Digital Customer Experience strategy & Marketing Automation for Philips Healthcare Austria

Marketing-Automatisierung Philips
Healthcare
Making Digital Strategy reality
Digital. Two steps ahead
Strategie Forum CRM & Vertrieb 2014
16. Mai 2014

2Copyright © Capgemini 2014. All Rights Reserved
Agenda
 Introduction
 Case Study
 Digital Transformation
 Local Benefits
 Summary

Agenda
 Introduction
 Case Study
 Local Benefits
 Summary

Introduction
Ing. Johann Geir, MSc.
District Manager | Philips Healthcare Austria
johann.geir@philips.com
Arjan Kramer
Digital Solution Architect | Global OCommerce Solution lead
arjan.kramer@capgemini.com
@arjankramer
linkedin.com/in/arjankramer

Philips: Vision, Fakten und Standort Österreich
Vision
Über uns
Unser Ziel ist es, bis
zum Jahr 2025 die
Lebensqualität von
jährlich
3 Milliarden Menschen
zu verbessern.
ca. 600 Mitarbeiterinnen und Mitarbeiter
Umsatz 2013: 163,4 Mio €
Wien:
Zentrale mit Vertriebs- und Serviceeinheiten
aller Sektoren.
Klagenfurt:
Kompetenz- und Entwicklungszentrum für
Consumer Lifestyle für kleine Küchen- und
Körperpflegegeräte
Niederlassungen in den Bundesländern
Philips Austria wurde 2013 vom Great Place
to Work Institut als Österreichs bester
Arbeitgeber (in der Kategorie über 500
Mitarbeiter) ausgezeichnet
Philips
Austria

Introduction
Ing. Johann Geir, MSc.
District Manager | Philips Healthcare Austria
johann.geir@philips.com
Arjan Kramer
Digital Solution Architect | Global OCommerce Solution lead
arjan.kramer@capgemini.com
@arjankramer
linkedin.com/in/arjankramer

Capgemini and Digital Customer Experience (DCX)
Operating margin
Revenue
Free cash flow
Evolution of workforce
Group headcount as of December 31, 2013
Global
Presence
2013 Figures
DCX Enterprise Value:
Digital Strategy, Customer Journeys & Experience, Social
Media Engagement, Consumer
Insights, Commerce, CRM/Digital Marketing, E-
commerce, Multi-channel customer experience, Digital
Operating Model, Content Management, Product
Information Management, Pricing
DCX Enterprise Capability:
Marketing, Solution Architecture, Cloud Services
Orchestration, Digital Asset Management, Mobile
Platforms, Agile, Big Data & Analytics
DCX Enterprise Assurance:
Cloud and Mobile testing, Agile infrastructure and Digital
testing labs
Capgemini DCX Service Offering
Over 100 Employees in Vienna Austria with global reach
of more than 131.000 employees worldwide
Capgemini developed way of work through its
Collaborative Business Experience™
Strong Technology Partners in DCX
Thought Leadership and Experience:

Agenda
 Introduction
 Case Study
 Local Benefits
 Summary

Initial Challenge at Philips (2011/2012):
non-interconnected and non-personalized digital approach
Several distinctive marketing approaches
eCommerce
Scattered Business Intelligence
A proper customer centric approach was nearly impossible to achieve

One vision: Philips views clients as the focus of its products
To be perceived as one Philips organization across all lines of business and B2C & B2B

A Customer centric Digital vision roadmap
supports proper prioritization of initiatives
Digital Content
eCommerceMarketing
Customer Management Analytics / BI
Mid 2011
Customer
Management
Full
Customer
Centric
Organization
Time 
Marketing Automation as Low Effort – High Value initiative

Marketing Automation explained
Campaign Automation
Proof point: automated e-mail flow to send
the right message at the right time
KPI: increase NPS
Campaign Analysis
Proof point: Overview KPIs of campaign in
dashboard
KPI: improve marketing effectiveness
Data Integration
Proof point: tracking digital
behavior
KPI: increase profile information
Business empowerment
Proof point: Create own landing page/
emails
KPI: decrease costs per campaign
Social sharing
Proof point: follow topic on LinkedIn
KPI: increase traffic to LinkedIn
Lead Scoring
Proof point: get insight into engagement of
customers
KPI: Increase Sales Accepted Leads (SAL)
Digital body language
Proof point: building up a marketing
database with digital profiles by using form
and track click behavior
KPI: Increase qualitative marketing
database
Personalization
Proof point: dynamic content based
on behavior
KPI: increase open rate
Segmenting
Proof point: different campaigns for different
segments
KPI: increase click-through-rate

Agenda
 Introduction
 Case Study
 Local Benefits
 Summary

Customer Journey: Philips Healthcare
Learn
Register
Participate
Social Media
Website E-mail
Customer ServiceMobile
Outlook invites
Conferences & Events
Search
Event registration

Multi-Channel Customer Experience requires a well-balanced set of
Business- and IT Capabilities
Managing involved and
motivated staff with
relevant performance
rewards
Orchestrating
dynamic, front-end
IT solutions
integrated with a
cost-effective and
reliable IT
foundation
Managing
streamlined and
customer-focussed
ways of working
across the company
Technology
People
Process

The Digital Advantage Imperative
Source: “Digital Transformation; a roadmap for billion dollar organizations”, a Capgemini - MIT publication, 2011; “The Digital Advantage; how digital leaders outperform their peers in every
industry”, Capgemini – MIT publication, 2012. * Average performance difference for firms in each quadrant versus the average performance of all large firms in the same industry for the 184 publicly-
traded companies in our sample.
‘Digirati’ have a strong vision and clear governance with many
digital initiatives generating measurable business value
DIGITALINTENSITY
TRANSFORMATION MANAGEMENT INTENSITY
BEGINNERS
Digital
is not for us!
CONSERVATIVES
Analogue focus
FASHIONISTAS
Digital
Digital
Digital
Digital
Digital
DIGIRATI
Strong digital vision
Good governance
Strong digital culture
DIGIRATI OUTPERFORM
THEIR PEERS*
+9% Revenue
+26% Net Profit
+12% Market Valuation

Agenda
 Introduction
 Case Study
 Local Benefits
 Summary

Philips Marketing Organization Global vs. Local

Philips Marketing Approach & Brand Management
• Corporate Identity / Brandbook: gilt für die gesamte Company
• Bausteine: Wordmark/Logo, Schild, Brandline: Innovation and
you, Textformulierungen, Fotos, Layouts, Farbe, Schrift, grafische Elemente
• Anwendung in allen Kommunikationstools:
• Printmedien (Inserate, Broschüren, Briefpapier, Visitenkarten)
• digitale Medien (Website, Newsletters, E-Mail-Signatur, Präsentationen, Social Media)
• Messeauftritte, Kundenveranstaltungen
Where One Philips Vision and Customer Centricity meet

ECR (European Congress of Radiology) 2014 in Wien
Kundeneinladung/
Anmeldewebsite
Stand
Newsletter
(print / e-version)

Auswirkungen auf Philips Österreich
Ergebnisse ECR Congress 2014 in Wien:
• Doppelt so viele Leads: 1170 versus 672 im Jahr zuvor
• Social Media: höchste Anzahl an Presseberichten im Vergleich zum Mitbewerb
• Umgehende Bearbeitung der Leads durch Beschleunigung des Prozesses
 Wesentlich strukturierter
 Mein persönlicher Vorteil: Starke Unterstützung die geschäftlichen Ziele zu erreichen
Globales Marketing Automation Projekt steigert den lokalen Vertriebserfolg

Agenda
 Introduction
 Case Study
 Local Benefits
 Summary

Marketing Automation explained
Campaign Automation
Proof point: automated e-mail flow to send
the right message at the right time
Result: automated campaign flow set up
within Eloqua
Campaign Analysis
Proof point: Overview KPIs of campaign in
dashboard
Result: Overview Dashboard of KPIs of
campaign setup and availableData Integration
Proof point: tracking digital behavior
Result: digital behaviour tracked of individuals
(click behaviour, interest and event
participation)
Business empowerment
Proof point: Create own landing page/
emails
Result: created own campaign flow, cost
decrease only visible over time
Social sharing
Proof point: follow topic on LinkedIn
Result: Social engagement improved by
follow option on LinkedIn
Lead Scoring
Proof point: get insight into engagement of
customers
Result: Scoring of leads > improved Lead
quality and follow up prioritization
Digital body language
Proof point: building up a marketing
database with digital profiles by using form
and track click behavior
Result: Built op profiles of large group of
individuals in the marketing database
Personalisation
Proof point: dynamic content based
on behavior
Result: the open rate of campaign
is 65%, this is 43% higher than
benchmark
Segmenting
Proof point: different campaigns for different
segments
Result: the click-through-rate of the campaign
is 24%, this is almost 20% higher than
benchmark
ⱱⱱ
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To summarize
“A Strong Digital Vision and a Strong
partnership are key to a successful
digital transformation project“
Capgemini: This Global Digital Transformation project brought local benefits
orchestrated in great partnership between Philips and Capgemini
Danke für Ihre Aufmerksamkeit!

The information contained in this presentation is proprietary.
© 2014 Capgemini. All rights reserved.
Rightshore® is a trademark belonging to Capgemini.
www.capgemini.com
About Capgemini
With more than 131,000 people in 44 countries, Capgemini is one
of the world's foremost providers of consulting, technology and
outsourcing services. The Group reported 2013 global revenues
of EUR 10.1 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural
organization, Capgemini has developed its own way of
working, the Collaborative Business Experience™, and draws on
Rightshore®, its worldwide delivery model.
Learn more about us at www.capgemini.com.

Digital Customer Experience strategy & Marketing Automation for Philips Healthcare Austria

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