This is my story how I have seen Ruukki Roofing business to transform from material supplier to end user driven business over the past 7 years. Through customer insight and disruption into service oriented business unit of SSAB (Swedish Steel). Some of the learning: 1. Obsess about customers´ pain points. 2. Define the value you want to offer. Be bold and transform your business. 3. Build new services to alleviate customers´ pains. 4. Segment your customers based on needs. 5. Create solid vision, digital governance and roadmap.

1. 1
Kimmo Kanerva
@KimmoKKanerva
Presentation to Trelleborg AB
28.2.2017
RUUKKI CONSTRUCTION
ROOFING BUSINESS
TRANSFORMATION DURING
2010-2016

2. 2
SSAB
2014- 2017
Digitalization, CRM
Ruukki
2007-2014
Digitalization, CRM, strategic
marketing, customer insight
Nokia
1998-2007
Sales, marketing,
digitalization: APAC, Latin and
North America, Middle East

3. 3
TWO STEEL COMPANIES
MERGED SUMMER 2014

4. Ruukki Construction is One of SSAB
Divisions
4

5. Ruukki Construction Division
• Number of employees: 3,000
• Sales in 2015: SEK 5,260 million
• Share of SSAB Group's total sales 2015: 9%
5

6. Ruukki Roofs for Home Owners
• Ruukki is a market leader
with premium brand position
and top-of-mind recognition
e.g. Finland, Russia,
Poland, Eastern Europe
6

7. Rooofing Business Challenges -Year 2010
• Changing consumer expectations
– Full service offering
– Consumer purchase pattern towards online, women taking a
bigger role etc
• Almost entire focus on dealers
– Demand generations was based on dealer activity and it was
difficult to influnce this
• Increased competition
– Huge over capacity of steel materials
7

8. Transformation Journey
8
Consumer Insight
Disruption:
New Positioning > New Services
Marketing
Case: Marketing Automation
Situation Now – Summary
Continuous improvements

9. Consumer Insight
28/02/2017
www.ruukki.com | Kimmo Kanerva
9

10. Journey of Transformation
10
Consumer Insight
Disruption:
New Positioning > New Services
Marketing
Case: Marketing Automation
Situation Now - Summary
Continuous change
- Obsess about customer pain points and
unmet needs
- Lifecycle pattern
- Marketing/ media mix
- Needs based segmentation

11. Obsessed about Customer Pains and Needs
11

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Obsessed about Customer Pains and Needs

13. Consumer Insight Extended with Needs
Based Segmentation during 2015
13
4 Segments Based on Needs Targetted Sales & Marketing

14. Transformation Started
28/02/2017
www.ruukki.com | Kimmo Kanerva
14

15. Journey of Transformation
15
Consumer Insight
Disruption:
New Positioning > New Services
Marketing
Case: Marketing Automation
Situation Now - Summary
Continuous change
- Competitor and channel analyzes
- Internal distruption workshops
- Define value you offer
- Service design and CX to create:
Installation, renovation, customer service

16. 28/02/2017 www.ruukki.com | Kimmo Kanerva16

17. Defining what value Ruukki Roofing offers
17

18. New Positioning – Transformation
18
https://www.youtube.com/watch?v=01nmZH7ihNw

19. New Services to Meet up Customer
Expectations
19
Installation - Renovation Roof Doctor

20. 20
New Services to Meet up Customer
Expectations
Chat

21. New Promise – 50 Year Guarantee
21

22. Marketing
28/02/2017
www.ruukki.com | Kimmo Kanerva
22

23. Journey of Transformation
23
Consumer Insight
Disruption:
New Positioning > New Services
Marketing
Case: Marketing Automation
Situation Now – Summary
Continuous change

24. Marketing Mix
Marketing
1. Activity 2. Activity
3. Activity 4. Activity
24
Marketing
1. Activity 2. Activity 3. Activity
4. Activity 5. Activity
OLD NEW

25. Challenges with Leads
• How to activate leads who don’t submit web
forms?
• How to alert Ruukki Roofmasters who spend
most of their time on-site?
• How to harvest lead database by activating the
passive leads?
25

26. Marketing Automation as One of
Tactics
26
See slideshare:
https://www.slideshare.net/KimmoKanerva

27. Situation Now -
Summary
28/02/2017
www.ruukki.com | Kimmo Kanerva
27

28. Journey of Transformation
28
Consumer Insight
Disruption:
New Positioning > New Services
Marketing
Case: Marketing Automation
Situation Now - Summary
Continuous change

29. Situation Now: Marketing
Digitalization is about Continuous Change
Background:
• Cost cutting pressure and continuous seek for
improvements during 2015
• New CRM and www.ruukki.com was introduced during
2016. Digital development focus on www pages and
CRM.
– Both web and CRM launched – but in reality still lot to do
29

30. Transformation Learnings
30
1 Obsess about customer pains
2 Define value you want to offer
3 Transform your business
4 Build new services to eliviate pains.
• Create service design and CX culture
5 Segment your customers based on needs.
• Start more targetted sales and marketing
6 Create solid digital vision, governance and culture

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Customer Pain Points Discruption
New Services Targetted Sales & Marketing
Continuous Cultural Change

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Blog www.kimmokanerva.com
Twitter @kimmokkanerva
LinkedIn https://www.linkedin.com/in/kanerva
Slideshare Marketing automcation case:
• http://www.slideshare.net/KimmoKanerva/marketing-automation-
case-ruukki-eloqua-markie-award-finalist-2014-40053965