GE Power Generation Services

Habiba Haider

David Harris

GE Power Generation Services Ecommerce Journey

AGENDA• Overview of the Power Generation Services

eCommerce journey

• Changing platforms: Why the change?

• Wins and challenges today

• Roadmap for the future

Power Generation Services:Maintaining the assets that supply half of the world’s

energy

• GE Power Generation: $43 Billion business

• $9 Billion in Services

• More than 6,000,000 part shipped per year

• 20 repair centers worldwide

• Supporting 1,500 field engineers

Title or Job Number | XX Month 201X See tutorial regarding

confidentiality disclosures.

4

PGS Ecommerce

Features

• Provides Customers visibility to their active Quotes

& Orders, to check status

• Customers can Orders parts.

• Ability for Customers to search for Parts, Provides

availability, limited Pricing and tech info

• Create Lists – Mass upload drawing numbers on

Excel for Price & Delivery

• Live Chat

• Ability for Sales to set access limits for external

users – i.e. cannot see capital parts pricing

Quick facts

• Launched May 2013 replacing decade old legacy GE Parts Edge

• Hybris Platform

• 681 Customers 1833 GE Internal Users

• External users mainly price check…..limited orders, distributors (mainly industrial)

• Internal users - heavily used for price & availability

• Currently Gets Pricing, Quote & Order Status from ERP

The Homegrown Fast-Start that Couldn’t Keep Up

Saw the need, decided we could do it ourselves – Launched in

2001

• Introduced customers to electronic quote/order entry

• Distributor empowerment – they could place orders themselves

• GE account managers would process on customer’s behalf

• Solely North-America focus

• New vision just beginning to take hold

• Educating large organization and large customer

base

• Confronting challenges in:

- Content management

- Refreshes

- Targeting with relevant offers

- Measuring performance

- Optimizing site

Embraced single ecommerce platform for common

face to customer in 2011

Usability &

Accessibility

ArchitecturePlatform

User

Experience

Community

ESWebPresence

21st Century User

Experience

Collaboration Social Media

KnowledgeExpert Services

ES Standard ToolkitMultiple Technologies

Third Party SoftwareScalable

Real-time ERP IntegrationReal-time CRM Integration

Flexible & Extensible

StreamlinedTargeted

Relevant

Anytime

Anywhere

Any Device

PersonalizationRegionalized View

SSO Enabled

Content

One Digital ES

Face

to the Customer

How Hybris Is Helping

Internal & External Customers Already See Improved User Experiences

• Data quality improvements

• Self Service Tool

• Productivity, 24/7 team

• Real time chat

Commercial

Challenges

Operational

Challenges

IT/Technical

Challenges

Customer

Feedback

Advanced Admin

functionality…

easy updates via

configuration

Obsolete

Technology (content

management,

Web site refreshes)

Customer-

specific visuals,

catalogs

/products,

prices

Improved

Customer

Service

Real time

ERP Integration

Upsell and

Cross sell

Intuitive/User

InterfaceData Quality Issues

✔

✔

✔ ❑

✔

✔

✔

❑

❑

8GE Title or job number

11/14/2014

Guided by Complete Customer Vision A roadmap to make Power & Water Store best-in-class

Strengthen analytics framework:

SFDC and Marketo integration, usage

and trend reporting, emergent work requests

• Buying habits

• Unmet needs

• Regional

differences

• Expectations

• Segmentation

• Stakeholders

Understand the

customer

Delight by

understanding:

• SEO/SEM

strategy & online

catalog

• Rewards

• Promos based

on searches

• Training

Ensure market

awareness

Present where

search

STARTS:

• One-click

checkout

• Shopping cart

promotions

• Simplify frequent

buys

Simplify

purchasing

Lean process

& loyalty

rewards:

• Tech to speed

fulfillment

• Easy records

access

• Ship, fulfillment

options

• Tracking docs

Streamline

fulfillment

Meet or beat

expectations:

• Mobile use

• Tools based on

personas

(I.e. ordering vs

approvals)

• Leverage social

media

Multi-channel

access

Offer relevant

tools:

A new tool alone does not get us to peak performance

Adoption Slow with Some Customer Segments

• Prefer one-to-one personal interaction and relationship

• Don’t know about online alternatives and challenged

breaking through

Limited Internal Awareness

Site Analytics

• Finding ways to learn from interactions and adjust

• Opportunities to sell more

Business-Building Strategy

Price for

Volume

Lead

Generation

Order & Fulfillment

Insights

Revenue

Service

Productivity

• Optimize process

to drive quotes and

orders online

• Educate, promote

& train

• Online discounts

drive sense of

urgency to

purchase

• Targeted

promotions drive

volume

• Identify parts

opportunities

• Daily notification of

abandoned quotes

& carts

• Best-in-class parts

fulfillment insights

become competitive

differentiator

- Track orders

- Proactive status updates

• Customer and acct.

mgmt. team focus

Be

ne

fit

Au

die

nce • Global distributors

• PGS and industrial

• N. America

(initially)

• Underserved Tx

market

• Sales Managers,

APM

• Transactional focus

• N. America initially

Pro

gra

m

Distributor

Channel Shift

✔✔✔

Revenue(incremental)

✔ Revenue(incremental)

✔ Service

Productivity✔

Customers:• All • Tx market

GE:• Global APMs

Not sure we want

to say this

publicly

Not sure we want to

point out TX target

strategy publicly

11GE Title or job number

11/14/2014

Success Is on the Horizon

Ecommerce is the real-time expression of our purchase and fulfillment experience, fostering

and helping to solidify relationships.