1.Achieving true customer engagementDSM Dyneema

2. DSMs core business activitiesHealth NutritionMaterials Global leader in nutritional ingredients for feed, food and personal care Market leader in anti-infectives and key custom manufacturing player Market leader in sustainable high performance materials Merchant market leader in nylon precursor caprolactam Innovator active in advanced biofuels, biochemicals and biomedical materials 3. DSM Dyneemaproducing the worlds strongest fiber 4. DSM Dyneemas challenge1. Engaging stakeholders in a complex value chain (eg. gloves): Step Fiber producer Manufacturer Licensee Distributor End user Products2. Leveraging the revenues of a strong brand:Stages Awareness Differentiation Relevance EsteemDefining I know whoYou stand forYou areI like whatQuestion:you are somethingrelevant to my you meanOutside-Inneeds & wantsto meIncreasing preference, loyalty and margins3. Changing a traditional sales oriented organization towards being customer centric 5. DSM Dyneemas vision: Integrating offline and online to create customer engagement Search Social EventsNewsletter Face to faceDyneema.com Sales appBrochuresDatabase (CRM) 6. Program goals Intensify Increase lead customer contact Boost brandquality(focusing on building end-market infiltration)Stimulate employee engagement 7. DSM Dyneemas integrated customer engagement programGovernanceFocuses on measuringperformance, analyzingresults and gaininginsights and definingactions. Key for factbased approach.Aligning existing Channels andProcessesSelecting existing keychannels and tooling and processes and eventstooling and settingActivities and definingup new channels to customeroptimize customer engagementengagement. opportunities.Teach employees inPeople and skillsusing customerengagement channelsand create awarenessabout the program andgained results andinsights. 8. Main program activitiesGovernance1. Map customer journey2. Set targets and create KPIs3. Configure dashboard4. Monthly meeting scheduleChannels and1. 1. Align lead generation Processes1. Align platforms toolingand2.process(WCM,CRM,ECM) 3. 2. Set up content Activities2. Set up new website 4.management3. Add channels (SEA, 5. 3. Implement email, social) 6. customized event7. approachPeople and skills1. Awareness sessions2. Platform trainings3. Learning by doing 9. Some 2012 key results Real time dashboard GovernanceChannels andProcesses tooling andActivities People andskills 10. Real time digital dashboardGovernance 11. Customized event approach 1. Integration of customer touchpoints:Processes Landing page and Event pageActivities SEA Email PR 2. Automated closed loop between marcom and sales to process leads 3. Report & evaluate to optimize 12. Employee engagementPeople and skills 1. Connect the dots event with senior management 2. Monthly activity session with business teams & marcom 3. eTalks in Coffee corner 13. People andskillseTalks 14. Integrated platformsChannels and toolingFace to faceEvents Brochure& exhibitions 15. E-DM strategy implementedChannels and tooling 16. Multi device sales appChannels and tooling 17. Looking back at 2012: Lessons learned1. Its all about organizational change: Apply top down and bottom up approach Adapt constantly to employees language Create phased multi year program2. Simplify technical infrastructure3. Organize cross functional and regional teams4. Work with limited partners and learn and develop knowledge from your partners5. Think big, act small (quickwins), grow fast6. Visualize program progress and results7. Share lessons learned and knowledge (international feedback loop) 18. DSM Dyneemas next steps: Focus themes 20131. Integrated3. Personalized5. Employeeintelligence engagement engagementIntegrate offline and social Reap the benefits from the Engage a substantial part of theKPIs, focus on business teamclosed loop and intensify 1-on-1 Dyneema workforce in how toreporting (insights and action digital customer contact through spot and actively applydriven), and setup campaign initiatives and engagement opportunitiesperformance accountability.structural conversations and (target 30-40 employees). contact.2. Social integration4. Content& professionalizationleveragingIntegrate and professionalizeFocus on content optimizationsocial channels, intensify for specific audiences andconversation monitoring, and increase awareness of the roleacquire presence on earned of online content and businessmedia. value. 19. Why do we focus on customer engagement?An engaged relationship is probably the onlyguarantee for a future return on todaysinvestments.