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JANA KANYADAN
CIO, Mohawk Industries Inc.
CREATING CHERISHED EXPERIENCES
Through Customer 360 Engagement
Always in Style.
ALWAYS IN STYLE
The Best Flooring In The World
• Founded 1878
• 30 Flooring Categories
• $9 Billion in Re...
Always in Style.
ALWAYS IN STYLE
Mohawk Industries is a leading global
flooring company that creates beautiful
and functio...
Always in Style.
ALWAYS IN STYLE
The Best Customers In The World
• End Consumers – Residential and Commercial.
• Channel P...
5
 Silo’d channels and sales org … Seamless “Path to
Purchase” Experience
 Data in binders and pretty charts … Where is ...
6
DISCOVER
NEED
RESEARCH
DESIGN
SCHEDULE
INSTALL
BUY INSTALL
INSTALL
ISSUE
POST
PHOTOS
REPAIR
RIP
REMOVE
STAIN
PLAN
PARTY
...
7
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
PHONE
DAMAGE
TER...
8
One customer.
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
PH...
9
Many adventures.
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUYSHOP &
BUY RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
...
10
Infinite possibilities.
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGEMISSING
ITEM
SETUP
PHONE
BILLIN...
Always in Style.
ALWAYS IN STYLE
Flooring is personal.
Our customers want a special experience
every time they take a jour...
Always in Style.
ALWAYS IN STYLE
To create cherished experiences required a
shift from the fire hose…
Always in Style.
…to the spoon.
ALWAYS IN STYLE
Always in Style.
ALWAYS IN STYLE
Which requires a new formula for engagement.
Always in Style.
End-to-End Process Execution
Harmonized Digital and Physical Adventures
Growth in Cherished Experiences
&...
Always in Style.
ALWAYS IN STYLE
Mohawk implements it with eMPower
16
Always in Style.
ALWAYS IN STYLE
THREE KEY AUDIENCES
1. End Consumers
2. Channel Partners
3. Sales & Store Managers
eMPowe...
Always in Style.
ALWAYS IN STYLE
eMPowered End Consumers
• IMMERSIVE online and store experience
• Social Dynamics and Eng...
Always in Style.
ALWAYS IN STYLE
Always in Style.
ALWAYS IN STYLE
SEO traffic has grown 34% YoY
Always in Style.
ALWAYS IN STYLE
Billions of Search Impressions
Millions of Site Visitors
Thousands sent to Channel
Partne...
22
Mohawk’s Fashion Flooring Design tool help Consumers decide
products and guides them to the store of convenience
ALWAYS...
23
Inspiration meets Incentives! Creates Stickiness for Mohawk Products
ALWAYS IN STYLE
24
Inside the
store…
ALWAYS IN STYLE
25
Immersive Experience Continues … Touch Screen Meets Touch
Products!
ALWAYS IN STYLE
26
Consumer Experience integrated with POS system. Personalized
Experience meets Upselling and Revenue!
Consumer
Store Man...
Always in Style.
ALWAYS IN STYLE
eMPowered Customers
• IMMERSIVE online and store experience
• Self Service and Automation...
28
Social Dynamics and Engagement integrated to Samples selection
and ordering.
ALWAYS IN STYLE
Always in Style.
ALWAYS IN STYLE
30
Auto generation of sales orders are created based on samples and
products placed in cart.
ALWAYS IN STYLE
31
Inventory
Accuracy…
ALWAYS IN STYLE
32
Real-time inventory integrated to POS and Order Processing
RFID = Accurate Inventory
ALWAYS IN STYLE
Always in Style.
ALWAYS IN STYLE
eMPowered Sales & Store Managers
• Analytics Driven Selling – Big Data met Mobility
• Cus...
1st Generation
CUSTOMER RECORD
Departmental /
Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
2nd Generation
‘Multi’-channe...
35
Sales Superstar Program
Approve
&
Prioritize
Top
5
Panel
Ops
Super
Star TM
Two key goals of ‘Superstars’:
1. Focus Reps...
Always in Style.
Want/Need
Info Search
Evaluate
Purchase
Service
Brand
Awareness
Brand
Preference
Brand
Recognition
Brand
...
Always in Style.
ALWAYS IN STYLE
Engage every consumer.
every channel partner.
every journey.
every adventure.
EVERY TIME!
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Mohawk: Jana Kanyadan

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Mohawk Industries is the leading flooring manufacturer for residential and commercial spaces around the world. They are also a leader in customer engagement innovation. SVP and CIO Jana Kanyadan will discuss how Mohawk is growing their customer base by refocusing its strategy from “Customer Relationship Management” to “Customer 360 Engagement.” Hear how Mohawk uses real-time end-consumer insight, seamless digital and physical experience, personalized interactions, and team collaboration among channel partners, sales and customer service personnel to significantly shorten the path-to-purchase process. Jana will discuss the secret sauce behind their innovative approach to customer engagement, which combines social tools, SAP and hybris cloud solutions, in-memory computing and predictive capabilities to comprehensively engage customers, and internal sales and marketing personnel, to drive sales transactions, and to create a unique, unified and cherished experience for everyone involved.

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Mohawk: Jana Kanyadan

  1. 1. JANA KANYADAN CIO, Mohawk Industries Inc. CREATING CHERISHED EXPERIENCES Through Customer 360 Engagement
  2. 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. 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. 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 … 5
  6. 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. 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. 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. 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. 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. 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. 12. Always in Style. ALWAYS IN STYLE To create cherished experiences required a shift from the fire hose…
  13. 13. Always in Style. …to the spoon. ALWAYS IN STYLE
  14. 14. Always in Style. ALWAYS IN STYLE Which requires a new formula for engagement.
  15. 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. 16. Always in Style. ALWAYS IN STYLE Mohawk implements it with eMPower 16
  17. 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. 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. 19. Always in Style. ALWAYS IN STYLE
  20. 20. Always in Style. ALWAYS IN STYLE SEO traffic has grown 34% YoY
  21. 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. 22 Mohawk’s Fashion Flooring Design tool help Consumers decide products and guides them to the store of convenience ALWAYS IN STYLE
  23. 23. 23 Inspiration meets Incentives! Creates Stickiness for Mohawk Products ALWAYS IN STYLE
  24. 24. 24 Inside the store… ALWAYS IN STYLE
  25. 25. 25 Immersive Experience Continues … Touch Screen Meets Touch Products! ALWAYS IN STYLE
  26. 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. 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. 28 Social Dynamics and Engagement integrated to Samples selection and ordering. ALWAYS IN STYLE
  29. 29. Always in Style. ALWAYS IN STYLE
  30. 30. 30 Auto generation of sales orders are created based on samples and products placed in cart. ALWAYS IN STYLE
  31. 31. 31 Inventory Accuracy… ALWAYS IN STYLE
  32. 32. 32 Real-time inventory integrated to POS and Order Processing RFID = Accurate Inventory ALWAYS IN STYLE
  33. 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. 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. 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. 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. 37. Always in Style. ALWAYS IN STYLE Engage every consumer. every channel partner. every journey. every adventure. EVERY TIME!

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