Atlas Copco digitalizes its customer interaction

24 July, 2023

Atlas Copco’s Power Technique business area adapts its marketing activities to an increasingly digital world. As a leading industrial brand, it has always focused on a customer-centered approach in its marketing activities. Our interaction has evolved drastically in the past two years; the business area embraces a more digital customer journey.

Compressor, breakers and light tower
Recognizing the changes in business interactions, Atlas Copco Power Technique has been engaging with its audience in a more targeted way, both online and offline communications. Power Technique moves away from a “one-size-fits-all” approach and will reach out to its customers, who are experts in their field, in a more personalized way, offering relevant content and advice to their specific needs.

More personalized interaction to reinforce customer relationship

This shift in focus will allow the business area to invest more in local and specialized touchpoints - where a personal interaction with the customer ensures more relevant content and, ultimately, a more sustainable customer relationship.

Following this new approach, the business area will not participate in the 2022 Bauma trade show, allowing them to support the Atlas Copco Power Technique’s determination to prioritize close personal relationships and digital presence where appropriate and focus more on these tailored customer journeys.

Our decision to not participate in the 2022 Bauma trade show does not mean we will cease to organize physical events. We will become more focused on our customer experience with online and offline touchpoints. A balanced mix of digital and physical events will ensure that we offer the best possible experience to every customer

Andrew Walker , President of Atlas Copco Power Technique Business Area

Participation in local tradeshows

Additionally, local tradeshows still hold added value for Atlas Copco, as they offer the opportunity for local Atlas Copco representatives to engage with customers on a more personal level. Living up to its promise of remaining a global company with a local presence, Atlas Copco will always be close to the customer, both offline and online.

We want to provide the best experience and the best value to our customers while increasing our brand recognition in the products and solutions that we offer. We keep monitoring the way customers choose to interact with us, and we’ll continuously review our marketing activities to match these preferences.

Andrew Walker , President of Atlas Copco Power Technique Business Area