This document summarizes a presentation about how to improve a B2B2C organization's customer management system (CMS) to increase key performance indicators (KPIs) like revenue, average order value, and customer engagement. It discusses challenges like having both business-to-business and business-to-consumer business models. It recommends segmenting customers based on their needs, using technology as a solution, and defining clear objectives and key results (OKRs) to align goals and create organizational focus and impact. The presentation advocates for managing by outcomes rather than outputs to build trust and focus on what matters most to customers.

1. How to (not) f**k up any
B2B2C organisation with
your CMS
By Rehan Saleem & Dr. Tobias Schröder
#codetalks #hamburg #techleadership

3. How we achieved having
happy customers while
increasing business KPIs

4. Rehan Saleem
Lead Product Manager, Breuninger GmbH
Dr. Tobias Schröder
Senior Product Manager, METRO Digital

5. Step by Step

6. ”The Journey of a thousand miles
begins with a single step”
Lao-Tzu
Ancient Chinese philosopher

7. Seamless
User
Journey

9. Business Models
B2B & B2C

10. Business
Challenge

12. BUSINESS
TECH UX
Product
Management

13. Business
KPIs

14. Business
KPIs
Customers: 11%
Revenue: 12%
Av. OrderValue: 6%

15. Business
KPIs
Customers: 11%
Revenue: 12%
Av. OrderValue: 6%

16. Customer
Needs

17. Standardization
& Re-Usability

18. CMS as our Tech
Solution

19. One to One
Personalization

20. Market
KPIs

21. Market
KPIs
90% Expectation
8% Sales Increase
13% Engagement

22. Market
KPIs
90% Expectation
8% Sales Increase
13% Engagement

23. What
Channels
Implicit
Explicit
Content
Journeys

24. How

25. Why

26. Start

27. Customer
Segmentation

28. Customer
Needs

29. Tech as
Solution

30. Tech as
Solution

31. Challenges

32. Organizational

33. O K R

34. How defining clear Objectives
and applying OKRs can
transform your organization

35. The
golden
Circle

36. OKR = WHY

37. Create
Focus

38. Align Goals

39. Create
Cultural & Business
Impact

40. Output
vs
Outcome

41. Managers don’t Trust the
teams that they can reach
Outcomes on their own
Managers micro-manage
their team‘s outputs
Teams don‘t communicate
progress towards outcomes
leading To therefore
as a result
Why we manage by Outputs

42. Trust &
Outcome

44. Know
your
Data

45. Increase your
Focus

46. Know your
Tech

47. Personalization
with Meaning

48. Call
to
Action