Unlocking Success in Manufacturing through Customer Experience Trends: Insights from aheadCRM’s Report

customer experience trends
What we'll Cover:

    Key to Success in the Manufacturing Industries: Insights from the AHEADCRM Report 

    The manufacturing industry is undergoing a significant transformation driven by rapid technological advancements, evolving customer expectations, and emerging customer experience trends. In a collaborative effort to shed light on the evolving dynamics of the manufacturing sector, SugarCRM has partnered with aheadCRM to produce an in-depth report exploring the industry’s latest trends and challenges.  

    This comprehensive study provides a comprehensive analysis of these trends and highlights the critical role that modern Customer Relationship Management (CRM) systems play in navigating this new landscape.  

    Emerging Trends in Manufacturing 

    Digital transformation has become essential, with 85% of manufacturers investing in technologies that allow for real-time data access. This shift supports customization and intelligent product innovation, which is crucial for addressing specific customer needs and enabling efficient service delivery. In the realm of supply chain resilience, reshoring production has emerged as a vital strategy. By bringing manufacturing processes closer to home, companies can improve supply chain flexibility and reliability. This trend reduces dependency on single suppliers, allowing manufacturers to source pre-products from multiple sources, thereby enhancing their ability to deliver products swiftly and reliably. 

    The integration of advanced technologies such as AI, IIoT, and smart manufacturing solutions is redefining customer experience (CX) in the industry. These technologies facilitate real-time data analysis, increased automation, predictive maintenance, and more efficient production lines.  

    Unlocking Success in Manufacturing through Customer Experience Trends: Insights from aheadCRM’s Report

    As a result, manufacturers can improve product quality, reduce delivery times, and control costs more effectively. Furthermore, there is a growing emphasis on sustainability, driven by both customer demand and regulatory requirements. Green manufacturing processes and the push towards carbon neutrality are becoming essential. Approximately 70% of customers now consider a company’s environmental responsibility when making purchasing decisions, highlighting the importance of aligning manufacturing practices with customer values. 

    The Role of CRM Systems 

    Modern CRM systems are pivotal in helping manufacturers embrace these trends. They offer centralized access to customer data, enabling comprehensive insights into customer preferences and behaviors. By providing detailed insights, CRM systems help manufacturers offer customized products and services, a crucial aspect of targeting and personalizing offerings effectively.  

    AI-based analytics within CRM systems can predict demand more accurately, manage inventory efficiently, and enhance supply chain operations, ensuring swift responses to market changes and improving delivery reliability. Integration with smart manufacturing technologies enhances customer service and operational efficiency, allowing predictive analytics to anticipate customer needs and maintenance requirements. 

    In the context of sustainability, CRM systems can track and analyze customer preferences for eco-friendly products. This capability helps manufacturers align their strategies with customer values, thereby enhancing brand loyalty and customer trust. 

    Case Studies: Real-Life Applications of SugarCRM 

    CS for Doors  

    CS Cavity Sliders is New Zealand’s premier manufacturer of cavity sliding door systems – pocket doors, i.e., doors that slide inside walls. The company faced significant customer service challenges, leading to the implementation of SugarCRM. This move centralized customer interactions and data, resulting in improved customer service, enhanced collaboration, and streamlined marketing efforts. Customer satisfaction increased by 30%, and employee turnover reduced by 15%. In the home furnishings industry, leveraging SugarCRM enabled better management of customer interactions and integration with their Oracle ERP system. This resulted in improved customer interaction management, operational efficiency, and personalized engagement, with a 25% increase in customer retention. 

    Asbury Carbons  

    Asbury Carbons is one of the largest processors of graphite and carbon materials. The company was founded in 1895 and now has locations in the US, Mexico, Canada, and in the Netherlands. Asbury Carbons transitioned from an outdated CRM to SugarCRM, allowing the company to focus on core business activities, improve data quality, and streamline sales processes. The shift led to a 40% reduction in administrative tasks and a 20% increase in sales productivity.  


    The L.S. Starrett Company is a 145-year-old company out of Athol, Massachusetts. The company manufactures more than 5,000 variations of precision tools, gages, measuring instruments, and saw blades for industrial, professional and, consumer markets worldwide. Starrett, already using SugarCRM, refined their system to better support sales operations. This resulted in improved sales processes, data management, and collaboration, leading to a 35% increase in sales efficiency. 


    The aheadCRM report underscores the transformative power of modern CRM systems in the manufacturing industry. By consolidating customer data, enhancing operational efficiencies, and supporting sustainability, these systems help manufacturers stay competitive in a rapidly evolving market.  

    As the industry continues to embrace digital transformation, CRM systems will play an increasingly critical role in delivering superior customer experiences and driving growth. The detailed case studies presented in the report demonstrate the tangible benefits of CRM implementation, from improved customer service and increased operational efficiency to enhanced data-driven decision-making and strategic agility. 

    Download the full report here for a more detailed look into emerging customer experience trends and tools, aheadCRM: The Key to Success in the Manufacturing Industries. 

    Emily Jahn
    Emily Jahn Emily is the Manager of Content Marketing at SugarCRM with years of experience working in the SaaS industry. Her strong suits include long-form and short-form content creation, SEO-optimized writing, and editorial planning and promotion. When she's not reading, writing, or editing, Emily enjoys everything the outside world has to offer—hiking, camping, backpacking, and most importantly, skiing!

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