DIGITAL
The professional use of digital tools is now a key success factor for sales, marketing, and customer management. This is a strategically relevant issue given that digitization has brought new business models and market players into many industries, fundamentally changing the competitive landscape.
However, the extent of the digital toolkit is baffling and the scope for the opportunities it offers is growing at a speed with which even experts in the field have difficulty keeping pace with. Faced with such dynamics, it is easy to lose sight of the big picture and create isolated digital solutions instead. But tools like mobile applications and social media can only generate real results for a business if they are given a proper conceptual basis from the start.
Our response to this challenge is to adopt a structured approach that defines the function and the role of digital tools in the context of their interaction with each other and with offline channels. We take the client's specific situation as our starting point and map the customer needs and processes along relevant "customer journeys" before deriving the actions that need to be taken. We create the order that then provides the scope for creative solutions!
KEYLENS places great emphasis on a pragmatic approach: we take account of the competencies available within your company and work with you to find the best possible solution that can go into implementation fast – and not the theoretical ideal. We are also happy to support you in the implementation of a digital strategy to help you realize a pre-quantified effect on sales and marketing success.
Some of the aspects our consultancy focuses on:
- Online strategy
- Social media strategy
- Customer journey
- Lead management
- Result measurement and tracking
SELECTED KEYLENS PROJECT EXAMPLES
Automaker
AUTOMAKER
Issue:
Developing the cornerstones of a social media strategy
Objective:
Benchmarking social media to identify best practices that can be used to derive ideas for developing a social media strategy
Results:
- We determined an individual benchmarking approach
- Analyzed more than 40 companies on the basis of 36 metrics
- Identified patterns of action and strategies in the different industries and derived recommended actions
- Formulated an implementation plan with responsibilities assigned
KEYLENS success levers:
Innovative method of benchmarking social media using business-relevant metrics that extend way beyond the traditional counting of fans
Construction supply company
CONSTRUCTION SUPPLY COMPANY
Issue:
Web enabling strategy
Objective:
Formulating an integrated online concept for the three levels of brand, product information, and manufacturing information
Results:
- We defined and facilitated internal approval of the objective of the web enabling strategy
- Conducted a survey to identify target group needs and carried out a benchmark analysis of actions and tools
- Developed a proposal for segment-specific actions and content at the levels of brand, product information, and manufacturing information
- Defined tools and methods for achieving the objective and defined roles and responsibilities
- Formulated and coordinated a detailed implementation plan, incl. specific activities, tasks, roles, timings, and budgets
KEYLENS success levers:
Specific approach that pools external and internal expertise and incorporates quickly realizable solutions without the need to tie up considerable amounts of the company's own resources
Primary insurer
PRIMARY INSURER
Issue:
Digital brand experience
Objective:
Achieving positive brand differentiation by optimizing digital customer touchpoints
Results:
- We structured all digital tools and customer contacts in the context of a digital landscape
- Pragmatically mapped the digital customer journey as the foundation for comprehensively optimizing the brand experience
- Identified the main digital trends and derived specific implications for action for the industry from the brand perspective
- Adjusted the brand's target positioning to the new digital challenges
- Recommended the optimization of prioritized digital touchpoints along the structural triad of access, content, and interaction
KEYLENS success levers:
Development of a checklist for consistent yet touchpoint-specific translation of the brand experience
