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Behind Curbell Plastics’ Digital Strategy

President: We need to 'understand the digital body language' of the customer.

Technology is driving change throughout the distribution industry, and building a better digital strategy is one of Gerry Helbig's goals in his new position as president at Curbell Plastics. Helbig assumed the post in June.

"We approach the digital strategy on multiple fronts," Helbig says in the latest MDM 7 Minutes With… executive interview.

First, the company has to "understand the digital body language" of website visitors so that the right information is provided at the right time, he says. That way, they'll keep coming back because the experience was so easy.

Second, the website – and the team supporting it – must be prepared to answer customers' questions. Most research is done online before a call, Helbig says, but the questions in the last 20 percent of research is critical.

Helbig says Curbell also wants to make sure that customer portals allow customers access to the information they need when they need it, not when Curbell thinks they want it. And finally, the platform needs to allow for business to be done through e-commerce.

The company has many of the pieces in place already, but it's a continuing process to keep pace with customer demands, Helbig says.

Listen to the entire 7 Minutes With … interview with Helbig here.

Read more from my conversation with Helbig in the Dec. 10, 2014, issue of MDM Premium.

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