Confronting a Fragmented and Outdated Engagement Model

A global industrial leader was struggling with a legacy approach to customer experience in its sales interactions. These were product-led rather than customer-centric, with limited digital touchpoints and no clear line of sight into what truly resonated with customers. The result: inconsistent experiences, limited reach, and minimal insight into customer behavior across the journey.

Shifting from Transactional Touchpoints to Experience-Driven Journeys

While the organization had long discussed digital transformation, the pandemic catalyzed immediate action. The challenge was not just to digitalize—it was to design a more engaging, responsive, and insight-driven customer experience. That meant shifting from isolated campaigns to connected, multi-touch journeys—and from generic messaging to personalized, value-based engagement.

Designing and Delivering a Human-Centered Digital Experience

A new digital engagement and customer experience strategy was crafted, rooted in customer insight and co-created with commercial teams. Virtual events were transformed into high-impact experiences, hosted on owned platforms with tailored content and live interaction. Trade shows evolved into blended experiences, combining pre-event targeting, digital storytelling, and post-event follow-up to drive continuity and relevance. Lead generation became experience-led: using digital channels to engage specific personas with personalized messaging and curated content journeys—integrated across marketing and sales.

Enabling the Organization to Sustain CX Impact

To make the transformation stick, the company invested in training and capability-building—equipping sales teams to engage customers virtually with the same empathy and effectiveness as in-person. Internal playbooks, feedback loops, and CX metrics were introduced to track and optimize performance over time. The result: a more connected customer journey, higher engagement, and a cultural shift toward customer-centric, experience-led growth.