Case studies

4

Background:

Siemens Mobile was operating in a highly competitive market place. They recognized they had a technically superior product, however, new Eastern manufacturers were threatening market share. Siemen's sales teams were coming under increasing pressure to focus more of their commercial sales activities as a way to combat this. As a manufacturing-led organization, Siemens had lost touch with its key customer base and was, therefore, not aligned to the needs of those customers.

Objective:

Siemens had to reconnect with the needs of their customers and align their commercial sales activities.

Approach:

Consalia conducted a series of interviews across Central, Eastern, and Western to collect customer perspectives of the effectiveness of Siemens. The outputs of the interviews were used to feed back information at multiple levels inside of Siemens. Much of the materials gathered helped to shape educational videos for the sales training and learning development community. These videos explored various topics for cooperative account management and customer interaction, e.g. "What it takes to partner", "The importance of respecting the relationship hierarchy in an account", "The importance of taking a more consultative approach with customers", etc. Additionally, some of the research information was used to help with new R&D initiatives on product design.

Outcome:

As a result of Consalia's initiative, Siemens was able to reconnect with their key customer base, improve upon their training and development programs, and significantly improve inter-departmental communication and co-operation.