Raj Rao, Vice President, Global eTransformation, Corporate Marketing, Sales and Communications, 3M

Category

  • Future of Work

The Project

3M is redefining the Future of Work through it’s pioneering use of Social technologies to enhance it’s customer and channel centricity. This is a key enabler of 3M’s market performance in diverse geographies and market segments, and execution through customer partnerships. 3M has successfully integrated social listening, heuristic customer behavioral analysis, online community engagement, proactive customer care, digital design prototyping and customer advocacy to rapidly enter into nascent and high growth markets.

The Technology

Moxie Service Chat, Click to Call, and CoBrowse

Metrics Matter

eCommerce revenue growth and Customer Satisfaction improvements are directly measured impacts of implementing social technologies like intelligent Chat, user behavioral analysis, Customer ratings & reviews and Community engagement programs. Specially, these programs have resulted in eCommerce Average order increase of 13.3%, Conversion rate increase of 42.5%, Lines per order increased by 11%, and cart abandonment rate dropped by 10%. Combination of all factors has resulted in a 61% increase in eCommerce revenue run rate.

Customer satisfaction measures, for targeted strategic brands, have improved by 12-15 pts over the past year as measured by ACSI and Foresee metrics.

Disruptive Factor

Social technologies is highly disruptive to traditional brand building and sales channel management paradigms. Through real time engagement, and highly personalized and viral nature of Social engagement, 3M’s marketing and sales communities have a new genre of analytics, social dashboards and market penetration metrics to guide their business development and competitive strategies. Previous product management and channel collaboration models have been redefined as a result of such technologies.

Shining Moment

In 2010, this was a pilot program with a small group of eHub business team partners, a leading online eCommerce channel and a few strategic 3M consumer brands.  In less than 2 years, the pioneering success of that program has grown to provide huge results in diverse business segments, and across diverse global markets. It continues to expand, and we continue to architect the optimal customer journey which is the key to our success.

 

ABOUT 3M

3M captures the spark of new ideas and transforms them into thousands of ingenious products. Our culture of creative collaboration inspires a never-ending stream of powerful technologies that make life better. 3M is the innovation company that never stops inventing. With $30 billion in sales, 3M employs 84,000 people worldwide and has operations in more than 65 countries.

3M has a worldwide presence in the following markets:

  • Consumer and Office
  • Display and Graphics
  • Electro and Communications
  • Health Care
  • Industrial and Transportation
  • Safety, Security and Protection Services