JANA KANYADAN
CIO, Mohawk Industries Inc.
CREATING CHERISHED EXPERIENCES
Through Customer 360 Engagement
Always in Style.ALWAYS IN STYLE
The Best Flooring In The World
• Founded 1878
• 30 Flooring Categories
• $9 Billion in Revenue
• 32,100 Employees
Always in Style.ALWAYS IN STYLE
Mohawk Industries is a leading global
flooring company that creates beautiful
and functional spaces for smart living
around the world. Our brands are
among the most recognized in the
industry.
HQ: Calhoun, GA
Stock: MHK
Employees: 40K
Sector: Consumer Prods
Always in Style.
Always in Style.ALWAYS IN STYLE
The Best Customers In The World
• End Consumers – Residential and Commercial.
• Channel Partners – Small and Large
5 5
Silo’d channels and sales org … Seamless “Path to
Purchase” Experience
Data in binders and pretty charts … Where is Information
that drives action?
Health of the business… Backward, Real time and
Forward Views …
How is Mohawk changing?
ALWAYS IN STYLE
What is the Opportunity …
6
DISCOVER
NEED
RESEARCH
DESIGN
SCHEDULE
INSTALL
BUY INSTALL
INSTALL
ISSUE
POST
PHOTOS
REPAIR
RIP
REMOVE
STAIN
PLAN
PARTY
JOIN
GROUPS
CLEAN
BUY
DESIGN
REFER
FRIENDS
POST
VIDEO
WEB
DIGITAL ADS
WORD OF
MOUTH
SOCIALTV
RETAIL
STORE
WEB
SHOP
REVIEWS
RETAIL
STOREWEB
SHOP
CONTACT
CENTER
RETAIL
STORE
SOCIAL
WORD OF
MOUTH
SOCIAL
SUPPORT
PORTAL
?
SEARCH
KW/ADS
WEB
SHOP
WEB
SHORT
LIST
CONTACT
CENTER
WEB
SOCIAL
RETAIL
STORE
SCHEDULE
INSTALL
INSTALL
SOCIAL
A unique adventure..SUPPORT
PORTAL
?
7
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
DISCOVER
NEED
REFER
FRIENDS
JOIN
GROUPS
RESEARCH
DESIGN
SCHEDULE
INSTALL
BUY INSTALL
INSTALL
ISSUE
POST
PHOTOS
REPAIR
RIP
REMOVE
STAIN
PLAN
PARTY
JOIN
GROUPS
CLEAN
BUY
DESIGN
REFER
FRIENDS
POST
VIDEO
WEB
DIGITAL ADS
WORD OF
MOUTH
SOCIALTV
RETAIL
STORE
WEB
SHOP
REVIEWS
RETAIL
STOREWEB
SHOP
CONTACT
CENTER
RETAIL
STORE
SOCIAL
WORD OF
MOUTH
SOCIAL
SUPPORT
PORTAL
?
SEARCH
KW/ADS
WEB
SHOP
WEB
SHORT
LIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATIONINTEREST
USE
CONTACT
CENTER
WEB
SOCIAL
RETAIL
STORE
SCHEDULE
INSTALL
INSTALL
SOCIAL
…can be planned for.SUPPORT
PORTAL
?
8
One customer.
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
POST
VIDEO
9
Many adventures.
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUYSHOP &
BUY RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
REFER
FRIENDS
POST
REVIEWJOIN
GROUPS
POST
VIDEO
10
Infinite possibilities.
SHOP &
BUYRESTART
SERVICE
SHOP &
BUYSHOP &
BUYRECEIVE
PACKAGEMISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
PHONE
DAMAGETERMINATE
SERVICE
NETWORK
ISSUEREFER
FRIENDS
POST
REVIEWJOIN
GROUPS POST
VIDEO
Always in Style.ALWAYS IN STYLE
Flooring is personal.
Our customers want a special experience
every time they take a journey with us.
Always in Style.ALWAYS IN STYLE
To create cherished experiences required a
shift from the fire hose…
Always in Style.
…to the spoon.
ALWAYS IN STYLE
Always in Style.ALWAYS IN STYLE
Which requires a new formula for engagement.
Always in Style.
End-to-End Process Execution
Harmonized Digital and Physical Adventures
Growth in Cherished Experiences& Profitable Customers
Real-time Customer Insight
ALWAYS IN STYLE
Always in Style. 16ALWAYS IN STYLE
Mohawk implements it with eMPower
Always in Style.ALWAYS IN STYLE
THREE KEY AUDIENCES
1. End Consumers
2. Channel Partners
3. Sales & Store Managers
eMPowerConsumer
eMPowerCustomer
eMPowerSales
Always in Style.ALWAYS IN STYLE
eMPowered End Consumers
• IMMERSIVE online and store experience
• Social Dynamics and Engagement
• Collaborative Communities (owners, designers, installers)
• Digital Dialogue
• Consistent Experience at Every Touch Point
Always in Style.ALWAYS IN STYLE
Always in Style.ALWAYS IN STYLE
SEO traffic has grown 34% YoY
Always in Style.ALWAYS IN STYLE
Billions of Search Impressions
Millions of Site Visitors
Thousands sent to Channel Partners
Hundreds+ % in ROI !
22
Mohawk’s Fashion Flooring Design tool help Consumers decide
products and guides them to the store of convenience
ALWAYS IN STYLE
23
Inspiration meets Incentives! Creates Stickiness for Mohawk Products
ALWAYS IN STYLE
24
Inside the
store…ALWAYS IN STYLE
25
Immersive Experience Continues … Touch Screen Meets Touch
Products!
ALWAYS IN STYLE
26
Consumer Experience integrated with POS system. Personalized
Experience meets Upselling and Revenue!
ConsumerStore Manager and
Sales Personnel
Device Awareness
ALWAYS IN STYLE
Always in Style.ALWAYS IN STYLE
eMPowered Customers
• IMMERSIVE online and store experience
• Self Service and Automation - Mobile Everywhere
• Closed Loop Lead Management
• Collaborative Communities (owners, architects, contractors)
• Enhanced Intimacy Across All Channels
28
Social Dynamics and Engagement integrated to Samples selection
and ordering.
ALWAYS IN STYLE
Always in Style.ALWAYS IN STYLE
30
Auto generation of sales orders are created based on samples and
products placed in cart.
ALWAYS IN STYLE
31
Inventory
Accuracy…
ALWAYS IN STYLE
32
Real-time inventory integrated to POS and Order Processing
RFID = Accurate Inventory
ALWAYS IN STYLE
Always in Style.ALWAYS IN STYLE
eMPowered Sales & Store Managers
• Analytics Driven Selling – Big Data met Mobility
• Customer 360 – Sales and Market Opportunity
• Track and Trace
• Seamless Sales, Stores and Service experience
1st Generation
CUSTOMER RECORD
Departmental / Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
2nd Generation
‘Multi’-channel CRM Suites
CUSTOMER RECORD
SALES &SERVICE
MARKETING
COMMERCE
3rd Generation
Omni-channel Engagement Platform
CONTEXTUAL MARKETING &SERVICE
SALES &COMMERCE
CUSTOMER INTELLIGENCE
PHYSICAL &DIGITAL EXPERIENCE
ALWAYS IN STYLE
The evolution from CRM to CEC
35
Sales Superstar Program
Approve
&
Prioritize
Top
5Pan
el
Op
s
Super
Star TM
Two key goals of ‘Superstars’:
1. Focus Reps on most important
items by customer type;
eliminate “noise”
• Sales Action List
1. Prompt Reps to show select
solutions to individual
customers
• Market / Sales
Opportunity
TEXTURE $14 - 17
Fiber
Category
Fiber
Brand
Selling Style Back
Code
Brand New
Intro
Wgt Lstr Col Den Sft REG
RANK
Nation
al
Rank
Dealer
Price
Price
Level
TM3
Roll
Price
12 Mnth
Sales
NYLON SM ISLANDER'S PARADISE A MCC N 52 MID SOL DEN TRD B C 18.81 >TM1 15.57$
NYLON WD AMERICAN BEAUTY - 1J41 A WWC N 44 DUL SOL STD SFT B B 17.19 >TM1 14.13$
NYLON WD FASHION DISTRICT - 1M99 A WWC N 44 DUL SOL STD SFT A A 16.11 TM1 14.13$
TRIEXTA SO SMART COLOR - 1I40 A MCC N 40 BRT SOL STD SLK A A 16.11 TM1 14.13$ 655$
TRIEXTA SS BRILLIANT DESIGN A MCC N 50 BRT SOL STD SLK A A 15.84 TM2 16.83$ 1,278$
NYLON WD SP465 - SP465 A HZN N 46 MID SOL STD TRD A B 14.85$
POLYESTER ES SP180 -SP180 A HZN Y 60 MID SOL DEN SFT A A 14.76$
POLYESTER ES SP177 - SP177 A HZN Y 58 MID SOL DEN SFT B A 14.76$
TRIEXTA SS PENHURST PLACE A ALD N 60 DUL SOL STD SFT B B Yes Yes 14.00$ 500$
TRIEXTA SS PERFECT MIX A ALD Y 45 MID TON STD SFT A A 14.67$
TRIEXTA SS BELCHAMP HALL A ALD N 50 DUL SOL STD SFT C B 14.67$
RECOMMENDED PRODUCTS
Provide Sales with Actionable Information that drives Specific Actions
ALWAYS IN STYLE
Always in Style.
Want/Need
Info Search
Evaluate
Purchase
Service
Brand
Awareness
Brand
Preference
Brand
Recognition
Brand
Loyalty
WE
BS
ITE
/ M
OB
ILE
WE
B / S
EA
RC
H
DA
M /
PIM
S / E
CO
MM
ER
CE
–A
do
be
/[y]
eG
uid
ed
Sellin
g &
Serv
ice –
C4C
AU
TH
EN
TIC
AT
ED
WE
B E
XP
ER
IEN
CE
[y]
Buying Cycle fills
the Sales Funnel
Marketing activities
complete the Profile
InspirationalThought leadership
Event-triggered emails
Market solutions
Guided Selling
Online chatOnline product selection
+ Location
+Interests
+ Market
+ Cust Type
MA
RK
ET
ING
AU
TO
MA
TIO
N –
[y]
Mk
tg
Webcasts
Search engine marketing
Preferences
TCO whitepapers
Product comparisons
and reviews
Request a Quote/ Lead GenTrack shipment
Expert LocatorCare and Maintenance
+ Products
+ Channel
partner
+ timeframe
=
Targeted, Relevant
& Proactive
MO
BIL
E A
PP
S –
SA
P M
ob
ile
Mobile apps
Mobile apps
Mobile apps
ANALYTICS / METRICS
Expert Locator
Always in Style.ALWAYS IN STYLE
Engage every consumer.
every channel partner.
every journey.
every adventure.EVERY TIME!
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