Call to action for materials producers to address often-overlooked customer segment

July 28, 2020 08:00 AM Eastern Daylight Time

)--Xenon arc, a leading data-driven marketing and sales organization, announced the release of their 2020 Voice of Customer study, an in-depth investigation of small-to-mid-sized business customers (SMBs) in the Materials Industry – focusing on their experience, requirements and preferences. The study dives deep into defining the customer journey, from the development of a need all the way through to post-purchase support and reordering.

“One of the most surprising learnings for us was that SMB customers in the Materials Industry are among the most dissatisfied groups of customers that ERDM has ever encountered”

Xenon arc enlisted the services of ERDM, an award-winning Voice of Customer research firm, with over 35 years of experience in the field. ERDM has developed a specialized and proprietary VoC research methodology designed to capture the real words, real emotions and human insights to drive the most effective strategies to transform how companies engage with their customers.

“One of the most surprising learnings for us was that SMB customers in the Materials Industry are among the most dissatisfied groups of customers that ERDM has ever encountered,” said Mica Zuniga, Vice President, Strategic Growth, “This represents not only an urgent problem, but also a huge opportunity for producers to transform their thinking around how to serve these customers.”

In almost 150 hours of interview, the research uncovered meaningful and actionable insights related to the following topics:

The digital transformation of the sales process

The research outlines a specific and clear path toward creating “win-win” scenarios for both SMB customers and materials producers; for producers looking to drive growth and efficiency from this segment; and for customers looking to compete in an increasingly challenging environment.

“We’ve observed the long-standing challenges producers have faced in properly addressing the unique needs of this segment and are immediately applying and driving these findings into our innovative Xa-DIRECT model,” said Alyssa Cunnington, VP Exterprise Model. “We’ve always been SMB-focused, and this study further strengthens our insights and sharpens our strategy to best meet SMB needs,” she concluded.

Xenon arc will be making the results of the study available to interested parties. Please contact mica.zuniga@xenonarc.com.

Slattery Brings Proven Track Record Leading Tech-Enabled Services Businesses

 – Xenon arc, Inc. (“Xenon arc” or the “Company”), a leading technology-enabled services provider to materials producers and their long tail of SMB customers, announced today that Mick Slattery has been appointed Chief Executive Officer.  

Mr. Slattery is a long-time technology and business services executive with decades of leadership experience in client services, customer service, and tech-enabled services businesses. Most recently, he served as Chief Executive Officer of CompuCom, a leader in technology managed services providers.  Before CompuCom, Mr. Slattery served as the Chief Executive Officer of Conduent’s Transportation division and as President of Avanade North America.

Preston Thomas, a board member of Xenon arc, said, “We are delighted to welcome Mick to the Xenon arc team. Mick is a highly talented and tenured executive who has an impressive history of leadership roles within a variety of global business services and technology businesses.  His demonstrated track record of driving significant growth and value creation is a great fit for Xenon arc, and we look forward to leveraging his expertise as we execute on numerous strategic initiatives.”

Mr. Thomas continued, “On behalf of the board, we would like to thank Paul Warburg for his leadership. Paul’s contributions have been instrumental in Xenon arc’s growth and success over the past nine years. We thank Paul for his service to Xenon arc and wish him well in his future endeavors.”

Mr. Slattery added, “I am honored and excited to take on the role of CEO at Xenon arc.  The Company has earned a reputation as a true innovator, having developed a unique value proposition and an exceptionally talented team that allows them to better service clients and customers.  I look forward to working with the team to further accelerate Xenon arc’s growth trajectory.”

Founded in 2010, Xenon arc, Inc. is a leading technology-enabled services provider to materials producers.  Based in Bellevue, WA with offices in North America, Europe, and Latin America, the Company manages its clients’ long tail of end customers through a suite of value-add services, including technical sales, support, technology, and distribution solutions. 

For more information about Xenon arc, visit 

Xenon Arc, Inc. Appoints Mick Slattery Chief Executive Officer

Global supply chain woes have forced manufacturers and retailers to operate in survival mode. Meanwhile, their customers are using this frustrating lull to reexamine their own needs. 

There were some hard choices to make when the upheaval began. Suppliers were forced to focus on what they could do “right here, right now.” The long-term result was poor planning, inconsistent communication, and ultimately, the alienation of customers.

It’s time to refocus from a survival strategy to one of sustainability and growth. The supply chain will stabilize, the workforce will return and businesses will reopen, but things won’t be back to “normal.” Customers want and need more from suppliers, and will flock to those who are providing the best communication and buying experience.

Build sustainable customer relations now by refocusing the lens. Start with clear messaging that allows customers to plan and implement omnichannel options for e-commerce purchasing.

Predictions are that supply chain stabilization will happen like a flipped switch, opening the flow of product. But will demand for goods still be there when that happens?

Customer behavior continues to evolve toward the need for transparent messaging and omnichannel methods for retailing. Sellers must act now to reengage customers with digital tools, omnichannel offerings and remote sales forces, or be left behind by those that do.

Suppliers need to look ahead and ask: How are we going to go to market? How are we going to build a foundation for growth out of the ashes? How will we catch and keep customers when the supply chain resolves?

Most importantly, if they aren’t in communication with their customers now, how do you know whether those customers remain with them, or have turned to the competition? And how much do those lost customers cost?

The decision to focus on the most impactful and profitable customers is a good one for the immediate situation, but the tradeoff is sending a message to others going without supply: You don’t matter to us, and you never did.

So how can companies repair customer relations today? It begins with remote customer engagement and the implementation or updating of digital tools, as part of a larger effort to reengage lost customers and plan to attract new ones. Steps to take include:

It’s not too late to win back customers and strategize ways to win new ones after the supply chain resolves. If you can recognize the issues, you can work to fix them. Heal your soured customer relations with open communications. Invest in the technology and talent that customers need and want from you. Earn back their trust to win back their loyalty. 

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Repairing Customer Relations After the Supply Chain Crisis

The newest evolution of the industry leading eCommerce solution that has changed the way customers connect with brands in the materials manufacturing industry.

BELLEVUE, WASHINGTON , USA, June 4, 2023 -- Xenon arc, the materials industry customer experience, marketing, and sales leader, announced the launch of 

 is the next iteration of the fully integrated research, selection, and ordering ecommerce solution first pioneered by Xenon arc in 2020. Xenon arc continues evolve cutting edge products in their suite of digital tools that power modern, innovative business models on behalf of their clients. 

 is the first roll-out in a series of investments currently in R&D.   

 eliminates barriers between manufacturers and customers, increases speed and provides greater access to real-time information largely for small-to-mid-sized businesses (SMBs) in the materials industry. 

 personalizes the customer experience, and is one of the cutting edge tools in Xenon arc’s disruptive 

“Embracing the power of ecommerce is essential for our goal of holistic customer intimacy. By leveraging the core capabilities of our ecommerce platform, we can create a seamless online buying experience, personalize our marketing efforts, integrate various digital marketing channels, streamline operational efficiency, and make informed decisions based on business intelligence.” Said Murali Penubothu, Chief Digital and Information Officer. “These aspects deepen our customer relationships, drive growth and position us as a leader within our industry.”

is a deep, fundamental understanding of SMB customer requirements and their overall customer journey, from product discovery through to product purchase, delivery tracking and re-order.  Some of the key advancements in this new version are: Advanced Frictionless Online Purchasing, Personalized Marketing, Integrated Digital Marketing Channels and Business intelligence services. 

 allows users to order, view documentation and get expert live service and assistance on-demand. 

 model that brings materials producers closer to their customers with a host of digital and analogue solutions that drive growth, simplicity and transparency into their relationships. 

“For years there has been a service imbalance between customers and producers in the materials industry,” 

Commented Paul Warburg. Chief Executive Officer of Xenon arc. 

“Through the directibility™ 2.0 release and its new suite of capabilities, customers can now rely on a holistic solution that brings them closer to selected manufacturers’ products, services and overall brand promise, while manufacturers develop deeper, more intimate relationships with their end-users in a significantly more cost-effective manner."

Xenon arc was founded in 2010 in Bellevue, Washington and has offices in Ireland, The Netherlands, Brazil and Mexico. 

Xenon arc Launches directibility™ 2.0. eCommerce Platform

As part of Solutions Review’s Premium Content Series—a collection of contributed columns written by industry experts in maturing software categories—Mica Zuniga, the Chief Strategy Officer at Xenon Arc, explains how the secret to better customer intimacy is in the data.

Data and customer intimacy; how do the gathering numbers, actions, and trends relate to successful customer relationships? Here’s how: one cannot happen without the other. The correct data used effectively results in customer intimacy. The key is knowing the “right” data to gather, to focus on, or to use in decision-making—and using it in a way that ultimately builds and sustains a continued cycle of customer loyalty and growth. It’s not a new concept, but it’s one that organizations seem to grapple with.

Creating intimacy with customers is more than sending birthday wishes or rehashing the latest sports news over lunch. While this is great for learning who the customers are, it doesn’t tell you what they need from you. Authentic customer intimacy results from leveraging extensive customer data and operational flexibility by tailoring goods or services to targeted consumers. It’s making service models scalable, enhancing the ability to make data-driven decisions, and having a deep understanding of customers’ needs and wants and how they use products.

In short, you know what the customer wants, how they want to get it, and whenever they need it—all by using data. And importantly, consider the data with a people-first, not number-first, mindset. How can you use this data to deliver exactly what the customers want and need?

Supply Chain Woes Shouldn’t Hinder Delivery of Superior Customer Experiences 

Delivering a service or product can be challenging when nature, politics, or global logistics are in chaos. Companies can use data to tailor products and services precisely to customer applications. For example, as the manufacturing sector fully embraces digitalization, there are more and more new sources of data to learn about how customers use your products. You can quickly and accurately use that data to identify critical trends and tailor your offering to target segments, applications, or individual customers. 

Communications can be personalized and tailored to keep customers notified about what they need to know to inform their buying strategies better, expand their awareness of your product and service offering, and create a “stickiness” that will help you both weather challenging times.

In 2005, Bain & Company found that 80 percent of firms believed they delivered a “superior experience” to their customers—but only 8 percent of customers felt companies were delivering. Almost 20 years later, the customer experience is still lacking. According to Siegel+Gale, $402 billion each year is left on the table by companies that fail to provide basic experiences to their consumers. Not a new problem, but there are new solutions.

The Science of Holistic Customer Relationships

Good customer relationships on any scale are challenging to build. In a rapidly evolving digital-first world, how do you know how to adjust offerings to keep up with customer needs? How do you build intimacy when customers engage in a variety of ways?

By gathering data that gives deep and actionable insights, you understand buying preferences and how products or services will be used—and ultimately, use that data to drive innovation and improvement. When you leverage industry-leading technology, expertise, and processes to create holistic customer relationships, you improve your ability to maintain a competitive edge. Clients with complete access to comprehensive analytics via a business intelligence engine unlock relevant, real-time visibility into customer behavior, transaction and SKU-level views, forecasting and pricing insights, business performance metrics, and more. In essence, all of this customer information is used to tailor formulations and services specifically to customer needs—and that intimacy is a critical part of differentiating one company from the competition.

The Difference is Data When it Comes to Customer Loyalty

The ultimate customer intimacy model continually reshapes offerings using robust data environments’ insights. It uses that customer data to refine the understanding of how products are used in the field, what type of value customers find in the products, the ROI on marketing and sales efforts, collateral development, and web analytics. The resulting customer intimacy organically creates a base of loyal advocates and continued growth.

The modern digital market requires data to drive innovation and decision-making and build successful customer relationships. That data is the key to intimately knowing what they want, how they want to purchase it, and how they will use it—and continue to stay loyal to the companies that give them exactly what they need when they need it.    

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Data is the Untapped Source Needed for Successful Customer Intimacy

Business Insights Application Delivers Market Intelligence, Customer Intimacy & Product Performance Transparency for Manufacturers in the Materials Industry

BELLEVUE, WASHINGTON , USA, September 13, 2022 (

) - Xenon arc has launched conntact™ 2.0, the latest iteration of its industry-leading business insights application designed to meet the data analytics needs of manufacturers in the chemical and materials industry. conntact™ 2.0’s market, product and customer transparency advancements provide actionable insights that deepen customer intimacy, accelerate business development, drive operating efficiencies, and further foster innovation.

“A major source of discontent for materials producers is a lack of real-time customer data and feedback,” says Mica Zuniga, Chief Strategy Officer, Xenon arc. “With conntact™ 2.0, Xenon arc offers our clients a unique, interactive visualization of critical company data—actionable insights—to propel the growth and transformation of their businesses. The key to holistic customer intimacy and reducing friction between manufacturers and their end-use customers is the ability to quickly decipher, interpret and translate data into value-creating strategies.”

conntact™ 2.0 builds upon the original, innovative conntact™ platform to provide more impactful data visualization and greater granularity into market dynamics, customer behavior and SKU-level performance. It enhances ease-of-use requirements by simplifying the creation and customization of dashboards, reports, and action items.

Specifically, conntact™ 2.0 creates convenient and visually appealing dashboards giving detailed customer analytics revealing patterns and trends for a big-picture view. These actionable insights include real-time end-user visibility, transaction-level views, customer pricing and price insights, demand planning and forecasting, business performance metrics, and business plan and ROI metrics.

“We formed a client advisory committee consisting of strategic and day-to-day users of conntact™ to understand usage objectives to develop impactful enhancements and functionality to the application,” Zuniga added. “The result of this process is a dynamic platform that provides timely, actionable information and visualization on a macro-level with the capability of drilling down into end market, customer and SKU specific details to formulate fact-based business decisions and strategies.”

“conntact™ 2.0 is an important component of Xenon arc’s overall value proposition as we enhance our clients' brand experience with their end-use customers,” commented Paul Warburg, President and Chief Executive Officer of Xenon arc. “Our technology solutions, including our client-facing conntact™ 2.0 and our customer-facing directibility™ applications, combined with our industry-leading technical and commercial teams, strengthen the intimacy between manufacturers and their products, with their end-use customers. Our determined focus on understanding the unique needs of smaller, non-core customers enables us to continuously develop innovative, industry-leading solutions for our manufacturing clients worldwide.”  

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Xenon Arc Launches conntact™ 2.0

Murali Penubothu joins a leading technology company as the Chief Digital and Information Officer

) - Xenon arc, a global managed service provider that is transforming the way materials producers go-to-market, is pleased to announce the addition of Murali Penubothu in the key position of Chief Digital and Information Officer.

Penubothu has more than two decades of proven business and technology leadership experience and is responsible for building Xenon arc’s industry-leading technology platform focused on providing engaging experiences and transactional capabilities in a secure manner for end-use customers in the materials industry, while capturing insights that amplify the value proposition for its producer-clients.

“Technology and digital transformation represent one of the key foundational pillars as Xenon arc continuously tightens the bond and intimacy between global materials producers and their non-core business customers, said Paul Warburg, President and CEO of Xenon arc. “Murali’s global perspective, combined with a host of dynamic experiences and skill sets attributed to scalable digital transformation will enable us to advance our industry-leading technology platform creating greater value for our producer-clients while making it easier for end-use customers to engage with their respective producers’ brands and offerings.”

Formerly the CIO at Nicholas and Company, a privately held food service distribution company, Penubothu rebuilt the IT function by implementing emerging technologies that modernized the business for a competitive advantage and resulted in reinvigorating the trust of the business and partnership with existing customers, while attracting new clients. While Head of Business Systems at Airware, an aerial data startup, he designed and implemented a mix of systems and scalable business processes to support rapidly growing teams in sales, marketing, customer success, professional services, finance, and HR.

“I am tremendously impressed with Xenon arc’s leadership team, and its unique culture that offers a working model that invests in a supportive environment fostering team collaboration and creative problem solving.” said Penubothu. “I’m excited to be part of a high-growth organization committed to excellence where the potential is limitless while ensuring the positive resilience of the workforce,” he added.

Warburg concluded, “Murali’s involvement in the advancement of our leading customer-facing ecommerce solutions, including directibility™, and the latest iteration of our business intelligence platform, conntact™ 2.0, significantly enhances Xenon arc’s value proposition to all of our key stakeholders. We are very excited to welcome Murali to the Xenon arc team as we continue to accelerate our growth trajectory.”

Penubothu is a transformational technology leader, who leverages design thinking principles and agile methodologies to align technology innovation with strategic goals. Throughout his career, he has built best-in-class engineering teams by cultivating a high-performance work culture that attracts and retains diverse talent.

Penubothu holds a master’s degree (MS) in Electrical Engineering from Texas A&M University and completed executive education in the General Management Program (GMP) at The Wharton School. He is also a founder and board member of two private limited companies in India. 

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Xenon arc Expands Executive Team with Key New Hire

Xenon arc provides Braskem with a data-driven marketing and sales platform focused on enhancing the way the company engages online with its clients and partners

Braskem (NYSE:BRKM6; NYSE: BAK; LATIBEX: XBRK)

BELLEVUE , WASHINGTON , USA, August 15, 2022 /

/ -- Xenon arc and Braskem (B3: BRKM3, BRKM5 and BRKM6; NYSE: BAK; LATIBEX: XBRK), the largest polyolefins producer in the Americas, as well as a market leader and pioneer producer of biopolymers on an industrial scale, are excited to announce the launch of Braskem3D – an advanced direct to consumer technology platform that greatly simplifies and accelerates the accessibility of Braskem’s 3D materials to the North American market. This latest innovation will provide a strategic platform for growth to help support the growing demand for Braskem’s unique line of sustainable and innovative products. The platform is available at www.braskem3d.com.

Leveraging Xenon arc’s directibility™ solution, Braskem is able to pair its dedicated team of thermoplastic experts with a sophisticated e-commerce platform to maximize the use of data and technology to drive alignment and brand loyalty across strategic and small to medium-sized business (SMB) customer segments.

“We are pleased to partner with Braskem, a forward-thinking company who shares our commitment to utilizing advanced technology to build a sustainable future,” notes Alyssa Cunnington, Chief Operating Officer at Xenon arc. “Coupling Braskem and Xenon arc’s digital-first, data-driven philosophy with a strong commitment to developing greater customer intimacy opens both organizations to endless growth opportunities.”

Braskem supports technology and innovation to achieve sustainable solutions through chemicals and plastics. The company's strategic vision is to become the world leader in sustainable chemistry and to strengthen the entire petrochemical chain.

With an ever-growing portfolio, Braskem focuses on making polypropylene, polyethylene, recycled and bio-based filaments, powders, and pellets easily accessible to the additive manufacturing industry.

“Directibility™ was engineered for client convenience and sustainability,” said Jason Vagnozzi, Braskem Commercial Director of Additive Manufacturing. “All our inventory, logistics, analytics, and client communication systems are integrated into one fully integrated and professionally supported online e-commerce platform. From product discovery through purchase and post-sale support we can deliver a better overall experience for our SMB clients.”

Braskem offers solutions across 3D printing technologies such as Fused Filament Fabrication (FFF), Selective Laser Sintering (SLS), and High-Speed Pellet Extrusion. Through Braskem's decades of expertise in materials science and product development, its state-of-the-art 3D printing labs, as well as its strategic partnerships with industry leaders, Braskem is committed to delivering new and innovative products to the market.

Xenon Arc Partners with Braskem to Bring New Innovative 3d Printing Materials to Market Throughout North America

Strong global experiences & industry perspectives

) – Xenon arc, a global managed service provider that is transforming the way materials producers go-to-market, today announced the addition of two new members to its board. Chris Brink, CEO at Hasa Pool Inc., and Dr. Hans-Josef Ritzert, most recently a senior executive with Evonik Industries, jointly bring decades of global experience and insights into the materials industry.

“We are very pleased to welcome Chris and Hans to the Board as we continue to advance our strategic vision and strengthen Xenon arc’s commitment to leveraging technological innovation and sustainable solutions to re-define how major manufacturers engage with their non-core business customers,” said Paul Warburg, President and CEO of Xenon arc. “Over the past 10 years we have demonstrated the effective portability of our business model into adjacent markets and geographies, matching our deep understanding of the unique needs of these end-use customers with our tech-enabled solutions. As our company continues to broaden its expertise and expands globally, we will benefit from the expertise, industry acumen, strategic insights, and shared values that Chris and Hans bring.”

Brink has a demonstrated track record of overseeing strategic initiatives that have resulted in accelerated growth. He currently serves as the CEO of Hasa Pool Inc., a leading specialty chemical producer and distributor of high-quality water treatment products based in California. Under his leadership, the company has successfully grown its footprint to 11 facilities spanning across the western US to Texas and built a recognized brand in the Recreational, Municipal, and Industrial markets. Brink’s experience in the chemical and materials industry include positions at Dow, Henry Company, Accella Polyurethane Systems, and Stepan Company. He began his career as a chemist and has hands-on experience and understanding of the industry from product development to executive leadership.

Ritzert holds a doctorate in chemistry and has spent his career managing strategically important initiatives for global chemical industry giants including Evonik Industries, a world leader in specialty chemicals operating in more than 100 countries. He was most recently Managing Director of Evonik’s Nutrition & Care division, and President of Evonik China. Ritzert continues to leverage his extensive global business experiences by serving on the Board of several renowned European specialty chemical and polymer industry leaders.

Xenon arc Appoints Chris Brink & Dr. Hans-Josef Ritzert to its Board of Directors

) – Xenon arc, a global managed service provider that is transforming the way materials producers go-to-market, revealed a new brand identity that represents the company's commitment to innovation, sustainability, and digital transformation. Xenon arc also recast its vision to broaden the definition of value for clients, partners, and team.

The new visual style and logo demonstrates the company’s data-driven, customer-first philosophy through the deployment of multi-channel customer engagement solutions while aiming to reflect Xenon arc’s commitment to sustainability and dynamic philosophical approach. 

“Our purpose is to extend the reach and improve the experience of our clients’ brands by increasing intimacy across historically underserved customer segments in the food & beverage, industrial, and chemical industries,” said Paul Warburg, President & CEO of Xenon arc. “Our new brand embodies our strengthened commitment to our business model and directly speaks to our organizational purpose. From a business model perspective, the iconography represents the intersection of the uniqueness of our clients, the customers we service on their behalf, our leading-edge technology, and those responsible for the delivery of our value proposition – our people.”  

Mr. Warburg continued, “Digging deeper, we believe the imagery appropriately reflects our cultural pillars behind our track-record of success, namely: our unwavering investment in the greatness of our people, the leveraging of individual strengths for the betterment of the team, deliberately engaging in small actions to drive outsized outcomes for all stakeholders, and adopting and promoting social responsibility. We are a team of tremendous aptitude, attitude and character and the driving forces behind future innovations, deepened client and customer collaboration, and executors of change across the industries in which we serve.”

Under the new brand, Xenon arc will continue to expand its current and build new tech-enabled solutions that serve the same goal – balancing technology automation with customer demand to seamlessly extending the producer’s brand and make the brand experience better for customers.

The new logo reflects what the company has become: more mature and future-focused, at the same time growing dynamically, reaching new milestones, entering new markets, and always moving forward. We go above and beyond, and have people – our team, clients, and partners – at the center of everything we do.

Xenon arc Unveils Groundbreaking Voice of Customer Study Results Focused on Small-to-Mid Sized Business Customers

Stay up-to-date on how we innovate your customer's experience.

Related articles

Xenon Arc, Inc. Appoints Mick Slattery Chief Executive Officer

Repairing Customer Relations After the Supply Chain Crisis

Xenon arc Launches directibility™ 2.0. eCommerce Platform

Data is the Untapped Source Needed for Successful Customer Intimacy

Xenon Arc Launches conntact™ 2.0

Xenon arc Expands Executive Team with Key New Hire

Xenon Arc Partners with Braskem to Bring New Innovative 3d Printing Materials to Market Throughout North America

Xenon arc Appoints Chris Brink & Dr. Hans-Josef Ritzert to its Board of Directors

Xenon arc Unveils New Brand Identity as the Company Embarks on its Next Phase of Innovation and Tech-Enabled Growth

Xenon arc Unveils Groundbreaking Voice of Customer Study Results Focused on Small-to-Mid Sized Business Customers

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Xenon Arc, Inc. Appoints Mick Slattery Chief Executive Officer

Repairing Customer Relations After the Supply Chain Crisis

Xenon arc Launches directibility™ 2.0. eCommerce Platform

Xenon Arc, Inc. Appoints Mick Slattery Chief Executive Officer