FROM 0-60!FACILITATION CASE STUDIESFeaturing Tetra Pak and Dell TechnologiesFacilitated by Ann Benett, Benett Communications

THIS MORNING’S AGENDA

• Facilitation Overview• WHY, WHAT, HOW, WHICH and WHO

• Case Study: Tetra Pak

• Case Study: Dell Technologies

• Additional Q&A and Discussion

WHAT IS FACILITATION?

FACILITATE: to make something easier and help move something forward

BRIEFING FACILITATION: to make a Briefing run more smoothly and effectively by having a SKILLED and DESIGNATED person to orchestrate and enhance the customer experience IN THE MOMENT

FACILITATION: PROACTIVE PURPOSEFUL ORCHESTRATION

An ABPM World Class Characteristic for Customer Experience

THE FACILITATION MODEL TM

Analyze

SKILLED FACILITATORS…

SKILLED FACILITATORS…

1. Listen and Observe2. Read Body Language3. Consider Interactions4. Check In Constantly5. Pose Intentional Questions

1. Open Strategically2. Confirm Objectives & Track

their Progress3. Transition by Linking back to

Objectives4. Powerfully Intro Speakers by

Providing Context5. Close Purposefully

Know how and when to intervene

in challenging situations to make a great customer

experience

Analyze

WHICH BRIEFINGS SHOULD BE FACILITATED?

• All Briefings• Aligned with a Tiered Model• Most Complex Briefings• New Account Teams• Most Experienced Account Teams• And more…

Decide by creating a Business Strategy in partnership with your sales, marketing & leadership teams

WHO ARE THE FACILITATORS?

EBCTeamMembers

CompanyExecutives

BusinessLeaders

AccountManagers

Hybrid:ABlendofFacilitators

CASE STUDIES: FROM 0-60 ON FACILITATION

CASE STUDY #1:

Facilitation Case StudyTetra Pak®

Sarah Emond, Manager CIC Lund, SwedenPaola Grasso, Manager CIC Modena, Italy

SE-PG/2018

Tetra Pak® Facilitation Programme Overview

► Our Customer Innovation Centres► Why Facilitation?► Where we come from, where we are

and where we are going

SE-PG/2018 / 2

SE-PG/2018 / 3

Delivering engaging experiences meeting our customers objectivesTetra Pak® Customer Innovation Centres

DENTON

LUND

MONTE MOR

DUBAI

MODENA

SINGAPORE

Tetra Pak ®

Customer Visit Programme

Bringing our E2E Value

Proposition to life

673 Visits in 2017 =61% Customised Briefings4% Co-Creation Activities 21% Trials at the Product

Development Centre14% Other Activities

Our Journey: from Planners to Business Partners

Visit Hostingsince 2007

Customer Visitssince 40+ years

Visit Facilitationsince 2014

Customer Innovation Centre since 2017-stepping up the game!

Why Facilitation

SE-PG/2018 / 4

What and When

► 65% of visits are facilitated:− All Customized Briefings− All Ideation workshops

► Our CICs are built for this!− Ideation spaces – look & feel− Ideation methodology (Marketing E2E)

SE-PG/2018 / 5

Facilitation in Customer Visits

Co-creating

opportunities

through design

thinking

Who and How

► Customised Briefings; Senior and trained members of the CIC teams− Participate in planning call and briefing call / Open

the briefing / Highlight objectives and make sure they are the red thread in all discussions / Introduce SMEs / Manage time behind the scenes / Conclude the briefing capturing action points with KAMs.

► Co-Creation Activities; Global Marketing managers for Ideation workshops

SE-PG/2018 / 6

Facilitators

… and the journey continues with new initiatives…

Creating a big impact with small effort

SE / 2018

External

Facilitation excellence through Spaced Learning

Weeks

• Learning sessions with Candie• Video, 1 hour every 6 weeks• Topic setting the focus for the

following weeks• ”Customer Café”, 1 hour

internal share & learn sessionevery 6 weeks, between theLearning Sessions.

• Peer & manager coaching• On the job training with

continuous improvementmindset

10%

20%70%

Establishing Business Boosters across Tetra Pak®

SE-PG/2018 / 8

Key Success Factors

• Supportedfrom the top

• Carefullyselectedindividuals

• Facilitationtraining

• Crystal clearcollaborationmodel withCIC staffThe first group of Business Boosters in Lund

in a facilitation training with Candie

Adding value to Customised Briefings &Facilitation

Maximising engagement and creativity throughIdeation & Design Thinking

SE-PG/2018 / 9

Experimenting

with design

thinking in

formal briefings

Case: Executive business review

► SME Club engaging and growing our discussion leaders

► Getting our messages across with Graphical Facilitation

► ”Exec on Deck” engaging senior executives in the customer visits

...and more!Some additional examples on how we step up our game

The CIC Lund team practises

Graphical FacilitationSE-PG/2018 / 10

Facilitation – Some learnings

SE-PG/2018 / 11

Challenges:• Higher workload• CIC capacity depending on

number of facilitators available

Benefits:• Customers and SMEs are more

engaged, and KAMs more relaxed!• Customer objectives and

expectations have become theclear focus

• CIC team feels more involved andrecognized

• Possibility to grow in the job anddevelop

CASE STUDY #2:

1

FACILITATION CASE STUDYDell Technologies

Bonnie Bryce & Jill Swartz

FACILITATION PROGRAM OVERVIEW

• Dell Technologies Facilitation: The Why, What and Who

• Implementation

• Process Flow

• The Facilitator Community

• Realized Benefits

• Implemented to elevate customer experience

• Rolled out in conjunction with EBP 2.0

Alignment with Tiered Briefing Model

• Global Implementation

• Facilitators recruited from across the business

Overview: The Why, What and Who

OUR LOCATIONS

Santa Clara Hopkinton

Round Rock

Bangalore

Cork

Bracknell

Brentford

Rio de Janeiro

Singapore

TokyoBeijing (2)

ChengduShanghai

Xiamen

Global Field Briefings

IMPLEMENTATION2016 – EMEA Q4’16

o Certified Facilitators prior to official EBP 2.0 launch

2017 – Americas August’17 - EBP 2.0 Launch

o Expectations Set on Participation

o Recruiting Process

2018+ – APJ & Maintenance

o Virtual Workshops in APJ

o Quarterly Utilization Reporting

o Communication & Developmental Opportunities

• BC conducts strategy prepcall with AccountExecutive (AE) andFacilitator to review rolesand responsibilities & planagenda

• Facilitator invited toDiscussion Leader Prep call3-4 days in advance of visitwith AE/DiscussionLeaders (DLs)

• Facilitator gathers bios onDLs for introductions

• DLs to send all slide decksto Facilitator and AE 2-3Days prior to visit

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• Actions arecommunicated toStakeholders andAccount Executive

• Facilitator participates inpost-briefing call withaccount team and BCipsum dolor sit amet,consectetur adipiscingelit.

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• Seat reserved for Facilitatorat front of table near AE

• Facilitator serves as aneutral party and customeradvocate while managingflow of day

• Facilitator opens briefing and reviews top (3)customer objectives and records on whiteboard.

• Insight Session Facilitatormay serve as Scribe forCustomer

• Facilitator Captures actions and next steps fordistribution for AccountTeam

• Facilitator ensuresfeedback forms completed by AE and Customer

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• 6+ Week Lead TimePlatinum tier visit assignedby Scheduler to BriefingConsultant (BC)

• BC confirms Platinum Tierwith AE, reviews EBP 2.0and clarifiesresponsibilities

• BC selects Facilitator andsends invites via briefingtool

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REQUEST PRE-BRIEFINGDAY OF

BRIEFINGAFTER

BRIEFING

FACILITATION PROCESS FLOW

CREATING AND MANAGING A COMMUNITY

Facilitator Collaborative Site

• Templates

- Facilitator Checklist

- Note Taking Template

- FAQ Sheet

• Sharing of Best Practices

• Ability to Ask Questions

REALIZED BENEFITS FROM FACILITATION

• WHAT WORKS

• LESSONS LEARNED

• NEXT STEPS

Our Facilitator kept us on time and organized, her handling of the speaker

intro’s was awesome and the tracking of objectives and EBC notes was perfect

Facilitator did a perfect job: summarized the

content after each session and got

confirmation from the customer that we

covered what he was looking for.

Great initiative. It allowed me to fully focus on the conversations instead of balancing between taking notes and listening to what the customer/speakers say.

EFFECTIVE BRIEFINGS DON’T RUN THEMSELVES

THE PATH FROM HOSTING TO FACILITATIONOBSERVER/ SUPPORTER

BUSINESS PARTNER

1. PASSIVE HOST Providing Hospitality, Offering Tactical Support

2. COACHING THEACCOUNTMANAGER/HOST/BUSINESS OWNER

Preparing others to open, transition, introduce, and close the Briefing

3. SERVING THE GROUP Active Listening Taking NotesRecording Action Items

4. GUIDING theEXPERIENCE

Opening the BriefingValidating objectives, tracking objectives, linkingobjectives, closing out objectivesManaging time flow appropriatelySummarizing and Paraphrasing

5. FACILITATING theEXPERIENCE

Conscious questioning Drawing out individualsChecking in with customers to orchestrateUncovering new opportunities and Uncovering objections

© 2017 Benett Communications 0601

FACILITATOR CHECKLIST FOR YOU

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Symbolic Gifts: Real Reseue. •

A YEAR OF SCHOOL FOR

TWO GIRLS

The opportunity of their lives

PAOLA, SARAH, JILL & BONNIE

A DONATION HAS BEEN MADE

IN YOUR NAMES

to supply the tuition, books and

other supplies for two girls to

attend school for a year.

1

PEOPLEMAYNOTREMEMBERWHAT

YOUSAYORWHATYOUDO,BUT

THEYWILLREMEMBERHOWYOU

MADETHEMFEEL.

THANK YOUTetra Pak: Sarah Emond and Paola Grasso

Dell Technologies: Bonnie Bryce and Jill SwartzBenett Communications: Candie Hurley and Ann Benett

Maya Angelou, American poet and civil rights activist