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Reinventing Diversey in the digital era

Thursday, February 14, 2019, 11:00 Hrs  [IST]

Abusiness’s ability to reinvent itself is pivotal to its longevity in this ever-changing landscape, and in the wake of this Digital Era, it is no longer enough to just place your energies into producing high-quality products. You must also focus your attention on how products and systems are connected. While some companies are allowing Digital Darwinism to hit – when technology and society are evolving faster than a business’s ability to adapt – Diversey Care understand that connecting cleaning operations and products is key.

In recent years, there has been a tremendous growth in the Internet of Things (IoT) – a network of physical devices, vehicles, buildings, and other items which are embedded with electronics, software, and sensors that enables these objects to collect and exchange data. Diversey has applied the intricacies of connectivity to the cleaning industry by effectively moving the needle from selling highly commoditised cleaning chemicals to providing new value to cleaning operations. This has been done by the following two strategies:

From products that create value to information that delivers value

For Diversey, this shift in emphasis from the actual products to the transference of information between products and places can be seen via the solutions on its Internet of CleanTM platform and the range of solutions which monitor, control and optimize processes. Solutions such as Diversey Consulting and the Diversey Express app demonstrate that it is no longer about the product, but instead about how to monitor a product’s performance and efficiency.

The prevalence of these smart, connected products is disrupting value chains at an accelerated rate, forcing companies to question how value is created and captured and how the data collected is utilized and managed. It forces companies to completely rethink their processes and is something which we have embraced at Diversey.

From transactions to relationships
In the same way that knowledge, advice, and consultancy is used to add value in Diversey products and solutions, this consultancy aspect should also be implemented into company practices. The sale of a product or solution should never simply be transactional, but instead, like the Internet of CleanTM platform, it should offer guidance and knowledge.

The amount of information which is readily available to potential customers about products and solutions is limitless, which calls for a different style of selling. Companies should focus on employing consultants whose primary role is to listen and advise. Clients don’t want to be told what to do, so it is crucial that the advantages and disadvantages of each option are clearly laid out so that the clients can make informed decisions themselves. This leaves the client feeling in control, and a consultant’s non-invasive approach will leave the customer more inclined to complete a repeat purchase.

Companies who position themselves as experts in their fields are the ones that will survive year after year. Knowing everything about each and every product, and creating systems where clients can monitor the products and solutions which they purchase are key. Knowledge really is power in any industry.

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