enhance customer satisfaction in an heterogeneous market · 2021. 7. 7. · full service...

1Manitou Group I ISLA Service Leader Summit 2021

Enhance customer satisfaction in an heterogeneous market

ISLA Service Leaders Summit Days 2021Maxime Deroch, Manitou Group

Présentation I Auteur I Date Confidentiel I Publique I Restreint 2

A Worldwide Leader … or a Start Up ?

New Horizons 2025

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2

3

4

5

6

Full uptime

Wet sales concept

Dealer Elevation Plan

Conclusion


A WORLDWIDE LEADER … OR A START UP?


Set the world in motion VIDEO:SET THE WORLD IN MOTION

5Manitou Group I ISLA Service Leader Summit 2021Présentation Corporate I 02/2019 Public

A world reference in handling, access equipment

and compact earthmoving activities, the mission of

Manitou Group is to IMPROVE working conditions,

safety and performance worldwide, WHILE

PRESERVING people and their environment.

6Manitou Group I ISLA Service Leader Summit 2021 6

A LOCAL REGIONAL COMPANYbecame an international group

1958Birth of the Manitou forklift -truck based on the idea of Marcel Braud.

1972Opening of the 1st subsidiary

in the United Kingdom.

1981 Launch of the 1st Manitou telehandler.

1945

Andrée Braud is developing

a construction company in

Ancenis. 2008

Acquisition of the American company Gehl Company.

2018More than 800,000 machines

sold worldwide.

Company created in 1859, purchased in 1902 by John Gehl.


1 AN INTERNATIONAL GROUPEssential on its markets

78%OF SALES OUTSIDE

OF FRANCE

€1,6 BN2020 NET SALES

9PRODUCTION SITES

4,400 EMPLOYEES

ANCENIS HEADQUARTER

(FRANCE)

65%OF THE SHARE

CAPITAL HELD BY THE FOUNDING FAMILIES

LISTED ON THE PARIS STOCK EXCHANGE

30COMPANIES

Over 400 MODELS

1,050DEALERS

Did you know?

1 out of 4 telehandlers sold in the world is a Manitou!


World Europe North AmericaRest of the

world

Rough-terrain material handling

Aerial work platforms

Compact equipment

Industrial and warehousing forklifts

1.Leader 2.Challenger 3.OutsiderManitou Group’s positioning in 2020


A STATE-OF-THE-ART PRODUCT AND SERVICE OFFER 3 main iconic brands

Distributed by a network of 1,050 dealers in 140 countries

http://www.manitou.com

http://www.mustang-by-manitou.com/

http://www.gehl.com/


A PRESENCE IN 3 MARKETS

Masons

Roofers

Carpenters

Craftsmen

Renters

Breeders

Grain Industry farmers

Nursery growers

Market gardeners

Agricultural cooperatives

Handlers

Employees in waste collection centers

Carriers

Material dealers

Mining and quarrying employees

CONSTRUCTION - 56% AGRICULTURE - 30% INDUSTRIES - 14%

Purchase of single or LOW QUANTITY machines. Need for PROXIMITY and NETWORK ADVICE.


Role of REPRESENTATION and PROXIMITY with END CUSTOMERS.

MISSIONS

■ SELLERS: prospecting and then sale or rental to the end customer

■ TECHNICIANS: maintenance and repair of the machines sold

Multi-brand SALES and RENTALS + SERVICE

DISTRIBUTION NETWORK1,050 dealers in 140 countries


KEY ACCOUNTS

BIG COMPANIES /

RENTAL COMPANIES

International or national structure

Railway companies, construction groups, sanitation, etc.

INSTITUTIONS

Communities, Ministries, associations,

NGOs, etc.

Purchase in LARGE QUANTITY by CALL FOR TENDERS or REFERENCE.


We are a leader and a start up, how to ensure customer satisfaction ?

- Complex - and somewhat “fragile” - product ranges- Service, and especially training, proximity make the difference

- Heterogeneous and complex markets addressed- Construction, Agriculture, Industries

- Mature regions vs. “New concept” regions

- Wide range of dealers (mature and new) + direct sales

We need a model that our competitors can not achieve or surpass


NEW HORIZONS 2025 STRATEGIC PRIORITIES


1. Acceleration of digitalization

2. Ecological consciousness and demand of engagement on decarbonation,

energy transition, ethics with clear CSR roadmad, targets and proofs

3. Reinforced customer centricity: Re-invent product & service, Re-imagine

go-to-market

4. Increased sense of purpose: From clients, employees, stakeholders

Macro-Trends 2021 onwards


See the REDUCE program website: https://www.reduce-program.com/en

TCO : Totally Customer Oriented !

https://www.reduce-program.com/en


BRAND

Provide the best customers intimacy : digitalize the customer journey

PRODUCT & SERVICES

Customers are looking for a :

COMMUNICATION

■ Website■ Social Media■ TCO

NETWORK

PARTS, ATTACHMENTS

& CONNECTED SERVICES RENEWAL

80% digital 50% digital

■ Lifecycle solutions■ Contracts / Wet sales■ Dealer Elevation Plan■ CPQ / Tools

INTIMACY / PERSONALIZED RELATIONSHIP■ Connected services : Advice, Improve,

Anticipate => Impact on hotlines■ Upsell / online solutions■ Full uptime


DEALER ELEVATION PLAN


Dealer Elevation Plan

ObjectivesCurrent Situation Scope

Lack of dealers recognition & segmentation

ww Global Project

Unique Process

Benefits

Elevate the level of our dealer network

Improved Customer

Satisfaction

Trust = competence x relationship x reliability / stake


67 criteria 15 KPI

60% 40 % 100 %

1 scorecard

Dealer Scorecard : The large majority of criteria and KPI are around service


Dealer Elevation PlanClassification

1. Partner

2. Committed

3. Approved1 Scorecard

Value PropositionDedicated Support &

Benefits per Level


FROM DRY TO WET SALES


A wet sale secures future embedded revenues

Extended warranty

Retail financing

Connectivity services

Attachments

Start up training

Spare part package

WET SALE

DRY SALE


Dry sale | MLT 737 - Gross margin split

85% 15% 75% 25%machine parts& service

machine parts& service

5 years, 4,000 hours

Gross margin from: Machine with 1 attachment sale + parts & labor from maintenance during initial contractual warranty (2 years)


Wet sale | MLT 737 - Gross margin split

+30% +40%

5 years, 4,000 hours

66% 34% 53%machine parts& service

machine

Gross margin from machine + parts & service + additional attachments + extended warranty + connected services during 5 year contract


FULL UPTIME


Maximize UPTIME thanks to data

Downtime is the main issue on a jobsite, we need to eliminate it !

Digital Start up

Digital Check up

Online technical information & training

Adaptive maintenance

24/6 Proactive hotlines

Preventative failure analysis

Full service

Reviv’oil

CSP


CONCLUSION:IT’S ALL ABOUT TCO!


➔ Total Cost of Ownership.

➔ Try, Connect, Optimize

➔ Totally Customer Oriented !

■ As a market leader : you have to provide best

products and service.

■ As a start up : you have to innovate, be bold,

be close to your network

■ Availability of Data allows to bring customer

experience to a new level

Conclusion : it’s all about TCO !

If you don’t do it, someone else will do


Thank you !

[email protected]

enhance customer satisfaction in an heterogeneous market · 2021. 7. 7. · full service...

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