Industry Forum: Leaders in Manufacturing CX 2nd Edition
What reaches the customer is what counts – not the technology alone
Campaigns with no connection to sales, product data that nobody owns, buyers who suddenly become agents: the friction arises less from the technology itself and more from the gaps between departments, because a shared vision of the target customer experience is often missing. During this afternoon session, you will work on your own case at three stations – and leave with concrete next steps.
More Than Stage Program. Working on Your Own Case.
Everyone knows the friction. Where the responsibility lies is rarely clarified. That's exactly where we come in.
The framework is set: a keynote to open, a panel to close. Everything in between is up to you. You choose the stations that match your situation and bring your own example. A case, a product, an open question. We facilitate and contribute our experience.
At the end of each station, there is a result you can discuss with your team.
Three Stations, Freely Selectable
📍Station A: When Marketing, Sales, and Product Management Talk Past Each Other.
Campaigns with no sales connection. Product information that doesn't align with the sales pitch. Leads that disappear between departments. Everyone recognizes the pattern. We look at your case and find the point where the friction in the organization truly originates and impacts the customer experience. Not in systems, but in the question: Who actually makes the decisions here?
Result: A next step you can bring up on Monday.
📍Station B: When the Next Buyer Is an Agent …
AI agents research, compare, and buy – including and especially in B2B. Your sales and content strategy is designed for people. What does that mean? We present five buyer archetypes from the HWZ study and what is already changing in behavior today. Afterward, we take a joint look at your customer interaction – and what is still missing to realize agent-supported use cases.
Result: You know where your company stands on agentic readiness – and what comes first.
📍Station C: What Your Product Data Is Really Costing You …
Missing attributes. Contradictions between website, catalog, and ERP. Customers who drop off instead of reaching out. Inadequate product data is rarely an IT problem. Most of the time, there's simply no one accountable. Using Experience Backtracking, we work backward from a specific example product: What decisions do customers need to make? What does an incorrect piece of information cost? Who should be held responsible? And how does governance need to change?
Result: You see where your biggest data gap lies – and who closes it.
Your Takeaways
✔️ A case that has moved forward
You won't go home with notes from other people's presentations, but with your own topic. Worked through, put into context, and one step further along. That could be a campaign, a product, or a decision that has been stuck for months.
✔️ An answer to the question of responsibility
At all three stations, we end up in the same place: Who actually decides this? You will leave the afternoon with a clear view of where accountability is missing in your organisation and who you need to address about it.
✔️ A reality check from people who have the same problems
Other decision-makers from the manufacturing sector, same scale, same questions. You hear what has worked for others and what hasn't. More honest than any study.
Register now and benefit
With your registration, you sign up for the event and additionally select your preferred masterclass.
Agenda
Time | Topic |
1:00 PM | Arrival, Networking, Snacks |
1:30 PM | Keynote: Where Friction in Manufacturing Originates Today |
2:00 PM | Stations A, B, and C – You Choose |
4:15 PM | Panel: Five Learnings from the Afternoon |
5:00 PM | Wind-Down with Finger Food & Drinks |
Who This Afternoon Is Designed For
Professionals from marketing, sales, product management, and digital in the manufacturing industry
Companies with established brands or a hidden champion position
People who bring their own case and want not just to discuss it, but to solve it
Together with bvik
The bvik – Bundesverband Industrie Kommunikation (Federal Association of Industrial Communication) – contributes its network and perspective from industrial communications and moderates the closing panel.
Reserve Your Spot
Participation is free of charge, and places are limited to 30. Reserve your spot in good time.
Your organising team
Corinna Plege, Unic
Jörg Nölke-Atai, Unic
Do I need to bring my own case?
It's worthwhile, but not mandatory. A sample product, a campaign, or an open question are perfectly sufficient. Those who don't bring anything will collaborate on other participants' cases.
Do I need to decide on stations in advance?
Nothing. Places are limited to 30 so that everyone gets a chance to speak.
Is a product being sold on stage?
No. There is no product presentation. We work on your questions, not on our portfolio.
Can I bring colleagues?
Certainly, as long as spots are available. Each person registers separately.
I signed up but still can't?
A short email is all it takes. Someone from the waiting list will then move up.