Service Excellence - 4 Examples from Italy

CAPITAL MARKETS DAY 2014
Heusenstamm, Germany
26 November 2014
Service Excellence – Example of Italy
Year of Service 2014
Andrea Benincasa, Regional President, Southern Europe
Project's goal and scope
• Monier Italy's leadership is based on the excellence of its products & services
• Product innovation since ever is a distinctive element of Monier Italy
• However in a highly competitive market, service level is key to outdistance
competition
• So to increase the level of awareness throughout the organization, Monier
Italy’s management decided to declare 2014 the "Year of Service"
• A comprehensive range of initiatives has been launched to improve the
customer service with respect to five main topics
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YoS 2014 – 5 Work streams
• The programme covers 5 main areas, grouped under the name YoS 14, each
led by a sponsor responsible for the implementation.
• The SteCo (CEO & CFO) monitors the progress of each project.
YEAR OF SERVICE
YoS 1
YoS 2
YoS 3
YoS 4
YoS 5
Service at yards
Stock-outs
measurement and
information
Quality of
Packaging
Behaviour of
yard & customer
centre
personnel
Factory image
Sponsor:
Ravazzini
Sponsor:
Menegatti
Sponsor:
Giubila
Industrial Director
Marketing
Director
Head of
Production
Sponsor:
Hueber
Borzumati
Sponsor:
Lancini
Quality Manager
Sales Director
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The workstreams at a glance
Workstream
YoS 1
Service at yards
YoS 2
Stock-outs
measurement
YoS 3
Quality of
Packaging
YoS 4
Behaviour of yard &
Customer Centre
YoS 5
Factory image
Actions
Expected results
• Review opening time
• Redesign loading areas & itineraries
Speed up loading
operations, improve
customers experience
• Monitor and report stock-outs
• Inform customers in advance of
Allow better planning of
pick-ups and avoid loss of
time when loading
potential stock-outs (SMS)
• Redesign packaging of tiles to
improve performance and image
• Training on customer orientation
for Yard Managers and Customer
Centre personnel
• Review image of plants (C.I.)
• Introduce checklist for plant
managers and perform FIR
Reduce breakages,
improve image at
merchants' yards and
during transportation
Improve behaviour and
response of customers’
first interfaces
Improve customers
experience when accessing
or visiting plants
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EX1: LOADING PERFORMANCE AT BORGONATO
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Workstream's background
• Lonato plant closure 2013 led to drastic increase of loading activities at
Borgonato plant, overwhelming the loading team
• Rising Customer complaints regarding excessive loading time
• A turnaround program was launched to significantly improve the service level
and offer customers an outstanding experience:
− Redesign yard's layout and stocking areas
− Introduce new ticketing system with “fast tracks”
− Review image of reception area
• 3 KPIs were adopted to monitor the performance of yards:
− Items (Loaded / Unloaded) / men hours
− Mean Time of Service level
− Max Time of Service level
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Service level: mean time of loading operations
(Italy total)
•
Overall performance of Monier Italy improved in 2014: mean time lowered by 25%
(mean time = lead time to complete loading operations in minutes)
-25%
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Service level: mean time of loading operations
(view by plant)
Mean Time of Service level: 2014 vs 2013 (Jan – Oct)
Borgonato
-40%
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% of served customers
Service level: max time of loading operations
(Italy total)
-27%
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Service level: max time of loading operations
(view by plant)
Max Time of Service level: 2014 (Jan - Oct)
-42%
Borgonato
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Queue management system
• A ticketing system has been introduced to streamline the whole loading
process, dividing customers into “fast” and “standard” tracks
• It allows to monitor the lead time of each loading operation.
Registration
Truck
sorting
•
2 tracks (Std/Fast) based on
order complexity & ticket nr.
•
Monitor provides information
on order call & waiting time
•
Monitor also used to show
product & fixing videos
Ticket
number
Customer
call
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EXAMPLE 2: FACTORY IMAGE
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Factory Image in Castelnovetto and Borgonato
Castelnovetto:
• Banner on the wall of the
warehouse (size: 10 x 4,30 mt)
Borgonato:
• Banner on the wall of the Offices
(size: 15 x 3,0 mt)
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Factory Image / Customer reception areas: screens
with product and fixing videos, centrally fed
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Service Excellence – Example of Italy
MeC – Monier e-Commerce
Andrea Benincasa, Regional President, Southern Europe
MeC – The SAP Solution
MeC is a SAP e-Commerce solution full integrated in our SAP ERP
•
160 Sales Reps currently using MeC in Monier Italy
•
Requirements: Internet connection plus Device (Tablet or PC) with Internet Explorer
•
Sales Reps are provided with user and password to access to the Portal
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MeC – Customers lists
•
Sales Reps browse and select the Customer from personal customer list
•
Customers blocked by Credit Situation are highlighted and need a special approval process
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MeC – Product Catalogue
•
Sales Reps browse and select Products form a Catalogue
•
A well designed Product Family structure and search functions speed up this activity
For product details just click
the product description
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MeC – Cross-selling function
•
In the catalogue, for each Product a list of related items (fittings) is provided
•
Furthermore Roof system components are popping up to increase sales opportunities
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MeC – Fill the Basket
•
After Customer selection, products can be added in the basket
•
Special functions help the user to adjust quantity and complete a formal order
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MeC – Orders portfolio
•
Completed order are directly stored in SAP by Monier Customer Center…
•
… who is in charge of Validation and release of the orders later on
•
Sales Reps can track orders by browsing the Orders portfolio
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Why MeC? A new way to place orders with MIT
• Optimization of the order entry flow - no phone or fax
• Speed up of the sales order process - via online placement
• Decrease mistakes – orders entered directly into SAP from a given catalogue
• Improve of the data quality - less complaints reg. quantity / price / rebates
• Reduced workload of sales back office - focus on value adding activities
• Provide our Sales Force with online information:
− credit limits by customer and stock levels
− online tracking of orders (no internal calls for status information)
− online calculated net sales prices and commissions for sales reps
− online product catalogue with cross-selling function
Next steps: Launch of EDI solutions for selected customers
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Service Excellence – Example of Italy
My Wierer App
Andrea Benincasa, Regional President, Southern Europe
My Wierer App: a snapshot
• The App 'My Wierer' was developed to provide quick and easy access to the
full range of concrete tiles and components marketed under Wierer brand
• The goal is to fulfil the needs of two target groups:
• Architects/planners: information readily available, no time consuming web search
• Sales force: need for mobile applications to provide instant access to product
information directly at the building site or customer's premises
• My Wierer runs on iOS/Apple and is available on ‘App Store’ free of charge
• Content available off-line, allowing use in locations (e.g. building sites) where
there is no connectivity
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A wide range of functions always in the foreground
Product
Catalogue
Download of
brochures and
documents
Tools
Photo &
Video Gallery
News &
Press releases
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Product Catalogue: an overview in a few 'taps'
• Each product family is
presented with a picture
and a brief description
• A simple "tap" on the
product family and the full
range of products appears
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Single product presentation
• Each product is presented
with a description and all
technical details
• Technical sheets and
DoP’s can be sent by
email directly from the App
with a simple click
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Download: documents and brochures are
displayed in one page
• Brochures, laying instructions
and DoP’s are shown in one
single page to provide an
instant overview.
• All documents can be sent by
email with a few clicks.
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Gallery: pictures and videos
• All videos are available
through the Monier Italy
You Tube channel
• Videos include single
product installation, roof
system installation, TV
commercials
• Pictures are provided by
Monier Italy and represent
a selection of images from
the company's DB
• Users can upload their
own pictures to create a
personal DB
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Tools: a few tools for daily use
• Tools are designed to support users
during their standard daily activities
(e.g. at building site)
• Three main tools are available:
– Roof pitch converter: from
degrees to % and vice versa
– Roof pitch calculator: built-in
gyroscope to determins the roof
pitch
– Climate Zone simulator: provides
for each zone in Italy the range of
the company’s insulation boards
fulfilling the requirements of the
norm. Location can be typed in
manually or detected via the builtin GPS system
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Feedback from users
The app My Wierer is in use since September.
Very good feedback received from the sales force:
• It helps during product presentation at customers' premises but more
importantly at building sites where connectivity is slow or absent
• Off-line content guarantees speed of access and navigation
• A well-designed interface allows easy and quick access to a wide range of
information and tools
• Up-to-date information and no need to access company's website or use
other devices (e.g. USB keys) to store documents and brochures
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Service Excellence – Example of Italy
Major product innovations from Monier Italy
Andrea Benincasa, Regional President, Southern Europe
Coppo del Borgo
• Coppo del Borgo is a mineral tile designed to perfectly replicate the
aesthetics of the old clay canal tiles and address the needs of the renovation
segment
• Suitable for use in historical centres
• Only 7.5 pcs/sqm
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Coppo del Borgo
(example of integration in historical centres)
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Coppo del Borgo
(example of integration in historical centres)
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Coppo del Borgo
(example of integration in historical centres)
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Coppo Titan
• Coppo Titan is a mineral tile
designed for low pitch
applications
(down to 10%; 5.6°)
• It is intended for modern
looking residential houses
and non-residential buildings
(industrial and agricultural)
where fibre cement and metal
sheets represent standard
solutions.
• Only 5 pcs/sqm
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Coppo Titan
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