ux strat europe 2017: martin kulessa: “turning bmw into a customer oriented mobility services...

NOW Mobility Services

Turning BMW into a Customer Oriented Mobility Services Provider.

Martin Kulessa, BMW AG

June 15, 2017

Welcome.

2

Martin Kulessa.

NOW Mobility Services | June 15, 2017

Chief Customer Officer & UX Manager


BMW AG

Responsible for customer orientation, customer

satisfaction and the customer experience across all

NOW services globally (DriveNow, ReachNow,

ParkNow, ChargeNow; mainly EU, US, CN).

Focusing on all aspects of the User Experience:

• UX Strategy

• UX Research

• UX Design

Who has used one of these?

What about these?

And these?

So what about your kids?Will they ever own a car or even know how to drive?

Major trends and new technologies are changing the rules of the game.

Urbanization.More people are moving closer together.

Mobility & Traffic. Joy of driving?

Air Quality.Traffic regulations to meet sustainability targets.

Digitalization and Connectivity.Enabling sharing and On-Demand business models.Digitalization and Connectivity.Enabling sharing and On-Demand business models.Digitalization and Connectivity.Enabling sharing and on-demand business models.

Autonomous driving.Disruptive change of mobility.The Future? ACES!Autonomous, Connected, Emission-free, Shared Fleets.

But the competition is suddenly a different one.

And they are fast, driven by ease-of-use and completely customer focused.

Source: www.uber.com

What to do???

We needed a plan!

Customer Orientation at BMW Group's NOW Mobility Services – an exciting journey.

Data

ProcessResources

& Tools

Customer Orientation @ NOW Mobility Services.

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What do we need for customer orientation?


UX Culture


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Our strategic approach to become customer oriented.


Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

“naive” “aware” “setting-up” “establishing” “excelling”

“We just do as we

always did”

• Single measures

• CX Champion

• CX Definition

• Written Concept

• CO Development

Process

• Interface & Interaction

Guidelines

• CCO established

• Internal Resources

• CX Metrics

• CX Targets

• CX Data / Intelligence

• CX Process

• CX Designer

• CX Training

• Internal CX

Infrastructure

• CXO

• ...


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Waterfall or Agile? Well…


Imagine Make Optimize

Customer


21

Waterfall or Agile? Well…


Imagine Make Optimize

Customer


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The Result: Our Customer Oriented Development Process.


Customer Oriented Development Process Used for ReachNow CarSharing in Seattle.

Find out pain points of current CarSharing & RideSharing customers in Seattle.

Tailor the service offering through Product Vision Workshops.

Define all necessary customer journeys and user stories.

Agile MVP development approach of new ReachNow CarSharing platform.


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Extensive 6 week Friends&Family Test Phase.


Phase 1 Phase 2 Phase 3 Pre-launch

Final pre-launch preparation &

testing including branding

Week 7 Week 8

February March April

Week 9 Week 10 Week 11 Week 12 Week 13 Week 14

20 professional testers

200 guided testers 200 guided testers

2.000 unguided testers

20 professional testers 20 professional testers

Result: A very successful launch that exceeded the expectations!

Customer Oriented Development Process -Also used for launch of Mobility Services 2.0.


31

Where we currently stand.




“We just do as we

always did”

• Single measures

• CX Champion

• CX Definition

• Written Concept

• CO Development

Process


Guidelines

• CCO established


• CX Metrics

• CX Targets


• CX Process

• CX Designer

• CX Training

• Internal CX

Infrastructure

• CXO

• ...

NOW Interface & Interaction Guidelines.

ReachNow first BMW entity to have a Chief Customer Officer and a Manager of Member Happiness.

33NOW Mobility Services | June 15, 2017

Dr. Simon Broesamle

Chief Customer Officer (CCO)

at ReachNow

Kira Thorien

Manager of Member Happiness

at ReachNow

All 3 steps of NPS system implemented.

Source: www.satmetrix.com

Ongoing measurement of the NPS across all NOW Services - Sorting Customers.

Alexander Lee to ReachNow USA

Huge shout out to your customer service team.

I forgot to stop the rental for over ten hours on

an 11 minute rental and in less than six minutes

on the phone I had my transaction reversed

and recharged for the correct amount!

Experiences like this makes me feel great

about using your service!

Dan Brosseau to ReachNow USA

Spent 5 minutes trying to get the minicooper to unlock... walked over to the

car2go and I was driving in under 30 seconds.

You tell me which one's going to fail

Alex Agpalo to ReachNow USA

The weekend of the 4th wasn't your first outage. There also an outage Jun

17. I tried to use a mini right after the Seattle rock and roll marathon, but

there was technical errors. Luckily there was a Car2Go parked next to it that

was available. When we arrived at our destination there was another person

on his cell phone standing next to a reachnow BMW. He ended up taking an

Uber.

- feeling annoyed.

Customer feedback of the month presented to the Management - Closing the Loop.

https://www.facebook.com/alex.hopper.779?fref=nf

https://www.facebook.com/BMWCarSharing/?fref=nf

https://www.facebook.com/dan.brosseau?fref=nf


https://www.facebook.com/agpalo?fref=nf


https://www.youtube.com/watch?v=eSUrYgBbuA8

https://www.youtube.com/watch?v=eSUrYgBbuA8

Reporting customer KPI along with financial metrics – Making Loyalty a Top Priority.


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Where we currently stand.




“We just do as we

always did”

• Single measures

• CX Champion

• CX Definition

• Written Concept

• CO Development

Process


Guidelines

• CCO established


• CX Metrics

• CX Targets


• CX Process

• CX Designer

• CX Training

• Internal CX

Infrastructure

• CXO

• ...

Continuous attention to the customers' needs and problems are imperative.

Any assumptions need to be confirmed – by the customer!

Customer orientation needs a culture change - and it takes time!


Questions?