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Q8 Business login: Designing a B2B ecosystem

  • Q8 Danmark
Q8 Business login: Designing a B2B ecosystem preview
Q8 Business login: Designing a B2B ecosystem preview
Q8 Business login: Designing a B2B ecosystem preview
Q8 Business login: Designing a B2B ecosystem preview
  • Description

    Q8 Business was under pressure from competitors and an organic declining fuel market. In addition, a driving sales force and a telephone-based customer service were expensive. Together with Q8, in a business case, we showed that a combined self-service sales and tool universe for 80% of the total customer group made up of non-key accounts would make financial sense. The challenge, however, was to anchor this universe in a silo-based organization with many stakeholders and to target functionality to a quite broad target group. The universe was to accommodate sales, self-service, and utilities and lift Q8's business offerings from a range of fragmented services to a unified, significant offering for all non-key account business customers, regardless of industry verticals.

    Credits from: https://danishdigitalaward.dk/projekt/q8-erhvervslogin-design-af-et-b2b-oekosystem/

    Category: E-Commerce B2B, Website - Corporate Or Public

    Winner of Website - Corporate Or Public: Silver Win

    Winner of E-Commerce B2B: Gold Winner

    Q8 Danmark

    Kim Tingager

    Scandinavian Head of Digital Business Development & Operations

    Louise Mylius

    eCommerce Manager

    Peter Ahlers Olsen

    Senior Digital Business Partner

    Charlotte Sofie Mikkelsen

    Sales & Product Manager B2B

    Sandra Yxne

    Manager Operations & Digital Strategist

    THINK

    Klaus Silberbauer

    Creative Director & Partner

    Morten Johnstad-Møller

    CTO

    Jarl Kjærbøll

    Senior UX Designer

    Sofie Hauge Katan

    UX Designer

    Annelise Vedel

    Account Director

    Jacob Hansen

    Digital Designer

    Collaborators

    KRAFTVAERK

    Implementation

    DANSK

    Baggrund

    Q8 Erhverv er presset af konkurrenter og et organisk faldende marked for brændstof. Derudover er en kørende salgsstyrke og en telefonbaseret kundeservice dyr.

    Sammen med Q8 viste vi i en business case, at et kombineret selvbetjenings- salgs- og redskabsunivers for 80% af den samlede kundegruppe som udgøres af ikke-key accounts, ville give økonomisk mening. Udfordringen var dog at forankre dette univers i en silobaseret organisation med mange stakeholders og at målrette funktionalitet mod en ganske bred målgruppe.

    Universet skulle rumme salg, selvbetjening og utilities og løfte Q8s erhvervstilbud fra en række fragmenterede services til en samlet, betydende offering for alle ikke key-account erhvervskunder, uanset branchevertikal.

    KPIer blev fastsat som 1) øget omsætning på målgruppen (ikke key-accounts), 2) retention på målgruppen, 3) mindskede akkvisitionsomkostninger og 4) øget krydssalg mellem kategorier, uden at øge omkostninger til salgsstyrken samt 5) øget brug af selvbetjening og dermed en mindsket belastning på kundeservice, ikke mindst ifm. flådekort (leasingselskaber, taxa mv.).

    Løsning

    En B2B applikationsplatform, der 1) lader brugeren at segmentere sig selv ved at vælge apps, der passer til hans/hendes virksomhed og rolle, 2) stiller kundens egne data til rådighed for ham/hende selv og for en mere målrettet marketingindsats, end tidligere muligt og 3) lader de enkelte forretningsenheder hos Q8 lancere ny, personaliseret funktionalitet ind i applikationsplatformen, uden at skulle føle ejerskab for hele løsningen. Platformen rummer al generisk funktionalitet, som beskedfunktion, integration til bagvedliggende datakilder, "app store", så de enkelte forretningsenheder blot skal definere egne KPI'er, en del-målgruppe og ønskede funktioner for at lancere ny funktionalitet ind i den.

    Platformen rummer således potentielt hele Q8 Danmark B2B-forretning i DK og SE, men stiller ikke krav til en samlet indsats på tværs af forretningsenheder.

    De forretningsenheder, der ønsker at accellere udvikling af digitale services kan gøre det med meget lidt koordinering med andre mere konservative dele af forretningen.

    Kunden oplever qua personalising og selvsegmentering en høj grad af relevans i det digitale tilbud.

    Filmen giver kun et overfladisk indblik i fordelene for organisationen. Det, at løsningen i sin arkitektur er tænkt ind i organisationen og som applikationsplatform i stedet for et konventionelt, monolitisk extranet er afgørende for, at platformen fik traction og for, at den kan udvikles løbende på tværs af forretningsenheder og leverandører.

    Designet er fuldt responsivt for at understøtte de mange mobile use cases, vores research påviste.

    Vi kan desværre ikke tilbyde et login til løsningen, da login kræver et B2B Kundeforhold til Q8 Erhverv, men vedlægger en samling screenshots fra staging-server.

    Resultat

    Uafhængige forretningsenheder i Q8 Erhvervs er i øjeblikket i færd med at design og udvikle nye apps, som udover en ressourcemæssig planlægning hos IT ikke kræver en samlet koordering eller en ændring af platformens design.

    Den marketingmæssige effekt vi regner med at se qua platformens evne til at målrette kommunikation mod enkelte brugere udfra adfærd og selvsegmentering er ikke indløst endnu.

    Arbejdet med at populere platformen med funktionalitet fortsætter i 2017 og platformen lokaliseres til det svenske marked i 2017/2018.

    Fortroligt data og casefilm er fjernet inden offentliggørelse/DDA

    (English translation + Google translate)

    Background

    Q8 Business is under pressure from competitors and an organic declining fuel market. In addition, a driving sales force and a telephone-based customer service are expensive.

    Together with Q8, in a business case, we showed that a combined self-service sales and tool universe for 80% of the total customer group made up of non-key accounts would make financial sense. The challenge, however, was to anchor this universe in a silo-based organization with many stakeholders and to target functionality to a quite broad target group.

    The universe was to accommodate sales, self-service and utilities and lift Q8's business offerings from a range of fragmented services to a unified, significant offering for all non-key account business customers, regardless of industry verticals.

    KPIs were set as 1) increased target group revenue (not key accounts), 2) target audience retention, 3) decreased acquisition costs, and 4) increased cross-category sales, without increasing sales force costs, and 5) increased use of self-service and thus a reduced burden on customer service, not least in terms of. fleet cards (leasing companies, taxis, etc.).

    Solution

    A B2B application platform that 1) allows the user to segment himself by choosing apps that fit his / her business and role, 2) makes the customer's own data available to him / her and to a more targeted marketing effort than before possible and 3) let the individual business units at Q8 launch new, personalized functionality into the application platform, without having to feel ownership of the entire solution. The platform includes all generic functionality, such as messaging, integration with underlying data sources, "app store", so that each business unit simply needs to define its own KPIs, a sub-target audience and desired features to launch new functionality into it.

    The platform thus potentially contains the entire Q8 Denmark B2B business in DK and SE, but does not impose requirements for unified efforts across business units.

    The business units that want to accelerate the development of digital services can do so with very little coordination with other more conservative parts of the business.

    In terms of personalization and self-segmentation, the customer experiences a high degree of relevance in the digital offering.

    The film provides only a superficial insight into the benefits to the organization. The fact that the solution in its architecture is conceived in the organization and as an application platform instead of a conventional monolithic extranet is crucial for the platform to gain traction and for its continuous development across business units and suppliers.

    The design is fully responsive to support the many mobile use cases our research demonstrated.

    Unfortunately, we cannot offer a login to the solution, since login requires a B2B Customer Relationship to Q8 Business, but attach a collection of screenshots from the staging server.

    Result

    Independent business units in Q8 Business are currently designing and developing new apps that, in addition to IT resource planning, do not require a complete coordination or change of platform design.

    The marketing effect we expect to see in terms of the platform's ability to target communications to individual users based on behavior and self-segmentation has not yet been realized.

    Work to popularize the platform with functionality continues in 2017 and the platform is localized to the Swedish market in 2017/2018.

    Confidential data and case footage have been removed prior to publication / DDA

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    • Q8 Danmark

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