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Large Automotive Company Case Study
Turnover, EBIT and market share growth
Situation
The Central and South Eastern Europe division of a large automotive company sought help to develop and implement a new strategy for its 12 countries. Issues to address included:
- A need to integrate the country operations.
- No clear overall direction or plan for rapid growth.
- Little useful data on the quality of customer relationships.
- A high dependency on external distributors.
- Cross functional barriers to effectiveness.
- A need to for better internal communications.
Our Task
As the only external vendor focused on strategy development and implementation, we were asked to:
- Carry out research on customers, distributors and staff.
- Create the vision, mission and values.
- Create the Dynamic Scorecard.
- Improve communications methods used.
- Diagnose and reduce cross functional problems.
- Bring order to the internal projects.
Action We Took
- Ran expectations based research with 409 distributors and all staff in 12 countries and 7 languages, followed by facilitated feedback and action led workshops for leaders.
- Led workshops to drive creation of vision, mission and values.
- Facilitated development and execution of new strategy.
- Identified and trained internal facilitators to deliver internal “customer focus groups” using Nominal Group Technique in the local language.
- We call this a Cross Check.
- Crafted the Dynamic Scorecard, creating the dashboard and master schedule of projects.
- Provided guidance on internal communications.
Results
A new CSEE customer driven strategy implemented over a 2 year period, including successful integration of the 12 countries under a single management team. This streamlined organisation results were:
- Annual turnover and EBIT grew by more than 10%.
- A 9% reduction in operational overhead resulted in a €2m cost savings.
- Increased market share in their premium segment for cars and trucks of more than 3%.
- Much improved customer relationships and engagement.
- Much improved employee relationships and engagement.
- Better cross functional relationships, team working and productivity.
Project take-away
The client understood that excellence in employee experience led to excellence in customer experience, with the associated financial gains. The project also reinforced a healthier culture.