KENT, Ohio—Kent Elastomer Products Inc. is connecting with customers in a whole new way, through an updated website and new positions focused on customer relations.
The new website, launched in May, includes product specifications and industry information, alongside other resources.
"We're very customer-centric with our approach on the new website," said Joe Williamson, senior director of global sales and customer operations. "Ultimately, our goal is to drive traffic and start a conversation with our customers from within the industry."
Kent Elastomer hired an outside firm to analyze its former website, then used that data to rebuild and rebrand the firm's messaging on the new website. The new site includes more press releases and other points of customer connection such as social media posts and Youtube videos.
One brand-new aspect to the website is the "Ask KEP" button, which stands as a challenge to users to bring their toughest questions and projects to Kent's team, according to a company news release.
"It's about doing the right thing and helping the customer uncover their pains. By utilizing this approach and uncovering a customer's pain, we change the conversation from a sales pitch to addressing their needs with real value," Williamson said. "It gives them better access to the information they need, and provides an interactive experience with our team here. They can hit the 'Ask KEP' button, and it gives us the chance to help address their challenges with our combined knowledge and experience."
The website will continue to update with new product and technology posts, and also includes blog posts from company leadership on research and accomplishments, as well as case studies.
"The goal is to drive more traffic and create a better customer experience," Williamson said. "We're not just answering phones. We're out there being active with our customers. It sends a clear message: I am the person you want to work with, because I will take care of you."
The site is available at www.kentelastomer.com.
Building customer relationships