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Digital Customer Experience strategy & Marketing Automation for Philips Healthcare Austria

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Presentation for the Business Circle Event Strategie Forum CRM & Vertrieb 2014
A presentation of the overarching Digital Customer Experience strategy setup for Philips and specific case study on rolling out Marketing Automation with Oracle Eloqua (Oracle Marketing Cloud)
http://www.businesscircle.at/marketing-pr-vertrieb/konferenz/crm-forum

Published in: Marketing, Business, Technology

Digital Customer Experience strategy & Marketing Automation for Philips Healthcare Austria

  1. 1. Marketing-Automatisierung Philips Healthcare Making Digital Strategy reality Digital. Two steps ahead Strategie Forum CRM & Vertrieb 2014 16. Mai 2014
  2. 2. 2Copyright © Capgemini 2014. All Rights Reserved Agenda  Introduction  Case Study  Digital Transformation  Local Benefits  Summary
  3. 3. 3Copyright © Capgemini 2014. All Rights Reserved Agenda  Introduction  Case Study  Digital Transformation  Local Benefits  Summary
  4. 4. 4Copyright © Capgemini 2014. All Rights Reserved Introduction Ing. Johann Geir, MSc. District Manager | Philips Healthcare Austria johann.geir@philips.com Arjan Kramer Digital Solution Architect | Global OCommerce Solution lead arjan.kramer@capgemini.com @arjankramer linkedin.com/in/arjankramer
  5. 5. 5Copyright © Capgemini 2014. All Rights Reserved Philips: Vision, Fakten und Standort Österreich Vision Über uns Unser Ziel ist es, bis zum Jahr 2025 die Lebensqualität von jährlich 3 Milliarden Menschen zu verbessern. ca. 600 Mitarbeiterinnen und Mitarbeiter Umsatz 2013: 163,4 Mio € Wien: Zentrale mit Vertriebs- und Serviceeinheiten aller Sektoren. Klagenfurt: Kompetenz- und Entwicklungszentrum für Consumer Lifestyle für kleine Küchen- und Körperpflegegeräte Niederlassungen in den Bundesländern Philips Austria wurde 2013 vom Great Place to Work Institut als Österreichs bester Arbeitgeber (in der Kategorie über 500 Mitarbeiter) ausgezeichnet Philips Austria
  6. 6. 6Copyright © Capgemini 2014. All Rights Reserved Introduction Ing. Johann Geir, MSc. District Manager | Philips Healthcare Austria johann.geir@philips.com Arjan Kramer Digital Solution Architect | Global OCommerce Solution lead arjan.kramer@capgemini.com @arjankramer linkedin.com/in/arjankramer
  7. 7. 7Copyright © Capgemini 2014. All Rights Reserved Capgemini and Digital Customer Experience (DCX) Operating margin Revenue Free cash flow Evolution of workforce Group headcount as of December 31, 2013 Global Presence 2013 Figures DCX Enterprise Value: Digital Strategy, Customer Journeys & Experience, Social Media Engagement, Consumer Insights, Commerce, CRM/Digital Marketing, E- commerce, Multi-channel customer experience, Digital Operating Model, Content Management, Product Information Management, Pricing DCX Enterprise Capability: Marketing, Solution Architecture, Cloud Services Orchestration, Digital Asset Management, Mobile Platforms, Agile, Big Data & Analytics DCX Enterprise Assurance: Cloud and Mobile testing, Agile infrastructure and Digital testing labs Capgemini DCX Service Offering Over 100 Employees in Vienna Austria with global reach of more than 131.000 employees worldwide Capgemini developed way of work through its Collaborative Business Experience™ Strong Technology Partners in DCX Thought Leadership and Experience:
  8. 8. 8Copyright © Capgemini 2014. All Rights Reserved Agenda  Introduction  Case Study  Digital Transformation  Local Benefits  Summary
  9. 9. 9Copyright © Capgemini 2014. All Rights Reserved Initial Challenge at Philips (2011/2012): non-interconnected and non-personalized digital approach Several distinctive marketing approaches eCommerce Scattered Business Intelligence A proper customer centric approach was nearly impossible to achieve
  10. 10. 10Copyright © Capgemini 2014. All Rights Reserved One vision: Philips views clients as the focus of its products To be perceived as one Philips organization across all lines of business and B2C & B2B
  11. 11. 11Copyright © Capgemini 2014. All Rights Reserved A Customer centric Digital vision roadmap supports proper prioritization of initiatives Digital Content eCommerceMarketing Customer Management Analytics / BI Mid 2011 Customer Management Full Customer Centric Organization Time  Marketing Automation as Low Effort – High Value initiative
  12. 12. 12Copyright © Capgemini 2014. All Rights Reserved Marketing Automation explained Campaign Automation Proof point: automated e-mail flow to send the right message at the right time KPI: increase NPS Campaign Analysis Proof point: Overview KPIs of campaign in dashboard KPI: improve marketing effectiveness Data Integration Proof point: tracking digital behavior KPI: increase profile information Business empowerment Proof point: Create own landing page/ emails KPI: decrease costs per campaign Social sharing Proof point: follow topic on LinkedIn KPI: increase traffic to LinkedIn Lead Scoring Proof point: get insight into engagement of customers KPI: Increase Sales Accepted Leads (SAL) Digital body language Proof point: building up a marketing database with digital profiles by using form and track click behavior KPI: Increase qualitative marketing database Personalization Proof point: dynamic content based on behavior KPI: increase open rate Segmenting Proof point: different campaigns for different segments KPI: increase click-through-rate
  13. 13. 13Copyright © Capgemini 2014. All Rights Reserved Agenda  Introduction  Case Study  Digital Transformation  Local Benefits  Summary
  14. 14. 14Copyright © Capgemini 2014. All Rights Reserved Customer Journey: Philips Healthcare Learn Register Participate Social Media Website E-mail Customer ServiceMobile Outlook invites Conferences & Events Search Event registration
  15. 15. 15Copyright © Capgemini 2014. All Rights Reserved Multi-Channel Customer Experience requires a well-balanced set of Business- and IT Capabilities Managing involved and motivated staff with relevant performance rewards Orchestrating dynamic, front-end IT solutions integrated with a cost-effective and reliable IT foundation Managing streamlined and customer-focussed ways of working across the company Technology People Process
  16. 16. 16Copyright © Capgemini 2014. All Rights Reserved The Digital Advantage Imperative Source: “Digital Transformation; a roadmap for billion dollar organizations”, a Capgemini - MIT publication, 2011; “The Digital Advantage; how digital leaders outperform their peers in every industry”, Capgemini – MIT publication, 2012. * 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. ‘Digirati’ have a strong vision and clear governance with many digital initiatives generating measurable business value DIGITALINTENSITY TRANSFORMATION MANAGEMENT INTENSITY BEGINNERS Digital is not for us! CONSERVATIVES Analogue focus FASHIONISTAS Digital Digital Digital Digital Digital DIGIRATI Strong digital vision Good governance Strong digital culture DIGIRATI OUTPERFORM THEIR PEERS* +9% Revenue +26% Net Profit +12% Market Valuation
  17. 17. 17Copyright © Capgemini 2014. All Rights Reserved Agenda  Introduction  Case Study  Digital Transformation  Local Benefits  Summary
  18. 18. 18Copyright © Capgemini 2014. All Rights Reserved Philips Marketing Organization Global vs. Local
  19. 19. 19Copyright © Capgemini 2014. All Rights Reserved Philips Marketing Approach & Brand Management • Corporate Identity / Brandbook: gilt für die gesamte Company • Bausteine: Wordmark/Logo, Schild, Brandline: Innovation and you, Textformulierungen, Fotos, Layouts, Farbe, Schrift, grafische Elemente • Anwendung in allen Kommunikationstools: • Printmedien (Inserate, Broschüren, Briefpapier, Visitenkarten) • digitale Medien (Website, Newsletters, E-Mail-Signatur, Präsentationen, Social Media) • Messeauftritte, Kundenveranstaltungen Where One Philips Vision and Customer Centricity meet
  20. 20. 20Copyright © Capgemini 2014. All Rights Reserved ECR (European Congress of Radiology) 2014 in Wien Kundeneinladung/ Anmeldewebsite Stand Newsletter (print / e-version)
  21. 21. 21Copyright © Capgemini 2014. All Rights Reserved Auswirkungen auf Philips Österreich Ergebnisse ECR Congress 2014 in Wien: • Doppelt so viele Leads: 1170 versus 672 im Jahr zuvor • Social Media: höchste Anzahl an Presseberichten im Vergleich zum Mitbewerb • Umgehende Bearbeitung der Leads durch Beschleunigung des Prozesses  Wesentlich strukturierter  Mein persönlicher Vorteil: Starke Unterstützung die geschäftlichen Ziele zu erreichen Globales Marketing Automation Projekt steigert den lokalen Vertriebserfolg
  22. 22. 22Copyright © Capgemini 2014. All Rights Reserved Agenda  Introduction  Case Study  Digital Transformation  Local Benefits  Summary
  23. 23. 23Copyright © Capgemini 2014. All Rights Reserved Marketing Automation explained Campaign Automation Proof point: automated e-mail flow to send the right message at the right time Result: automated campaign flow set up within Eloqua Campaign Analysis Proof point: Overview KPIs of campaign in dashboard Result: Overview Dashboard of KPIs of campaign setup and availableData Integration Proof point: tracking digital behavior Result: digital behaviour tracked of individuals (click behaviour, interest and event participation) Business empowerment Proof point: Create own landing page/ emails Result: created own campaign flow, cost decrease only visible over time Social sharing Proof point: follow topic on LinkedIn Result: Social engagement improved by follow option on LinkedIn Lead Scoring Proof point: get insight into engagement of customers Result: Scoring of leads > improved Lead quality and follow up prioritization Digital body language Proof point: building up a marketing database with digital profiles by using form and track click behavior Result: Built op profiles of large group of individuals in the marketing database Personalisation Proof point: dynamic content based on behavior Result: the open rate of campaign is 65%, this is 43% higher than benchmark Segmenting Proof point: different campaigns for different segments Result: the click-through-rate of the campaign is 24%, this is almost 20% higher than benchmark ⱱⱱ ⱱ ⱱ ⱱ ⱱ ⱱ ⱱ ⱱ
  24. 24. 24Copyright © Capgemini 2014. All Rights Reserved To summarize “A Strong Digital Vision and a Strong partnership are key to a successful digital transformation project“ Capgemini: This Global Digital Transformation project brought local benefits orchestrated in great partnership between Philips and Capgemini Danke für Ihre Aufmerksamkeit!
  25. 25. The information contained in this presentation is proprietary. © 2014 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini. www.capgemini.com About Capgemini With more than 131,000 people in 44 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2013 global revenues of EUR 10.1 billion. Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business Experience™, and draws on Rightshore®, its worldwide delivery model. Learn more about us at www.capgemini.com.

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