Inquentia client case book May 2015

A look at how we can help power your future Copyright Inquentia Group AB

Our Mission

We passionately power the future of our clients through identifying, exploring and developing opportunities for

innovation, growth and renewal.

Always from a market and customer perspective, while supporting and developing our clients’ teams on the way.

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Inquentia CaseBook

European Market Intelligence Platform

Copyright Inquentia Group AB

Need: •  Build up of European Market Intelligence Platform to support strategy and operations. •  Create a fact based and outside-in approach to business.

Approach: •  Pre study with potential users across organization to frame scope and needs vs strategy. •  Identifying and evaluating potential sources and content. •  Identifying and evaluating suitable IT solutions. •  Designing architecture fit to scope and needs. •  Build up of relevant reports and content base. •  Build up of online user interface in close cooperation with internal team (i.e. marketing &

finance). •  Training and coaching of relevant team members. Key client benefit: •  Ability to easily access relevant market intelligence across the organization for informed

decisions regarding business strategy, investments, innovation and sales and marketing activities.

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Preparation of Group Market Review Need: •  Process for annual Group Market Review – preparation and alignment. •  Input to coming Group Market Review: – Macro economic indicators globally (3 year forecast). – Market development in 20 different industries globally (3 year forecast).

Approach: •  Upfront meeting with CEO, CMO and project office. •  Project starting out with internal interviews to frame scope and understand needs. •  Development of process for yearly Market Review, involving and supporting regional teams

around the globe in the market update exercise. •  Identification and analysis of relevant secondary data. •  Building reports and documentation. •  Set up of SharePoint solution and development of team training material. •  Coaching and supporting core team. Key client benefit: •  Ability to make informed decisions regarding business strategy and investments based on well

informed market development estimates on a global and regional basis.


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Mapping of Distribution Landscape Need: •  Study of market potential, purchasing behaviour and distribution landscape in new

geographic market.

Approach: •  Desk research, including macro economics, industry statistics, trade associations and more. •  20 in depth interviews with end-users on site, incl photo documentation. •  Analysis and summary of results. •  Presentation together with local representative online to bring results alive. Key client benefit: •  Fast confirmation of market potential. •  Creating understanding of distribution landscape and local purchasing behaviour, as well as

key players in the market.


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Customer Insight and Journey Mapping


Need: •  Understanding the customer perspective, customer journey and key interaction points as part

of a key strategy and change project.

Approach: •  Four days of co-riding with sales representatives in two countries. •  12 in depth interviews with customers in three countries. •  16 in depth front line employee interviews in three countries. •  Two days of co-listening to customer calls in customer service. •  Planning, organization and facilitation of full day Customer Journey workshop with frontline

employees from across organization. •  Analyzing outcome of interviews and and documenting workshop. •  Presenting results to project team, for next steps. Key client benefit: •  Creating understanding of the customer perspective, the customer journey and key interaction

points relevant to prioritized strategy and change project.

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Segmentation and targeting workshop


Need: •  Identification of target segments to focus resources towards the most attractive and relevant

segments in the market.

Approach: •  Meeting with BA Heads to discuss approach. •  Identification of relevant market size. •  Mapping of market segments. •  Workshop with team to identify segment attractiveness and potential vs offering. Key Client Benefit: •  Identification of target segments with best fit vs offering.

Segment customers (existing and

potential)

Choose target segments

Create value proposition

for each target segment

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Value Proposition Design Need: •  Create relevant and competitive value propositions for target segments. Approach: •  Value Proposition Canvas workshop for assumption building. •  Design and implementation of Customer Safari for customer understanding and insights. •  Adjustments of Value Proposition Canvas after Customer Safari. Key client benefit: •  Understanding customer perspective. •  Identification of relevant customer jobs, pains and gains. •  Refining current Value Propositions and identifying new, customer based innovation

opportunities.


Segment customers (existing and

potential)

Choose target segments

Create value proposition

for each target segment

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Category Strategy Development


Need: •  Group decision to establish and review three year category plans, aiming at increased

innovativeness and competitiveness, and part of the new, yearly management calendar. Approach: •  Upfront meeting with CEO and CMO to understand needs and challenges. •  Creation of relevant PPT template for common approach across Group. •  One-to-one coaching (online) with key stakeholders during the strategy development process. •  Planning and facilitation of Group Product Council with key stakeholders from Group

Management and Group Marketing. Key Client Benefit: •  Increasing the quality of the category plans, while ensuring support for key stakeholders and

reaching a tight deadline.

Inquentia CaseBook Strategy project for increased Customer Orientation


Need: •  Create understanding of customer needs and feed back in a Group strategy project for

increased customer orientation.

Approach: •  Part of the core strategy team, representing the customer perspective: – Pre study with frontline employees and customers in three key markets across Europe to

frame scope and needs, and develop testable hypothesis. – Internal Customer Journey workshop and documentation. – International survey to test developed hypothesis and evaluate customer satisfaction.

Cooperation with leading international academic expert on Customer Satisfaction for analysis, conclusions and recommendations.

– Development of supporting Customer Feed Back strategy.

Key client benefit: •  Clear understanding of relevant customer needs. •  Results used as framework for the continued strategy development activities.

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Business Strategy Development


Need: •  Need of a project leader to manage and facilitate the yearly business strategy update. Approach: •  Upfront meeting to discuss needs and set up with CEO and management team. •  Set up and coordination of internal project team. •  Project planning with milestones and deadline. •  Facilitating and coordinating internal and external analysis. •  Facilitating work meetings. •  Introducing relevant frameworks and templates. •  Coordinating key stakeholders. •  Coordination and facilitation of final presentation. Key Client Benefit: •  Management team working effectively with focus on the context and content of the strategy,

rather than having to focus on the planning and facilitation of the strategy process.

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Project visualization supporting change Need: •  Creating local understanding of the customer perspective, the customer journey and key

interaction points for a major change project – in three key languages.

Approach: •  Customer and front line employee interviews. •  Customer Journey Workshop. •  Workshop documented by live sketcher. •  Production of animation and film, translated into three languages.

Key client benefit: •  Films used in meetings with managers and teams, to convey the same message and

understanding of customer needs throughout the organization. •  Supporting understanding, buy in and actual change.


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Build up of Marketing Academy Need: •  Group marketing organizations lacking common language, framework and tools. •  Group decision to establish a Marketing Academy.

Approach: •  Development of customized, modular training approach in four steps (NEED, KNOW, WANT,

BUY) fit to company needs. •  Design and implementation of the first module (NEED) with focus on Market Intelligence,

Customer Insight and Value Proposition Design. Key Client Benefit: •  Customized solution fit to company needs. •  Increasing marketing competence across the organization – creating a common language,

framework and toolbox.


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Benchmark of European Marketing Organizations

Need: •  Need of benchmarks regarding the organization and roles marketing (regionally and

locally). To be used as input to a restructuring effort, in search for an effective and efficient marketing approach in Europe.

Approach: •  Personal interviews with CMOs from large, market leading companies across different

industries in Europe. •  To get access to this very busy target group, we designed a win-win setup: we collected the

information, created the final report and shared the key results with the client as well as with all respondents.

Key Client Benefit: •  Created relevant benchmarks from different industries as input to organizational change

for the relevant client.


How can we help power

your future?

www.inquentia.com [email protected]