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UNDERSTAND TODAY. SHAPE TOMORROW.
Customer Value Proposition Canvas - Volvo Case Study
VOLVO -
ALWAYS PUT
PEOPLE FIRST
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
1
UNDERSTAND TODAY. SHAPE TOMORROW. 2Source: Volvo
INTRODUCTION
“We come from a different place
So we think about cars in a different way.
It’s in our nature.
To challenge how things are made.
And to always put people first.”
Volvo
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
In our newest case study, we would like to present Volvo and list
its activities aimed at bringing value to their customers. “Putting
people first” lies at the heart of the company and is proven
successful through rising numbers of sales volumes and profit
gained by the car manufacturer.
Volvo promises to “always put people first” and it is being
manifested through all activities: core product innovation,
added-value services, shopping experience and
communication. We believe that any business or brand can
create value for its customers in those four interrelated but
distinctive areas.
Explore our newest Case Study and get inspired on how to
innovate on Customer Value Proposition.
Companies tend to act, react and form strategies with their
competitors in mind. At LHBS, we believe that companies should
pay less attention to the competition and more attention to
customer needs. How a company ranks against its competitors, is
increasingly being defined by how close a company is to its
customers.
Fabiola Lewandowska
Consultant
lhbs.com | fl@lhbs.com
INTRODUCTION
3
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
INTRODUCTION
UNDERSTAND TODAY. SHAPE TOMORROW. 4
Core
Product
Shopping
Experience
Added-value
Services
Touch Points &
Communication
Customer
Value
Proposition
What are the added-value
services that the
customers can enjoy after
they buy a car?
How does Volvo innovate within
their core product offer?
What kind of shopping experience
does Volvo provide to their
customers?
How does Volvo approach
communication?
LHBS Customer Value Canvas
The better a company manages the interrelation between their products, services,
experience and communication the more value it will create for its customers.
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
Chapter Two
ADDED-VALUE
SERVICES
Chapter Four
TOUCH POINTS &
COMMUNICATION
Chapter One
CORE
PRODUCT
CONTENT
5
SHOPPING
EXPERIENCE
Chapter Three
ABOUT
VOLVO
Introduction
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
ABOUT VOLVO
ABOUT VOLVO
UNDERSTAND TODAY. SHAPE TOMORROW. 6
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
UNDERSTAND TODAY. SHAPE TOMORROW. 7
3rd
most innovation-active industry
across the top 12 technology sectors
Source: The state of innovation in the Automotive Industry 2015 - Thomson Reuters
Automotive industry is the
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
UNDERSTAND TODAY. SHAPE TOMORROW. 8
Volvo Cars booked more profit
in the first three months of 2016
than the first half of 2015
Source: FT
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
UNDERSTAND TODAY. SHAPE TOMORROW. 9
Volvo Car Group forecasts record sales
and higher profit in 2016
Source: Automotive News
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
UNDERSTAND TODAY. SHAPE TOMORROW. 10Source: Automotive News
In 2015 Volvo reached sales of more than
500,000
cars
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
UNDERSTAND TODAY. SHAPE TOMORROW. 11Source: Automotive News
Volvo said full-year operating profit rose to
6.62 billion Swedish crowns ($776.6 million)
from 2.13 billion in the previous year
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
UNDERSTAND TODAY. SHAPE TOMORROW. 12Source: Automotive News
By 2020, Volvo plans to annually sell
800,000
cars
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
UNDERSTAND TODAY. SHAPE TOMORROW. 13Source: Mashable
Volvo wants to sell
1 million
electrified vehicles by 2025
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
LHBS Put the Title of the Report here
HOW TO.
ABOUT VOLVO
UNDERSTAND TODAY. SHAPE TOMORROW.
Volvo’s Customer Value Proposition is being
manifested across core product innovation, added-
value services, shopping experience and
communication & touch points
14
VOLVO'S
CUSTOMER
VALUE
PROPOSITION.
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
CUSTOMER
VALUE PROPOSITION
Making people’s lives
easier, safer and better
in a Swedish way
CORE PRODUCT
CORE PRODUCT
UNDERSTAND TODAY. SHAPE TOMORROW. 15
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
Which products that meet a real need
does Volvo create?
How does Volvo solve real customer
problems with their product design?
UNDERSTAND TODAY. SHAPE TOMORROW. 16
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
VOLVO MAKES ROOM
FOR A BABY BY
REMOVING THE
PASSENGER SEAT
Explore sign
Volvo put its recent safety innovations into 2016
XC90 “Excellence” edition, which features a rear-
facing baby-seat instead of a passenger seat in the
front of the car.
By changing up its four-seat, extended legroom
version of its usually seven-passenger XC90 SUV to
include a baby seat, Volvo wants the design to be a
part of its goal of eliminating crash-related fatalities
in its new cars by 2020, and approaches the problem
from several angles.
17
CORE PRODUCT
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CORE PRODUCT
VOLVO REPLACES
KEYS WITH AN APP
Explore sign
With the beginning of 2017, Volvo automaker will
offer their cars without a key at all– everything will
be handled by an app.
New Volvo owners will be asked to use a dedicated
app to unlock and even start the car. The car will
connect and communicate with the app though the
Bluetooth connection without any hassle for the
driver himself.
That solution will also simplify car sharing between
family or friends without the need to keep the key
constantly circulating around.
18
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
INTELLISAFE BY
VOLVO
Explore sign
Volvo introduces an innovative co-pilot system in its
cars.
Volvo's cockpit technology will do most of the work
for the driver. It includes bird's-eye-view when
parking the car, blind spot information system
facilitating switching lanes or adaptive cruise control
that would maintain distance to other vehicles
ultimately preventing collisions.
19
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
VOLVO WILL TEST
DRIVERLESS CARS IN
LONDON
Explore sign
Volvo has developed a program in which it will be
testing driverless cars in London with the help of 100
families.
The Drive Me scheme will take place in 2017 around
London. Volvo will extend the plan to reach 100 cars
in 2018. Only some parts of the city will be used and
due to the existing law, every car will have to have a
participant sitting behind the steering wheel.
20
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
ADDED-VALUE
SERVICES
ADDED-VALUE SERVICES
UNDERSTAND TODAY. SHAPE TOMORROW. 21
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
How does Volvo facilitate and deliver
services that enrich and simplify the
lives of their customers around their
core products?
UNDERSTAND TODAY. SHAPE TOMORROW. 22
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
VOLVO INTRODUCES
IN-TRUNK DELIVERIES
IN SWEDEN
Explore sign
Volvo car owners can enjoy a new service that
delivers shopping directly to a trunk of a car.
The company teamed up with two outlets - the
biggest nordic online toy and baby goods store and a
Swedish local grocery retailer- to offer its customers
a special delivery of goods directly to their cars.
23
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
ON-CALL APP BY
VOLVO
Explore sign
Volvo introduces an app that lets the owners control
their cars with a touch of a button.
Volvo cars are now equipped with a built-in feature
that enables the driver to access the car’s dashboard,
get the door lock status, fuel level, maintenance
warnings etc using a downloadable application.
The driver can also keep a driving journal, send the
car’s location, get directions and plan a trip using the
feature. Moreover, it is possible to lock and unlock
the car remotely.
24
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
INTELLIGENT
STREAMING FOR
VOLVO CARS
Explore sign
Volvo automaker has teamed up with Ericsson to
develop an intelligent system that will occupy driver's
time while the car is on autonomous mode.
Volvo and Ericsson will make sure that the new media
center is fully familiar with route taken during the
self-driving mode, including areas with worse
coverage.
The system will be able to choose the route that is
long enough to watch your favourite shows in full.
25
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LIFEPAINT FOR
CYCLIST SAFETY
Explore sign
Volvo and Grey London have teamed up with
Swedish startup Albedo100 to develop a reflective
safety spray that cyclists can spray on their
equipment to increase their nighttime visibility.
Launched initially in London and Kent, LifePaint was
developed as part of Volvo's commitment to road
safety. The spray-on paint is completely invisible
during the day and only can be seen at night, for
instance when its reflective material is struck by a
car's headlights. LifePaint is technically not paint; it
lasts about 10 days and can be washed off, making it
safe and easy to apply to clothes, helmets, shoes–
anything that increases a cyclist's visibility on the
road.
26
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
SHOPPING
EXPERIENCE
SHOPPING EXPERIENCE
UNDERSTAND TODAY. SHAPE TOMORROW. 27
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
How does Volvo make searching for,
shopping and interacting
with their products & services a
uniquely
positive experience?
UNDERSTAND TODAY. SHAPE TOMORROW. 28
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
VOLVO & GOOGLE
CARDBOARD
Explore sign
Volvo's new app called “Volvo Reality” made with
Google Cardboard gives users a virtual taste of how
it is to ride the new XC90 car.
The content of the app will be revealed in three parts.
The first one is called 'Friday Getaway' and it takes
users first up in the mountains through Vancouver
landscapes and then ends up pointing to the star-
filled sky.
This app differs from the other ones in a way that it
lets users immerse themselves in the ambience of the
car interior including the sound system. The
experience puts the driver in the center and lets him
look around the whole car.
29
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
VOLVO MANUALS ON
YOUR MOBILE
Explore sign
The car manufacturer offers its customers an app
with user guides and videos.
The app, available for iOS and Android, is a smart
substitute for paper manuals. It is easy to navigate
and features everything a Volvo-user would need to
know from articles and information about the car
model, instructional videos, keywords and even
category search.
30
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
AUGMENTED REALITY
IN RETAIL
Explore sign
Volvo has partnered up with Microsoft to create an
augmented reality experience that will let you look
differently at car models.
The two companies aim to bring holograms of car
models to potential buyers - all with the help of
Microsoft HoloLens.
“HoloLens could also one day enable people to
configure a car and see changes of color, trim or
wheel design in the most realistic way possible. It
could also help people choose exactly the right model
and specifications to suit their life and personal
tastes.”
31
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
VOLVO SERVICE
PROMISE
Explore sign
Volvo Service Promise guarantees a combination of
quality, reassurance and expertise - all done by
Personal Service Technician.
The Volvo Personal Service will ensure that you are
introduced to your Personal Service Technician
giving you one point expert contact for all your
needs.
Volvo's expert technicians give your car a full health
check including a free software upgrade to ensure
that it's performing at its best.
Each car will be delivered in person by a Volvo expert
who will continue to be on call seven days a week for
the duration of the vehicle ownership.
32
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
TOUCH POINTS &
COMMUNICATION
TOUCH POINTS & COMMUNICATION
UNDERSTAND TODAY. SHAPE TOMORROW. 33
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
What kind of content that people like to
consume and share, rather than
advertising that they want to escape
from, does Volvo create?
How does Volvo make their
communication efforts not only
interesting, but also useful?
UNDERSTAND TODAY. SHAPE TOMORROW. 34
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
VOLVO & ZLATAN
IBRAHIMOVIĆ
Explore sign
In their new campaign, Volvo has depicted the
similarities between their own journey and the one of
Zlatan Ibrahimović.
The whole video is called Prologue and tells the story
of Ibrahimović from his origins, childhood and teams
he played for and how he did everything his way
(similarly as Volvo does envision their journey).
"I'm happy to be working with Volvo Cars again. I've
seen the new cars, I've driven and tested them. And I
think they're fantastic. Just like me, Volvo have gone
their own way and dared to think differently. The
previous campaign we did was good, but this time it's
Made by Zlatan"
35
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
VOLVO
ATMOSPHERIC SPOT
Explore sign
"The Swell" is an atmospheric film where the car
plays only a cameo.
"Shot by Swedish director Marcus Söderlund
through Academy, the film begins in the passenger
seat of a Volvo, parked on a dark and windswept
beach, radio quietly playing (in Swedish) in the
background. But that's all we see of the car."
"The camera then moves to a female surfer, waiting
to catch a wave out in a metal-grey ocean, as we're
told (via voiceover): "To feel, to really feel, is a rare
thing these days." She begins to paddle in and the
screen cuts to the tagline: "Seek Feeling. The
responsive XC60."
36
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
HIGHWAY TRAFFIC
POWERING VOLVO'S
HYBRID
Explore sign
Volvo hijacked a section of one of California's
highways to market their new hybrid XC90 T8 model.
The car manufacturer has placed a mat containing
tubes filled with water across the highway road. After
one of the cars drove over the road, it put pressure
on the mat. After that, the water has been set in
motion and produced electric energy that has been
used to charge Volvo's hybrid.
The company has also placed a thank you electric
sign fort all those who contributed.
37
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
VOLVO TEASES V40
MODEL ON
SNAPCHAT
Explore sign
Volvo's new V40 model has been presented on their
Snapchat together with emoticons and phrases such
as "Not your daddy's Volvo" or "teasing the future of
Volvo."
The V40 new model is said to lead the brand's return
to the premium small-car segment to take on the
competitors from Audi (A3) and Mercedes-Benz
(GLA).
38
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
VOLVO
CUSTOMER VALUE
CANVAS
SUMMARY
UNDERSTAND TODAY. SHAPE TOMORROW. 39
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
Customer Value Canvas - Volvo
CORE PRODUCT ADDED VALUE SERVICES
COMMUNICATION & CONTENT SHOPPING EXPERIENCE
CUSTOMER
VALUE PROPOSITION
Making people’s lives
easier, safer and better
in a Swedish way
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
ROOM FOR A BABY
BY REMOVING THE
PASSENGER SEAT
KEYS FULLY
REPLACED WITH
AN APP
INTELLISAFE CO-
PILOT SYSTEM
DRIVERLESS CARS
IN LONDON
TESTING
IN-TRUNK
DELIVERIES IN
SWEDEN
ON-CALL APP TO
CONTROL THE CAR
INTELLIGENT
STREAMING
SERVICE
LIFEPAINT FOR
CYCLIST SAFETY
HIGHWAY TRAFFIC
POWERING
VOLVO'S HYBRID
ZLATAN
IBRAHIMOVIĆ
CAMPAIGN
V40 MODEL TEASED
ON SNAPCHAT
ATMOSPHERIC
SPOT
GOGLE
CARDBOARD
EXPERIENCE
MANUALS ON THE
MOBILE
AUGMENTED
REALITY IN RETAIL
SERVICE PROMISE
SUMMARYLHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
UNDERSTAND TODAY. SHAPE TOMORROW. 41
ABOUT
Need help in defining emerging
customer expectations & bringing the
Customer Value Canvas to life?
Get in touch
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS. Define Develop Deliver
We are an unconventional strategy firm that helps clients to
better understand today and successfully shape tomorrow. LHBS
has extensive experience & expertise in business development,
brand building and customer experience. The firm works across all
major industries for clients from the FT Global 500, German
Mittelstand and fast growing startups.
http://www.lhbs.com
ABOUT
UNDERSTAND TODAY. SHAPE TOMORROW. 42
We work with our clients to build more purposeful and therefore more
profitable relationships with the customers.
In a rapidly changing business world, we are committed to watching,
listening and translating signs of change into strategic opportunities and
powerful ideas for products, services, experiences and communication.
http://www.lhbs.com
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
LHBS Put the Title of the Report here
HUB.
UNDERSTAND TODAY. SHAPE TOMORROW.
This case study has been created with the help of the LHBS
Inspiration-Hub.
The Inspiration-Hub is a service that gives marketing teams constant
access to the latest insights and inspiration, so that they can develop
more relevant marketing ideas.
http://www.inspiration-hub.com
INSPIRATION-HUB
43
LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
REQUEST
A DEMO.
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 

LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 

die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
LHBS Consulting Berlin GmbH
Köpenicker Straße 154 
10997 Berlin Germany  
IMPRINT
UNDERSTAND TODAY. SHAPE TOMORROW.
www.lhbs.com
THANK YOU
44
LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY

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"Volvo - Always Put People First" - Case Study

  • 1. UNDERSTAND TODAY. SHAPE TOMORROW. Customer Value Proposition Canvas - Volvo Case Study VOLVO - ALWAYS PUT PEOPLE FIRST LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY 1
  • 2. UNDERSTAND TODAY. SHAPE TOMORROW. 2Source: Volvo INTRODUCTION “We come from a different place So we think about cars in a different way. It’s in our nature. To challenge how things are made. And to always put people first.” Volvo LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRODU CTION. In our newest case study, we would like to present Volvo and list its activities aimed at bringing value to their customers. “Putting people first” lies at the heart of the company and is proven successful through rising numbers of sales volumes and profit gained by the car manufacturer. Volvo promises to “always put people first” and it is being manifested through all activities: core product innovation, added-value services, shopping experience and communication. We believe that any business or brand can create value for its customers in those four interrelated but distinctive areas. Explore our newest Case Study and get inspired on how to innovate on Customer Value Proposition. Companies tend to act, react and form strategies with their competitors in mind. At LHBS, we believe that companies should pay less attention to the competition and more attention to customer needs. How a company ranks against its competitors, is increasingly being defined by how close a company is to its customers. Fabiola Lewandowska Consultant lhbs.com | fl@lhbs.com INTRODUCTION 3 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 4. INTRODUCTION UNDERSTAND TODAY. SHAPE TOMORROW. 4 Core Product Shopping Experience Added-value Services Touch Points & Communication Customer Value Proposition What are the added-value services that the customers can enjoy after they buy a car? How does Volvo innovate within their core product offer? What kind of shopping experience does Volvo provide to their customers? How does Volvo approach communication? LHBS Customer Value Canvas The better a company manages the interrelation between their products, services, experience and communication the more value it will create for its customers. LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 5. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. Chapter Two ADDED-VALUE SERVICES Chapter Four TOUCH POINTS & COMMUNICATION Chapter One CORE PRODUCT CONTENT 5 SHOPPING EXPERIENCE Chapter Three ABOUT VOLVO Introduction LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 6. ABOUT VOLVO ABOUT VOLVO UNDERSTAND TODAY. SHAPE TOMORROW. 6 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 7. UNDERSTAND TODAY. SHAPE TOMORROW. 7 3rd most innovation-active industry across the top 12 technology sectors Source: The state of innovation in the Automotive Industry 2015 - Thomson Reuters Automotive industry is the LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  • 8. UNDERSTAND TODAY. SHAPE TOMORROW. 8 Volvo Cars booked more profit in the first three months of 2016 than the first half of 2015 Source: FT LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  • 9. UNDERSTAND TODAY. SHAPE TOMORROW. 9 Volvo Car Group forecasts record sales and higher profit in 2016 Source: Automotive News LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  • 10. UNDERSTAND TODAY. SHAPE TOMORROW. 10Source: Automotive News In 2015 Volvo reached sales of more than 500,000 cars LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  • 11. UNDERSTAND TODAY. SHAPE TOMORROW. 11Source: Automotive News Volvo said full-year operating profit rose to 6.62 billion Swedish crowns ($776.6 million) from 2.13 billion in the previous year LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  • 12. UNDERSTAND TODAY. SHAPE TOMORROW. 12Source: Automotive News By 2020, Volvo plans to annually sell 800,000 cars LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  • 13. UNDERSTAND TODAY. SHAPE TOMORROW. 13Source: Mashable Volvo wants to sell 1 million electrified vehicles by 2025 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  • 14. LHBS Put the Title of the Report here HOW TO. ABOUT VOLVO UNDERSTAND TODAY. SHAPE TOMORROW. Volvo’s Customer Value Proposition is being manifested across core product innovation, added- value services, shopping experience and communication & touch points 14 VOLVO'S CUSTOMER VALUE PROPOSITION. LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CUSTOMER VALUE PROPOSITION Making people’s lives easier, safer and better in a Swedish way
  • 15. CORE PRODUCT CORE PRODUCT UNDERSTAND TODAY. SHAPE TOMORROW. 15 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 16. Which products that meet a real need does Volvo create? How does Volvo solve real customer problems with their product design? UNDERSTAND TODAY. SHAPE TOMORROW. 16 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
  • 17. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY VOLVO MAKES ROOM FOR A BABY BY REMOVING THE PASSENGER SEAT Explore sign Volvo put its recent safety innovations into 2016 XC90 “Excellence” edition, which features a rear- facing baby-seat instead of a passenger seat in the front of the car. By changing up its four-seat, extended legroom version of its usually seven-passenger XC90 SUV to include a baby seat, Volvo wants the design to be a part of its goal of eliminating crash-related fatalities in its new cars by 2020, and approaches the problem from several angles. 17 CORE PRODUCT
  • 18. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CORE PRODUCT VOLVO REPLACES KEYS WITH AN APP Explore sign With the beginning of 2017, Volvo automaker will offer their cars without a key at all– everything will be handled by an app. New Volvo owners will be asked to use a dedicated app to unlock and even start the car. The car will connect and communicate with the app though the Bluetooth connection without any hassle for the driver himself. That solution will also simplify car sharing between family or friends without the need to keep the key constantly circulating around. 18 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 19. UNDERSTAND TODAY. SHAPE TOMORROW.Source: INTELLISAFE BY VOLVO Explore sign Volvo introduces an innovative co-pilot system in its cars. Volvo's cockpit technology will do most of the work for the driver. It includes bird's-eye-view when parking the car, blind spot information system facilitating switching lanes or adaptive cruise control that would maintain distance to other vehicles ultimately preventing collisions. 19 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
  • 20. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO WILL TEST DRIVERLESS CARS IN LONDON Explore sign Volvo has developed a program in which it will be testing driverless cars in London with the help of 100 families. The Drive Me scheme will take place in 2017 around London. Volvo will extend the plan to reach 100 cars in 2018. Only some parts of the city will be used and due to the existing law, every car will have to have a participant sitting behind the steering wheel. 20 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
  • 21. ADDED-VALUE SERVICES ADDED-VALUE SERVICES UNDERSTAND TODAY. SHAPE TOMORROW. 21 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 22. How does Volvo facilitate and deliver services that enrich and simplify the lives of their customers around their core products? UNDERSTAND TODAY. SHAPE TOMORROW. 22 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  • 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO INTRODUCES IN-TRUNK DELIVERIES IN SWEDEN Explore sign Volvo car owners can enjoy a new service that delivers shopping directly to a trunk of a car. The company teamed up with two outlets - the biggest nordic online toy and baby goods store and a Swedish local grocery retailer- to offer its customers a special delivery of goods directly to their cars. 23 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  • 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: ON-CALL APP BY VOLVO Explore sign Volvo introduces an app that lets the owners control their cars with a touch of a button. Volvo cars are now equipped with a built-in feature that enables the driver to access the car’s dashboard, get the door lock status, fuel level, maintenance warnings etc using a downloadable application. The driver can also keep a driving journal, send the car’s location, get directions and plan a trip using the feature. Moreover, it is possible to lock and unlock the car remotely. 24 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  • 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: INTELLIGENT STREAMING FOR VOLVO CARS Explore sign Volvo automaker has teamed up with Ericsson to develop an intelligent system that will occupy driver's time while the car is on autonomous mode. Volvo and Ericsson will make sure that the new media center is fully familiar with route taken during the self-driving mode, including areas with worse coverage. The system will be able to choose the route that is long enough to watch your favourite shows in full. 25 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  • 26. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LIFEPAINT FOR CYCLIST SAFETY Explore sign Volvo and Grey London have teamed up with Swedish startup Albedo100 to develop a reflective safety spray that cyclists can spray on their equipment to increase their nighttime visibility. Launched initially in London and Kent, LifePaint was developed as part of Volvo's commitment to road safety. The spray-on paint is completely invisible during the day and only can be seen at night, for instance when its reflective material is struck by a car's headlights. LifePaint is technically not paint; it lasts about 10 days and can be washed off, making it safe and easy to apply to clothes, helmets, shoes– anything that increases a cyclist's visibility on the road. 26 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  • 27. SHOPPING EXPERIENCE SHOPPING EXPERIENCE UNDERSTAND TODAY. SHAPE TOMORROW. 27 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 28. How does Volvo make searching for, shopping and interacting with their products & services a uniquely positive experience? UNDERSTAND TODAY. SHAPE TOMORROW. 28 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  • 29. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO & GOOGLE CARDBOARD Explore sign Volvo's new app called “Volvo Reality” made with Google Cardboard gives users a virtual taste of how it is to ride the new XC90 car. The content of the app will be revealed in three parts. The first one is called 'Friday Getaway' and it takes users first up in the mountains through Vancouver landscapes and then ends up pointing to the star- filled sky. This app differs from the other ones in a way that it lets users immerse themselves in the ambience of the car interior including the sound system. The experience puts the driver in the center and lets him look around the whole car. 29 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  • 30. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO MANUALS ON YOUR MOBILE Explore sign The car manufacturer offers its customers an app with user guides and videos. The app, available for iOS and Android, is a smart substitute for paper manuals. It is easy to navigate and features everything a Volvo-user would need to know from articles and information about the car model, instructional videos, keywords and even category search. 30 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  • 31. UNDERSTAND TODAY. SHAPE TOMORROW.Source: AUGMENTED REALITY IN RETAIL Explore sign Volvo has partnered up with Microsoft to create an augmented reality experience that will let you look differently at car models. The two companies aim to bring holograms of car models to potential buyers - all with the help of Microsoft HoloLens. “HoloLens could also one day enable people to configure a car and see changes of color, trim or wheel design in the most realistic way possible. It could also help people choose exactly the right model and specifications to suit their life and personal tastes.” 31 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  • 32. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO SERVICE PROMISE Explore sign Volvo Service Promise guarantees a combination of quality, reassurance and expertise - all done by Personal Service Technician. The Volvo Personal Service will ensure that you are introduced to your Personal Service Technician giving you one point expert contact for all your needs. Volvo's expert technicians give your car a full health check including a free software upgrade to ensure that it's performing at its best. Each car will be delivered in person by a Volvo expert who will continue to be on call seven days a week for the duration of the vehicle ownership. 32 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  • 33. TOUCH POINTS & COMMUNICATION TOUCH POINTS & COMMUNICATION UNDERSTAND TODAY. SHAPE TOMORROW. 33 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 34. What kind of content that people like to consume and share, rather than advertising that they want to escape from, does Volvo create? How does Volvo make their communication efforts not only interesting, but also useful? UNDERSTAND TODAY. SHAPE TOMORROW. 34 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  • 35. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO & ZLATAN IBRAHIMOVIĆ Explore sign In their new campaign, Volvo has depicted the similarities between their own journey and the one of Zlatan Ibrahimović. The whole video is called Prologue and tells the story of Ibrahimović from his origins, childhood and teams he played for and how he did everything his way (similarly as Volvo does envision their journey). "I'm happy to be working with Volvo Cars again. I've seen the new cars, I've driven and tested them. And I think they're fantastic. Just like me, Volvo have gone their own way and dared to think differently. The previous campaign we did was good, but this time it's Made by Zlatan" 35 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  • 36. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO ATMOSPHERIC SPOT Explore sign "The Swell" is an atmospheric film where the car plays only a cameo. "Shot by Swedish director Marcus Söderlund through Academy, the film begins in the passenger seat of a Volvo, parked on a dark and windswept beach, radio quietly playing (in Swedish) in the background. But that's all we see of the car." "The camera then moves to a female surfer, waiting to catch a wave out in a metal-grey ocean, as we're told (via voiceover): "To feel, to really feel, is a rare thing these days." She begins to paddle in and the screen cuts to the tagline: "Seek Feeling. The responsive XC60." 36 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  • 37. UNDERSTAND TODAY. SHAPE TOMORROW.Source: HIGHWAY TRAFFIC POWERING VOLVO'S HYBRID Explore sign Volvo hijacked a section of one of California's highways to market their new hybrid XC90 T8 model. The car manufacturer has placed a mat containing tubes filled with water across the highway road. After one of the cars drove over the road, it put pressure on the mat. After that, the water has been set in motion and produced electric energy that has been used to charge Volvo's hybrid. The company has also placed a thank you electric sign fort all those who contributed. 37 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  • 38. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO TEASES V40 MODEL ON SNAPCHAT Explore sign Volvo's new V40 model has been presented on their Snapchat together with emoticons and phrases such as "Not your daddy's Volvo" or "teasing the future of Volvo." The V40 new model is said to lead the brand's return to the premium small-car segment to take on the competitors from Audi (A3) and Mercedes-Benz (GLA). 38 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  • 39. VOLVO CUSTOMER VALUE CANVAS SUMMARY UNDERSTAND TODAY. SHAPE TOMORROW. 39 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 40. Customer Value Canvas - Volvo CORE PRODUCT ADDED VALUE SERVICES COMMUNICATION & CONTENT SHOPPING EXPERIENCE CUSTOMER VALUE PROPOSITION Making people’s lives easier, safer and better in a Swedish way This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. ROOM FOR A BABY BY REMOVING THE PASSENGER SEAT KEYS FULLY REPLACED WITH AN APP INTELLISAFE CO- PILOT SYSTEM DRIVERLESS CARS IN LONDON TESTING IN-TRUNK DELIVERIES IN SWEDEN ON-CALL APP TO CONTROL THE CAR INTELLIGENT STREAMING SERVICE LIFEPAINT FOR CYCLIST SAFETY HIGHWAY TRAFFIC POWERING VOLVO'S HYBRID ZLATAN IBRAHIMOVIĆ CAMPAIGN V40 MODEL TEASED ON SNAPCHAT ATMOSPHERIC SPOT GOGLE CARDBOARD EXPERIENCE MANUALS ON THE MOBILE AUGMENTED REALITY IN RETAIL SERVICE PROMISE SUMMARYLHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 41. UNDERSTAND TODAY. SHAPE TOMORROW. 41 ABOUT Need help in defining emerging customer expectations & bringing the Customer Value Canvas to life? Get in touch LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 42. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 42 We work with our clients to build more purposeful and therefore more profitable relationships with the customers. In a rapidly changing business world, we are committed to watching, listening and translating signs of change into strategic opportunities and powerful ideas for products, services, experiences and communication. http://www.lhbs.com LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  • 43. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. This case study has been created with the help of the LHBS Inspiration-Hub. The Inspiration-Hub is a service that gives marketing teams constant access to the latest insights and inspiration, so that they can develop more relevant marketing ideas. http://www.inspiration-hub.com INSPIRATION-HUB 43 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY REQUEST A DEMO.
  • 44. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 44 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY