customer journeys at bsh - add to favorites · = usabilla e-mail content rating (1 to 5 scale) 6,6%...
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![Page 1: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/1.jpg)
CUSTOMER JOURNEYSAT BSH
COEN VAN DE VEN
![Page 2: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/2.jpg)
Who is BSH?
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.2
![Page 3: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/3.jpg)
We are probably in your house already…
„Invented
for life"
"The
future
moving in"
"Koken
met
passie"
"The
difference
is…"
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.3
The brands we deliver to you in the Netherlands
"Gewoon
goed
gemaakt"
![Page 4: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/4.jpg)
AN IMPRESSION…
![Page 5: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/5.jpg)
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.5
![Page 6: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/6.jpg)
An impession…
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.6
Premium kitchen appliances
![Page 7: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/7.jpg)
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.7
![Page 8: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/8.jpg)
AFTER YOU BOUGHTYOUR NICE KITCHEN
![Page 9: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/9.jpg)
The first handshake
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.9
start a relationship after the sale
1. Welcome your customer
2. Provide benefits
3. Keep it central…
![Page 10: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/10.jpg)
Make the first handshake
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.10
'Why should I get in contact?'
Tips & Tricks
Discount
MyAccounts
Cleaning sample
set
Direct appoint-
mentCookbook
BENEFITS TO REGISTER
Easy access to manual
Get a cashback
Get extended warranty
![Page 11: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/11.jpg)
After the first handshake
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.11
Keep it central…
€ eShop
Warranties
MyAccounts
Productreviews
Cashback &
product+
Service calls
PREVIOUSLY - 2017
RepairHome
Connect App
Cashback &
product+
WarrantiesMyAccounts
Productreviews
eShop
Servicecalls
CURRENTLY
Repair€
Home Connect
App
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THE OLD JOURNEY, A PRODUCT JOURNEY
![Page 13: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/13.jpg)
We stay in contact
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.13
and meet at different moments in your life
![Page 14: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/14.jpg)
We stay in contact
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.14
and meet at different moments in your life
ONE FLOW PER
CATEGORY
NO EXCLU-SION ON
CUSTOMER SERVICE CASES
NO BUSINESS RULES
NO DYNAMIC
E-MAIL BLOCKS
NO DATA ENRICHMENT
EVERY-ONE GETS
EVERY E-MAIL
NOT KINETIC
![Page 15: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/15.jpg)
Results of the old journey
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.15
We can do better
16,1%
18,7%
18,4%
13,2%
13,2%
15,5%
21,9%
12,7%
21,7%
57,0%
66,6%
67,9%
55,9%
64,6%
66,4%
65,8%
67,2%
72,7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Bosch washing
Bosch ovens
Bosch built-in
Bosch MUM
Siemens washing
Siemens dishwashing
Siemens espresso
Siemens ovens
NEFF ovens (new*)
Open % Click %
= Open % Dutch Email Benchmark 2018 (industry benchmark)
= Click % Dutch Email Benchmark 2018 (industry benchmark)
= Usabilla e-mail content rating (1 to 5 scale)
6,6% 25%
4,0
4,0
3.7
3.8
3,9
3,8
4,0
4,0
3,7
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THE NEW JOURNEY, A CUSTOMER JOURNEY
![Page 17: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/17.jpg)
Only stay in
contact with
relevant
information
Be personal! Orchestrate
all triggers
within the
happy flow
We got rid of
the 'monthly
newsletter'…
What do we want to change?
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.17
Keep a relationship after the sale
![Page 18: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/18.jpg)
Orchestrate the happy flow and all triggers
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.18
X
10 maanden
1 23
4
5
6
7
8
9
10111213141516171819202122232425
26
27
28
29
30
31 32 33 34 35 36 37 38 39 40 41 42 43
TRIGGERED FLOWS
Service, wow-effect Profile enrichment Sales1e purchase
REGISTRATIONHAPPY FLOW
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Each trigger has a set of messages
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.19
18 trigger flows. 3 examples:
2.1 2.2
-5 days -1 day
2.3
Day 0
2.4 2.5
Day + 1 1 week beforedelivery
Expecteddelivery
2.6 2.7 2.7b
9.3 9.4 9.5 9.6 9.79.1 9.2
T=0 -5 days
9.1b
-1 day Day 0Day 0 +1 day +3 days
2.1 2.2
T=0 -5 days -1 day
2.3
Day 0
2.4 2.5
Day + 1 1 week beforedelivery
Expecteddelivery
2.6 2.7 2.7b
T=0
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Make it personal
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.20
We‘re setting up triggered, personalized video e-mails
HI COEN!
YOUR BOSCH WASHINGMACHINE
WILL BE PICKED UP NEXT WEEK
THIS IS HOW YOUR WASHING MACHINE IS
HANDLED:
YOU WERE IN CONTACT WITH [COLLEAGUE]
PERSONALIZED VIDEO
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Are we there yet?
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.21
No.
1. We need even more channels connected
2. We need more data for personalization
3. More on- and offline touchpoints to generate the first handshake
![Page 22: Customer Journeys at BSH - Add to Favorites · = Usabilla e-mail content rating (1 to 5 scale) 6,6% 25% 4,0 4,0 3.7 3.8 3,9 3,8 4,0 4,0 3,7. THE NEW JOURNEY, A CUSTOMER JOURNEY Only](https://reader034.vdocuments.net/reader034/viewer/2022050414/5f8b024c23ab9a27c5624dbf/html5/thumbnails/22.jpg)
When are we succesfull?
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.22
1. Uplift in rebuy / loyalty
2. Better rating of e-mailcontent
3. More clicks and more sales in our eShop
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ANY QUESTIONS?
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THANK YOU!