Manufacturers who fail to adapt to emerging digital technologies are not just at risk of losing their competitive edge – they are setting themselves up for inevitable failure, according to researchers from the University of Surrey.

In a study published in Business Research, researchers from the Surrey Business School have provided a framework guiding manufacturers to pursue digital transformation while assessing how it enables them to offer superior value to their business customers. This research shows that manufacturers can substantially improve their customer centricity (i.e., placing customers, not technology at the core of strategies) through adopting specific emerging technologies, such as chatbots, digital twins, digital platforms, AR/VR, and digital passports.

The research highlights that these advancements are not merely optional; they are essential for survival in today's marketplace, suggesting that technologies can revolutionise customer interactions, streamline operations, and enhance supply chain coordination throughout the customer journey.

Dr Nima Heirati, Associate Professor of Marketing and co-author of the study at the University of Surrey, said:

"To remain competitive in today’s market, companies must learn to place the customer—not products, services, or technologies—at the centre of their strategy, designing every other element of the business around this core mindset.

"By harnessing these technologies in alignment with customer-centric objectives, manufacturers can effectively navigate the complexities of digital transformation."

The study uses a framework which categorises technologies based on their application and impact on customer-centric processes. It identified three main technology groups: experiential, performance-enhancing, and automated technologies. 

The research then explored how these technologies support four key areas: managing customer relationships, involving customers in the business, improving how teams work together internally, and working better with outside partners. In simple terms, this means manufacturers can use tools like chatbots to make customer service quicker and easier, digital product passports to give customers more information about their products, and augmented reality to help customers make better choices by showing products in a more engaging way.

Dr Nima Heirati continued:

“Adopting a digital-first approach can fall short if managers overlook how emerging technologies reshape the customer journey. To create meaningful value, they must assess new digital solutions through a customer-centric lens.

“As the B2B landscape continues to shift, those who resist these changes will soon find themselves outpaced by competitors who are willing to adapt. The time for manufacturers to act is now, or risk becoming relics of a bygone era.”

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