Customer intelligence for Siemens in Thailand

Key benefits: Siemens utilized the intelligence gained and moved from a JV sales arrangement to direct and started targeting the correct decision-makers at different stages in the sales cycle. They also extended their service offering to include more spares and on-site servicing.

Need

Siemens needed to revitalize its Surface Mount Technology equipment strategy for the Thai market and to do that wanted to understand customers’ perceptions, issues and future plans. The aim was to offer appropriate products and services to each segment at an appropriate price, and create partnerships with customers to help solve the electronics production issues they were facing.

Application: Sales and Marketing

Geography: Thailand

Approach

100 customers and prospects in Thailand were interviewed in person. The interviewees represented six sectors, namely automotive electronics, computing, telecom equipment, consumer electronics, contract electronics manufacturing, and industrial electronics. Prospect companies were selected on the basis of their ranking in their industry sector.

Methods: Mostly primary research

Solution

The customer was provided with an analysis on the topic, including segments prioritized based on sales potential, recommended service extensions, identified decision-maker roles in each sales stage, and a list of 30 hot prospects. In addition, concrete recommendations were given on how to increase sales in the market.