Driving Customer Centricity in a B2B organization Flevum 22 April 2015
Rob den Rooijen
Program Manager Digital Marketing & Sales
DSM Excellence in Marketing & Sales
Agenda
1. Introduction
2. Presentation
3. Discussion
3
Meet DSM
• Leading supplier of nutritional ingredients (including vitamins, carotenoids, omega’s, food/feed enzymes, cultures, yeasts, nutraceuticals) for the feed, food and personal care industries
• Leading supplier of sustainable high performance materials for the automotive, electrical & electronics and building & construction industries
• Recognized as top innovator active in biomedical materials, advanced biofuels, bio-based chemicals and advanced surfaces for solar systems
Health Nutrition Materials
4
WHAT DO YOU DO if you see this sign along the highway?
5
OPENING EYES to be a customer centricity PROFESSIONAL!
OUR CHALLENGE
CUSTOMER CENTRICITY to increase
CUSTOMER LOYALTY
THE ESSENCE OF MARKETING & SALES
Customer
Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Persona
91% 43%
70%
8
* Average performance difference for firms in each quadrant versus the average performance of all large firms in the same industry for the 184 publicly-traded companies in our sample
“Digital Masters Have Significantly Better Financial Performance”
Basket of indicators:
• EBIT Margin
• Net Profit Margin
Dig
ital C
apabili
ty
Leadership Capability
REVENUE GENERATION EFFICIENCY
+6%
Basket of indicators:
• Revenue / Employee
• Fixed Asset Turnover
+9%
-10% -4%
Dig
ital C
apabili
ty
Leadership Capability
PROFITABILITY
% +26%
+9% -24%
-11%
RESET the AGENDA Customer Loyalty / Centricity
Digital Transformation requires (small) steps along 3 customer centric
themes:
• Explore; Build 3600 view on your customer
• Engage; Become a trusted source
• Excite; Ensure a consistent and reinforcing experience
Small Steps have big impact!
11
Explo
re
Data
Collect and Analyze
internal and external
Data on behavior
to build 3600 view
on our customer
Share & Transparency
Harmonized to Build
Dashboards
Decisions
12
DSM in Nutrition 3600 view on customers
13
Stats:
• > 2500 sales professionals have been on boarded
• Pipeline accuracy increased from 60% to 90%
• Sales effectiveness increased; Quality of visits and
Success rate of projects
• Sales efficiency; 5-10% more customer facing time
Approach: • Implement Best Practice sales approach
• create one shared view on the customer enabled by CRM
• Anywhere anytime access
• Shared information across people & teams on all levels
on opportunities and customer interactions
• Automated, aggregated reporting
DSM Biomedical: Building knowledge about competitor and customer behaviour via search engine optimization
Keywords: Search terms website visitors use in Google
Step 1: Analyze visitor behavior
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Result 2014: 36% increase in website visits from organic search
Step 2:
Change website
content
Step 3: Track results
15
16
Social media research: Create understanding of digital discussions
Source: Oxyme social media research process
Example DSM Biomedical Biomaterials: Who is talking where?
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Engage
Connect
Know where your customer hang out
and become part
of the conversation
Be(come) a trusted source
Have something relevant
to tell
Content 18
Stats:
• > 636 qualified leads
• Already used on >5 tradeshows
worldwide
• 35 videos created for the app
• 32 PDFs created for the app
DSM in Engineering Plastics Improve the sales conversation
19
Stats:
• > 12,000 DSM ANH mentions on social media
• 2,300 tweets and 594 followers on ANH Twitter channel
• 9 active social media champions
• More than 100 photo’s / videos
Comp 1 Comp 2 Comp 3 Comp 4 DSM
Social mention
score 6% 1% 1% 4% 5%
DSM in Animal Nutrition Improve the sales conversation
Approach: • Target groups and needs identified
• Content creation process established
• Social listening in animal feed markets installed
• ANH Twitter channel started
• Internal social media champions and other stakeholders trained
• Dash boarding and analytics set up
4
8
5
17 8
1
11
19
6
6
5
7
10
15 3
4
2
4
Shenyang 18
Jinan 30
Nanjing 15
Chengdu 12
Wuhan 29
By the end of 2013, DSM developed 159
franchisees in China
(dedicated Rovimix Premix distributors)
5
5
2
4
5
1
2
Zhengzhou 19
Guangzhou 25
Lanzhou 11
Franchisee Nr. by
sales region
Interaction with franchisees
21
Franchise portal - contains all tools
Franchise portal is like
“one-step shopping”.
Franchisee can get acess to
webshop, company website,
WeChat office account,
technical forum by just
click the “franchise portal”
from its own link, or
company website, or
Platform enables ‘ONE-STEP’ shopping
22
The Results Webshop usage
All distributors
Franchisee
May June July Aug
WeChat Platform: number of followers
23
Excit
e
Integrate Create the WOW
of recognition
Reinforcement
Our brand should stand out
Orchestrate 24
Improvement Roadmap based on 2 key elements 1. Detailed persona description
25
Improvement Roadmap based on 2 key elements 2. Customer Journey Design
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To-be customer journey 1 — Improvement activities per moment of truth
Goal: • Generate and convert website traffic
into leads
Ativities: 1. Start Search Engine Optimization
and Advertisement activities
2. Analyze and improve website traffic
3. Extend contact information on
website
4. Add social media channels
5. Add product finder
6. Improve responsiveness (24/7 )
Goal: • Build thought leadership & market
presence
Activities: 1. Design clear go-to-market strategy
2. Show more DPP persons on website
3. Develop testimonials and cases
4. Increase amount of press releases /
articles
5. Create technical publications &
presentations
6. Innovate trade shows & event approach
Goal: • Get into contact with potential customers
Activities: 1. Leverage third party databases that
compare CMO’s with benchmarks /
evaluate leadership performance
2. Use agents and consultants to get into
contact with potential customers by
enabling them to spread the One DSM in
Pharmaceuticals brand
1A. Google search &
experience 1B. Inspiring content / thought
leadership 1C. Third party endorsement
“Improve awareness and provide compelling information” 27
CJ1
27
Aligning existing
channels and tooling
and setting up new
channels to optimize
customer
engagement.
Teach employees in using
customer engagement
channels and create
awareness about the
program and gained
results and insights.
Selecting existing key
processes and events
and defining customer
engagement
opportunities.
DSM Dyneema INTEGRATED CUSTOMER ENGAGEMENT PROGRAM
Processes
and
Activities
People and skills
Channels and
tooling
Focuses on measuring
performance, analyzing
results and gaining insights
and defining actions. Key
for fact based approach.
Governance
28
DSM Dyneema
INTEGRATED CUSTOMER ENGAGEMENT PROGRAM
Boosting customer loyalty by using uniform experience
across online and offline channels
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Our LEARNINGS
• Ensure buy in on all levels in the company
– From executives till operational employees
• Find a hook to the actual business groups’ needs – Start small rather than go for the full blown strategic approach
• Organize multi disciplinary teams – Customer centricity goes beyond M&S involvement
LEARNINGS
Our ADVICE
STOP M&S employees
to be blind drivers
33
OPEN THEIR EYES to be a CUSTOMER CENTRICITY PROFESSIONAL
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DISCUSSION: • Recent studies show that in a B2B environment up to 70% of the buying decision
is made before the organization contacts a sales rep. The initial qualification is
done without any F2F contact between buyer and seller.
• The co-operation between marketing, sales and service departments is key for
success.
• What is your experience with the alignment between sales and marketing
and how do you get them more aligned?
DISCUSSION: • Digital Customer experience and websites: one site versus multiple sites, apps
and devices
• How do you handle multiple groups within target audience, multiple
countries, multiple products, multiple phases in the customer journey: what
is your experience in keeping everyone happy?
DISCUSSION:
• Digital Customer experience: a master plan or a set-by-step
approach. Top down or bottom up?
• Does your organization see the benefits of working with customer
journeys?
• How do you drive customer centricity in your organization?
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