Gaining end-users’ support for challenging product obsolescence programmes
Our client, a leading OEM, was forced to accelerate an obsolescence program due to unavailability of critical components in their supply chain. This left end users with uncomfortable choices to make regarding project support and investment in replacement equipment. Despite deadlines approaching the obsolescence challenge had not been articulated or communicated to clients.
Original equipment manufacturer
Related Consulting Services
Voice of customer
WSS ENERGY'S APPROACH
Our hypothesis, based on our experience in the segment, was that clients would consider new commercial models to support new technology adoption, but needs and opinions would vary depending on asset maturity and operator type. This was tested and an idealised technology/service package was designed for each client segment. Our results were incorporated into a new technology roll-out programme to provide consistent and clean marketing and sales messaging to the client management teams.
Immediate sales opportunities identified
Global client bases covered
Engagement with technical teams to determine the new technology capability versus legacy equipment, value proposition, manufacturing readiness and interoperability.
Engagement with commercial teams to articulate new commercial models, develop outline market model and deep-dive into customer relationships and expectations.
Customer segmentation and working hypothesis development for each segment. Interview and face-to-face engagement program with a cross-section of clients representing segments identified by WSS Energy.
Feedback workshops with customer management teams to explore client pain points, expectations and sentiment towards new technology and new commercial models. Development of customer journey analysis to analyse how, when and why customers were likely to commit to future support packages.
Develop internal support for the new commercial models through engagement sessions with stakeholders from technical, sales, marketing and commercial functions.