Help us capture significant market share in the spare parts sector while building a meaningful and mutually valuable relationship with the customers who purchase our dredging vessels.
Execution
The foundation
- Clear strategy: Developed a 5-year strategic roadmap outlined in a Prince II-compliant Project Initiation Document (PID), detailing various “plateaus” and individual projects. This strategy provides clear direction for organizational execution.
Business transformation
- Data and customer-driven mindset: Fostered a data-driven mindset, integrating CRM into all communication and campaign activities to enrich customer profiles.
- Functional requirements: Gathered functional specifications to serve as the foundation for the features to be developed within the loyalty strategy and customer portal.
Digital transformation
- Laying the foundation: Cleaned and completed the base product data to ensure the success of the e-commerce business.
- Data and IT infrastructure: Defined the data strategy and IT architecture needed to bring the e-commerce and loyalty strategies to life.
- Product development and evolution: Designed, developed, and implemented the basic version of the customer portal, followed by its continuous functional enhancement. Designed and developed the corporate website as the primary lead generation channel, leveraging Royal IHC’s thought leadership in dredging. Created a corporate communication campaign emphasizing Royal IHC’s significant contributions to ambitious global infrastructure projects.
Results
- Customers can efficiently maintain their dredging fleet via a self-service e-commerce portal for spare parts.
- E-commerce sales performance on par with industry benchmarks.
- Enhanced Royal IHC’s image as a proud Dutch supplier of high-quality dredging equipment for global infrastructure projects.