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CUSTOMER JOURNEYSAT BSH
COEN VAN DE VEN
Who is BSH?
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.2
We are probably in your house already…
„Invented
for life"
"The
future
moving in"
"Koken
met
passie"
"The
difference
is…"
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.3
The brands we deliver to you in the Netherlands
"Gewoon
goed
gemaakt"
AN IMPRESSION…
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.5
An impession…
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.6
Premium kitchen appliances
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.7
AFTER YOU BOUGHTYOUR NICE KITCHEN
The first handshake
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.9
start a relationship after the sale
1. Welcome your customer
2. Provide benefits
3. Keep it central…
Make the first handshake
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.10
'Why should I get in contact?'
Tips & Tricks
Discount
MyAccounts
Cleaning sample
set
Direct appoint-
mentCookbook
BENEFITS TO REGISTER
Easy access to manual
Get a cashback
Get extended warranty
After the first handshake
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.11
Keep it central…
€ eShop
Warranties
MyAccounts
Productreviews
Cashback &
product+
Service calls
PREVIOUSLY - 2017
RepairHome
Connect App
Cashback &
product+
WarrantiesMyAccounts
Productreviews
eShop
Servicecalls
CURRENTLY
Repair€
Home Connect
App
THE OLD JOURNEY, A PRODUCT JOURNEY
We stay in contact
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.13
and meet at different moments in your life
We stay in contact
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.14
and meet at different moments in your life
ONE FLOW PER
CATEGORY
NO EXCLU-SION ON
CUSTOMER SERVICE CASES
NO BUSINESS RULES
NO DYNAMIC
E-MAIL BLOCKS
NO DATA ENRICHMENT
EVERY-ONE GETS
EVERY E-MAIL
NOT KINETIC
Results of the old journey
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.15
We can do better
16,1%
18,7%
18,4%
13,2%
13,2%
15,5%
21,9%
12,7%
21,7%
57,0%
66,6%
67,9%
55,9%
64,6%
66,4%
65,8%
67,2%
72,7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Bosch washing
Bosch ovens
Bosch built-in
Bosch MUM
Siemens washing
Siemens dishwashing
Siemens espresso
Siemens ovens
NEFF ovens (new*)
Open % Click %
= Open % Dutch Email Benchmark 2018 (industry benchmark)
= Click % Dutch Email Benchmark 2018 (industry benchmark)
= Usabilla e-mail content rating (1 to 5 scale)
6,6% 25%
4,0
4,0
3.7
3.8
3,9
3,8
4,0
4,0
3,7
THE NEW JOURNEY, A CUSTOMER JOURNEY
Only stay in
contact with
relevant
information
Be personal! Orchestrate
all triggers
within the
happy flow
We got rid of
the 'monthly
newsletter'…
What do we want to change?
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.17
Keep a relationship after the sale
Orchestrate the happy flow and all triggers
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.18
X
10 maanden
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5
6
7
8
9
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26
27
28
29
30
31 32 33 34 35 36 37 38 39 40 41 42 43
TRIGGERED FLOWS
Service, wow-effect Profile enrichment Sales1e purchase
REGISTRATIONHAPPY FLOW
Each trigger has a set of messages
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.19
18 trigger flows. 3 examples:
2.1 2.2
-5 days -1 day
2.3
Day 0
2.4 2.5
Day + 1 1 week beforedelivery
Expecteddelivery
2.6 2.7 2.7b
9.3 9.4 9.5 9.6 9.79.1 9.2
T=0 -5 days
9.1b
-1 day Day 0Day 0 +1 day +3 days
2.1 2.2
T=0 -5 days -1 day
2.3
Day 0
2.4 2.5
Day + 1 1 week beforedelivery
Expecteddelivery
2.6 2.7 2.7b
T=0
Make it personal
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.20
We‘re setting up triggered, personalized video e-mails
HI COEN!
YOUR BOSCH WASHINGMACHINE
WILL BE PICKED UP NEXT WEEK
THIS IS HOW YOUR WASHING MACHINE IS
HANDLED:
YOU WERE IN CONTACT WITH [COLLEAGUE]
PERSONALIZED VIDEO
Are we there yet?
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.21
No.
1. We need even more channels connected
2. We need more data for personalization
3. More on- and offline touchpoints to generate the first handshake
When are we succesfull?
Hausgeräte | Coen van de Ven | 03.11.2019
© BSH Huishoudapparaten B.V.22
1. Uplift in rebuy / loyalty
2. Better rating of e-mailcontent
3. More clicks and more sales in our eShop
ANY QUESTIONS?
THANK YOU!
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