essentials brussels: partner 4c partena breakout session
TRANSCRIPT
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Brussels, June 18, 2015
Pascale Hertogen Pascal Borremans Business Transformation Director Partner 4C Consulting
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Agenda
› About Partena Professional
› Drivers for this project
› Project approach
› Project results
› Looking back
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Paradigm Change
Klant
Partena
Administratie
The Changes in our Market
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Creating a Positive Customer Experience
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Entreprendre avec les Entrepeneur
Ondernemen met Ondernemers
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Consider
to start
Starter
Growing your
business
Hiring
employees Optimizing
your business Managing
employees
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Support (enabler) all Customer supporting Professionals at Partena moving from Internal Administrative task focus towards
Customer Relationship & Request driven focus, resulting in:
√ higher customer satisfaction, √ leading into higher sales and
√ increased retention.
Increase customer acquisition through effective and coordinated marketing and sales initiatives Enhance customer experience when doing business with Partena BtB Increase the efficiency/ productivity of the organisation
by improved closed loop customer request process by improved efficiency at individual employee level
Provide the organisation with customer related information to support decisions and future development of individual clients Providing the organization crucial management information to support strategic direction &
decisions taking
Project Objectives
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Party Context
Data Quality
EXPERT
Service
Sales
Marketing
Customer Data
VENTOURIS GPA OPASYS TECC ADMIN
PBS KID ID Sources
Campaign Management
Event Mgt
Insight (x-sell)
Lead Mgt Sus & Pros
Account Mgt i-Offer Mgt
19/1
11/3
Smartp@ss
Service Req & Complaint
Compass
Lead & Fidelisation
Service Pay’n People
26/10 15/12 2016
Customer Experience
KPI’
s & R
epor
ting
Maison Cobra
GRAYDON
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A phased approach :
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How to define a right phasing ?
› User-centric : Department after department ?
› Customer-centric : Segment after Segment ?
› Process-centric : End-to-end ?
› IT-centric : Replace tool after tool ?
› Data-centric : source after source ?
› Highest impact on performance KPI’s ?
› Quickest success ? Easiest change ?
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Project Approach
› Iterative, scrum-like approach
› Kickoff
› Salesforce ‘bath’
› Iterative Workshops
―Workshop (information gathering) w/ Stakeholders
―Prototype & discuss the solution + next items
―Leads to high involvement, knowledge & “see what you expressed/wanted”
› Acceptance with training
› Train-the-trainer approach
› Hypercare after go-live
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Co-design with Power Users
Power users/ department
Role: › Active in project phase, as well as
operationel phase (after go life) › Provide End User Training › On site Support during ‘Go life’
› Support in Communication/ Ambassadors
› Co- owner process design › User Acceptance Testing, Support
during data migrations
› Follow Up of the user requirements, future releases
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Operation Support:
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Collaboration via Chatter & Ideas
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Sales Dashboard : Actuals vs Target
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Visit Management
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Account : 360° view
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Digital Marketing
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Salesforce Campaign
Target Group Selection
Email Pardot
corporate website
scoring
clickthrough
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Digital Marketing
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Target Group Selection
Salesforce Campaign
Email Pardot
clickthrough
corporate website
scoring
visit
18/12
visit
16/12
visit
20/01 09/03
click
unknown visitor (cookie) identified prospect
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Digital Marketing
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Target Group Selection
Salesforce Campaign
Email Pardot
clickthrough
corporate website
scoring
enriched Contact profile
in Salesforce.com
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Data Quality remains a challenge
Data Integrity & Privacy, introduces extra complexity
Pardot’s permission based marketing policy (<> buying
lists)
Implementation at high speed, but transforming the
organisation takes time
In-depth analysis AS IS vs iterative approach to ensure
business side to take ownership on further improvements
After the first success, we need to temper too high
expectations of other departments/businesses
Partena & 4C acted as one team ! Significant knowledge
transfer
Implementation within time & budget
Lessons Learned
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ANY QUESTION ?
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