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2021 State of Technology in Distribution: Automating the Customer Journey

Robert Kelley and Jonathan Bein · June 11, 2021 · Leave a Comment

Distribution Strategy Group conducted a survey and other primary research about how distributors anticipate ongoing, rapidly changing technologies will affect them, and how and where they plan to adopt new technologies.

We asked distributors which vendors and tools they are using for core functions such as CRM, ERP, digital marketing and business intelligence. With this foundation, our research also focused on how distributors are using technology to guide the customer journey: from when customers begin looking for solutions through fulfillment, delivery, payments and any related support and services. These comprise the activities that take place between the end customer and distributor. We looked at where technology can automate the customer experience, so the customer can operate without interacting with the distributor’s team.

Also within this report, we measure technology maturity and adoption levels in the distribution industry using a Technology Adoption Curve, a method that originated in a study George M. Beal and Joe M. Bohlen conducted with farmers. Their framework is instructive in thinking about how businesses across industries look at and adopt technology.

Download the report here.

Digital Strategy, Disruptive Technologies

About Robert Kelley

Robert Kelley is Partner with Distribution Strategy Group. He’s had an extensive career as a technology leader with high-growth companies from high-technology startups to large public corporations. Using quantitative analytics models and software applications, Rob now helps distributors optimize pricing, quantify economic value, analyze the competition, and build customer profiles and market segmentation. Reach out to Rob today to take a data-driven approach to your business problems: [email protected].

About Jonathan Bein

Jonathan Bein, Ph.D. is Managing Partner at Distribution Strategy Group. He’s developed customer-facing analytics approaches for customer segmentation, customer lifecycle management, positioning and messaging, pricing and channel strategy for distributors that want to align their sales and marketing resources with how their customers want to shop and buy. If you’re ready to drive real ROI, reach out to Jonathan today at [email protected].

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