How have customer expectations regarding automation changed?

From machine supplier to technology partner

Just a dozen or so years ago, automation projects had a clearly defined, limited scope. Customers were looking for individual automated machines or solutions for selected production processes. Today, the situation is completely different.

As Maciej Niemczyk, KAM & BDM Team Leader, emphasises:

„In the past, our customers required simple automated machines for individual processes. Now they are looking for partners who can support them throughout the entire process.”

Today’s customers do not expect only the fulfilment of specifications. They expect involvement already at the product concept stage, support in process analysis and technological consulting.

This is a fundamental change: automation is no longer the end point of an investment. It has become part of strategic product and production planning.

What do customers expect today from automation processes?

Modern projects are carried out under pressure of time, costs and competitiveness. Therefore, expectations towards technology partners have increased significantly.

This means several key elements:

• Rapid implementation – reducing the time from concept to production launch.
• Modularity – the ability to scale and adapt the line to changing needs.
• Traceability – full traceability of the process and product.
• Predictable return on investment – clearly defined and measurable business impact.

Today, automation must not only work – it must be measurable, flexible and financially predictable.

According to the Deloitte Smart Manufacturing Survey report, manufacturers cite reduced implementation time, improved productivity and measurable return on investment as key factors in choosing a technology partner.

From engineering to a design approach in automation

Changing customer expectations have also forced technology suppliers to change their approach.

„We have developed not only our engineering competencies, but also our design approach – from early analysis of the customer’s process and product to standardisation and after-sales services,” points out Maciej Niemczyk.

This means moving away from thinking in terms of a single machine in favour of a holistic view of the production process. As a result, it is no longer about delivering a device, but about real improvements in operational efficiency.

This approach defines modern sales in the automation industry – based on understanding the customer’s business, not just the technology.

As McKinsey’s analysis of the B2B market shows, customers increasingly expect comprehensive solutions and long-term partnerships, not just product delivery.

How does Nextomation respond to these challenges?

In response to changing market needs, Nextomation is developing both its technological capabilities and its model of cooperation with customers. This includes:

• support already at the product concept stage,
• process analysis and solution modelling (including digital twin),
• standardisation and modularity of systems,
• after-sales services and long-term partnerships.

This approach allows us to build predictable, scalable solutions tailored to the dynamic realities of industry.

Today, modern automation is more than just technology. It is a strategic partnership in which understanding the process, transparency and jointly designing the future of production are key.

Nextomation: automation as a business partnership

Would you like to see what cooperation with a technology partner who is involved from product concept to production line launch looks like in practice?

Watch an interview with Maciej Niemczyk, KAM & BDM Team Leader at Nextomation, who talks about the evolution of customer expectations and how to build solutions with predictable ROI.

Watch the interview:

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