Customer B2B2C Success

When a client needs to unify a global sales experience, you start asking “why” questions before you decide what to build.

The situtation

Accenture Strategy came to us with a need to unify a dozen+ global salesforce instances across the globe for Caterpillar. The problem was they didn’t know what the single best sales experience should become.

The Global Challenge.

Global acquired business units, non-aligned product verticals and non-standardized dealer operations created complex organizational sales cycle awareness with role ownership discrepancies across the sales cycle. This has accelerated fragmented CRM and customer success databases that lead to missed customer awareness, incorrect product design and service scheduling.

Our War Room

Where our extensive global research created real-time discovery of sales barriers and opportunities.

The Approach.

Global qualitative research with 52 sales teams interviews
Affinity diagraming
Sales Phase Analysis
Organizational mapping/ role diagraming
Gap Analysis
Empathy role playing workshop
Stakeholder Workshop/Rumble
Epic User Stories
Final Stakeholder socialization (3 share-outs)

What we did

• Interviewed 53 Caterpillar employees comprised of both EP & GCI
• Conducted all-day Caterpillar workshop for further discovery, validation
• Evaluated output from interviews and workshop using quantitative and qualitative analysis
• Leveraged Accenture Strategy’s knowledge in global industry and CRM best practices to derive recommendations
Why it's important

• Provides various CAT team insight with relevance to common scenarios
• Uncovers mental models and associations that may otherwise be misunderstood by an implementation team
Where it leads us

• Greater dialog on an ideal state business model and processes
• Refined User Stories and Functional Requirements
• Detailed User Task Flows to inform Interaction Design
• Informed Information architecture design aligned to a user mental model

“Josh is instrumental in converting this to a new way of doing business at Accenture as we shift to the development of technology platforms that are business and customer focused by integrating creativity into the traditional way we do this work. The intent is to institutionalize this work going forward. We are already starting to engage at Marriott for the $7M work we just sold by leveraging this engagement."

— N. Jain, Managing Director, Accenture Strategy

1_Research

Research methodologies will deliver higher fidelity recommendations through evaluating both business goals and employee contributions to these goals, probing conflicts and associating patterns for relevance. We iteratively affinitize our research to achieve stronger recommendations through association.
**THIS LEADS TO**
Discovery of gaps and conflicts in employee actions and information transparency
Improvements to associative relationships within the PLM ecosystem, that will drive efficiencies

74% of our qual research could be connected to five themes

We distilled our global employee research into 26 themes. Out of those, five key themes continuously emerged as the most significant mentioned as an impact to the sales experience. Those included

Dealer data integration
Account Customer 360
Reporting and Analytics
Voice of the customer (VoC)
Collaboration and Communication

Key Research themes

2_Workshop

In the workshop we will share process gaps uncovered from research and leverage CAT’s expertise to identify the actionable opportunities for inclusion into the storyboard. The workshop is structured to incite collaboration and complex ideation on future PLM solutions.
**THIS LEADS TO**
Collective understanding of associations, gaps and conflicts within the PLM ecosystem
Socialization of proposed opportunities and solutions
Actionable resolutions needed for delivery

3_Storyboard

The storyboard will highlight critical gaps in the current-state service experience, elevating cross-vertical touch points where best-in-class service design will drive business value. The storyboard can be a living document that evolves during service transformation planning and design activities.
**THIS LEADS TO**
Holistic narrative of the associative relationships across a complex set of systems
Representation of the gaps and conflicts that drive opportunities for improvement
Visceral understanding of transformation as an imperative

Acceleration workshops: Tribal knowledge into collective vision

What the Caterpillar and Accenture said

"This was a pioneering and complex effort with Accenture of our CRM modernization to fundamentally change how we develop the strategies and design around delivering CRM work powered by salesforce. The engagement involved leveraging service design methodology but also integrate outputs of the effort with the process Accenture typically uses to develop and configure the salesforce platform.”

— Caterpillar CRM Senior Leadership

“Josh led the Fjord engagement and worked closely with the Sales and Marketing leaders of two of the largest business units within Caterpillar and with the Accenture team focusing on the business design. I was impressed by the passion, proactive engagement, creativity in developing the integrated methodology that Josh brought forward. Furthermore, Josh did an excellent job in collaborating with Caterpillar to socialize and gain buy-in on the outcomes.

— N. Jain, Managing Director, Accenture Strategy

Caterpillar’s Goal

To illuminate core system and experience gaps in today’s PLM process through a narrative that elevates key moments where best-in-class service design will drive business value.

The Business Experience Delivery.

The Storyboard is a culmination of 53 Caterpillar participants across various Global GCI and EP business units to identify a future CRM opportunity management system. The research is shaped by best-in-class practices in business design, user experience and CRM trends..

This assessment includes evaluation of the as-is CRM system to design end-state business processes driving the ideal CRM experience. The Storyboard creates a dialog for cross-Caterpillar teams to evaluate larger opportunities for a CRM to facilitate future state collaboration to create an ideal experience for Caterpillar, Dealer and End Customer. In addition, the storyboard allows for scalable adoption to variances based on different sales models and geographic business processes.