Customer Journeys at BSH - Add to Favorites · = 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

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…"



The brands we deliver to you in the Netherlands

"Gewoon

goed

gemaakt"

AN IMPRESSION…



An impession…



Premium kitchen appliances



AFTER YOU BOUGHTYOUR NICE KITCHEN

The first handshake



start a relationship after the sale

1. Welcome your customer

2. Provide benefits

3. Keep it central…

Make the first handshake



'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



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



and meet at different moments in your life

We stay in contact



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



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?



Keep a relationship after the sale

Orchestrate the happy flow and all triggers



X

10 maanden

1 23

4

5

6

7

8

9

10111213141516171819202122232425

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



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



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?



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?



1. Uplift in rebuy / loyalty

2. Better rating of e-mailcontent

3. More clicks and more sales in our eShop

ANY QUESTIONS?

THANK YOU!

Documents

Customer Journeys at BSH - Add to Favorites · = 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