Recomendados
Más contenido relacionado
Similar a Mohawk's eMPower Platform Drives Cherished Customer Experiences
Similar a Mohawk's eMPower Platform Drives Cherished Customer Experiences (20)
Más de GamePlanConference
Más de GamePlanConference (12)
Mohawk's eMPower Platform Drives Cherished Customer Experiences
- 1. JANA KANYADAN CIO, Mohawk Industries Inc. CREATING CHERISHED EXPERIENCES Through Customer 360 Engagement
- 2. Always in Style. ALWAYS IN STYLE The Best Flooring In The World • Founded 1878 • 30 Flooring Categories • $9 Billion in Revenue • 32,100 Employees
- 3. Always in Style. ALWAYS IN STYLE Mohawk Industries is a leading global flooring company that creates beautiful and functional spaces for smart living around the world. Our brands are among the most recognized in the industry. HQ: Calhoun, GA Stock: MHK Employees: 40K Sector: Consumer Prods Always in Style.
- 4. Always in Style. ALWAYS IN STYLE The Best Customers In The World • End Consumers – Residential and Commercial. • Channel Partners – Small and Large
- 5. 5 5 Silo’d channels and sales org … Seamless “Path to Purchase” Experience Data in binders and pretty charts … Where is Information that drives action? Health of the business… Backward, Real time and Forward Views … How is Mohawk changing? ALWAYS IN STYLE What is the Opportunity …
- 6. 6 DISCOVER NEED RESEARCH DESIGN SCHEDULE INSTALL BUY INSTALL INSTALL ISSUE POST PHOTOS REPAIR RIP REMOVE STAIN PLAN PARTY JOIN GROUPS CLEAN BUY DESIGN REFER FRIENDS POST VIDEO WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL TV RETAIL STORE WEB SHOP REVIEWS RETAIL STORE WEB SHOP CONTACT CENTER RETAIL STORE SOCIAL WORD OF MOUTH SOCIAL EMAIL SUPPORT PORTAL ? SEARCH KW/ADS WEB SHOP WEB SHORT LIST CONTACT CENTER WEB SOCIAL RETAIL STORE SCHEDULE INSTALL INSTALL SOCIAL A unique adventure.. SUPPORT PORTAL ?
- 7. 7 SHOP & BUY RESTART SERVICE SHOP & BUY SHOP & BUY RECEIVE PACKAGE MISSING ITEM SETUP PHONE BILLING ISSUE PHONE DAMAGE TERMINATE SERVICE NETWORK ISSUE DISCOVER NEED REFER FRIENDS JOIN GROUPS RESEARCH DESIGN SCHEDULE INSTALL BUY INSTALL INSTALL ISSUE POST PHOTOS REPAIR RIP REMOVE STAIN PLAN PARTY JOIN GROUPS CLEAN BUY DESIGN REFER FRIENDS POST VIDEO WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL TV RETAIL STORE WEB SHOP REVIEWS RETAIL STORE WEB SHOP CONTACT CENTER RETAIL STORE SOCIAL WORD OF MOUTH SOCIAL EMAIL SUPPORT PORTAL ? SEARCH KW/ADS WEB SHOP WEB SHORT LIST AWARENESS DISCOVERY CONSIDERATION ACTION ACTION ADVOCACY ADVOCACY CONSIDERATION INTEREST USE CONTACT CENTER WEB SOCIAL RETAIL STORE SCHEDULE INSTALL INSTALL SOCIAL …can be planned for. SUPPORT PORTAL ?
- 8. 8 One customer. SHOP & BUY RESTART SERVICE SHOP & BUY SHOP & BUY RECEIVE PACKAGE MISSING ITEM SETUP PHONE BILLING ISSUE PHONE DAMAGE TERMINATE SERVICE NETWORK ISSUE REFER FRIENDS POST REVIEW JOIN GROUPS POST VIDEO
- 9. 9 Many adventures. SHOP & BUY RESTART SERVICE SHOP & BUYSHOP & BUY RECEIVE PACKAGE MISSING ITEM SETUP PHONE BILLING ISSUE PHONE DAMAGE TERMINATE SERVICE NETWORK ISSUE REFER FRIENDS POST REVIEWJOIN GROUPS POST VIDEO
- 10. 10 Infinite possibilities. SHOP & BUY RESTART SERVICE SHOP & BUY SHOP & BUY RECEIVE PACKAGEMISSING ITEM SETUP PHONE BILLING ISSUE PHONE DAMAGETERMINATE SERVICE NETWORK ISSUE REFER FRIENDS POST REVIEW JOIN GROUPS POST VIDEO
- 11. Always in Style. ALWAYS IN STYLE Flooring is personal. Our customers want a special experience every time they take a journey with us.
- 12. Always in Style. ALWAYS IN STYLE To create cherished experiences required a shift from the fire hose…
- 13. Always in Style. …to the spoon. ALWAYS IN STYLE
- 14. Always in Style. ALWAYS IN STYLE Which requires a new formula for engagement.
- 15. Always in Style. End-to-End Process Execution Harmonized Digital and Physical Adventures Growth in Cherished Experiences & Profitable Customers Real-time Customer Insight ALWAYS IN STYLE
- 16. Always in Style. 16 ALWAYS IN STYLE Mohawk implements it with eMPower
- 17. Always in Style. ALWAYS IN STYLE THREE KEY AUDIENCES 1. End Consumers 2. Channel Partners 3. Sales & Store Managers eMPower Consumer eMPower Customer eMPower Sales
- 18. Always in Style. ALWAYS IN STYLE eMPowered End Consumers • IMMERSIVE online and store experience • Social Dynamics and Engagement • Collaborative Communities (owners, designers, installers) • Digital Dialogue • Consistent Experience at Every Touch Point
- 19. Always in Style. ALWAYS IN STYLE
- 20. Always in Style. ALWAYS IN STYLE SEO traffic has grown 34% YoY
- 21. Always in Style. ALWAYS IN STYLE Billions of Search Impressions Millions of Site Visitors Thousands sent to Channel Partners Hundreds+ % in ROI !
- 22. 22 Mohawk’s Fashion Flooring Design tool help Consumers decide products and guides them to the store of convenience ALWAYS IN STYLE
- 23. 23 Inspiration meets Incentives! Creates Stickiness for Mohawk Products ALWAYS IN STYLE
- 24. 24 Inside the store… ALWAYS IN STYLE
- 25. 25 Immersive Experience Continues … Touch Screen Meets Touch Products! ALWAYS IN STYLE
- 26. 26 Consumer Experience integrated with POS system. Personalized Experience meets Upselling and Revenue! Consumer Store Manager and Sales Personnel Device Awareness ALWAYS IN STYLE
- 27. Always in Style. ALWAYS IN STYLE eMPowered Customers • IMMERSIVE online and store experience • Self Service and Automation - Mobile Everywhere • Closed Loop Lead Management • Collaborative Communities (owners, architects, contractors) • Enhanced Intimacy Across All Channels
- 28. 28 Social Dynamics and Engagement integrated to Samples selection and ordering. ALWAYS IN STYLE
- 29. Always in Style. ALWAYS IN STYLE
- 30. 30 Auto generation of sales orders are created based on samples and products placed in cart. ALWAYS IN STYLE
- 32. 32 Real-time inventory integrated to POS and Order Processing RFID = Accurate Inventory ALWAYS IN STYLE
- 33. Always in Style. ALWAYS IN STYLE eMPowered Sales & Store Managers • Analytics Driven Selling – Big Data met Mobility • Customer 360 – Sales and Market Opportunity • Track and Trace • Seamless Sales, Stores and Service experience
- 34. 1st Generation CUSTOMER RECORD Departmental / Channel Silos SERVICE SALES MARKETING COMMERCE 2nd Generation ‘Multi’-channel CRM Suites CUSTOMERRECORD SALES & SERVICE MARKETING COMMERCE 3rd Generation Omni-channel Engagement Platform CONTEXTUAL MARKETING & SERVICE SALES & COMMERCE CUSTOMER INTELLIGENCE PHYSICAL & DIGITAL EXPERIENCE ALWAYS IN STYLE The evolution from CRM to CEC
- 35. 35 Sales Superstar Program Approve & Prioritize Top 5 Panel Ops Super Star TM Two key goals of ‘Superstars’: 1. Focus Reps on most important items by customer type; eliminate “noise” • Sales Action List 1. Prompt Reps to show select solutions to individual customers • Market / Sales Opportunity TEXTURE $14 - 17 Fiber Category Fiber Brand Selling Style Back Code Brand New Intro Wgt Lstr Col Den Sft REG RANK Nation al Rank Dealer Price Price Level TM3 Roll Price 12 Mnth Sales NYLON SM ISLANDER'S PARADISE A MCC N 52 MID SOL DEN TRD B C 18.81 >TM1 15.57$ NYLON WD AMERICANBEAUTY- 1J41 A WWC N 44 DUL SOL STD SFT B B 17.19 >TM1 14.13$ NYLON WD FASHIONDISTRICT- 1M99 A WWC N 44 DUL SOL STD SFT A A 16.11 TM1 14.13$ TRIEXTA SO SMARTCOLOR- 1I40 A MCC N 40 BRT SOL STD SLK A A 16.11 TM1 14.13$ 655$ TRIEXTA SS BRILLIANTDESIGN A MCC N 50 BRT SOL STD SLK A A 15.84 TM2 16.83$ 1,278$ NYLON WD SP465 - SP465 A HZN N 46 MID SOL STD TRD A B 14.85$ POLYESTER ES SP180 -SP180 A HZN Y 60 MID SOL DEN SFT A A 14.76$ POLYESTER ES SP177 - SP177 A HZN Y 58 MID SOL DEN SFT B A 14.76$ TRIEXTA SS PENHURSTPLACE A ALD N 60 DUL SOL STD SFT B B Yes Yes 14.00$ 500$ TRIEXTA SS PERFECTMIX A ALD Y 45 MID TON STD SFT A A 14.67$ TRIEXTA SS BELCHAMP HALL A ALD N 50 DUL SOL STD SFT C B 14.67$ RECOMMENDEDPRODUCTS Provide Sales with Actionable Information that drives Specific Actions ALWAYS IN STYLE
- 36. Always in Style. Want/Need Info Search Evaluate Purchase Service Brand Awareness Brand Preference Brand Recognition Brand Loyalty WEBSITE/MOBILEWEB/SEARCH DAM/PIMS/ECOMMERCE–Adobe/[y] eGuidedSelling&Service–C4C AUTHENTICATEDWEBEXPERIENCE[y] Buying Cycle fills the Sales Funnel Marketing activities complete the Profile Inspirational Thought leadership Event-triggered emails Market solutions Guided Selling Online chat Online product selection Email + Location +Interests + Market + Cust Type MARKETINGAUTOMATION–[y]Mktg Webcasts Search engine marketing Preferences TCO whitepapers Product comparisons and reviews Request a Quote/ Lead Gen Track shipment Expert Locator Care and Maintenance + Products + Channel partner + timeframe = Targeted, Relevant & Proactive MOBILEAPPS–SAPMobile Mobile apps Mobile apps Mobile apps ANALYTICS / METRICS Expert Locator
- 37. Always in Style. ALWAYS IN STYLE Engage every consumer. every channel partner. every journey. every adventure. EVERY TIME!
Notas del editor
- How many of you are still living the world of CRM … it is dead if you haven’t noticed yet.
- Even if you have a finite set of products – which you do – and a finite set customers which again you do, the possibilities for engagement and for the individual customer to create their own experience are exponentially wider than you can imagine – it’s factorial no.of. Customers x no. of channels x no-of touch points x reasons for contact Have a look at this example – it involves a customer, some channels, a product, and a service, ongoing billing & support, but spans only a subset of the physical and digital interactions a customer may ultimately have with a brand.
- Even if you have a finite set of products – which you do – and a finite set customers which again you do, the possibilities for engagement and for the individual customer to create their own experience are exponentially wider than you can imagine – it’s factorial no.of. Customers x no. of channels x no-of touch points x reasons for contact Have a look at this example – it involves a customer, some channels, a product, and a service, ongoing billing & support, but spans only a subset of the physical and digital interactions a customer may ultimately have with a brand.
- Even if you have a finite set of products – which you do – and a finite set customers which again you do, the possibilities for engagement and for the individual customer to create their own experience are exponentially wider than you can imagine – it’s factorial no.of. Customers x no. of channels x no-of touch points x reasons for contact Have a look at this example – it involves a customer, some channels, a product, and a service, ongoing billing & support, but spans only a subset of the physical and digital interactions a customer may ultimately have with a brand.
- You see – when you extrapolate the pattern emerging from that interaction you quickly see that there are multiple patterns of engagement that exist because EVERY JOURNEY is UNIQUE, and EVERY POINT OF ENGAGEMENT ALONG THE WAY matters, particularly when you want to engage the individual in a 1-1 fashion.
- You see – when you extrapolate the pattern emerging from that interaction you quickly see that there are multiple patterns of engagement that exist because EVERY JOURNEY is UNIQUE, and EVERY POINT OF ENGAGEMENT ALONG THE WAY matters, particularly when you want to engage the individual in a 1-1 fashion.
- real-time customer insight and END-TO-END business process execution over HarMONIZED, digital and physical experienceS help companies attract, retain, and grow profitable customers. So what is Customer Engagement and Commerce. Well from an SAP perspective we frame it thus… [READ DESCRIPTION] Simple, right? And now I am going to explain WHY it is important, the FACTORS that make it an issue, and HOW SAP/hybris with CEC is uniquely placed to address this new world.
- real-time customer insight and END-TO-END business process execution over HarMONIZED, digital and physical experienceS help companies attract, retain, and grow profitable customers. So what is Customer Engagement and Commerce. Well from an SAP perspective we frame it thus… [READ DESCRIPTION] Simple, right? And now I am going to explain WHY it is important, the FACTORS that make it an issue, and HOW SAP/hybris with CEC is uniquely placed to address this new world.
- Need to get higher res imagery from Jason to replace this.
- Sales and Market Opportunity – what is in it for the channel partner beyond what is in it for Mohawk Track and Trace – know where things are ALL THE TIME Analytics provides insights and sales people are not notes takers … making the 15 minute conversation the most effective, making one more phone call where it matters, knowing the decision maker from every one else
- [TALK TRACK] Traditional Technology Solutions no longer work. The first generation of solutions were constructed to serve the needs of business silos. The result being that customer information was fragmented across channels and customers received inconsistent levels of engagement dependent on the channels they used. With the second generation of solutions came the age of the CRM ‘suite’ which promised to provide a ‘single view of the customer’ across channels and business processes, but this was rarely the case. The platforms used typically didn’t go deep enough for the line of business need and were quickly superceded and integrated with ‘best of breed’ solutions that covered the key business requirements. Also a critical factor in both the first and the second generation of solutions was that the customer was seen as a [RECORD] in a database which afforded little opportunity for businesses to gain any real insight or intelligence without resorting to the use of specialized tools, whilst also defining these solutions as ‘systems of record’ rather than true ‘systems of engagement’. With the 3rd generation of we are able to deliver on the promise of 1-1 customer engagement across all channels of customer interaction, delivering: Contextualized Marketing & Service, serving the needs of the individual at the time of need Fully integrated process and order orchestration across all sales and commerce channels A harmonized customer experience across physical and digital channels AND CRUCIALLY A platform not just built on customer data, but a platform built on CUSTOMER INTELLIGENCE allowing you to ‘live in the moment’ with each and every customer
- [Talk track] It’s time to change the game and engage customers like never before with The right insight at the right time – to drive meaningful and contextual conversations Across every touch-point, every channel – spanning the physical and the digital domains Integrated to your enterprise – with robust end-to-end business processes leveraging and supporting your entire business With an experience that drives results –and delights customers