N2 Nolla - Service design as a tool for strategy creation

13.11.2013

ABB | Laura InveniusN2 Nolla | Lotta Buss

Service design as a tool for strategy creation

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Outcomes4

Tools3

Process and Methods2

1ABB and N2 Nolla

ContentKey insights5

Summary6

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ABB & N2 Nolla

About us

ABB Drives are devices that are used to control the speed of an electrical motor, either an induction motor or a synchronous motor.

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*

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Creating better customer experiences in digital touchpoints

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Process & Methods

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Co-creation is the most powerful way to build internal commitment

Service

DesignerDigital

MarCom

Mark.Dir.

Sales Dir.

ProductMngmt

CountryMarCom

MarketResearcher

DigitalStrategist

JuniorServ.Des.

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Building blocks of the project

1. Personas

2. Journeys & Gap analysis

3. Contents & Channels

4. Tools and Services

0. Data and current state analysis

5. Road Map

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The process

Brief Insights (internal and external) Solutions ExecutionValidation

12/2012 1-4/2013 4-5/2013 8/2013 >>

INTERNAL

EXTERNAL

Goals and guidelines:

Business goals Project goals Brand guidelines

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Background information:

BenchmarkingCompetitor analysisCustomer researchNPSMarket outlook

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Internal insights:

Factory tourDiscussions with salesDiscussions with product management

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External insights from 8 countries:

Discussions with end-customersDiscussions with partnersDiscussions with OEMs

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Co-creation:

Global telco (current state analysis)

Global 2 day workshop with country organisations (creating together)

Finalizing workshop with core-team

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Tools

“Everything should be made as simple as possible, but not simpler.”-Albert Einstein

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Personas – Relevant contents and channels

CHRIS THE SALES GUY BOB THE ENGINEER JOHNNY THE MANAGER

Personas cluster information about customers and partners

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Buyers’ Journeys –Context and place

Buyers’ journey and gap analysis map out problems and challenges in interactions

Gap

Gap

Expectation Experience

Gap

Buyers’ journey and gap analysis map out problems and challenges in interactions

Gap

Gap

Expectation Experience

Gap

What do we have? What are we lacking? How should we proioritize?

Design driver – Reduced customer effort is the most significant value creator

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Outcomes

Contents: 12 topics on three levels

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Contents: 12 topics on three levels1. MUST HAVE INFORMATION4 topics

2. EDUCATIONAL AND ADDITIONAL INFORMATION4 topics

3. FORWARD LOOKING INFORMATION4 topics

value adding

sharable

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Channels in the digital ecosystem

Paid Owned Earned

ABB.com

FacebookLinkedIn

Twitter

Responsive scalability to mobile

Social ads

DisplaySEM

Mobile ads

Search visibility,PR

Shares, blogs

Mobile search

visilibity

News-letterCustomer communi-

cation

Sales tools

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Contents

Channels

11 Prototypes

of tools and

services

11 PROTOTYPESOF TOOLS &SERVICES

Type of motor

12 kW of energy is saved

!ipsum

"Labore

#Tempor

$Dolore

%Amet

Choose your industry

motor size

! Advanced filters

%Dolore

%Amet

%ipsum

%Labore

& See breakdown

Type of motor

12 kW of energy is saved

!ipsum

"Labore

#Tempor

$Dolore

%Amet

Choose your industry

motor size

! Advanced filters

%Dolore

%Amet

%ipsum

%Labore

& See breakdown

360°

ACS360Lorem ipsum dolor sit amet, consectetur adipisicing

elit, sed do eiusmod tempor incididunt ut labore et

dolore.

! Fact sheet " Images # Buy

See similar drives (12)$ Modify your search

ACS360Lorem ipsum dolor sit amet, consectetur adipisicing elit

Order placement

Order confirmation and delivery time estimate

Order status from Log-in service

Push information about product being packed

Push information about received order

Thank you and feedback as push message

Type of motor

12 kW of energy is saved

!ipsum

"Labore

#Tempor

$Dolore

%Amet

Choose your industry

motor size

! Advanced filters

%Dolore

%Amet

%ipsum

%Labore

& See breakdown

11 PROTOTYPESOF TOOLS &SERVICES

Type of motor

12 kW of energy is saved

!ipsum

"Labore

#Tempor

$Dolore

%Amet

Choose your industry

motor size

! Advanced filters

%Dolore

%Amet

%ipsum

%Labore

& See breakdown

Type of motor

12 kW of energy is saved

!ipsum

"Labore

#Tempor

$Dolore

%Amet

Choose your industry

motor size

! Advanced filters

%Dolore

%Amet

%ipsum

%Labore

& See breakdown

360°

ACS360Lorem ipsum dolor sit amet, consectetur adipisicing

elit, sed do eiusmod tempor incididunt ut labore et

dolore.

! Fact sheet " Images # Buy

See similar drives (12)$ Modify your search

ACS360Lorem ipsum dolor sit amet, consectetur adipisicing elit

Order placement

Order confirmation and delivery time estimate

Order status from Log-in service

Push information about product being packed

Push information about received order

Thank you and feedback as push message

Type of motor

12 kW of energy is saved

!ipsum

"Labore

#Tempor

$Dolore

%Amet

Choose your industry

motor size

! Advanced filters

%Dolore

%Amet

%ipsum

%Labore

& See breakdown

Also redesigns and minor changes can result in great improvements that add customer value

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What are we doing now?

We have created a digital roadmap including both content topics and tools – external and internal

We are changing from local processes and tools to a global approach if we think it benefits the business

It is a tornado effect: once people figured it out, things have started to happen

Clearly the need has been latent in the organization, but putting it all together started the change process

Renewed website for ABB drives

Renewed internal newsletter for ABB drives

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From the ABB perspective

Key insights

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Before

”My customers don’t look for information in web, they just call me”

”People want just technical specs, they don’t need anything else”

”We need only whitepapers, that is the only form of marketing that is needed”

”In B2B business people don’t use social media”

”All I need is a brochure that I can hand out when I’m standing on the event stand. It is an easy way to reach customers when they are passing by.”

”You can’t find anything on our site”

”Thought leaders – we? We don’t really know what will happen in the future. Do we?”

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After

We know who the customer personas are and what they are like We know different stages of

buyers’ journeys and understand what they mean

We understand and accept differences between different personas

We have identified different channels and created content plans for these channels

We know what they are looking forThe most important fact is, however, that we all talk about the same things, based on the facts that we learnt directly from customers

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Comments from co-workers

“Thanking you very much for building up a valuable web marketing ABB benchmark, which has now proven to be a key resource regarding our local projects.

“I have found a treasure today – your strategy presentation

“Thank you so much for sharing generously, it is a benchmark in ABB and many findings can certainly be applied to other business units as well.

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Summary

INTERNAL CHANGEThere was little internal

change resistance due to the co-creative nature of the

project. Also, outcomes are easier to implement and

follow through.

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SHARED FOCUSCustomer centricity gave internal stakeholders a

common ground, a common language and a shared

understanding of the direction.

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BRAND FROM A CUSTOMER

PERSPECTIVEOur solution design reached a new level when we tried not to think in organisation silos, but

kept focus on customers’ image of the brand. Tools,

communication and services create together a total customer experience.

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Laura Invenius | laura.invenius@fi.abb.comLotta Buss | lotta.buss@n2nolla.fi

Thank you!