This document discusses best practices for improving customer experience (CX) in the retail industry. It describes how a major German food retailer transformed its CX by adopting an agile mindset, focusing on digital transformation and personalization, and streamlining content production and distribution across channels through automation. Key success factors included experimenting and learning quickly, empowering cross-functional teams, and using a single customer database. The retailer was able to rapidly prototype and rollout customized digital experiences and content for customers.

1. MIND THE (CX) GAP
How we plan, design & manage great CX
Rüdiger Pläster · ORT Group · November 2017

3. FROM DIALOGUE TO DIGITAL
We areobsessed withthe outcome wecreate. The ORT Group.

4. 250
people
6
locations
30
m. EUR
45
years

5. ALWAYS IN GOOD COMPANY WITH OUR CLIENTS

6. » Food retailer
» Founded 1901
» 6,800 employees
» 1,4 b. EUR turnover
» > 200 outlets in Germany
NOW, ON HIT
THE HIT PHILOSOPHY
FROM DELIVERING CALORIES TO A PARTNER IN NUTRITION

7. Is this something people
use once or twice a day and
does it solve a problem?
Larry Page · CEO Google
“

8. JUNE 2017 HACKATHON

10. Retailers need to crack the transparency issue.
Transparency to what will suit you, where it is,
what is the easiest path to get it in your hand,
from the moment you thought of it.
Kate Ancketill · CEO GDR
“

11. » My local store
» My personal website
» My shopping app
» My newsletter
» My prize game
» My campaigns
» My special offer
» My own recipe
THE PERSONAL FOOD RETAIL BRAND EXPERIENCE

12. » My local store
» My personal website
» My shopping app
» My newsletter
» My prize game
» My campaigns
» My special offer
» My own recipe
THE PERSONAL FOOD RETAIL BRAND EXPERIENCE
EXPERIENCE IS THE BRAND.
THE BRAND IS OUR COMPETITIVE ADVANTAGE.
ON THE GO AT HOME INTHESTORE

13. » Target customers, not devices
» Seamless messaging across devices
» Seamless experience is the strategic goal
WHAT WILL LEAD TO BETTER ENGAGING OF CUSTOMERS?
ADVERTISING MEDIA SHOP EXPERIENCE OMNI-CHANNEL CONTENT

14. OMNI-CHANNEL
WHAT DO WE MEAN BY OMNI-CHANNEL?
MULTI-CHANNEL
SHOP
WEB MOBILE
SOCIAL PHONE
SHOP WEB MOBILE SOCIAL PHONE
VS.

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

16. OUT OF 7.2 DEVICES,
CONSUMERS DAILY USE 3+
MARKETERS TYPICALLY
SEE JUST 1

17. A SIMPLE (FIRST) CX FRAMEWORK THAT HELPED US
Allowing us to:
» Understand customers, their
needs, perceptions and
expectations
» Assess the impact of our plans
and in general as they unfold
» Measure experience across
a range of touchpoints and
among specific groups of
customers
CX MEASUREMENT FRAMEWORK
OTHER DATA FEEDS
CUSTOMER JOURNEYS
BRAND
SOCIALMEDIA
COMPLAINTS
OPERATIONALDATA
CUSTOMERDATA
TOUCHPOINTS & DIGITAL EXPERIENCE
WEB APP SIGNAGE LOYALTY
JOIN STORE
MY RECIPE APP
…
NET PROMOTER SCORE (NPS)
RELATIONSHIP

19. IT ALL STARTED IN MAY, 2015
ADVERTISING MEDIA MANAGER
“WERBEMANAGER”
THE BIGGEST CHALLENGE OF ALL

20. Get the
Direction or
Challenge
1
UNDERSTAND WHAT OUR AGILE MINDSET IS

21. Grasp the
Current
Condition
2
Get the
Direction or
Challenge
1
UNDERSTAND WHAT OUR AGILE MINDSET IS

22. 3
Establish
your Next
Target
Condition
Grasp the
Current
Condition
2
Get the
Direction or
Challenge
1
UNDERSTAND WHAT OUR AGILE MINDSET IS

23. Conduct Experiments
to get There
4
KATA ( ) “THE WAY OF DOING”
3
Establish
your Next
Target
Condition
Grasp the
Current
Condition
2
Get the
Direction or
Challenge
1
UNDERSTAND WHAT OUR AGILE MINDSET IS

24. UNDERSTAND WHAT OUR AGILE MINDSET IS

25. UNDERSTAND WHAT OUR AGILE MINDSET IS
“MINIMAL VIABLE PRODUCT”

26. UNDERSTAND WHAT OUR AGILE MINDSET IS
“MINIMAL VIABLE PRODUCT” PRODUCT & SERVICES
EXPERIMENTING&CREATING

27. SO WE DECIDED TO DESIGN SPRINT OUR WAY TO OCTOBER 2015
CONTENT & CREATION TEAM
IT & PROCESS TEAM
&

28. SO WE DECIDED TO DESIGN SPRINT OUR WAY TO OCTOBER 2015
MAY 2015 UMSETZUNG DES PROTOTYPEN OCTOBER 2015JUNE 2015 JULY 2015 AUGUST 2015 SEPTEMBER 2015
IT & PROCESS TEAM LAYOUT & CONTENT TEAM
CROSS-FUNCTIONAL CUSTOMERINTEGRATION
WEEKLY SPRINTS PLANNING & RETROSPECTIVES EVERY WEEK

29. BUT AN EXPEDITION
PERFECT CUSTOMER EXPERIENCE IS NOT
A PACKAGE TOUR

30. EN ROUTE TO PERFECT CX
#4 LEADERSHIP
#3 AGILITY
#1 CUSTOMER EXPERIENCE
#2 DIGITAL TRANSFORMATION

31. OUR TOOLS OF THE TRADE

32. PROCESS
AUTOMATION
OUR TOOLS OF THE TRADE

33. TOTALLY 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

34. AUTOMATED
TEMPLATING
PROCESS
AUTOMATION

35. AUTOMATED HANDOUT PRODUCTION +224 EDITIONS/WEEK

36. AUTOMATED
TEMPLATING
OMNI-CHANNEL
CONTENT GENERATION
PROCESS
AUTOMATION

37. BEST PRACTICE STILL SHOOTS

38. BEST PRACTICE FILM PRODUCTION

40. AUTOMATED
TEMPLATING
OMNI-CHANNEL
CONTENT GENERATION
OMNI-CHANNEL
CONTENT DISTRIBUTION
PROCESS
AUTOMATION

41. BEST PRACTICE 1:1 ONLINE & MOBILE CONTENT
» Integration of print, website and app offers
» Added value through market localization
» Mobile support around the brand presentation
» Central PIM / CMS system (censhare)

42. BEST PRACTICE POS PRESENTATION

43. BEST PRACTICE SPECIAL CATALOGUES
20+ VERSIONS IN 2017

44. AUTOMATED
TEMPLATING
OMNI-CHANNEL
CONTENT GENERATION
OMNI-CHANNEL
CONTENT DISTRIBUTION
CUSTOMIZATION
ONDEMAND
PROCESS
AUTOMATION

45. 2,640 CUSTOMIZED ADVERTISING MEDIA AND COUNTING

46. 2,640 CUSTOMIZED ADVERTISING MEDIA AND COUNTING

48. AND THE GAPS? THE CX FAILS?

49. Customers have liquid expectations.
Don’t underestimate that!
Different merchandise online/offline
The digital personalization creepiness

50. NOW FOR THE SUCCESS FACTORS …

51. WHAT WERE OUR ESSENTIAL SUCCESS FACTORS?
AUTOMATE,
AUTOMATE,
AUTOMATE!
DELIVER
VALUE
FAST
EXPERIMENT
&
LEARN
USE ONE
BULLET-PROOF
DATABASE
THAT REALLY
SUPPORTS YOU

52. » Manage expectations – generate ROI from the get-go
» CX transformation usually needs to be accompanied
by a process of digital transformation
» Skills – find and empower the pi-shaped employee
» Cross-functional teams
» Agile mindsets
» Have all content production close at hand
ADDITIONALLY …

53. THE MAIN TAKE-AWAYS
DON‘T BE AFRAID
TO TEST
Experimentation
can lead to
amazing results.
PLAN THE ENTIRE
EXPERIENCE
The perfect customer journey
never ends.
There is no such thing as
a “campaign” anymore.
PERSONALIZATION
IS A PROGRESSION
Evolve and iterate
step by step
as you get to know
your customers.

54. KREFELD
BOPPARD
FRANKFURT
BERLIN
MÜNCHEN
LET‘S STAY IN TOUCH
ORT Medienverbund GmbH
Europark Fichtenhain A2
47807 Krefeld
Phone +49 2151 376-00
Fax +49 2151 376-222
www.ort-online.net
RÜDIGER PLÄSTER
ManagingDirector
CertifiedScrumMaster
Mobile +49 173 7627369
Phone +49 2151 376-111
ruediger.plaester@ort-online.net