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Connoils Customer Story
In 2019, Connoils, a leading international distributor and wholesale supplier of nutritional bulk oil decided to pivot and expand into manufacturing of organic, oil-based products. The approach to market that made them successful in the first place was their speed, agility, and their fascinating skill to find even the most outlandish fatty acid ingredient the booming health industry was craving for. Adding a new line of business with high-end organic oil powders changed the game. As a distributor, they had already built-up deep knowledge around their products, but ultimately, they were satisfying very concrete customer demands. With becoming a manufacturer, they’ve had to learn to integrate themselves deeper into their customers’ product development process.
With mabcx, we took the Connoils team through the 2-weeks deep-learning analysis phase and identified all the relevant points of interaction with their customers, thus creating an updated customer journey. Due to the change in nature of the business, the CX identity, which is the underlying way of how a company creates relationships with their customers, became a focal point, too.
The results of the CX diagnosis were presented to the Connoils leadership team in week 3 of mabcx and the team decided to reimagine multiple points of interaction with their customers. The communication process in the early steps of the customer journey wasn’t adequate anymore as customers buying the organic inhouse made products needed to be served differently than a customer who had just asked for a certain amount of a specific oil that Connoils would source somewhere else and ship. The same approach was taken for other Moments that Matter at later stages in the journey focused on optimizing service and product usage.
With week 4 of mabcx in mind, which marks the start of the implementation, the leadership team nominated a group of experts across the whole value chain to begin the work on the new Connoils Customer Experience. In that final phase, the team was trained on a combination of communication, people engagement and project management tools, that have proven to be highly successful when driving change and pivoting into new paradigms. The one-day training/ workshop with the team of experts created the necessary awareness, commitment, and skill one level deeper across the whole organization to get the process started.
“The results of mabcx were beyond expectations with lots of “a-ha moments”. The team helped us see process gaps, diverging mindsets and the potentials in improving key Moments that Matter for our customers. We felt immediate benefit from the program and are grateful for the immense support from the mabcx team.”
Stacy Peterson, Founder and owner of Connoils: