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03/18/2025
Which is more important: rational or emotional factors?
The Advanced Manufacturing Customer Experience Consortium (AMCX) is a group of the world’s top manufacturers. Its members are ground zero for Sigma Six, lean manufacturing, just-in-time supply chains, and reliability. Yet the group still wondered (with continuous debates and discussions), can manufacturers win through customer experience? Which has more influence on manufacturing customers’ contracting decisions: emotions or rational thinking? What does a great customer experience in manufacturing look like?
To answer these questions, AMCX decided to survey its globally based customers, asking about their future intent to grow, shrink, or maintain their supplier contracts and the rational and emotional aspects of their contracting experience.
Sixteen AMCX Consortium members distributed the survey, receiving over 7,2000 responses from 2,000 executives and 3,000 procurement customers. Roughly one-third each of the responses came from North America and EMEA, with the remainder split between South America and APAC.
Of the respondents,
Data analysis centered around identifying the variances between those who intended to grow their supplier contracts and those who intended to maintain or decrease spending.
Analysis wanted to know what factor was universally true for those who intended to grow their contracts and whether that truth was present or absent among those who intended to shrink. Was there a factor that suppliers could measure that would predict their customer’s intent to grow or shrink? An early indicator that would give time to course correct?
Heart of the Customer analyzed the AMCX survey data results in collaboration with Riccardo Portia, Global Director of Customer Experience at Dow. Here are their key finding and report activations: Download the AMCX report
