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"Volvo - Always Put People First" - Case Study

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Companies tend to act, react and form strategies with their competitors in mind. At LHBS, we believe that companies should pay less attention to the competition and more attention to customer needs. How a company ranks against its competitors, is increasingly being defined by how close a company is to its customers.
In our newest case study, we would like to present Volvo and list its activities aimed at bringing value to their customers. “Putting people first” lies at the heart of the company and is proven successful through rising numbers of sales volumes and profit gained by the car manufacturer.
Volvo promises to “always put people first” and it is being manifested through all activities: core product innovation, added-value services, shopping experience and communication. We believe that any business or brand can create value for its customers in those four interrelated but distinctive areas.
Explore our newest Case Study and get inspired on how to innovate on Customer Value Proposition.

Veröffentlicht in: Marketing
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"Volvo - Always Put People First" - Case Study

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. Customer Value Proposition Canvas - Volvo Case Study VOLVO - ALWAYS PUT PEOPLE FIRST LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY 1
  2. 2. UNDERSTAND TODAY. SHAPE TOMORROW. 2Source: Volvo INTRODUCTION “We come from a different place So we think about cars in a different way. It’s in our nature. To challenge how things are made. And to always put people first.” Volvo LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRODU CTION. In our newest case study, we would like to present Volvo and list its activities aimed at bringing value to their customers. “Putting people first” lies at the heart of the company and is proven successful through rising numbers of sales volumes and profit gained by the car manufacturer. Volvo promises to “always put people first” and it is being manifested through all activities: core product innovation, added-value services, shopping experience and communication. We believe that any business or brand can create value for its customers in those four interrelated but distinctive areas. Explore our newest Case Study and get inspired on how to innovate on Customer Value Proposition. Companies tend to act, react and form strategies with their competitors in mind. At LHBS, we believe that companies should pay less attention to the competition and more attention to customer needs. How a company ranks against its competitors, is increasingly being defined by how close a company is to its customers. Fabiola Lewandowska Consultant lhbs.com | fl@lhbs.com INTRODUCTION 3 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  4. 4. INTRODUCTION UNDERSTAND TODAY. SHAPE TOMORROW. 4 Core Product Shopping Experience Added-value Services Touch Points & Communication Customer Value Proposition What are the added-value services that the customers can enjoy after they buy a car? How does Volvo innovate within their core product offer? What kind of shopping experience does Volvo provide to their customers? How does Volvo approach communication? LHBS Customer Value Canvas The better a company manages the interrelation between their products, services, experience and communication the more value it will create for its customers. LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  5. 5. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. Chapter Two ADDED-VALUE SERVICES Chapter Four TOUCH POINTS & COMMUNICATION Chapter One CORE PRODUCT CONTENT 5 SHOPPING EXPERIENCE Chapter Three ABOUT VOLVO Introduction LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  6. 6. ABOUT VOLVO ABOUT VOLVO UNDERSTAND TODAY. SHAPE TOMORROW. 6 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  7. 7. UNDERSTAND TODAY. SHAPE TOMORROW. 7 3rd most innovation-active industry across the top 12 technology sectors Source: The state of innovation in the Automotive Industry 2015 - Thomson Reuters Automotive industry is the LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  8. 8. UNDERSTAND TODAY. SHAPE TOMORROW. 8 Volvo Cars booked more profit in the first three months of 2016 than the first half of 2015 Source: FT LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  9. 9. UNDERSTAND TODAY. SHAPE TOMORROW. 9 Volvo Car Group forecasts record sales and higher profit in 2016 Source: Automotive News LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  10. 10. UNDERSTAND TODAY. SHAPE TOMORROW. 10Source: Automotive News In 2015 Volvo reached sales of more than 500,000 cars LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  11. 11. UNDERSTAND TODAY. SHAPE TOMORROW. 11Source: Automotive News Volvo said full-year operating profit rose to 6.62 billion Swedish crowns ($776.6 million) from 2.13 billion in the previous year LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. 12Source: Automotive News By 2020, Volvo plans to annually sell 800,000 cars LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  13. 13. UNDERSTAND TODAY. SHAPE TOMORROW. 13Source: Mashable Volvo wants to sell 1 million electrified vehicles by 2025 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ABOUT VOLVO
  14. 14. LHBS Put the Title of the Report here HOW TO. ABOUT VOLVO UNDERSTAND TODAY. SHAPE TOMORROW. Volvo’s Customer Value Proposition is being manifested across core product innovation, added- value services, shopping experience and communication & touch points 14 VOLVO'S CUSTOMER VALUE PROPOSITION. LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CUSTOMER VALUE PROPOSITION Making people’s lives easier, safer and better in a Swedish way
  15. 15. CORE PRODUCT CORE PRODUCT UNDERSTAND TODAY. SHAPE TOMORROW. 15 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  16. 16. Which products that meet a real need does Volvo create? How does Volvo solve real customer problems with their product design? UNDERSTAND TODAY. SHAPE TOMORROW. 16 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY VOLVO MAKES ROOM FOR A BABY BY REMOVING THE PASSENGER SEAT Explore sign Volvo put its recent safety innovations into 2016 XC90 “Excellence” edition, which features a rear- facing baby-seat instead of a passenger seat in the front of the car. By changing up its four-seat, extended legroom version of its usually seven-passenger XC90 SUV to include a baby seat, Volvo wants the design to be a part of its goal of eliminating crash-related fatalities in its new cars by 2020, and approaches the problem from several angles. 17 CORE PRODUCT
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CORE PRODUCT VOLVO REPLACES KEYS WITH AN APP Explore sign With the beginning of 2017, Volvo automaker will offer their cars without a key at all– everything will be handled by an app. New Volvo owners will be asked to use a dedicated app to unlock and even start the car. The car will connect and communicate with the app though the Bluetooth connection without any hassle for the driver himself. That solution will also simplify car sharing between family or friends without the need to keep the key constantly circulating around. 18 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW.Source: INTELLISAFE BY VOLVO Explore sign Volvo introduces an innovative co-pilot system in its cars. Volvo's cockpit technology will do most of the work for the driver. It includes bird's-eye-view when parking the car, blind spot information system facilitating switching lanes or adaptive cruise control that would maintain distance to other vehicles ultimately preventing collisions. 19 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO WILL TEST DRIVERLESS CARS IN LONDON Explore sign Volvo has developed a program in which it will be testing driverless cars in London with the help of 100 families. The Drive Me scheme will take place in 2017 around London. Volvo will extend the plan to reach 100 cars in 2018. Only some parts of the city will be used and due to the existing law, every car will have to have a participant sitting behind the steering wheel. 20 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY CORE PRODUCT
  21. 21. ADDED-VALUE SERVICES ADDED-VALUE SERVICES UNDERSTAND TODAY. SHAPE TOMORROW. 21 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  22. 22. How does Volvo facilitate and deliver services that enrich and simplify the lives of their customers around their core products? UNDERSTAND TODAY. SHAPE TOMORROW. 22 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO INTRODUCES IN-TRUNK DELIVERIES IN SWEDEN Explore sign Volvo car owners can enjoy a new service that delivers shopping directly to a trunk of a car. The company teamed up with two outlets - the biggest nordic online toy and baby goods store and a Swedish local grocery retailer- to offer its customers a special delivery of goods directly to their cars. 23 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: ON-CALL APP BY VOLVO Explore sign Volvo introduces an app that lets the owners control their cars with a touch of a button. Volvo cars are now equipped with a built-in feature that enables the driver to access the car’s dashboard, get the door lock status, fuel level, maintenance warnings etc using a downloadable application. The driver can also keep a driving journal, send the car’s location, get directions and plan a trip using the feature. Moreover, it is possible to lock and unlock the car remotely. 24 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: INTELLIGENT STREAMING FOR VOLVO CARS Explore sign Volvo automaker has teamed up with Ericsson to develop an intelligent system that will occupy driver's time while the car is on autonomous mode. Volvo and Ericsson will make sure that the new media center is fully familiar with route taken during the self-driving mode, including areas with worse coverage. The system will be able to choose the route that is long enough to watch your favourite shows in full. 25 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LIFEPAINT FOR CYCLIST SAFETY Explore sign Volvo and Grey London have teamed up with Swedish startup Albedo100 to develop a reflective safety spray that cyclists can spray on their equipment to increase their nighttime visibility. Launched initially in London and Kent, LifePaint was developed as part of Volvo's commitment to road safety. The spray-on paint is completely invisible during the day and only can be seen at night, for instance when its reflective material is struck by a car's headlights. LifePaint is technically not paint; it lasts about 10 days and can be washed off, making it safe and easy to apply to clothes, helmets, shoes– anything that increases a cyclist's visibility on the road. 26 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY ADDED-VALUE SERVICES
  27. 27. SHOPPING EXPERIENCE SHOPPING EXPERIENCE UNDERSTAND TODAY. SHAPE TOMORROW. 27 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  28. 28. How does Volvo make searching for, shopping and interacting with their products & services a uniquely positive experience? UNDERSTAND TODAY. SHAPE TOMORROW. 28 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO & GOOGLE CARDBOARD Explore sign Volvo's new app called “Volvo Reality” made with Google Cardboard gives users a virtual taste of how it is to ride the new XC90 car. The content of the app will be revealed in three parts. The first one is called 'Friday Getaway' and it takes users first up in the mountains through Vancouver landscapes and then ends up pointing to the star- filled sky. This app differs from the other ones in a way that it lets users immerse themselves in the ambience of the car interior including the sound system. The experience puts the driver in the center and lets him look around the whole car. 29 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO MANUALS ON YOUR MOBILE Explore sign The car manufacturer offers its customers an app with user guides and videos. The app, available for iOS and Android, is a smart substitute for paper manuals. It is easy to navigate and features everything a Volvo-user would need to know from articles and information about the car model, instructional videos, keywords and even category search. 30 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW.Source: AUGMENTED REALITY IN RETAIL Explore sign Volvo has partnered up with Microsoft to create an augmented reality experience that will let you look differently at car models. The two companies aim to bring holograms of car models to potential buyers - all with the help of Microsoft HoloLens. “HoloLens could also one day enable people to configure a car and see changes of color, trim or wheel design in the most realistic way possible. It could also help people choose exactly the right model and specifications to suit their life and personal tastes.” 31 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO SERVICE PROMISE Explore sign Volvo Service Promise guarantees a combination of quality, reassurance and expertise - all done by Personal Service Technician. The Volvo Personal Service will ensure that you are introduced to your Personal Service Technician giving you one point expert contact for all your needs. Volvo's expert technicians give your car a full health check including a free software upgrade to ensure that it's performing at its best. Each car will be delivered in person by a Volvo expert who will continue to be on call seven days a week for the duration of the vehicle ownership. 32 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY SHOPPING EXPERIENCE
  33. 33. TOUCH POINTS & COMMUNICATION TOUCH POINTS & COMMUNICATION UNDERSTAND TODAY. SHAPE TOMORROW. 33 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  34. 34. What kind of content that people like to consume and share, rather than advertising that they want to escape from, does Volvo create? How does Volvo make their communication efforts not only interesting, but also useful? UNDERSTAND TODAY. SHAPE TOMORROW. 34 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO & ZLATAN IBRAHIMOVIĆ Explore sign In their new campaign, Volvo has depicted the similarities between their own journey and the one of Zlatan Ibrahimović. The whole video is called Prologue and tells the story of Ibrahimović from his origins, childhood and teams he played for and how he did everything his way (similarly as Volvo does envision their journey). "I'm happy to be working with Volvo Cars again. I've seen the new cars, I've driven and tested them. And I think they're fantastic. Just like me, Volvo have gone their own way and dared to think differently. The previous campaign we did was good, but this time it's Made by Zlatan" 35 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO ATMOSPHERIC SPOT Explore sign "The Swell" is an atmospheric film where the car plays only a cameo. "Shot by Swedish director Marcus Söderlund through Academy, the film begins in the passenger seat of a Volvo, parked on a dark and windswept beach, radio quietly playing (in Swedish) in the background. But that's all we see of the car." "The camera then moves to a female surfer, waiting to catch a wave out in a metal-grey ocean, as we're told (via voiceover): "To feel, to really feel, is a rare thing these days." She begins to paddle in and the screen cuts to the tagline: "Seek Feeling. The responsive XC60." 36 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW.Source: HIGHWAY TRAFFIC POWERING VOLVO'S HYBRID Explore sign Volvo hijacked a section of one of California's highways to market their new hybrid XC90 T8 model. The car manufacturer has placed a mat containing tubes filled with water across the highway road. After one of the cars drove over the road, it put pressure on the mat. After that, the water has been set in motion and produced electric energy that has been used to charge Volvo's hybrid. The company has also placed a thank you electric sign fort all those who contributed. 37 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  38. 38. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VOLVO TEASES V40 MODEL ON SNAPCHAT Explore sign Volvo's new V40 model has been presented on their Snapchat together with emoticons and phrases such as "Not your daddy's Volvo" or "teasing the future of Volvo." The V40 new model is said to lead the brand's return to the premium small-car segment to take on the competitors from Audi (A3) and Mercedes-Benz (GLA). 38 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY TOUCH POINTS & COMMUNICATION
  39. 39. VOLVO CUSTOMER VALUE CANVAS SUMMARY UNDERSTAND TODAY. SHAPE TOMORROW. 39 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  40. 40. Customer Value Canvas - Volvo CORE PRODUCT ADDED VALUE SERVICES COMMUNICATION & CONTENT SHOPPING EXPERIENCE CUSTOMER VALUE PROPOSITION Making people’s lives easier, safer and better in a Swedish way This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. ROOM FOR A BABY BY REMOVING THE PASSENGER SEAT KEYS FULLY REPLACED WITH AN APP INTELLISAFE CO- PILOT SYSTEM DRIVERLESS CARS IN LONDON TESTING IN-TRUNK DELIVERIES IN SWEDEN ON-CALL APP TO CONTROL THE CAR INTELLIGENT STREAMING SERVICE LIFEPAINT FOR CYCLIST SAFETY HIGHWAY TRAFFIC POWERING VOLVO'S HYBRID ZLATAN IBRAHIMOVIĆ CAMPAIGN V40 MODEL TEASED ON SNAPCHAT ATMOSPHERIC SPOT GOGLE CARDBOARD EXPERIENCE MANUALS ON THE MOBILE AUGMENTED REALITY IN RETAIL SERVICE PROMISE SUMMARYLHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  41. 41. UNDERSTAND TODAY. SHAPE TOMORROW. 41 ABOUT Need help in defining emerging customer expectations & bringing the Customer Value Canvas to life? Get in touch LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  42. 42. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 42 We work with our clients to build more purposeful and therefore more profitable relationships with the customers. In a rapidly changing business world, we are committed to watching, listening and translating signs of change into strategic opportunities and powerful ideas for products, services, experiences and communication. http://www.lhbs.com LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY
  43. 43. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. This case study has been created with the help of the LHBS Inspiration-Hub. The Inspiration-Hub is a service that gives marketing teams constant access to the latest insights and inspiration, so that they can develop more relevant marketing ideas. http://www.inspiration-hub.com INSPIRATION-HUB 43 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY REQUEST A DEMO.
  44. 44. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 44 LHBS // VOLVO - “ALWAYS PUT PEOPLE FIRST” CASE STUDY

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