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

Customer interviews revealed that MCG could perform better by improving the connection they have with their customers. These findings became the motivation behind MCG redesigning its entire customer experience journey. TRIMM and GriDD were approached by MCG to strategically guide them through this process. After thorough scrutinizing all channels it quickly became clear what different customer groups needed and how MCG 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 MCG, 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. 

TRIMM and MCG 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 MCG 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 MCG. 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.