New times mean new challenges for Swedish industry. When the world-leading bearing supplier, SKF, faced competition from low price suppliers in Asia, the choice stood between modernizing its business concept or struggling against the new global conditions. SKF switched course, turned to QuickSearch, and climbed the value chain.
In order to meet the new market conditions, SKF decided to go from selling bearings to service-based solutions. On paper, the new strategy seemed fantastic. However, the question was how to implement it in practice and what obstacles stood in the way of reaching the goal. With the help of QuickSearch, an innovative solution for the realization of the idea was developed and the cooperation became profitable.
“QuickSearch has helped us to implement our strategy with our customers and has contributed to our having increased our results substantially,” says Claes Rehmberg, Quality Manager at SKF.
Placed the seller in focus
The method developed places the seller in focus. QuickSearch customized a solution in which a continuous web dialog between sellers and management played the central roll. Tom Johnstone, President of SKF, went out to the sellers via a video and emphasized their important role in the work to put the new strategy into effect.
“You are closest to our customers. Give us your opinion how this new idea is being perceived!”
Thereafter, each seller got to communicate valuable information from his or her direct contacts with the market. Through Strategy Tracking and the effective communication channel between the parties, the strategy’s strong points could quickly be used and its weaknesses quickly attacked.
The new strategy bore fruit immediately
SKF could make sure that the strategy had good potential at the same time as they, at the preliminary stage, obtained knowledge about which efforts were required. Using the method, they could quickly identify opportunities and launch concrete measures such as, for example, better case descriptions and directed regional efforts. Already in the second year, it was obvious that Strategy Tracking was successful.
“Strategy Tracking is responsible for approximately 10 percent of our result improvement in 2005/06,” says Claes Rehmberg.
A straightforward and effective dialog without noise
Strategy Tracking is an innovative survey method that analyzes customer interest and intention for your strategy as well as which business opportunities exist. By combining the questionnaire with communication, an effective dialog is established, beyond regional managers and local sales managers, between management and sellers. Strategy Tracking assists you in effectively following up and implementing your strategy.
For more information about what Strategy Tracking can mean for your business, please contact the responsible project manager.
