihood of closing deals and generating revenue. Thirdly, it helps to establish a reputation for your business as a trusted advisor in your industry, which can attract new customers and strengthen your brand.
To successfully adopt a consultative approach to selling, sales teams must prioritise listening to clients and asking questions to explore their needs and objectives. They should also work collaboratively with clients to identify solutions aligned with their needs rather than simply pushing products or services that may need to be corrected or repeated for the customer later. Regular follow-up and ongoing communication after the completion of the sale are also essential to create a positive experience and build a long-term relationship.
In short, a consultative approach is an effective way to build trust, establish lasting relationships with customers, differentiate your business from competitors and identify unique solutions that meet your clientele’s needs. By prioritising the client’s needs rather than the sale, a salesperson puts the customer at the centre of discussion, directly affecting the customer’s experience, promoting loyalty and growing revenue over time.
We are in an era of ever-increasing competition, and excellent customer service in the TIC industry takes the forefront for ensuring the success of an organisation. The customer experience (CX) journey is often rendered incomplete, or the efforts in bringing in a customer become useless if the operations team doesn’t appreciate or share the same CX awareness journey. This becomes evident once the customer doesn’t return after the first sale, or even if they do; it is probably out of compulsion. That is why building trust and long-lasting relationships is not only limited to external customers but is equally applicable to internal customers such as our colleagues and team members.
In conclusion, the TIC industry must redefine the customer experience by providing tailored, personalised experiences driven by technology. Organisations must focus on developing underlying processes with high reliability and performance across different interaction mediums. The key to customer loyalty in the TIC industry is not only to ensure compliance with international standards but also to generate adequate amounts of trust among industry players.
About the Author
Mrinaal Sapru
Mrinaal Sapru is the Head of Regional Sales for Dubai Civil Defence’s Emirates Safety Laboratory. With a background in Mechanical Engineering and extensive knowledge of sales processes, team management, business development and new market development, he has spent a total of 19 years in various industries, including seven years in TIC (Testing, Inspection and Certification) and the past 13 years focusing on the Middle East region.
