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Business Transformation through Customer Obsession: Case Ruukki

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

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2
SSAB
2014- 2017
Digitalization, CRM
Ruukki
2007-2014
Digitalization, CRM, strategic
marketing, customer insight
Nokia
19...

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3
TWO STEEL COMPANIES
MERGED SUMMER 2014

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Business Transformation through Customer Obsession: Case Ruukki

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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.

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.

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Business Transformation through Customer Obsession: Case Ruukki

  1. 1. 1 Kimmo Kanerva @KimmoKKanerva Presentation to Trelleborg AB 28.2.2017 RUUKKI CONSTRUCTION ROOFING BUSINESS TRANSFORMATION DURING 2010-2016
  2. 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. 3 TWO STEEL COMPANIES MERGED SUMMER 2014
  4. 4. Ruukki Construction is One of SSAB Divisions 4
  5. 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. 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. 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. 8. Transformation Journey 8 Consumer Insight Disruption: New Positioning > New Services Marketing Case: Marketing Automation Situation Now – Summary Continuous improvements
  9. 9. Consumer Insight 28/02/2017 www.ruukki.com | Kimmo Kanerva 9
  10. 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. 11. Obsessed about Customer Pains and Needs 11
  12. 12. 12 Obsessed about Customer Pains and Needs
  13. 13. Consumer Insight Extended with Needs Based Segmentation during 2015 13 4 Segments Based on Needs Targetted Sales & Marketing
  14. 14. Transformation Started 28/02/2017 www.ruukki.com | Kimmo Kanerva 14
  15. 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. 16. 28/02/2017 www.ruukki.com | Kimmo Kanerva16
  17. 17. Defining what value Ruukki Roofing offers 17
  18. 18. New Positioning – Transformation 18 https://www.youtube.com/watch?v=01nmZH7ihNw
  19. 19. New Services to Meet up Customer Expectations 19 Installation - Renovation Roof Doctor
  20. 20. 20 New Services to Meet up Customer Expectations Chat
  21. 21. New Promise – 50 Year Guarantee 21
  22. 22. Marketing 28/02/2017 www.ruukki.com | Kimmo Kanerva 22
  23. 23. Journey of Transformation 23 Consumer Insight Disruption: New Positioning > New Services Marketing Case: Marketing Automation Situation Now – Summary Continuous change
  24. 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. 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. 26. Marketing Automation as One of Tactics 26 See slideshare: https://www.slideshare.net/KimmoKanerva
  27. 27. Situation Now - Summary 28/02/2017 www.ruukki.com | Kimmo Kanerva 27
  28. 28. Journey of Transformation 28 Consumer Insight Disruption: New Positioning > New Services Marketing Case: Marketing Automation Situation Now - Summary Continuous change
  29. 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. 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
  31. 31. 31 Customer Pain Points Discruption New Services Targetted Sales & Marketing Continuous Cultural Change
  32. 32. 32 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

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