Intelligent Issue 25 | Page 57





Seismic has enabled a customer experience revolution for OfficeMax New Zealand ’ s sales team , with the implementation of Seismic Enablement Cloud , a market-leading , enterprise-grade technology , now an integral part of the company ’ s US $ 1.5 million , industry-first , experiential retail spaces .

After months of working at home , businesses have been forced to re-think their physical office space for their post-pandemic workforce . In fact , OfficeMax ’ s State of the Workplace research found that two-thirds of Kiwis ( 62 %) who work in an office-type environment feel that their job has a positive impact on their well-being , but their expectations of the physical workplace have changed .
Against this backdrop , OfficeMax introduced showroom experiences in 2020 , with a unique setup that demonstrated the future of the workplace to business customers across technology , furniture , hygiene , café and other categories .
Central to the showroom launch was Seismic Interactive Content to help transform the buyer experience , and for OfficeMax to capitalise on its investment by delivering comprehensive digital assets and resources for its sales and marketing team .
“ We ’ re far more than just stationery , but some of our customers are unaware of the full suite of categories we have to underpin work and learning – whether it ’ s packaging and safety supplies , or furniture and technology products for offices , schools and homes ,” said Evan Lawrey , Director , Marketing and Customer , OfficeMax .
Teams can now create personalised presentations within five minutes of a customer ’ s request – and also run customers through an interactive micro app on a showroom touchscreen .
“ Seismic has made us look more professional and has improved our ability to engage with customers wherever they are located ,” said Lawrey .
A survey of OfficeMax workers conducted pre-and post-Seismic uncovered a 31 % increase in seller confidence when it comes to finding accurate content , with 86 % able to locate and use content easily . Before Seismic , more than 44 % of sellers were spending more than one day per week putting together content – such as customised product brochures – for customers . After Seismic , this decreased to just 4 % of sellers .
Seismic also allowed OfficeMax ’ s marketing team to cut down on time-consuming projects with the help of interactive content and content automation technology , underscored by analytics and insights .
“ From a reporting perspective , we finally have the information to help the marketing team understand what we need to prioritise in terms of what we do and don ’ t do . It has eliminated the need for unnecessary collateral ,” said Lawrey . “ This has evolved the relationship between our marketers and sales staff , who now work more collaboratively without facing bandwidth limitations .” �
“ It can be intimidating for our sales teams to retain knowledge on everything we offer and we previously didn ’ t have an easily navigable content repository to store all information . That was a key challenge for us .”
With the firm belief that confident sellers improve customer experience ( CX ), OfficeMax leveraged Seismic to empower employees to deliver more relevant content and guidance to inform customers ’ purchasing decisions .
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