Henkel Adhesive Technologies enhances customer experience through digital transformation

Henkel Adhesive Technologies is the global leading solution provider for adhesives, sealants, and functional coatings worldwide, with annual revenues of €10 billion. Recognizing that digital developments could enable them to better serve their customers along the entire customer journey, Henkel asked SparkOptimus to accelerate the digital transformation of their global sales and marketing functions.

The new strategy involved creating pilot projects to test and learn how to best serve different client types while simultaneously strengthening the foundation by building new structures and improving current ones.

By analyzing the current customer journeys of key accounts, small and medium-sized business (SMB) clients, and professionals, we first set the vision and aspiration for the transformation. (Curious to know how we did it? See free download below)

Then, in order to identify areas for development across the dimensions’ organizational, procedural, and technological requirements, we analyzed organizational capabilities, technology, and data.

We launched strategic pilots across five international markets to jump-start the implementation. For these, we designed, onboarded, and coached cross-functional teams to quickly and flexibly demonstrate the new business value based on customer feedback, while defining requirements for scaling on organization, tech, and data.

Finally, we defined the scale-up plan, and determined the required funding and time investment.