How we plan, design & manage great CX. Rüdiger Pläster, CEO of ORT Group based in Krefeld, Germany, shares insights on content automation, customer experience, as well as agile approach and leadership principles.
5. According to 72percent of CEOs,
the next 3 years will be more critical for their industry
than the last 50 years.
“
CRITICAL CHANGE
Source: KPMG Global CEO Outlook
8. › Food retailer
› Founded 1901
› 6,100 employees
› 1,45 b. EUR turnover
› 200+ outlets in Germany
Now, on HIT.
The HIT philosophy:
From delivering calories
to a partner in nutrition
9.
10. Connecting brand promises to experiences – all the way.
CONSISTENT CUSTOMER EXPERIENCE ARCHITECTURE FOR HIT
Trigger
to connect
i.e. Advertising
Inform
to educate
i.e. Website
Interact
to convince
i.e. Apps
Encourage
to purchase
i.e. Retail
Convince
to reassure
i.e. Packaging
Engage
to delight
i.e. Product
Motivate
to promote
i.e. Customer Care
13. Out of 8.1 devices*,
consumers daily use 3+
marketers typically
see just 1.
14. Out of 8.1 devices*,
consumers daily use 3+
marketers typically
see just 1.
*small hint: by 2020 it will be 10+ devices and counting.
15. Allowing us to:
› Understand customers,
all their needs, perceptions and
expectations.
› Assess the impact of our plans
and in general as they unfolded.
› Measure experience across
a range of touchpoints and
among specific groups
of customers.
„CX Measurement Dashboard“
A SIMPLE CX FRAMEWORK THAT HELPS US
Misc. Data Feeds
Customer Journeys
Brand
SocialMedia
Complaints
OperationalData
CustomerData
Touchpoints & Digital Experience
Web App Signage Loyalty
Join My HIT Store
My Recipe App
…
Net Promoter Score (NPS)
Relationships
18. What our agile mindset is.
UNDERSTAND
2
1
Get the
Direction or
Challenge
Grasp the
Current
Condition
19. What our agile mindset is.
UNDERSTAND
Conduct Experiments
to get there
4
3
2
1
Establish
your Next
Target
Condition
Get the
Direction or
Challenge
Kata | “The way of doing”
Grasp the
Current
Condition
20. What our agile mindset is.
UNDERSTAND
„Minimal Viable Product“
Experimenting &
Creating
Product & Services
21. „Sprint“ our way to October 2015.
SO WE DECIDED TO
IT & Process
Team
Content &
Creation Team
22. „Sprint“ our way to October 2015.
SO WE DECIDED TO
May 2015 UMSETZUNG DES PROTOTYPEN October 2015June 2015 July 2015 August 2015 September 2015
weekly sprints planning & retrospectives every week
cross-functional customer integrationIT & Process
Team
Content &
Creation
Team
29. Valid and accurate data at hand.
FULLY INTEGRATED PRODUCTION PROCESS
Revision-proof campaign
and advertising media
planning, review and approval
Omni-channel production
and distribution
with one single,
consistent platform
Seamless integration
of branches, departments
and client stakeholders
32. Automated Content Production & Distribution.
MAKE IT REAL
Integrated in
in Print, Web & App
224 editions per week
21 special catalogues in 2018
2.640+ customized editions
2.800+ pages per quarter
490.000 assets per year
5 terabyte of data
38. › Integration of print, website and app offers
› Added value through market localization
› Mobile support around the brand presentation
› Central PIM / CMS system (censhare)
1:1 online & mobile content.
MAKE IT REAL
48. MAKE IT REAL
Automate, automate,
automate!
Deliver
value fast
Experiment &
learn
Use one bullet-proof
database that
really supports you
49. Manage expectations – generate ROI from the get-go
Skills – find and empower the pi-shaped employee and
built cross-functional teams
Agile mindsets
Have all content production close at hand
Additionally … ;-)
50. Key findings.
Don‘t be afraid
to test and play
Experimentation
can lead to
amazing results.
Experience
is a progression
Evolve and iterate
step by step
as you get to know
your customers.
Plan the
entire experience
The perfect
customer journey
never ends.
There is no such thing as
a “campaign” anymore.
51. Let‘s stay in touch.
THANKS FOR YOUR TIME
Krefeld / Düsseldorf
Germany
+49 173 7627369
Rüdiger Pläster
Managing director
@ORTgruppe
52. ORT group
Europark Fichtenhain A2
D-47807 Krefeld
www.ort-online.net
ORT @ FactoryCampus
Erkrather Straße 401
D-40231 Düsseldorf
ORT @ Social
Facebook: @ORTgruppe
Twitter: @ORTgruppe
Instagram: @ORTgruppe
We are ready.