Increasing importance of Customer Experience in the Chemical Industry

Transcription

1 Increasing importance of Customer Experience in the Chemical Industry Pedro Miguel Ahlers, SAP September 2018 PUBLIC

2 Why am I here today? 12 years of experience at BASF in various, global roles SAP Global Master Data and 5 acquisitions 5 years in charge of driving global ebusiness Introducing the smart wine shelf Co-Writing the Digital Customer Experience strategy for BASF Until last in charge for Digital Marketing & Sales at Division Performance Chemicals #CuRT is AWESOME - BASFs first virtual colleague across Business Units and regions From offline to online - How to transfer offline contacts to online customers? Open Marketplaces - Why open Marketplaces are the ultimate, future Battleground? New Digital Business Models - Make B2B products relevant for consumers Position BASF as more than a chemical producer and more 2

3 Ask yourself WHAT IS THE MOST IMPORTANT THING YOU PRODUCE? 3

4 YOUR CUSTOMER

5 The journey of your customer versus your internal organization Company Silo Who ever gets in the line with limited measurability Your customer s journey Up to 80% of the buying decision is made before even contacting sales 89% of customers get frustrated because they need to repeat their issues multiple times 87% of customers think brands need to put more effort into providing a consistent experience 67% of customers mention bad experiences as a reason for churn, but only 1 out of 26 unhappy customers complain BE AWARE MAKE A DIFFERENCE Source: McKinsey, Superoffice 5

6 Reality Check - the journey of your customer In the Age Of The Customer ways, how customers shall interact, become a wish rather than a process. Your customers are everywhere and there is no reason they wouldn t use the latest technology to gain insights and transparency, just as you do. Think about data Think about empathy Think about responsibility Convert the opportunity AWARENESS WEB TV WEB SHOP SEARCH KW/ADS DISCOVERY PRINT DISCOVER NEED WORD OF MOUTH RESEARCH WEB DIGITAL ADS SOCIAL SHORTLIST REVIEWS RECEIVE OFFER RETAIL STORE WEB SITE INTEREST CONSIDERATION CONTACT CENTER BUY ACTION WEB SHOP TRACK ORDER RECEIVE GOODS MISSING ITEM WEB SHOP SOCIAL POST REVIEW SET UP PHONE SUPPORT PORTAL CONTACT CENTER BILLING ISSUE USE JOIN GROUPS BRANDED COMMUNITY NETWORK ISSUE RETAIL STORE SOCIAL CONTACT CENTER MAKE PAYMENT FIX ISSUE LOYALTY BONUS CHANGE ADDRESS SUPPORT PORTAL ADVOCACY CONTACT CENTER USE CONTACT CENTER RESTART SERVICE OFFRECE IVEDER ACTION Retail/ Distributor CONSIDERATION REFER FRIENDS WORD OF MOUTH ADVOCACY SOCIAL 6

7 HOW DOES YOUR COMPANY MANAGE TO HANDLE ALL THE INCOMING INQUIRIES FROM CUSTOMER AND PROSPECTS? 7

8 Why should it matter to you or the Use Case you were looking for The offline Customer who asks you for something you d need to involve others. The important customer who asks a different business unit for something new. Your colleagues who finally get to know if their efforts pay out. Your strategic customer you want to offer a superior service. Finally a Yellow Pages service for your company to find the experts. Your Sales Reps who finally get to know more about the customer organization. Finally, a Yellow Pages service for your company to find the experts. Your Data Scientists who are looking for validated, contextual data. The Early Alert system which listens across all channels for patterns. The chance to involve the 2 relevant people instead of the 10. 8

9 ONE DOES NOT SIMPLY UNIFIES DATA 9

10 Build on consent and contextual data as key to your customers Data Information Insight + context + context Empathy is the ultimate form of Customer Insight. Don Peppers 10

11 A proposal for you Funnel all channels and silos the incoming inquiries and overcome your internal silos. Qualify either with legacy data to train the system or by starting from the scratch. Route the relevant inquiries to Marketing, Communication or to Sales. Reply by using workflows, written text or by predefined, generic templates. Measure the performance, business opportunities, customer satisfaction etc. Harvest Loyalty, Opportunity, Speed and Tru$t. 11

12 YOU CAN T DO TODAY S BUSINESS WITH YESTERDAY S METHODS AND BE IN BUSINESS TOMORROW 12

13 Thank you. Contact information: Pedro Miguel Ahlers Cloud Architect Customer Experience

14 Handbook to start your Machine Learning Project tomorrow in Marketing and Sales Define your challenge which describes what you want to achieve A little help on the next slide Think from the customer or user rather than from a tool or process perspective Chose one of the presented use cases or define an own one, stick to the challenge (!!) Avoid defining KPIs at this stage, just solve the challenge and you ll see more KPIs than you think Depp integration to any backend system most likely is not needed, as you want to prove it works in order to scale with necessary connectivity later speed is key Encourage your business colleagues to be an active part of the prototype, you ll need business before IT at this stage Very often 80% of the value lies in 20 % of the solution keep it simple, no need to add features and complexity at this point 14

15 Being customer centric with Design Thinking Understand the problem from a user or customer perspective, before start talking about a solution. 15

16 Lessons learned out of the introduced Machine Learning project Speed Prototyping in max 4 months Implementation in weeks Provide information at a glance Cross device availability Change Be passionate and empathic See change as process Share data and listen to users Embrace technology Gamification and party Get the freedom to operate Strategy Enable end to end organizations Be scalable Position your prototype in the big picture Cross region, Division and Business Motivation Motivate people with perspectives Be easy and plausible with benefit Demystify your approach 16

17 Change is a process not an event Never under estimate the power comfort zones and uncertainty INTEGRATION Symptom Mitigation DECISION I got this. Let s move on. Provide the right platform to share knowledge. DENIAL I disagree, there must be evidence this evidence is not true! Align creatively and avoid plain one size fits all messages. ANGER I am hopping mad!! Why changing a running system. Maximize communication to target groups and listen to feedback. EXPERIMENT Ok, let s have a look at it. Develop capability and environment to touch the new world. DEPRESSION Nobody asks me- the expert! Why do I need to change? I am lacking in energy. Spark motivation! SHOCK Kuebler-Ross change curve 17

18 You need help? You want to get started now and you want us to support you? More than happy to do so. Please get in touch with me or with your SAP contact. We ll be there #bebold 18