Industrial Machinery

The machine tool industry has organized players consisting of Indian companies, Global Brands and SMEs that build general / special purpose machines. The trade channel plays a significant role as they are regionally present and understand local customer requirements, while large customers will be visible to OEM directly. In addition, channel partners undertake value-added role of servicing machinery and facilitate upgradation of equipment aligning with OEM. An attempt to professionalize the leading channel partner in a state of India lead to typical sales & service process optimization in the initial years. As maturity was visible, next phase of transformation is under way to engage with customers by providing solutions to their needs rather than responding to their machine buy. Pandemic gave another color to this facilitation. The field team attempted to enable their customers to get restarted. Specific Behavioral Indicators were encouraged for caring the customer. The result is now visible through steady stream of orders even in troubled time. To cope with this new challenge, digitization is being introduced so that enterprise is efficient both from within and with its customers.