KUKA: Improving the Customer Experience
How a world leader in robot technology raised customer service levels with self-service commerce
The 13,000 employees for KUKA, a worldwide provider of robot-based automation solutions, are driven by the mission improve global production through use of energy-efficient robots and resource-efficient technologies.
To deliver on its mission, KUKA had to respond to mounting pressure from customers and partners to improve service levels and decrease the amount of time it took to accurately price and order spare parts.
After evaluating its support channels and how it handled service and maintenance requests, KUKA decided to implement an e-commerce storefront that would serve its global corporate customer base and internal employees.
A Better Future
Our vision of KUKA's future was a global enterprise capable of delivering modern self-service digital channels that would transform how its customers and partners bought products and services.
The new online marketplace would give KUKA's customers access to more than 15,000 spare parts SKUs located in three warehouses in China, Germany and the US.
Armed with rich search and product filtering capabilities, KUKA's customers would be able to effectively find the precise replacement parts they need to quickly fix and repair non-operational robot systems.
The e-commerce storefront would fetch data from multiple back office systems and bring the information into the user experience in ways that would help them make informed buying decisions.
KUKA's customers would always see their current contract pricing along with up-to-date inventory levels. They would know what products are in-stock, the Ship From warehouse and the delivery times so they could avoid delays caused by back orders and lengthy shipping cycles times.
For those customers still wanting hands-on ordering assistance, the marketplace allowed KUKA's employees to place orders on-behalf of the customer through the same user interface as customers and partners.
The solution was a multi-lingual, multi-currency digital storefront containing items from the KUKA's software, digital content and spare parts and accessories product categories.
The e-commerce site supports English, German and Chinese languages and the USD, EUR and Yuan currencies.
The front-end interaction layer is a Progressive Web Application built with Google-backed Angular and optimized for performance using Six Vertical's B2B Commerce SDK.
Faster Time To Market
KUKA will be able to quickly introduce new products, offerings, promotions and pricing strategies to its customers and system partners through the marketplace. The marketplace interface will have intelligence to optimize merchandising and represent the KUKA's products in the best way without slow-down while waiting for IT assistance.
KUKA gained a robust, mobile-optimized e-commerce solution with an intuitive interface designed to hide the complexity of the underlying product and price structures from the customer. More simplicity resulted in higher adoption of the e-commerce channel.
Higher Sales Effectiveness
A robust e-commerce channel made the KUKA's sales reps more productive by decreasing the number of orders they touch. Self-service capabilities deflected basic orders away from sales reps which freed them up to spend more time working on high-value deals.
Higher Customer Retention
The marketplace introduced self-service features to customers and partners and made it easier for them to do business with KUKA. A more empowered customer is a happier customer which boosted customer retention and decreased defections.