MCAM

Total business transformation from customer journey experience

MCAM began to redesign its customer journey experience, taking on a new strategy focused on customer touch points. These touch points are filled with various platforms ranging from: business development platform, a products and solutions platform, ecommerce, and a customer platform. By putting customer experience at number one, MCAM has a decisive lead in a traditional market.

Goal

MCAM (Mitsubishi Chemical Advanced Materials) recognized that it's business models needed to be redefined so that it could become more profitable. It was clear that MCAM would also have to serve other market segments directly, which would enable it to generate more value. 

Customer interviews revealed that MCAM could perform better by improving the connection they have with their customers. These findings became the motivation behind MCAM redesigning its entire customer experience journey. TRIMM and GriDD were approached by MCAM to strategically guide them through this process. After thorough scrutinizing all channels it quickly became clear what different customer groups needed and how MCAM should profile itself. Additionally, which customer contact moments are important as well as which means/channels could be implemented. These findings were embraced by top-level management at MCAM, and formed the building blocks of the new market strategy. Clarifying what the company needed in a market with existing distribution and new OEM manages. 

 

The result

After delivering on the customer journey experience, TRIMM was asked to work with MCAM to form a vision of the channels needed and to house them in a program map. Several new channels were developed within the new direction. The open innovation platform Growth Garage of Mitsubishi Chemical Advanced Materials, stands for a low-threshold collaboration with innovators and entrepreneurs to create new innovative products, applications and solutions and put them into practice. The new mcam.com serves visitors to arrive at the right solutions and products for their challenges and understand how MCAM as a partner can help. The new eCommerce and customer platform, Connect, helps customer effortlessly do business and provides the insights around current orders. Finally, all digital channels have a new unified branding that identifiably positions MCAM as a company that enables new ideas with its customers, rather than being a trader of plastics.

We have shown that by collaborating with the right parties from a powerful vision we were able to implement new channels that deliver value to the user and MCAM in the foreseeable future. We showed that a Customer Experience Journey (CXJ) is a good basis for organizational change. The digital platform gives MCAM many insight into the customer behavior on the digital channels and the corresponding customer needs.

MCAM

TRIMM and MCAM adopted an agile approach in this project. The strategy and direction were first determined so that there was a clear beacon. Subsequently, several TRIMM scrum teams set to work together with MCAM product owners. The deliverables were validated with the target group and the internal stakeholders. This resulted in very usable products in a noticeably short time.

An especially important key to success was, and still is, the intensive teamwork with MCAM. The strength of the team is to understand the complex technical environment, the materials and the real customer needs and most importantly translate this into the right insights for successful digital channels.

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