29-10-2021 09:29 | by: Floris Regouin | Linkedin Post
“Tell me how you measure me, and I will tell you how I will behave”
This quote from Eli Goldratt I was once told by Werner Messing over 10 years ago in my time in Philips. I use this quote still often in conversations or workshops with my clients when asked how to help them. A key objective as a Business Guide is to help businesses to win in their market. In any market.
A recent case is supporting the great brand Fissler. You might know them as a leading manufacturer of high-quality cookware. As a family-run company, they ensure cooking pleasure and enjoyable experiences with perfection, precision and craftsmanship “Made in Germany”.
Key question was how Fissler can ensure that our internal organization is harmonised for seamless connection experiences with consumers and customers in the context of digitization.
Fissler already made a good start in developing their digital operations in both digital marketing and ecommerce. They made first steps in embracing an omnichannel strategy. But they recognised that it could be even better, especially in harmonising their digital operations with other core functions in the organisation, such as marketing and sales, as well as with the different subsidiaries in other markets.
When I joined as a business guide, we first analysed every bit of data within the organisation to help find out what exactly needed to change. We discovered there was a great opportunity to optimise the way of working in jointly delivering shared experiences with respect to communication, securing the consumer journey end to end, with all key stakeholders all aligned and focused. . Every function of the organisation was often still operating within their own domain, missing the possibility to create synergies in acting. Especially in the digital landscape consumers were exposed to different experiences that were brought .
An important driver was -remember the quote mentioned earlier- how the organisation had developed over time. The communication as well as execution was fragmented and not consistent. Also the different channels didn’t cohere to support next best actions and continuous follow-up with their target audiences – basically missing opportunities to trigger, connect and develop future relationships to mutually add value to both consumers and business.
Under strong leadership of CEO Jacob Østerhaab, with a great new management team and fastistic (new) digital enthusiasts, as a Business Guide I can say, the organisation truly has shifted gears to work together as one company in a new tomorrow. They changed their way of working and have improved their internal ways of working securing better communicating and execution within the company to funnel this into more happy consumers for Fissler.
And what about you? Is your company working together as one entity? Are you delivering one seamless connected experience to your consumers or customers? If the answer is not a straight up ‘yes’, contact me.