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Creation tech analysis

This document contains a benchmark report comparing Creation Technologies' website to 4 critical success factors. It finds the website underperforms in having a sales function, transparency about pricing, attracting talent, and only meets average standards for demonstrating after-sales service. The report provides recommendations to improve the website by making it more educational for buyers, displaying pricing information clearly, emphasizing after-sales commitment, and designing content and layout to appeal to candidates. It encourages Creation Technologies to work with the consulting firm to implement digital solutions that align with their strategy and fill gaps in meeting the 4 success factors.

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Creation Technologies Website Industry Benchmarking comparison report
A Gift from the Ismoip Team
This benchmark report contains… • Evaluation of Creation Technologies’ online presence against 4 critical success factors • Recommendations to prepare your website for the next era of global growth and innovation
You may have noticed.. Your business is evolving fast. Business-as-usual approaches will no longer be adequate..
However..
The Manufacturing industry continues to operate in a herd-like mentality
Despite advances in technology, there has been little progress in the Front end* *Business Development Activities
78%* of their websites are Plainly Unbearable *estimate
Because they are not built with the end user* in mind *buyers *distributors *suppliers *prospective customers * employment candidates * potential joint venture partners
Its a Vicious Cycle
4 Critical Factors a Manufacturer’s Website must have to delight customers, distributors, suppliers and other industry partners.
#1 You’re Site has a Sales Function
Buyers, especially in manufacturing are driven by research If you’re not the one providing relevant product and service information, then they will goto a competitor that is
Now, for a moment.. think of your site as a salesperson..
Does he blabber or educate?.. Does he answer all the doubts and objections.. your prospect may have?
Does your website’s information flow like an ideal sales person…? Certainly, not…
Your website = most important sales person All of your leads and potential customers visit your website. What a missed opportunity, that it is not speaking like your best sales person.
Against the Benchmark: Website Design Does your page blabber? YOUR SITE CATERPILLAR
Against the Benchmark: Navigation Which one seems Easier to browse? YOUR SITE CATERPILLAR
Against the Benchmark: Underperforms YOUR SITE • Useful information on services is available but takes significant time to navigate • Site is dated and fails to demonstrate itself as “cutting edge, and innovative” • Specifics are unavailable but point of contact is mentioned CATERPILLAR • Website is modern, very usable and seamless to navigate • Solutions are segmented and summarized • Deep information available on each product Get inspired, visit: www.cat.com
Recommendation • Update website design: cut the unnecessary for the necessary to shine • Aim to educate your buyers/distributors • Provide deep product/service information • Aim to complement all existing business development efforts
#2 Stop Hiding Information Your customers don’t like it
Studies with B2B consumers show people getting frustrated & leaving sites that don't show crucial information – primarily prices.
Most web users prefer to find information on their own, not by interacting with a sales agent. Especially in the early research phase
Study Findings • Participants go to competitors’ sites when websites do not show prices • Websites that seem to have good product information (including pricing) will most likely make a candidate’s shortlist. Nielsen Norman Group
Legitimate Rationalizations…..& Excuses • We don’t want our competitors to know the price • Price varies for different customers • Price constantly fluctuates • Customized services have unique prices • and so on…
Not showing pricing works like this: Consumer’s mind: “Where is the information I’m looking for”.. To… “They’re hiding the information I need”.. (it gets worse)
“They seem so difficult to deal with..” (it gets ever more worse)
I DON’T LIKE Them (there, you lost them)
Legitimate Reasons Why They Need Prices • Pricing is need for planning; it is required to make budget-allocation decisions and for companies and contractors to submit bids to clients
Legitimate Reasons Why They Need Prices • Price is a key component in product comparison; it determines product category • If you provide this information, potential buyers will look at you as a primary resource!
Against the Benchmark: Pricing Information Are you hiding something? YOUR SITE Nielsen & Norman • n/a
Recommendation Yes, manufacturing pricing can be complex. But pricing is important and you must address it. Consider: - Revealing scenario-based price - Show sample pricing for previous works
#3 New Consumers demand after-sales service
Manufactures are being pressed to deliver a more “circular” experience rather than the typical “Take- Make- Dispose” Model
Take-Make-Dispose as a Business Model: 1. Takes orders 2. Makes the required product 3. Disposes of the relationship once the contractual good has been rendered.
“Circular” Business Model: 1. Understands buyer’s needs 2. Provides relevant solution 3. Maintains correspondence - opens up new avenues for additional manufacturing opportunities.
The Circular Approach: Blurs the Line between manufacturing & services and… builds a long-term client
(Customers are) demanding more variety and look to manufacturers for services After-sales support has allowed many companies to appeal to consumer needs and build a comparative advantage over existing players. - McKinsey Consulting
Manufacturers need to: Clearly articulate their commitment to providing a quality after-service
Against the Benchmark: Circular Approach After-Sales service? YOUR SITE Dassault Systemes
Against the Benchmark: Market-perform YOUR SITE • Information on after-sales services is available Dassault Systemes • Presence of after-sales information is clearly demonstrated and advertised Get inspired, visit: www.3ds.com
Recommendation Go above and beyond the industry standard and mention your after-sales commitment at the forefront of your website. Your prospects are looking for it.
#4 Is your Website a Talent Magnet?
Attracting the Right Talent is not easy “three of the top five hardest filled jobs in 2011 – technicians, skilled trades, workers, and engineers – are all directly relevant to manufacturing” Recent survey of 2000 North American companies discovered that 43% of manufacturing companies, had job positions open for more than 6 months that they could not fill McKinsey Reports
Attracting Talent is Key to Long term Success The CandE awards benchmarks company candidate experience with the industry. Stock performance of last years winners: Company Annual Performance Intel +26% Capital One +30% Intuit +31%
These companies are attracting – and keeping – top talent, so it stands to reason that their success will not be short-lived.
Candidates want your website to demonstrate • innovation • well-managed •fairness to employees • and a fantastic place to grow…
You’ve lost a good candidate if.. 1. It takes 50 mouse clicks to find job posting and apply for it. 2. Your site has dated design or language 3. The site has huge blocks of texts, and lack of images
Remember.. The best candidates have many options, if you make it difficult to apply, they won’t even bother..
Against the Benchmark: Talent Magnet are you attracting or repelling? YOUR SITE Intel Careers
Against the Benchmark: Underperform YOUR SITE • Old design fails to demonstrate a commitment towards innovation • Blocks of text make for non optimal candidate experience • Content misses the chance to appeal to candidate’s needs Intel Careers • Modern Layout appeals to the best talent to see what’s “inside intel” • Focus is on the candidate’s opportunities for self growth Get inspired, visit: http://jobs.intel.com
Recommendation Revamp your website design, content and structure so that it appeals to your candidate’s aspirations. Don’t wait until your talent slams the door.
Recap • Today’s manufacturers are being called up upon to provide a more complete experience to their buyers, end-users as well as talent. • Failure to do so can have deep negative impacts in the long run. • Firms that innovate on the front-end can enjoy great benefits, from having access to a higher quality of talent, smoothing cyclicality in sales due to after-sales service and complementing all existing business development efforts.
Next Steps? For many manufacturers, meeting these 4 critical success factors presents a talent challenge – finding both the technical staff and strategic managers. There’s a gap..
We Fill this Gap Our team of MBA’s and Research Specialists specializes in manufacturing an online presence that will be most ideal to your situation. We align your company strategy with digital solutions, and then assist on implementation.
So Lets Fix This 1. Website’s Sales Function – Under Perform 2. Transparency & Pricing – Under Perform 3. After-Sales Service – Market Perform 4. Talent Magnet – Under Perform
Get in touch with us today Email: coffeewithismoip@ismoip.com Book Your Consultation: Contact Form Call us: 604.259.1103 Read More Insights by our Team: How a traditional businesses can use Internet to their presence Why some startups fail while others kill it – Harvard Findings