habiba haider, david harris, ge, ge power generation services ecommerce journey
TRANSCRIPT
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GE Power Generation Services
Habiba Haider
David Harris
GE Power Generation Services Ecommerce Journey
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AGENDA• Overview of the Power Generation Services
eCommerce journey
• Changing platforms: Why the change?
• Wins and challenges today
• Roadmap for the future
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Power Generation Services:Maintaining the assets that supply half of the world’s
energy
• GE Power Generation: $43 Billion business
• $9 Billion in Services
• More than 6,000,000 part shipped per year
• 20 repair centers worldwide
• Supporting 1,500 field engineers
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Title or Job Number | XX Month 201X See tutorial regarding
confidentiality disclosures.
4
PGS Ecommerce
Features
• Provides Customers visibility to their active Quotes
& Orders, to check status
• Customers can Orders parts.
• Ability for Customers to search for Parts, Provides
availability, limited Pricing and tech info
• Create Lists – Mass upload drawing numbers on
Excel for Price & Delivery
• Live Chat
• Ability for Sales to set access limits for external
users – i.e. cannot see capital parts pricing
Quick facts
• Launched May 2013 replacing decade old legacy GE Parts Edge
• Hybris Platform
• 681 Customers 1833 GE Internal Users
• External users mainly price check…..limited orders, distributors (mainly industrial)
• Internal users - heavily used for price & availability
• Currently Gets Pricing, Quote & Order Status from ERP
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The Homegrown Fast-Start that Couldn’t Keep Up
Saw the need, decided we could do it ourselves – Launched in
2001
• Introduced customers to electronic quote/order entry
• Distributor empowerment – they could place orders themselves
• GE account managers would process on customer’s behalf
• Solely North-America focus
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• New vision just beginning to take hold
• Educating large organization and large customer
base
• Confronting challenges in:
- Content management
- Refreshes
- Targeting with relevant offers
- Measuring performance
- Optimizing site
Embraced single ecommerce platform for common
face to customer in 2011
Usability &
Accessibility
ArchitecturePlatform
User
Experience
Community
ESWebPresence
21st Century User
Experience
Collaboration Social Media
KnowledgeExpert Services
ES Standard ToolkitMultiple Technologies
Third Party SoftwareScalable
Real-time ERP IntegrationReal-time CRM Integration
Flexible & Extensible
StreamlinedTargeted
Relevant
Anytime
Anywhere
Any Device
PersonalizationRegionalized View
SSO Enabled
Content
One Digital ES
Face
to the Customer
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How Hybris Is Helping
Internal & External Customers Already See Improved User Experiences
• Data quality improvements
• Self Service Tool
• Productivity, 24/7 team
• Real time chat
Commercial
Challenges
Operational
Challenges
IT/Technical
Challenges
Customer
Feedback
Advanced Admin
functionality…
easy updates via
configuration
Obsolete
Technology (content
management,
Web site refreshes)
Customer-
specific visuals,
catalogs
/products,
prices
Improved
Customer
Service
Real time
ERP Integration
Upsell and
Cross sell
Intuitive/User
InterfaceData Quality Issues
✔
✔
✔ ❑
✔
✔
✔
❑
❑
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8GE Title or job number
11/14/2014
Guided by Complete Customer Vision A roadmap to make Power & Water Store best-in-class
Strengthen analytics framework:
SFDC and Marketo integration, usage
and trend reporting, emergent work requests
• Buying habits
• Unmet needs
• Regional
differences
• Expectations
• Segmentation
• Stakeholders
Understand the
customer
Delight by
understanding:
• SEO/SEM
strategy & online
catalog
• Rewards
• Promos based
on searches
• Training
Ensure market
awareness
Present where
search
STARTS:
• One-click
checkout
• Shopping cart
promotions
• Simplify frequent
buys
Simplify
purchasing
Lean process
& loyalty
rewards:
• Tech to speed
fulfillment
• Easy records
access
• Ship, fulfillment
options
• Tracking docs
Streamline
fulfillment
Meet or beat
expectations:
• Mobile use
• Tools based on
personas
(I.e. ordering vs
approvals)
• Leverage social
media
Multi-channel
access
Offer relevant
tools:
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A new tool alone does not get us to peak performance
Adoption Slow with Some Customer Segments
• Prefer one-to-one personal interaction and relationship
• Don’t know about online alternatives and challenged
breaking through
Limited Internal Awareness
Site Analytics
• Finding ways to learn from interactions and adjust
• Opportunities to sell more
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Business-Building Strategy
Price for
Volume
Lead
Generation
Order & Fulfillment
Insights
Revenue
Service
Productivity
• Optimize process
to drive quotes and
orders online
• Educate, promote
& train
• Online discounts
drive sense of
urgency to
purchase
• Targeted
promotions drive
volume
• Identify parts
opportunities
• Daily notification of
abandoned quotes
& carts
• Best-in-class parts
fulfillment insights
become competitive
differentiator
- Track orders
- Proactive status updates
• Customer and acct.
mgmt. team focus
Be
ne
fit
Au
die
nce • Global distributors
• PGS and industrial
• N. America
(initially)
• Underserved Tx
market
• Sales Managers,
APM
• Transactional focus
• N. America initially
Pro
gra
m
Distributor
Channel Shift
✔✔✔
Revenue(incremental)
✔ Revenue(incremental)
✔ Service
Productivity✔
Customers:• All • Tx market
GE:• Global APMs
Not sure we want
to say this
publicly
Not sure we want to
point out TX target
strategy publicly
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11GE Title or job number
11/14/2014
Success Is on the Horizon
Ecommerce is the real-time expression of our purchase and fulfillment experience, fostering
and helping to solidify relationships.