When manufacturers think about what drives growth today, they’re starting to talk a lot less about machines and a lot more about people, real buyers with expectations shaped by experiences with companies like Apple, Amazon, and Tesla. In fact, some industry studies show that 84% of customers say the experience a company provides is just as important as the product or service itself, meaning customers aren’t just buying features anymore, they’re buying how they feel about doing business with you.
This shift is the heart of what experts mean when they say manufacturers need to make customers “the center of their universe.” That’s the advice from Saurabh Dawra, a manufacturing veteran and leader at consulting firm Slalom, who has watched the industry change dramatically over the last 20 years. A decade ago, many manufacturers focused almost entirely on building great products and left relationships with buyers to distributors or partners. Today, those lines are blurring, and manufacturers must own every part of the customer journey from concept to after-sales support.
Why This Matters So Much Now
One big reason this shift is happening? Customer expectations are higher than ever. Buyers don’t just want quality products; they want seamless interactions, personalized service, digital access to information, and transparency across the buying lifecycle. Research suggests that an overwhelming majority, about 86% of buyers, are willing to pay more for a better customer experience and transparency.
That aligns with broader trends across industries: shoppers today expect ease, personalization, and responsiveness, whether they’re buying a tool online or a piece of industrial equipment. In business-to-business markets especially, customers are applying the same standards they experience in consumer apps and retail, and businesses that fail to meet these expectations risk losing loyalty.
It Starts with Data And Technology Helps
Of course, manufacturers know they need better experiences, but executing on that vision means rethinking both operations and technology. Many firms are already on that journey. For instance, a 2023 survey of more than 800 manufacturers found that 98% have started a digital transformation effort, largely driven by the need to improve customer experience, reduce costs, and become more operationally efficient.
Digitally powered factories are part of this transformation. These aren’t just plants with smart machines; they’re interconnected ecosystems where real-time data helps teams forecast demand, manage maintenance, and improve quality before a customer even notices something might go wrong. For example, digital tools like digital twin technology allow engineers to virtually test products before production, cutting development time and aligning outcomes more closely with what customers expect.
But data only does good if everyone in the organization can see and act on it. That’s why leading manufacturers are breaking down siloes between teams from sales to service to engineering. Creating a customer 360 view where every department has access to the same information enables companies to respond faster and more thoughtfully to customer needs. That’s a big reason why integrating systems like CRM (customer relationship management) with core business platforms is now a priority.
Building Better Relationships, Not Just Better Products
Putting the customer first isn’t purely technical; it’s a mindset. Combining smart use of data with cross-functional collaboration allows companies to spot pain points early and tailor responses more effectively. In practical terms, that might mean designing products that are easier to maintain, offering services that extend value after the sale, or creating digital dashboards customers can use to check inventory and delivery status in real time.
One industry observer captured this shift with a telling quote from a consumer packaged goods manufacturer: “We’re a technology company that bakes!” That sounds quirky, but it illustrates a core truth: companies increasingly see themselves as experienced providers first and product makers second.
What This Means for Manufacturers Going Forward
Manufacturers that embrace customer-centric models are gaining real competitive advantages. Research outside the Slalom perspective shows that companies excelling in customer experience can grow revenue 4%–8% faster than competitors, and loyal customers can have lifetime values 6 to 14 times higher than dissatisfied ones.
To get there, organizations must not only invest in digital tools but also in culture training employees, aligning leadership around customer priorities, and enabling teams to act on insights quickly. That’s a big shift for an industry long focused on engineering and cost control, but it’s already paying off for innovators.
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