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THE THERMOMIX ECOSYSTEM Kai Schäffner, Board-Member Thermomix SVP Marketing & Product Development 07.07.2015 DIGITALIZATION OF COOKING
THE THERMOMIX ECOSYSTEM
Kai Schäffner, Board-Member Thermomix
SVP Marketing & Product Development
07.07.2015
DIGITALIZATION OF COOKING
AGENDA1. The journey to Customer Centricity
Understand the underlying business model
Foundation of the “usage” vision
Develop innovations based on customer needs
2. How to create innovations?On the search for innovation“Recipe Journey gaps” & the chance for competitive advantageThe digital challenge (Fusion of HW & SW) Eco-System innovation
3. The implementation of the Thermomix Eco-SystemOrganizational Challenge The Benefits of the Thermomix Eco-SystemChannel Integration
The first customer experience analysis
AwarenessDemo &
Purchase
Delivery &
introduction
1st
usage
Information
& learning
Complaint,
repair or
service
Recommen
dation
Become
advisor
There are 2 moments of truth
When you choose and when you use
Choose
Branded Sales Experience
Use
Branded Customer Service
From satisfaction to loyalty!
Product
&
Service
Quality
Customer
Satisfaction
Customer
LoyaltyProfit
Increase referralsBasic Services
Advisor
Prospects
ReferralsLoyalty
“Would you
recommend
Thermomix/ job
to your …”
Relationship
Strength
Net Promoter Score
Satisfaction
Usage of
Thermomix
“How satisfied
are you …”
Rational behind CRM: Increase referrals
Research proved of “targeted customer behavior”
Usage
Hypothesis No. 1:
The more frequent our customers use the TM,
the more satisfied they will be.
100
0Light Heavy
+ 15*
Sa
tisfa
ction
Hypothesis No. 2:
The more satisfied our customers are,
the more recommendations they will give.
Low High
Satisfaction
+ 27*
Re
co
mm
en
da
tio
ns
100
0
* Country average
Influence of TM usage on NPS, Germany 2012PromotersProbability of recommendation from 9 - 10
PassivesProbability of recommendation from 7 - 8
DetractorsProbability of recommendation from 0 - 6
NPS N
With TM:
0-25%29 147
With TM:
26-50%65 570
With TM:
51-75%80 293
With TM:
76-100%88 264
48%
70%
83%
91%
33%
24%
13%
7%
19%
5%
4%
3%
0% 25% 50% 75% 100%
Source: Customer Barometer 2012 Germany
On a daily base,
what percentage of
your food is prepared
with and without the
Thermomix?
(in total 100%)
Thermomix Vision
As a global direct
sales company,
we want Thermomix
to be part of daily life
all over the world.Recipe
community
Ecosystem Apps
Books,
magazine
Cooking
classes
Advisor
CRM, e-
Commerce
Customer
experience
Increase
TM usage
Low
Max
Recipe
services are
the fuel
ProspectbecomesAdvisor
Customers buy
Virtuous Cycle Between Customer & Advisors
The more superior services Advisors offer to their customers, the more often the customers
will use Thermomix
Loyal Customers fascilitate the business of their Advisors and might themselves
join as Advisors in a later stage
DIGITAL ECOSYSTEM
CREATION OF INNOVATION
Innovation search fields for Thermomix
The usual recipe mess
Browse
Find
Cook
Apply
Adapt
Evaluate
Keep / Save
Choose
Administer
Share
Search
Plan & Organize
“What shall I
cook today?”
“Where can I
find the
recipe for…?”
Find
“I am looking
for a healthy
and quick
recipe…”
Search
“Will I like the
recipe?”
Choose
“Where do I
best keep
this recipe?”
Keep / Save
“How can I
do this
better…?”
Plan & Organize
“How can I
ensure that it
will be
rewarding to
cook
this…?”
“I do not
know how
to…”
Apply
“I want to
adapt this
recipe!”
Adapt
“Can I rate
the result?”
Evaluate
“How can I
administer all
my recipes?”
Administer
“How can I
share the
recipe with
others?”
Share
What customers would value on their recipe journey
After checking 500 recipe applications & websites
Consuming
Device
Digital Contentmeet specific
Customer Needs
Order & Delivery
MechanismCarrying
Medium
The Elements of EcosystemsExample: Apple
Carrying Medium
Consuming Device
Order & Delivery Mechanism
Streaming Music
on
App on Multiple Devices
On-Device Delivery
Innovation in Ecosystems
Medium
Consuming Device
Order & Delivery Mechanism
Innovations in Ecosystems
Cookbooks
Classes
Magazines
Newsletter
E-Shop
Community
App
MyTM
All Devices
Cooksticks
UpdatesTM Digital Ecosystem
Feedback
World of Thermomix
Key innovations of the TM5
Recipes Inside
via Recipe Chips
which enable
Guided Cooking
1
2
Easy to use
touch display,
only one knob
instead of many
Security locking
system
3
The fusion of hardware and software
View RecipesRecipe is not outside anymore but
inside
Guided CookingTimes & temperatures are pre-set,
scale is auto-activated per step
Automated recipesRecipes are auto-cooked from A
to Z except for input of ingredients
Manual Cooking (TM31)
Customers follow recipes outside
of the appliance
Recipes Inside & Cooking Modes
THERMOMIX ECOSYSTEM
IMPLEMENTATION OF THE
Get support around cooking
SEARCH & SAVE
Recipes
PLAN what
to cook
SHOP
ingredients
COOK step
by step
Ecosystem eases daily cooking/recipe journey
DIGITAL ECOSYSTEM
THE METHOD, PROCESS & TEAM BEHIND THE
Break with Hierachical TraditionsDriver Teams & Enabler Teams
Work Iteratively and IncrementallyScale Agile to the Program Level
Overview: Thermomix sales channels (offline)P2P Direct Selling
Branch Office
Cooking Class Fairs, Promo stands
ShopFlagship store
Mundo Thermomix
Customer service
Overview: Thermomix sales channels (online)Webpage
Recipe Community
E-shop
Recipe Platform
This month we will sell the one millionth TM5 worldwide
