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.

1. How we plan, design &
manage great CX
CENSHARE ECOSPHERE DAYS 2018
MAKE IT REAL

2. ORT group. We are obsessed with the outcome we create.
FROM DIALOGUE TO DIGITAL.

3. … and we are agents of change.
THE ORT GROUP
242 passionate
people
30 m. € turnover
47 years of
market experience
6 locations in Germany

4. Always in good company.
OUR CLIENTS

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

6. The Hackathon Way.
2017 AND 2018 – THE WAY WE WORK TODAY

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

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

11. Customer
experience
is the sum
of all interactions.
“

12. Out of 8.1 devices*,
consumers daily use 3+

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

16. Back in history …
IT ALL STARTED IN MAY, 2015

17. The biggest challenge.
IT ALL STARTED IN MAY, 2015
HIT Advertising Media Manager
“Werbemanager”

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

23. Building perfect
customer experience
is not a package tour
but an expedition.

24. to perfect CX.
EN ROUTE
Customer Experience

25. to perfect CX.
EN ROUTE
Leadership
Agility
Customer Experience
Digital Transformation

26. EN ROUTE TO CX WITH LEADERSHIP

27. Our tools of the trade.
MAKE IT REAL

28. Process
Automation
31

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

30. Automated
Templating
Process
Automation
33

31. +224 editions per week.
AUTOMATED LEAFLET PRODUCTION

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

33. Omni-Channel
Content Generation
Automated
Templating
Process
Automation
36

34. Still Shots
MAKE IT REAL

35. Make it real: film production

37. Omni-Channel
Content Distribution
Omni-Channel
Content Generation
Automated
Templating
Process
Automation
40

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

39. Seamless POS presentation
MAKE IT REAL

40. Special editions | 21+ versions in 2018.
MAKE IT REAL

41. Customization
On Demand
Omni-Channel
Content Distribution
Omni-Channel
Content Generation
Automated
Templating
Process
Automation
44

42. 2,640 customized advertising media … and counting.
MAKE IT REAL

45. And the gaps? The CX fails?

46. Customers have liquid expectations.
Don’t underestimate that.
The digital personalization creepiness.

47. Now for the success factors …

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.