habiba haider, david harris, ge, ge power generation services ecommerce journey
TRANSCRIPT
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.