Presented at Customer Contact Week (CCW) March 2018 in Glasgow; https://www.crmxchange.com/conference/ccw_europe/glascowmar2018.asp

1. —CWW, CUSTOMER CONTACT WEEK. 12-15 MARCH, GLASGOW, PETHER JONSSON, GROUP VICE PRESIDENT, HEAD OF CUSTOMER EXPERIENCE
Repositioning Customer Support
From back-office to a Lead generator & driver of Customer Experience

2. —
ABB: the pioneering technology leader
October 21, 2020 Slide 2
What
(Offering)
For whom
(Customers)
Where
(Geographies)
Utilities Industry Transport & Infrastructure
~35% of revenue ~40% of revenue ~25% of revenue
Globally
Asia, Middle East, Africa 38% Americas 29% Europe 33%
~$35 bn revenue ~100 countries ~132,000 employees
Pioneering technology
Products 58% Systems 24% Services & software 18%

3. —
A
800xA Extended AutomationSystem Capitol 475 321
AC Drivers Big City 741 111
AC Drives,Motors and Machines – Spares,
Repairs and Service
Small City
Village
592 123
741 111
AC Machines City A 741 111
AC Motors0.06–25 MW City M 741 111
AC TransmissionSystem Stone City 825 050
Active Filters Port City 357 8400
Actuators, Electric Rural area 830 611
ADO Terminals Mega City 7636 8500
Advanced Process ControlSystems Digital Town 475 321
Advanced Substation Control Systems Great place 825 050
Air Circuit Breakers Top Town 7636 8500
Air Circuit Breakers– Spares,
Repairs and Service
City G
Town B
Center
592 123
8500
514 4555
Air Circuit Breakers(LV) (Combined) Capitol 514 4555
Air Circuit Breakers(LV) (Loose) Nice Place 7636 8500
Air Circuit Breakers(MV) City Q 825 050
Air Insulated Switchgear (MV) Capitol 741 111
Alarm & Monitoring System – Process Closeby 475 321
Alarm & Monitoring System – Substations Far Away 825 050
Alarm management services City C
City Y
372 000
741 111
Great products and offerings, but it wasn’t easy to find the right contact
October 21, 2020 Slide 3
– In some countries very many phone numbers & emails were
published to the customers, making it difficult for them
to choose
– Local switchboards did exist in some countries but had
a very limited scope of operations and no 360 degree view
of customers interaction with ABB
– The switchboards were seen as pure cost and had problems
to prove their value to the customer or the company

4. —
– The Contact Centers were established as part of a global
program, but with local project management and Steering
– The Contact Centers are now ABB’s “Tier 1” Customer Support
organization, complementing the product or service specific
Customer Support centers in the operating units
– The Contact Centers are set-up as an internal Service provider,
which costs are allocated to operating business units
Contact Centers now provide an easy to reach contact point
October 21, 2020 Slide 4
Contact Centers
For the (potential) customer,
who does not know where to turn to,
ABB Contact Centers are the right
point of contact
The ABB Contact Centers are country-
based and serve all Divisions. They
receive all sorts of inquiries, but are
mainly related to product information
or new sales

5. —
Personal, localized and knowledgeable: Human-2-Human (H2H)
October 21, 2020 Slide 5
– Our Contact Centers are local, with knowledge about local
language, culture, geography and business relations
– No scripting or targets on handling time, focus lies
on understanding what the person is looking for and relaying
to right person for resolution
– Agents are trained by local business units, soft-skills training
is provided by the global team
– Many of the previous switchboard agents could grow
into taking on a more difficult task and more responsibility
& pro-activeness

6. —
– Existing switchboards have been “upgraded”
and repositioned as “Contact Centers” where possible
– All “Contact Center agents” are part of a globally distributed
organization
– Salesforce.com is used by all agents to get details
about the customers, to log and track inquiries
and collect feedback from customer
– Metrics are in place to track the value of the inquiries
coming in: per Customer, per Country, per Division, etc.
Current situation: one virtual organization, with agents in 35 countries
October 21, 2020 Slide 6
Customer
Inquiries
Phone Call
55%
Email
40%
Web
5%
150
agents
who serve
45
countries
90,000
inquries/month
13,000
Leads/month
created out of
those inquiries

7. —
Customer journey
October 21, 2020 Slide 7
Contacts
Contact
Center
Customer
Browses
on ABB.com
Product need
for a project
Creates
web inquiry
Contact Center
agent
Sends out
NPS survey
If
24 h
Contacts customer
within 24h to follow
up, lead nurturing
+
Conversion to contact
& opportunity as
applicable
Logs a Lead in Salesforce
& assigns to right sales team
Sales Team
Via
phone
Via
email
Via
chat
New

8. —
Customer journey, the start
October 21, 2020 Slide 8
– Most (potential) customers that get in touch with
the Contact Center do so after first having visited ABB’s
webpages
– Customers can choose among 3 channels, a Chat option
is currently being rolled-out. All channels come together
in salesforce.com
– By making the Contact Center details easier to find
for customers, some countries reported a 40% increase
in contacts
– Update on chat: Very appreciated both by customers
and agents, first orders materializing
Contacts
Contact
Center
Customer
Browses
on ABB.com
Product need
for a project
Creates
web inquiry
Via
phone
Via
email
Via
chat
New

9. —
Customer journey, the interaction
October 21, 2020 Slide 9
– Inquiries are logged in global salesforce.com system
as a Lead and is assigned to a sales team. Every month
circa 13,000 leads are created
– Leads can be assigned across 80 countries to any
of ABB’s 24,000 salesforce users
– Sales teams review the Leads, contacts the (potential)
customer and decided to create an Opportunity etc.
in salesforce
– A Net Promoter score survey is sent out to the customer
to ask for feedback. Right now circa 4,000 surveys
per month
Contact Center
agent
24 h
Contacts customer
within 24h to follow
up with lead nurturing
Logs a Lead in Salesforce
& assigns to right sales team
Sales Team
Sends out
NPS survey
If

10. —
– Customer feedback can easily be seen on the
Account and the Contact. In local language and
translated to English
– Critical feedback goes into a “customer care
response process” to ensure root-cause analysis
and feedback to customer
– Feedback can be split per contact channel
Customer feedback is visible to everyone in salesforce.com
October 21, 2020 Slide 10

11. —
– Via salesforce.com we can track, in real-time,
the status and progress of all Leads created
– The value of each resulting opportunity can be split
along any dimension (date/time, geographical,
business line, contact channel)
– Every opportunity won or lost can be tracked back
to the original inquiry, including all activities,
independent of channel
– With details about value generated, combined with
info on customer feedback, the Contact Centers now
have a seat at the table with the business units
We can now track value of inquiries coming in via the Contact Centers
October 21, 2020 Slide 11
20,000,000
15,000,000
10,000,000
5,000,000
0
January
2017
February
2017
March
2017
April
2017
May
2017
June
2017
July
2017
SumofOpportunityValueUSD
Created Date/Time

12. —
– Increased focus on Customer Experience to make
it easy and enjoyable for customers to interact with
ABB across the full Customer Journey
– Improve efficiency and effectiveness by further
adoption of salesforce.com features such as
Omnichannel routing, Knowledgebase and Telephony
integration
– Possibilities to expand the scope of services to
provide more value internally and to customers
– Further adoption of salesforce.com in unit-specific
Customer Support centers
What’s next?
October 21, 2020 Slide 12
Web page
Contact
Center
Sales
Quotation
Order
Planning Prep.
Execution
Finalization
Reporting
Invoicing
Follow-up
ABB is a taking care of our
customer where they need us. The
customer voice is an integral part
of ABB’s DNA and decision making

13. —
Enjoyable
Easy
Meets Needs
Aiming for a great Customer Experience
October 21, 2020
Customer Experience Pyramid: Dr. Elizabeth Sanders, Carnegie Mellon
1 Source: CorporateExecutive BoardSlide 13
Customer Experience is made up to 70% of how an interaction makes customers feel1, so we need to go
beyond processes and tools and address behavior
Great Customer Experience
Basic Customer Experience
It is enjoyable for customers to work with us
– We take care of our customers, wherever the need us
– We put our customers first
– We are friendly, professional and proactive
It is easy to work with us for our customers
– Processes and tools are simple to use and efficient / effective
– Easy to find the right contact person, quick response
– We have deep insight to the customer (360 degree view)
We meets the fundamental needs of our customers
– The quality of products & service meet customer’s expectations
– Lead time is competitive and deliveries are on-time
– Issues are resolved quickly, thoroughly and professionally

14. —
The Customer Experience Game is part of the “Make it 10”
program to drive good habits & behaviors
– A board game with scenarios and options to choose from
– Facilitates good discussions from various angles, depending on
what people work with
– Creates an understanding that each individual can contribute
to improved customer experience by taking ownership and
being proactive.
– Played in teams, but “against” other teams. Good fun, often
done as part of team events.
Make it 10
October 21, 2020 Slide 14
Yesterday the Local Executive forum in Denmark played the new
Customer Experience Game. It can be highly recommended
Customer Experience is a team sport, not a department