E-Commerce in einem Direktvertriebsmodell - Alexander T. Stampfl, Hilti
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E-Commerce in einem Direktvertriebsmodell Schweizer E-Commerce Summit 6. März 2014
description
Alexander T. Stampfl am E-Commerce Summit 2014, 6. März 2014 in Zürich. Bei Hilti ist gemäss Alexander T. Stampfl, Head of E-Business, bei 200‘000 Kundenkontakten pro Tag die Kanalorchestrierung ein wichtiger Erfolgsfaktor. Es gilt, über alle vier Kanäle hinweg (Account Management, Retail, Customer Service, E-Business) dieselben Botschaften und Inhalte anzubieten und dabei sicher zu stellen, dass jeder Kanal seine Bedürfnisse erfüllt. So ist es die Kernaufgabe des E-Channel, gegenüber dem Premium-Kanal des Account Managements, einfachere Aufträge und Standardanfragen zu behandeln sowie als Wissensdatenbank zu dienen. Die Kunden entscheiden frei und benutzen die Kanäle ihrer Wahl, die Kunst liegt nach Stampfl darin, diese so auszugestalten, dass die Kunden entsprechend geleitet werden und die Gestaltung der Customer Journey möglichst einfach ist. Stampfl beendet seine Präsentation mit einer Live-Demo einzelner Funktionen und zeigt auf, dass bei stark erklärungsbedürftigen Produkten dem E-Channel Grenzen gesetzt sind.
Transcript of E-Commerce in einem Direktvertriebsmodell - Alexander T. Stampfl, Hilti
E-Commerce in einem Direktvertriebsmodell
Schweizer E-Commerce Summit 6. März 2014
2 www.hilti.com Hilti E-Business Next Generation
Agenda
Hilti at a glance
How to embed E-Biz into direct sales model
Live Demo
3 www.hilti.com Hilti E-Business Next Generation
One of the global leading companies in providing innovative products and services to construction professionals
Founded 1941 in Schaan, Principality of Liechtenstein
Presence in more than 120 countries
Brand promise: Hilti. Outperform. Outlast.
More than 20,000 team members
Sales 2013: 4.340 Million CHF
Direct sales model
Hilti – a global company
4 www.hilti.com Hilti E-Business Next Generation
Hilti’s focus is on system solutions for construction professionals
Our customers Our offering
5 www.hilti.com Hilti E-Business Next Generation
Agenda
Hilti at a glance
How to embed E-Biz into direct sales model
Live Demo
6 www.hilti.com Hilti E-Business Next Generation
With more than 200.000 customer contacts a day channel orchestration is key
Account Manager Daily 70.000 customer contacs
Customer Service Daily 66.000 customer contacts
Retail Daily 43.000 cust. contacts
E-Business Daily 45.000 cust. contacts
7 www.hilti.com Hilti E-Business Next Generation
Foundation of channel orchestration is shared understanding of role of each channel
Account Manager Customer Service Retail E-Business
Channel Costs
Relationship Mgmt. Product demos Consultative selling
Complex orders Complex service
requests
Immediate demand Service Hub
Standard orders Std. service requests Knowledge data base Acquisition where AM
is too expensive
8 www.hilti.com Hilti E-Business Next Generation
The Customer Journey: How it used to be …
Inform Evaluate Quote Buy Share
Experience Tool
Service
Desktop Computer
Tablet Computer
Smartphone
Social Media
Cust. Service
Retail
Account Mgr.
E-B
usin
ess
9 www.hilti.com Hilti E-Business Next Generation
… and how it is in the 21st Century
Inform Evaluate Quote Buy Share
Experience Tool
Service
Desktop Computer
Tablet Computer
Smartphone
Social Media
Cust. Service
Retail
Account Mgr.
E-B
usin
ess
10 www.hilti.com Hilti E-Business Next Generation
Easy registration
Find products fast
Fast & transparent ordering
Order history & tracking
Manage tools (FM, repair)
Instant support
CAD & BIM objects
Approvals & technical documents
Software download
Submittal builder
Product & application information
Service information
Find suitable product
Reference projects, testimonials
Ease of doing business, efficiency
Fast access to service
Scope of Hilti Online Next Generation is geared to needs of identified target user groups
Transaction Support Information
Easy to find
Managing Director Purchaser Engineer /
Architect
Product information
Technical information
Immediate repurchase
Store locator
Mobile solution covering relevant
scenarios
Urgent Need
Jobsite User
11 www.hilti.com Hilti E-Business Next Generation
Agenda
Hilti at a glance
How to embed E-Biz into direct sales model
Live Demo
13 www.hilti.com Hilti E-Business Next Generation
Questions & Answers
