Tata Steel Europe is a worldwide leading manufacturer of advanced and (ultra)high-strength steels for the automotive, packaging, construction and engineering industries. A high quality Dutch company with a rich history and future in innovation. It is no wonder King Willem-Alexander himself visited the brand-new Tata Steel Innovation Centre in September 2018, as part of the centennial celebrations of the IJmuiden site. DST was responsible for concept, content and design of the centre, in partnership with Bruns (realisation).
The choice to radically change the way business relations are received, stemmed from a strategic course change with Tata Steel IJmuiden. The company changed from a traditional product-pushing manufacturer to a customer focused on-demand developing and production business. Particularly in customer reception and market development, its Tata Steel Innovation Centre is a major step forward.
Efficient and thorough
The Innovation Centre offers business relations a professional reception that uses AV, projection mapping and an interactive wall to create context for each visit. Its reception area has been developed to aid Tata Steel hosts to efficiently and thoroughly explore exactly what challenges and needs his or her visitors face.
The information gained in the reception area is input for in-depth conversation in the nearby conference rooms, where confidentiality and conversation support are key. A tour of the nearby high-tech automotive and packaging labs is also possible. For this tour DST improved signage and banners, offering hosts an extra way to focus on subjects that appeal to specific visitors.
Upgrade of guided tours
Apart from the Innovation Centre, Tata Steel also asked DST to restructure its guided IJmuiden site tours as part of its new Visitor Experience, mostly used for customers, students, suppliers and employees. The new tour guide scripts better facilitate dialogue and are supported with 360-degree VR-movies on tablets inside tour vehicles. These allow visitors to see what takes place inside plants, without leaving their tour vehicle. This is particularly important for time constraint reasons and safety rules.
The result is a strong professional reception for corporate visitors. Tours are more structured and focused on the company itself. Visitors safety has improved by making off-site visits available through VR. And much p.r. was generated around the official royal opening.
The Tata Steel Innovation Centre and guided tours are available by invitation only.