Henkel Adhesive Technologies enhances customer experience through digital transformation

Henkel Adhesive Technologies enhances customer experience through digital transformation
What they wanted

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.

What they said

SparkOptimus’ obsession to focus on how to transform the Experience of our Customer & Partners has been instrumental to define our change agenda, to build new capabilities and to transform our organization.

Frederic Chupin
SrVP, Customer Experience, e-Commerce & Digital Marketing Transformation
What we did

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.

Henkel Adhesive Technologies enhances customer experience through digital transformation

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What we achieved

SparkOptimus developed a digital transformation strategy to enhance 1-1 relationships with key accounts, SMB’s and professionals at scale, through 1) optimizing the current digital way-of-working, 2) experimenting with new digital initiatives in pilots to better serve customers, and 3) scaling up existing and new initiatives, once their value had been proven.

In parallel, we blueprinted and accelerated the digital foundation across organization (capabilities, processes, KPI’s) and technology (tools, data) to enable the pilots and support the scale-ups.

With this case study we were awarded the title "Best of Consulting" in the Strategy category by the renowned business magazine WirtschaftsWoche. Want to know how we impressed the judges? Download this selection of slides of the case study we presented to them showcasing how we helped Henkel accelerate their digital transformation.

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