Metso — improving the spare parts business with a compelling end-to-end customer journey

Metso wanted to improve the spare parts business with its customers by enhancing the customer experience over the customer journey. With an aim to provide the best service for its customers, Metso partnered with Marketing Clinic to understand customer expectations and Metso’s current performance as well as to gain a fuller understanding of the customer journey throughout its phases and critical touch-points.

Metso is a world-leading industrial company serving the mining, aggregates, recycling, oil, gas, pulp, paper and process industries. Its products range from mining and aggregates processing equipment and systems to industrial valves and controls. It operates in more than 50 countries and on six continents. Metso’s customers are supported by a broad scope of services and a global network of over 80 service centres and about 6,000 service professionals. Metso aims to make a big difference for its customers, helping customers to improve their operational efficiency, reduce risks or increase profitability.

Creating superior customer experiences

“Being an excellent partner to customers is business critical and has always been a high priority at Metso. By understanding customer expectations and focusing on a renewed, customer-centric approach, Metso wishes to deliver even more value for its customers in the future”, says Mikko Keto, SVP Spare Parts and SVP Global Sales and Marketing, Metso Services.

Metso broadened its view of the customer journey, identified factors influencing the customer experience and defined a clear action plan for improvements.

Customer expectations change rapidly in the new reality where digitalization enables the provision of new services and more efficient ways of working and interacting. Metso became aware that customers had unmet expectations, which had an impact on business performance — for example, customers needed better access to information on the availability of spare parts. Unmet customer expectations can lead to dissatisfaction and can eventually harm a business and its collaborations if left unaddressed.

“Customers want to work with world-class partners, and that is what we want to be. For us, that begins with removing possible barriers that prevent our customers from purchasing and using our products and services. We can do so by better understanding customer expectations and the customer journey across its phases and touch points”, Keto continues.

“For this mission, we needed a partner with distinguished expertise and leading thinking in creating superior customer experiences and delivering value over the customer journey. That is why we chose Marketing Clinic”, says John Cullen, Vice President Global Marketing and Brand at Metso.

Identifying customer experience drivers

The work began with an insight creation phase in which relevant data and insights on the customer journey and experience were gathered. Co-creative workshops were held to elaborate on insights and identify critical customer touch-points and key drivers of the desired customer experience. This approach promoted the development of a holistic view of the Metso customer journey and experience — and, critically, how to improve it from a business perspective.

During the work, Metso broadened its view of the customer journey, identified factors influencing the customer experience and defined a clear action plan for improvements.

“Project management was crucial throughout the whole process. Each interaction with Marketing Clinic yielded clear insights into the fundamental issues under discussion. Simply put, we developed a better picture of the issues affecting our customer journey and approaches to improving it”, Cullen explains.

“Some of the greatest value in the project came from the links found between causes and effects, which provided our management with a solid understanding of the factors impacting our customer journey and our spare parts business. This was especially helpful in prioritizing and determining a course of action”, Cullen notes.

Improving business performance

During the work, Metso broadened its view of the customer journey, identified factors influencing the customer experience and defined a clear action plan for improvements.

Joakim Köhler, Marketing Clinic, John Cullen, Metso, Christina Harmia, Marketing Clinic

“Speeding up our quote process was one of the first opportunities identified. As a result, we implemented initiatives to accelerate quoting time. Similarly, initiatives to improve the availability of high-demand spare parts were made. Effective communications with our customers throughout the buying and delivery process are of crucial importance as well and support our renewed focus. Moreover, a broader customer-centric perspective has motivated us to realign our key performance indicators with the customer journey and experience”, Mikko Keto says.

Along with this work, Metso management realized their need for a thorough analysis of customer expectations and the customer journey across all business areas.

“We have already begun analysing the customer journey beyond our spare parts sales processes. It was important for us to recognize that this is not a one-time analysis. We now realize we must continually examine the customer journey and consider ways to improve the service we deliver across all our touch points — both online and offline. Most importantly, in this work, we achieved a clear outcome — identifying development issues and solutions”, Cullen states.

There are many consultancies, but in the context of marketing and strategy, Marketing Clinic is clearly one of the leading consultancies.” – John Cullen, Vice President Global Marketing and Brand at Metso

The business performance and customer journey improvement suggestions were not only welcomed but also readily implemented by the Metso Services division management team.

“I would absolutely recommend Marketing Clinic for similar projects. The delivered output was extremely professional and of high quality. The team was also very competent and knowledgeable — they provided excellent insights on both structuring the work and interpreting its results. And their project management was efficient, which kept us on target and on schedule throughout the project. There are many consultancies, but in the context of marketing and strategy, Marketing Clinic is clearly one of the leading consultancies”, Cullen concludes.

Marketing Clinic

Marketing Clinic

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Marketing Clinic is the leading Nordic consultancy accelerating commercial success. We help people and businesses focus on the right things at the right time, enabling them to leave a meaningful mark on many levels. By engaging our customers’ top management in reinventing growth we create strong strategies that get implemented. Our group companies Okimo Clinic and P+SBD drive our clients’ digital transformation within marketing, sales and communication.

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