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

14

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?

17

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

WeChat

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

26

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

29

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

34

35

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?