Today's episode covers Trico's journey from a product-based company to one that now heavily integrates services, particularly through digital ecosystems such as IoT and data analytics. Jim explains how Trico has developed sophisticated tools for monitoring and analyzing equipment performance, emphasizing the importance of early detection of issues through oil analysis and other predictive maintenance techniques. The conversation also touches on the challenges of educating customers, managing digital transformations, and the evolving roles of different personas within customer organizations, especially in B2B settings. The episode concludes with a teaser for part two, which will delve deeper into data analysis and artificial intelligence. Highlights include:

(01:16): Trico today & Lightburn's partnership

(07:50): The challenges of customer education

(09:16): Bringing new tactics to an old service

(12:34): The importance of cross-selling services

(13:16): It's all about the data

(17:24): The value of a mobile app

(18:55): Data visualization

(19:51): Complex personas in B2B

(23:31): Digital Transformation

In this episode of Beyond the Cart, Nora is joined by Bay View Printing Co.'s Ashley Town to discuss the company's digital evolution from print to pixel.

Hear how this local business grew its market and transformed operations by focusing on customer service across multiple audiences. From its core design service through its ever-popular "Drink & Ink" events Ashley refined processes and leveraged technology to better support users online and offline.

Top takeaways include:

• History of Bay View Printing Co
• What is Bay View Printing Co today?
• Identifying different customer types
• Investing in a service and ecommerce website
• How to mirror offline service offerings online
• Automating tasks without losing the personal touch
• Integrating your website with other business tools
• Creating cross-promotional opportunities
• Meeting different audiences where they are

Changes to your digital strategy can domino across your business. While that ultimately is how real change happens, it can be daunting. Today, we’re discussing the biggest mistakes ecommerce companies make when re-aligning and re-investing in their customer experience (CX) strategies — and how to avoid them. 

Join host Nora as she shares lessons learned with Lightburn's director of client strategy, Colleen Campbell, and the co-owner and cofounder of the UX research company, Lyssna Method, our pal Kristine Howell. 

Top takeaways include:

• Top mistakes business owners make
• Low-cost wins to avoid analysis paralysis
• How to get c-suite buy-in with dedicated data
• Under and OVER-investing in technology
• Customer wants versus business needs
• Reducing risk and welcoming natural tension points