Using new tools to cement ties with customers
Safran Data Systems, the specialist in instrumentation, telemetry, space communications and space surveillance, had to reinvent its ties with customers in the wake of the pandemic. Both sales & marketing and customer relations were thrown off balance by the lack of direct contacts abroad. We had to adapt very quickly, as shown below.
- Snapshots
- Best practices
- Perspective
- At a glance
afran Data Systems’ communications staff, sales force and product managers teamed up to provide online media so they could stay in touch with customers during the pandemic. Seeing how this worked led to the first “phygital” event, meaning a single event that took place in person and online: Testing in Motion (TiM), a meeting focused on instrumentation and telemetry.
TV STUDIOS TO MAINTAIN CUSTOMER TIES
In September 2020, nearly 200 participants from 30 different countries and 90 different companies were brought together at the Safran Paris-Saclay facility, either in person or online. In May 2021 we upgraded the format by setting up three TV studies in these premises so we could cover several time zones. This TiM was followed live in 15 countries, directly online or in the premises of our business partners abroad. Another TiM in September 2021 kept the same phygital format. Following continuous improvement precepts, we also implemented livestreams (video calls with customers), either from our facilities or at trade shows – a major improvement. These video calls allow customers to visit production facilities, see live product demos, and also stay in contact with our teams. It’s worth noting that livestreams can be followed remotely by dozens of people at the same time, thus surpassing the actual physical capacity of our facilities.
SHARING INFORMATION
The other critical challenge was to maintain information continuity: when a salesperson can no longer meet customers, some things may be overlooked. Safran Data Systems therefore introduced a bimonthly e-newsletter. Another key to this organization was using webinars, both live and replay, to present our products and services. This is a good way of spurring communication, providing access to experts and reminding customers what our company offers, as we would during a trade show. And of course, it’s also a good way of pitching new customers.
In fact, the pandemic catalyzed the digital transition at Safran Data Systems: our teams reinvented themselves to maintain a relationship of mutual trust with customers.
Focus on MyStudio
In early 2021, Safran Electronics & Defense set up a recording studio for both live broadcasts and replays, combining a digital showroom and a remote events venue – a first for Safran.
Factory visits, roadshows, product demos, talks, training… The customer service applications offered by MyStudio are seemingly endless – and also invaluable during times of health restrictions.
Facts & Figures
- 30
countries represented at the first phygital event.
- 200
participants during the first phygital event.
- 90
companies.
Marc Zuber
“Safran Data Systems is well known in over 100 countries because of our broad client base, a success due to our ability to deliver constant customer support. For us, the health crisis was a major challenge. But thanks to the new digital tools and everybody’s commitment, we were able to maintain and even strengthen our ties, as well as build confidence in our products and even our own expertise.”
