finding the holy grail: the journey to creating a customer first, digitally focused organization
TRANSCRIPT
r RS ComponentsCustomer First, Digitally FocusedAlan Miller
RS Components overview
2,500 Suppliers 600,000 Products stocked
> 1m Customers 90+% of World GDP
Multi-channel
Marketing & Sales
Strong Brands since 1937
£1.3B Revenue
13 Distribution Centres
44,000 Parcels Daily
60% eCommerce
60 websites,120M Visits
10,000 New Engineers /month
Who are we
What we do
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How we do it
A bit about us…
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Janine McNab is a Digital Content Manager. Her background in DigitalMarketing has seen her implement digital campaigns across a wide range of sectorsincluding utilities, travel and manufacturing. Her responsibilities at RS Componentsinclude the implementation of a content strategy into a customer-led e-retailenvironment.
Alan Miller is VP of Digital Content at RS Components, a $2 billion distributorof industrial and electronics products. An experienced professional with abackground in supply chain management & delivering strategic change, he hastransformed his team to a customer-first, digitally focused organization.
He is responsible for defining and implementing a content strategy across people,systems, and processes to enable RS Components’ digital ambitions.
Colette McDade is the Head of Content Production at RS Components,leading a large department of Content experts in the delivery of high quality digitalcontent. Her approach is dynamic and people centred, with a strong focus on greatculture and investment in personal development.
RS Components’ Digital journey began 3 years ago
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Key responsibilities were Product Content & Data
Product Content was created by multiple teams
There wasn’t broad acceptance of what Product Content meant
The Content team became the end of a number of processes
RS Components was 80% focus on catalogue production
We recognised we didn’t know enough on our own
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The Content output of RS is currently comparable to that of its main competitors, such as Farnell. Its is sufficient for continued sales but it is
not optimised to actively accelerate growth.
Content on its own cannot make a business successful. It is an asset that must be utilised effectively by the business to help it achieve its
goals.
Kate Kenyon, Whipsmart Content, Ltd. Dec 2012 Review
“”
WE SET OUT TO TRANSFORM CONTENT WITH A CLEAR SET OF PRINCIPLES
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We will become a Customer First, Digital Focused Content Organisation
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We will improve & manage the Quality of our content, priorities will be driven by customer impact & commercial opportunity –
Our focus will be Brilliant Basics
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We will work more closely with Marketing and Offer and be integral to the delivery our Strategic Priorities
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We set out to transform content with a clear set of principles
Amazing, customer-focused content that compels customers to be loyal because in doing so it
makes their job easier.
Brilliant systems and processes that make creating and managing our content
easy, efficient and rewarding.
WHICH HAS ENABLED US TO EVOLVE OUR CONTENT VISION
And a clear vision
We had a long term strategy…
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At the same time the demands and expectations of customers are always
increasing
36% 2014 30% 2015
…but there were big costs and it takes time
It was all about the….
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Completely customer-led – Really understand what is important
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Focus on Brilliant Basics – Relentlessly - And see it through
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Its about outcomes not inputs
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Empower the team - Really
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There is no silver bullet – Others are acting now
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Hand over the ‘How’
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Inspire people to own the problem
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Don’t be defensive
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Leaders not experts
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What did we actually do…
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RS Content
3.7mTechnical attributes reviewed
Created a world class
studio
Globalisedthe offer
35kProducts with
video150kenhancements
to baseline content
Product Page
redesign
140kTechnical
datasheets added
86k products with
specific images
NES score moved from
11 to 21+
500k technical document in front of customers
Automation technology developed in house by the
team
Site SpeedReduced by
2.4 sec.
65k search re-directs
Up-skilled
120 Content specialists
Applied CI methodology across operational process
25% increase in global SEO
sessions
4mProduct titles optimised for
SEO
300% efficiency in
time to market
And the outcome
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Double digit growth in sales driven by conversion
Customer Satisfaction rate increased from 70% to 94%+
In the past 3 years employee engagement has improved from 42% to 71%
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Questions