Siemens and Account Planning Process (APP · CCooppyyrriigghht ((C)) SSieemmennss AAGG –t op+...
Transcript of Siemens and Account Planning Process (APP · CCooppyyrriigghht ((C)) SSieemmennss AAGG –t op+...
Copyright (C) Siemens AG – top+ 2006 All Rights Reserved
Siemens
and
Account Planning Process (APP+)
May 2006
Copyright (C) Siemens AG top+ Customer Focus 05/06 2
Siemens’ innovations have changed the world
From the first views inside the body – to full-body 3D scans
From single messages on a single line – to millions of simultaneous calls
From the first electric railway – to 310-mph maglev trains
Transportation
Communications
Healthcare
Copyright (C) Siemens AG top+ Customer Focus 05/06 3
Siemens’ innovations have changed the world
Automation
Energy
From the first electronic controls – to fully automated factories
From the first commercial metal filament lamp – to high-tech organic LEDs
From the invention of the dynamo – to the world’s most efficient gas turbines
Lighting
Copyright (C) Siemens AG top+ Customer Focus 05/06 4
Active in six business areas
LightingAutomation and Control
Information andCommunications Power Transportation Medical
OSRAMAutomation andDrives
Industrial Solutions and Services
Communications
Siemens BusinessServices
Power Generation
PowerTransmission andDistribution
TransportationSystems
Siemens VDOAutomotive
Medical Solutions
Siemens Building Technologies
26%23%
16%10%
19%
6%
External sales of Operations Groups excluding Other Operations
Copyright (C) Siemens AG top+ Customer Focus 05/06 5
APP+ is based on 3 essential Core Elements
Support through Regions, Sector Development Boards and Account Management Offices (AMO) Cooperation within Account Teams and Best Practice
Profitable Growth
CustomerBenefit
Strategic Partnership
Analyzesituation
CustomerInterview Formulate
measuresclarify
measures
Accountspecificplan-ning
Supportconcept
Custo-merfeed-back
Rea-lizesales
Imple-mentmea-suresIdea
Generate
Kick-off
Review
NominateAccount Team
Data-base
Intranet
Strategic objectivesAccount Team
Opportunities
Target Agreements & Incentives
Customer Relationship
Monitoring
ATPAP+ + =
Process ResultsAccount Team Portal & Account Plan
OperationalImplementation
Source: AMO Services, AMO Industry, Customer Focus - Siemens One
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Successful account management is assured by uniform, continuous process → APP+
Account Planning Process APP+
DI = Degree of Implementation
Source: AMO Services, AMO Industry, Customer Focus - Siemens One
APP Workshop
Identification of Business Opportunities
Objectives / Strate-gies for Customer Development
Active Participationof Customer
Analysis within Account Teams
CustomerInterview
IdeaGeneration
SituationAnalysis
Continuous Process
Re-view
Acc.-specific
Plan-ning
Custo-mer-Feed-back
Customer Feedback; to agree form of Strategic Partnership
Business Plan and Target Agreements with Account Team
Customer Relationship
Nominate AM / Team; Support Concept
Sup-port Con-cept
Nominate Account Team
RealizeSales
Clarify Measures
Work out Customer Benefit and Sales Promotion Strategy
Operational Implemen-tation and Monitoring
Profitable Growth; Comparison with current Status
$
Business Development
Imple-menta-tion ofMea-sures
FormulateMeasures
Kick-off
PreparationKick-off / Review
Information gatheringIdentification ofParticipants
Info
DI 1 DI 2
DI 3
DI 4
DI 5
Process Support byAPP Facilitator
Copyright (C) Siemens AG top+ Customer Focus 05/06 7
APP+ provides value add both, to the customer and Siemens
APP+: Value proposition
Profitablegrowth
Source: Team top+ Customer Focus - Siemens One
• In depth understanding of customer's business, challenges, risks and customer's needs, buying behaviorand decision making process
• Deduction of cross-Group business opportunities and establishing of improved cross-Group cooperation
• Definition of common roadmap - agreed with customer -to establish strong partnership
• Clear account planning strategy (incl. identified risks) and targets, backed with incentives for account team
• Clear allocation of responsibilities within Siemens
Account Manager• Holistic Siemens approach towards customer and
establishing of single point of contact
• Common identification of challenges, risks and trends of customer's business
• Jointly defined next steps and roadmap to fulfillcustomer's needs
• Provision of outstanding customer benefit
• Establishing of strategic, value added partnership
• Increasing own (customers) market share by improving his business3
Customer
• Establishing of contact network to customer and within Siemens
• Sharing of business opportunities
• Common, reviewed systematic to increase (Group's) business at customer
Account Team Members
• Holistic, coordinated Siemens approach towards customer
• Stringent methodology to increase Siemens business and share of wallet
• Identification of challenges, risks and trends in different industries
• Changing of Siemens perception towards strategic partner
• Clear allocation of responsibilities towards customer
Management
• Building network to Siemens Groups, Business Units, Regions, …
• Gaining expertise on customers and business segments
• Improving emotional intelligence and facilitation skills (moderation, communication, presentation)
Facilitator
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APP+ provides value add to the customer
APP+: Value proposition
Profitablegrowth
Source: Team top+ Customer Focus - Siemens One
• Holistic Siemens approach towards customer and establishing of single point of contact – �������������
• Common identification of challenges, risks and trends of customer's business – ������
• Jointly defined next steps and roadmap to fulfil customer's needs – �����
• Provision of outstanding customer benefit – �����������
• Establishing of strategic, value added partnership – ����������
• Market-leader technical solutions instead of the cheapest available purchase price - �� ������������
• Increasing own (customers) market share by improving his business – �������� and ������
Customer
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Selected References
Ormen Lange
Onshore Offshore FPSUpstream
MidstreamPipeline LNG and Automation
Terminal Management
Downstream Refinery Olefins GTL/CTL
Groningen Gas Field Seawater Filtration System Stena Don Falcon P43 and P48
Yamal Pipeline Compressor Station Pumping Stations Hammerfest Harmonic Filter System Tank Farm
Leuna 2000 Madero Heide Humber Port Arthur Secunda�
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Upstream Reference Groningen Gas Field
One of 22 NAM B.V. compressor stations producing natural gas from the Groningen gas field in the Netherlands. In order to match daily and seasonal fluctuations of demand a compression solution providing a wide operating envelope was required.
Siemens scope of supply:
� the world’s first electrical high-speed variable-speed drive systems with active magnetic bearings;
� harmonic filter plant and all auxiliaries;
� fan motors for cooling banks;
� system integration;
� conceptual and detail engineering;
� network analysis and vibration studies.
Upstream/Onshore
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Midstream Reference Compressor Station
A Wingas compressor station boosting European east/west natural gas transport capacities.
Siemens scope of supply:
� compressor trains powered by the innovativeSGT-700 gas turbine;
� control systems;
� automation and integration up to enterpriseresource planning (ERP) level.
Midstream/Pipeline
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Downstream Reference Heide
Based on extensive positive experience with Siemens products, Siemens was asked to supply and install a state-of-the-art DCS at Shell’s refinery in Heide, Germany. The solution had to interface with a variety of other systems, including AspenTech IPX (APC), Refinery Information System IRIS, SAP, and SIGRAPH EMR.
Siemens scope of supply:
� PCS 7 system including 9+25 controllers, three redundant OS servers, seven standardclients, eleven single user stations, one largedisplay wall and three engineering systems.
Downstream/Refinery
Copyright (C) Siemens AG – top+ 2006 All Rights ReservedCopyright (C) Siemens AG top+ Customer Focus 02/06 13
and finally…
… it’s all about people!