Journey to Digital November 2014

Supporting profitable growth

Agenda

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§  Background

§  Journey to Digital program structure

§  Mobile sales app – ABB Connect

§  Next steps

Background

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Low Voltage Products division Part of the ABB group

~30,000 employees

Present in

Countries

+100 Supporting

In revenue (2013)

billion 8 $

Languages

+25 Multiple channels and industries

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Low Voltage Products division Marketing Communications vision

Aim for the sky and you will hit the trees

Aim for the trees and you will hit the floor

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Journey We are at the start of a journey

Advanced Models

Integrated Digital Business Platforms

Digitalized Business Models

Digital Business Processes

Stand-alone solutions Digital Maturity

Organizational Change

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Journey Aim: to have an integrated platform for all processes

Digital Business Processes

Stand-alone solutions

Integrated Digital Business Platforms

Digital Business Processes

Step 1: Mobile sales app Mobile sales app aggregates and provides all product relevant data and information in all formats supporting the sales rep within the sales process

Step 2: Integrated business platform Integrated interaction platform aggregates and provides all relevant product, customer, relationship & transaction data to support ABB LPs overall business goals

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Journey to Digital Objectives

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SUPPORT GROWTH STRATEGY

EASY TO DO BUSINESS WITH

§  Deliver best in class digital platforms

§  Make it easier and faster to access and manage information

§  Segmented information

§  Make it memorable

Journey to Digital Managing the customer experience

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Promotion/CRM

Lead management

Information/ tools

Pricing/offer management

Order management

Logistics

Installation support

Service/ after care

Invoicing

Account handling/ follow up

CUSTOMER EXPERIENCE

Program structure

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Journey to Digital Building on a solid foundation

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Data & Content System

Journey to Digital - Roadmap

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Mid term 2015/2016 Goal 2014

Best in class digital

landscape

Digital content by channel

New abb.com

Mobile sales app

Product selection

Quotation/sales offer

CRM

Configurator tools

Order tracking

IS/IT investment

(DCS)

Software/ tools

Personalized content

E-commerce

Efficient content process Digital

content by channel

ABB Connect – Mobile Sales App

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Mobile sales app The challenge

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Challenge 250,000 part numbers Internal information hierarchy 100 countries, 28 languages Focus on technical features only

Mixed data & content quality

Solution Focus on 350 product families (ability to drill down) Decoupled external navigation to internal organization Phased roll out & structured data management New template focused on benefits, new «Solution» navigation

Focused project and creation of data organization

Mobile sales app Key success factors

Partnership between IT and marketing

External vendor selection

Rigorous approach to requirements gathering

Engaging stakeholders

Project management tools and regular communication

Focus on user experience

Communication with target user group

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Overview of ABB Connect

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Sample pages

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Sample product page

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Feedback «Best ever sales tool»

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Johan Andersson, domestic sales manager, Sweden explained: "You never know what the customer is going to ask. With the app I am able to answer questions that I haven’t anticipated before the meeting. Now, I only need a single presentation tool with me for visits, presentations and fairs. “I save around 20% of my preparation time. "Customers are impressed with the tool. It is good to be able to share the information instantly. I used to prepare my meetings with presentations, pdfs and links. Now I feel that someone has done this for me.”

Conclusion

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Journey to Digital Managing the customer experience

Promotion/CRM

Lead managmemt

Information/ tools

Pricing/offer management

Order management

Logistics

Installation support

Service/ after care

Invoicing

Account handling/ follow up

CUSTOMER EXPERIENCE

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A last thought

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