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Fachveranstaltung Mobile Business Insights – Journey to Digital. Lynette Jackson, ABB.

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Auf der Fachveranstaltung Mobile Business Insights gab Lynette Jackson Einblicke in die "Journey to Digital" bei ABB und stellte die Mobile Sales App vor, die den Vertriebsmitarbeitern eine innovative Möglichkeit bietet, Produkte kunden- und lösungsspezifisch mobil zu präsentieren.

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Fachveranstaltung Mobile Business Insights – Journey to Digital. Lynette Jackson, ABB.

  1. 1. November 2014 Journey to Digital Supporting profitable growth
  2. 2. Agenda © ABB Group § Background § Journey to Digital program structure § Mobile sales app – ABB Connect § Next steps
  3. 3. Background © ABB Group
  4. 4. Low Voltage Products division Part of the ABB group ~30,000 employees Present in +100 Supporting +25 Countries Multiple channels $ 8bill ion In revenue (2013) Languages and industries © ABB Group
  5. 5. Low Voltage Products division Marketing Communications vision Aim for the sky and you will hit the trees Aim for the trees and you will hit the floor © ABB Group
  6. 6. Journey We are at the start of a journey Advanced Models Integrated Digital Business Platforms Digitalized Business Models Digital Business Processes Organizational Change Stand-alone solutions Digital Maturity © ABB Group
  7. 7. Journey Aim: to have an integrated platform for all processes Digital Business Processes Stand-alone solutions Integrated Digital Business Platforms Digital Business Processes Step 1: Mobile sales app Mobile sales app aggregates and provides all product relevant data and information in all formats supporting the sales rep within the sales process Step 2: Integrated business platform Integrated interaction platform aggregates and provides all relevant product, customer, relationship & transaction data to support ABB LPs overall business goals © ABB Group
  8. 8. Journey to Digital Objectives © ABB Group EASY TO DO BUSINESS WITH § Deliver best in class digital platforms § Make it easier and faster to access and manage information § Segmented information § Make it memorable SUPPORT GROWTH STRATEGY
  9. 9. Journey to Digital Managing the customer experience © ABB Group Promotion/CRM Lead management Information/ tools Pricing/offer management Order management Logistics Installation support Invoicing Service/ after care Account handling/ follow up CUSTOMER EXPERIENCE
  10. 10. Program structure © ABB Group
  11. 11. Journey to Digital Building on a solid foundation © ABB Group Data & Content System
  12. 12. Journey to Digital - Roadmap © ABB Group Mid 2014 term 2015/2016 Goal Best in class digital landscape Digital content by channel New abb.com Mobile sales app Product selection Quotation/ sales offer CRM Configurator tools Order tracking IS/IT investment (DCS) Software/ tools Personalized content E-commerce Efficient content Digital process content by channel
  13. 13. ABB Connect – Mobile Sales App © ABB Group
  14. 14. Mobile sales app The challenge © ABB Group Challenge 250,000 part numbers Internal information hierarchy 100 countries, 28 languages Focus on technical features only Mixed data & content quality Solution Focus on 350 product families (ability to drill down) Decoupled external navigation to internal organization Phased roll out & structured data management New template focused on benefits, new «Solution» navigation Focused project and creation of data organization
  15. 15. Mobile sales app Key success factors Partnership between IT and marketing External vendor selection Rigorous approach to requirements gathering Engaging stakeholders Project management tools and regular communication Focus on user experience Communication with target user group © ABB Group
  16. 16. Overview of ABB Connect © ABB Group
  17. 17. Sample pages © ABB Group
  18. 18. Sample product page © ABB Group
  19. 19. Feedback «Best ever sales tool» © ABB Group Johan Andersson, domestic sales manager, Sweden explained: "You never know what the customer is going to ask. With the app I am able to answer questions that I haven’t anticipated before the meeting. Now, I only need a single presentation tool with me for visits, presentations and fairs. “I save around 20% of my preparation time. "Customers are impressed with the tool. It is good to be able to share the information instantly. I used to prepare my meetings with presentations, pdfs and links. Now I feel that someone has done this for me.”
  20. 20. Conclusion © ABB Group
  21. 21. Journey to Digital Managing the customer experience Promotion/CRM Lead managmemt Information/ tools Pricing/offer management Order management Logistics Installation support Invoicing Service/ after care Account handling/ follow up CUSTOMER EXPERIENCE © ABB Group
  22. 22. A last thought © ABB Group

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