iPhone, iPad, iMac: Almost everyone has experienced it in their environment or even with themselves. Anyone who buys one of Apple’s products will often choose the US provider for further devices in the future. Because the different products are perfectly matched to each other and harmonize perfectly. In addition, customers quickly feel at home in the Apple universe, where all device-related needs are met. Or, to put it another way, the Apple Group has succeeded in building a functioning ecosystem in which customers are retained. A tactic that can also be applied to plant and mechanical engineering thanks to the Transaction-Network platform.
Was ist ein Ökosystem? Grundsätzlich bezeichnet der Begriff ein Netzwerk, bestehend aus verschiedenen Parteien oder Akteuren, die in diesem Netzwerk in unterschiedlicher Art und Weise tätig sind. Doch wie lässt sich dieses Prinzip auf den After-Sales-Service im Maschinenbau übertragen? Welche Vorteile bietet es und was braucht es, um ein funktionierendes Ökosystem aufzubauen?
Zentrale Plattform als Voraussetzung
Die Situation ist vielerorts dieselbe. Um im Wettbewerb zu überleben und langfristig erfolgreich zu sein, sind Maschinenbauer heute gezwungen, sich nicht nur auf den Verkauf einzelner Geräte zu beschränken, sondern als Generalunternehmer aufzutreten, die produzierenden Unternehmen ganze Anlagen bieten. So gilt es beispielsweise, ganze Produktionsprozesse vom Zuschneiden einzelner Teile in einer Maschine über das Förderband zwischen zwei Geräten bis zur Verpackung in einer weiteren Maschine abzubilden.
Die Herausforderung für den Generalunternehmer besteht darin, dem Kunden alle Informationen zu den eingesetzten Maschinen, Ersatzteilen und den kompletten After-Sales-Service einfach bereitzustellen. Erst wenn gemeinsame Standards geschaffen sind, alle Informationen vorliegen und der Datenaustausch sichergestellt ist, kann die Entwicklung des Ökosystems beginnen. Möglich wird das mit der digitalen Plattform Transaction-Network. Sie ermöglicht die Vernetzung und Verzahnung der Prozesse sowie den Aufbau eines kaufmännischen Kanals. Zudem kann mit Transaction-Network ein Condition Monitoring abgebildet werden.
Host der jeweiligen Plattform ist stets der Maschinenbauer, der das Ökosystem aufbauen möchte. Er betreut, steuert und managet es. Dabei ist die Entwicklung des Ökosystems ein Prozess, der als „Zwiebeltaktik“ beschrieben werden kann. Den Kern bildet die eigene Maschine. Alle Informationen hierzu werden zuerst auf der Plattform hinterlegt. Nun folgen Schicht für Schicht oder Schale für Schale die Services oder Produkte anderer Akteure:
- Produkte und Services von Partnern, beispielsweise Hersteller anderer Maschinen oder des Förderbands
- Produkte und Services von Unternehmen, die den wertschöpfenden Prozess ergänzen, beispielsweise Hubwagen
- C-Teile, beispielsweise Dichtungen oder begleitende Produkte wie Kopierpapier oder Stifte
Learn more in our information package, which we will be happy to send you by e-mail.
Communication enables product development
Building a successful ecosystem is a complex task. So why should the machine builder take this on? Ultimately, the system enables all participants to make sales. This is achieved through production processes that are as optimal as possible. A digital platform on which not only the host but also the manufacturers of other plant components, such as a conveyor belt, work, helps here. Collaboration results in closer communication and an improved understanding of each of the remaining plant components. This leads to optimization of the individual parts, for example acceleration of the conveyor belt. This significantly increases the quality of the products by improving standards and processes. In addition, the exchange of knowledge and resources enables new technologies to be developed more quickly. In this way, the ecosystem acts as a central interface between the players, so to speak.
However, an optimal ecosystem has much more to offer in terms of customer loyalty. On the one hand, it is the coordinated products and, on the other, the customer experience that promote customer loyalty. A good customer experience, which encompasses all touchpoints with the customer, includes:
- Understanding the needs of the customer
- Personalized offers
- Optimal customer service
- Simple and intuitive operation
- Transparent communication
Customer loyalty in after-sales service made easy
The focus of Transaction-Network is primarily on the area of after-sales service, which can be optimally mapped with the customer platform of the same name. In an ecosystem, everything the customer needs is found in one place. This goes far beyond the information on the machines used or the technical documentation. In addition, there is an online store where, for example, spare parts can be ordered. And this with advantages: Quality is assured when the components are purchased directly from the manufacturer. In addition, close collaboration and coordination in the ecosystem ensure that machine builders can respond faster to their customers’ needs and shorten delivery times. On the general contractor side, efficiency is increased at the same time through the use of shared resources, resulting in high cost savings. By connecting component and material suppliers as well as C-parts providers, this creates a comprehensive marketplace.
The focus of a strong ecosystem is access to the products and services used, which ensures optimal operation of the machines. This is complemented by holistic customer care, in which customer service processes are improved. Thus, as part of an optimal customer experience, an ecosystem offers not only better products and services as well as reduced costs and delivery times, but above all good experiences. These in turn lead to high customer satisfaction and thus strengthen customer loyalty.
In the customer companies, the procurement process is significantly optimized thanks to the ecosystem. Probably the biggest advantage users have is the assurance that a part they order, whether it’s a major component or a gasket from a C-parts supplier, will fit the machine exactly. An advantage that is worth slightly higher costs to many customers today.
Competitive advantage ecosystem
This brings the machine manufacturer much closer to its goal: If the information search and all after-sales service processes are mapped on one platform and an optimal customer experience is added, the customer will remain on the platform throughout the entire after-sales process. All companies involved generate sales and do not have to worry about customers leaving for spare parts. Rather, a satisfied customer is likely to buy the next machine from the same machine builder. In times when the differences between individual devices are becoming smaller and smaller, this is a clear competitive advantage.
