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UX STRAT Europe 2017: Martin Kulessa: “Turning BMW into a Customer Oriented Mobility Services Provider”

BMW is transforming into a customer-oriented mobility services provider, led by Martin Kulessa, focusing on user experience across services like DriveNow and ReachNow. The company employs a phased strategic approach to enhance customer orientation, emphasizing agile development and extensive user testing to ensure satisfaction and address pain points. The success of initiatives like ReachNow highlights the effectiveness of their customer-centric development process.

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NOW Mobility Services Turning BMW into a Customer Oriented Mobility Services Provider. Martin Kulessa, BMW AG June 15, 2017
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
Who has used one of these?
What about these?
And these?
So what about your kids? Will they ever own a car or even know how to drive?
Major trends and new technologies are changing the rules of the game.
Urbanization. More people are moving closer together.
Mobility & Traffic. Joy of driving?
Air Quality. Traffic regulations to meet sustainability targets.
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.
Autonomous driving. Disruptive change of mobility. The Future? ACES! Autonomous, Connected, Emission-free, Shared Fleets.
But the competition is suddenly a different one.
And they are fast, driven by ease-of-use and completely customer focused. Source: www.uber.com
What to do???
We needed a plan!
Customer Orientation at BMW Group's NOW Mobility Services – an exciting journey.
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
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 • ...    
Customer Orientation @ NOW Mobility Services. 20 Waterfall or Agile? Well… NOW Mobility Services | June 15, 2017 Imagine Make Optimize Customer
Customer Orientation @ NOW Mobility Services. 21 Waterfall or Agile? Well… NOW Mobility Services | June 15, 2017 Imagine Make Optimize Customer
Customer Orientation @ NOW Mobility Services. 22 The Result: Our Customer Oriented Development Process. NOW Mobility Services | June 15, 2017
Customer Oriented Development Process Used for ReachNow CarSharing in Seattle.
Find out pain points of current CarSharing & RideSharing customers in Seattle.
Tailor the service offering through Product Vision Workshops.
Define all necessary customer journeys and user stories.
Agile MVP development approach of new ReachNow CarSharing platform.
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
Result: A very successful launch that exceeded the expectations!
Customer Oriented Development Process - Also used for launch of Mobility Services 2.0.
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 • ...     
NOW Interface & Interaction Guidelines.
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
All 3 steps of NPS system implemented. Source: www.satmetrix.com
Ongoing measurement of the NPS across all NOW Services - Sorting Customers.
 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.
Reporting customer KPI along with financial metrics – Making Loyalty a Top Priority.
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 • ...          
Continuous attention to the customers' needs and problems are imperative.
Any assumptions need to be confirmed – by the customer!
Customer orientation needs a culture change - and it takes time!
NOW Mobility Services Questions?