Growing omnichannel sales in highly competitive markets
mobilcom-debitel‘s keys to success
January 26th, 2017 • Florian Wolf
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freenet Group
»As the largest network independent
provider in Germany we turn mobile
services into digital lifestyle.«
Customer behaviour and organisational silos
mobilcom-debitel’s journey
Christoph Vilanek, CEO freenet GROUP
Things to take away
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freenet Group overview
Facts & figures
3.12
9.30
4,367
€ billion as of 31.12.2015
million as of 31.12.2015
As of 31.12.2015
Group revenue
Customer Ownership
Employees
Unique German business model to provide telecommunication services and digital lifestyle
products based on network operators contracts in combination with handsets and accessories.
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freenet Group business and its opportunities
Our distribution power – strong presence
OWN SHOPS
Retail
RETAIL
(specialized)
ELECTRONIC
MARKETS
Media-Saturn Holding
„MSH“
ONLINE
own sales channels
INDIRECT ONLINE
Affiliate network
Online
additional sales channels
CALL CENTER
Call Center
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freenet Group
»The changing customer behaviour
demands a consequent orientation
towards customer centricity.
Regardless of the channel.«
Customer behaviour and organisational silos
Mobilcom-debitel’s journey
Things to take away
Kerstin Köder, Head of Marketing freenet GROUP
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Introducing the customer
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Ongoing technological evolution
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Hypothesis
None of your businesses was developed from the bottom up for
the customer expectations of today in an omnichannel market.
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Typical silo organisational structure
Channel
IT Systems
Processes
Analytics
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Goals
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Management
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Customer meets organisational silos
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Deductions
The customer interacts in his own way, he is “out of control“
Provide the relevant information in any channel at any time
Change will stay immanent in customer behaviour and technology
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freenet Group
» Our new e-commerce platform is
the foundation for the further
digitalization of our business.«
Customer behaviour and organisational silos
mobilcom-debitel’s journey
Stephan Esch, CTO freenet GROUP
Things to take away
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Technological foundation
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Customer journey
Mobile app
Retail shop
Call center
Online
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Alignment of business and goals
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Where we are now
After two years of project time, we reached
every quality goal and met every milestone.
Product information (media)
Assemble and share cart
Our competition and partners name us market
leader in omnichannel in Germany.
First impressions after three month of
production
•
1500 carts sent via mail/month
•
1000 book an appointments/month
•
~20% reserve in store rate via online shop
This is without any promotion – customers
started to use them right away.
Deliver to store
Pay & collect
Reserve in store
Book an appointment
Return product
Redeem voucher
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freenet Group
»In a digitized business a deep
integration of IT is the foundation.
Therefore an alignment to the same
goals is a must.«
Customer behaviour and organisational silos
mobilcom-debitel’s journey
Things to take away
Florian Wolf, Head of Customer & Commerce Systems freenet GROUP
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How to eat an elephant
PLATTFORM: Technological aspects needed to be put in place – the single point of truth
AGILE: Divide and conquer – address pressure points iteratively not as a whole upfront
QUICK WINS: Focus on low hanging fruits – amplify customer experience
INTERACTION: Getting the business aboard via prototypes – not pure theory
CHANGE: Be patient, an organization needs time to change its perspective
KPI: Implement KPIs towards your customer centricity and against organisational silos
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Key take-aways
This challenge cannot be accomplished by “doing things the
old way, but faster”
The approach must be “diametrical” to what we have learned so far - lean management, agile
methods are only the staring point
Outcompete your competition by trying new things in small steps, short cycles and always
customer facing
Accept the changing customer behaviour and technological evolution as a challenge by adopting a
learning culture
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Florian Wolf
Head of Customer & Commerce Systems
[email protected]
mobilcom-debitel GmbH
freenet AG
Corporate Communications
Deelbögenkamp 4c
22297 Hamburg
Germany
Phone: +49 40 513 06 777
Fax: +49 40 513 06 977
[email protected]
www.freenet-group.de
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Customer centricity and KPIs
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How to challenge your KPI
external
Sales in
all channels
PoS sales
Time to
market
Conversion
rate online
Average speed
delivery truck
Over all
delivery speed
Bug fixed/
release
IT release
cycles
internal
Processing speed
in IT systems
Number of
processed orders
Projects delivered
end-to-end
local
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