UX STRAT Europe 2017 presentation by Martin Kulessa, Chief Customer Officer, NOW Mobility Services, BMW: “Turning BMW into a Customer Oriented Mobility Services Provider”

1. NOW Mobility Services
Turning BMW into a Customer
Oriented Mobility Services
Provider.
Martin Kulessa, BMW AG
June 15, 2017

2. Welcome.
2
Martin Kulessa.
NOW Mobility Services | June 15, 2017
Chief Customer Officer & UX Manager
NOW Mobility Services
BMW AG
Responsible for customer orientation, customer
satisfaction and the customer experience across all
NOW services globally (DriveNow, ReachNow,
ParkNow, ChargeNow; mainly EU, US, CN).
Focusing on all aspects of the User Experience:
• UX Strategy
• UX Research
• UX Design

3. Who has used one of these?

4. What about these?

5. And these?

6. So what about your kids?
Will they ever own a car or even know how to drive?

7. Major trends and new technologies are changing the
rules of the game.

8. Urbanization.
More people are moving closer together.

9. Mobility & Traffic.
Joy of driving?

10. Air Quality.
Traffic regulations to meet sustainability targets.

11. Digitalization and Connectivity.
Enabling sharing and On-Demand business models.
Digitalization and Connectivity.
Enabling sharing and On-Demand business models.
Digitalization and Connectivity.
Enabling sharing and on-demand business models.

12. Autonomous driving.
Disruptive change of mobility.
The Future? ACES!
Autonomous, Connected, Emission-free, Shared Fleets.

13. But the competition is suddenly a different one.

14. And they are fast, driven by ease-of-use and
completely customer focused.
Source: www.uber.com

15. What to do???

16. We needed a plan!

17. Customer Orientation at BMW Group's NOW
Mobility Services – an exciting journey.

18. Data
Process
Resources
& Tools
Customer Orientation @ NOW Mobility Services.
18
What do we need for customer orientation?
NOW Mobility Services | June 15, 2017
UX Culture

19. Customer Orientation @ NOW Mobility Services.
19
Our strategic approach to become customer oriented.
NOW Mobility Services | June 15, 2017
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
“naive” “aware” “setting-up” “establishing” “excelling”
“We just do as we
always did”
• Single measures
• CX Champion
• CX Definition
• Written Concept
• CO Development
Process
• Interface & Interaction
Guidelines
• CCO established
• Internal Resources
• CX Metrics
• CX Targets
• CX Data / Intelligence
• CX Process
• CX Designer
• CX Training
• Internal CX
Infrastructure
• CXO
• ...





20. Customer Orientation @ NOW Mobility Services.
20
Waterfall or Agile? Well…
NOW Mobility Services | June 15, 2017
Imagine Make Optimize
Customer

21. Customer Orientation @ NOW Mobility Services.
21
Waterfall or Agile? Well…
NOW Mobility Services | June 15, 2017
Imagine Make Optimize
Customer

22. Customer Orientation @ NOW Mobility Services.
22
The Result: Our Customer Oriented Development Process.
NOW Mobility Services | June 15, 2017

23. Customer Oriented Development Process
Used for ReachNow CarSharing in Seattle.

24. Find out pain points of current CarSharing
& RideSharing customers in Seattle.

25. Tailor the service offering through Product
Vision Workshops.

26. Define all necessary customer journeys and
user stories.

27. Agile MVP development approach of new
ReachNow CarSharing platform.

28. Customer Orientation @ NOW Mobility Services.
28
Extensive 6 week Friends&Family Test Phase.
NOW Mobility Services | June 15, 2017
Phase 1 Phase 2 Phase 3 Pre-launch
Final pre-launch preparation &
testing including branding
Week 7 Week 8
February March April
Week 9 Week 10 Week 11 Week 12 Week 13 Week 14
20 professional testers
200 guided testers 200 guided testers
2.000 unguided testers
20 professional testers 20 professional testers

29. Result: A very successful launch that
exceeded the expectations!

30. Customer Oriented Development Process -
Also used for launch of Mobility Services 2.0.

31. Customer Orientation @ NOW Mobility Services.
31
Where we currently stand.
NOW Mobility Services | June 15, 2017
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
“naive” “aware” “setting-up” “establishing” “excelling”
“We just do as we
always did”
• Single measures
• CX Champion
• CX Definition
• Written Concept
• CO Development
Process
• Interface & Interaction
Guidelines
• CCO established
• Internal Resources
• CX Metrics
• CX Targets
• CX Data / Intelligence
• CX Process
• CX Designer
• CX Training
• Internal CX
Infrastructure
• CXO
• ...






32. NOW Interface & Interaction Guidelines.

33. ReachNow first BMW entity to have a Chief Customer
Officer and a Manager of Member Happiness.
33NOW Mobility Services | June 15, 2017
Dr. Simon Broesamle
Chief Customer Officer (CCO)
at ReachNow
Kira Thorien
Manager of Member Happiness
at ReachNow

34. All 3 steps of NPS system implemented.
Source: www.satmetrix.com

35. Ongoing measurement of the NPS across
all NOW Services - Sorting Customers.

36.  Alexander Lee to ReachNow USA
 Huge shout out to your customer service team.
I forgot to stop the rental for over ten hours on
an 11 minute rental and in less than six minutes
on the phone I had my transaction reversed
and recharged for the correct amount!
Experiences like this makes me feel great
about using your service!
Dan Brosseau to ReachNow USA
Spent 5 minutes trying to get the minicooper to unlock... walked over to the
car2go and I was driving in under 30 seconds.
You tell me which one's going to fail
Alex Agpalo to ReachNow USA
The weekend of the 4th wasn't your first outage. There also an outage Jun
17. I tried to use a mini right after the Seattle rock and roll marathon, but
there was technical errors. Luckily there was a Car2Go parked next to it that
was available. When we arrived at our destination there was another person
on his cell phone standing next to a reachnow BMW. He ended up taking an
Uber.
- feeling annoyed.
Customer feedback of the month presented
to the Management - Closing the Loop.

37. Reporting customer KPI along with financial
metrics – Making Loyalty a Top Priority.

38. Customer Orientation @ NOW Mobility Services.
38
Where we currently stand.
NOW Mobility Services | June 15, 2017
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
“naive” “aware” “setting-up” “establishing” “excelling”
“We just do as we
always did”
• Single measures
• CX Champion
• CX Definition
• Written Concept
• CO Development
Process
• Interface & Interaction
Guidelines
• CCO established
• Internal Resources
• CX Metrics
• CX Targets
• CX Data / Intelligence
• CX Process
• CX Designer
• CX Training
• Internal CX
Infrastructure
• CXO
• ...











39. Continuous attention to the customers'
needs and problems are imperative.

40. Any assumptions need to be confirmed
– by the customer!

41. Customer orientation needs a culture
change - and it takes time!

42. NOW Mobility Services
Questions?