Putting the Customer First

Royal Philips Electronics is a global health and wellbeing company, aiming to improve the lives of three billion people a year by 2015. Innovation and people are at their core – improving people’s lives through meaningful innovation. Philips operates across three divisions – Healthcare, Consumer Lifestyle and Lighting – and specialises in harnessing technologies and design to create people-centric solutions. To achieve this bold global vision, they are transforming the nature of their portfolio.

How it all began

Brand Learning’s partnership with Philips began in 2007, when we worked together to develop and deliver a Global Marketing Forum summit. Our joint objective was to engage the top 180 marketers and 120 International Key Account Managers in a customer-centred approach to marketing planning, as we knew this was critical to driving the performance of the business. Following the success of the event we were asked to embed the approach across the rest of the organisation. To do this we rolled out the approach to the cross-functional teams through a series of interactive face-to-face and virtual workshops. More than half of these workshops have been Live Action: focusing not only on building the skills for effective marketing planning but also, at the same time, on developing real marketing plans live in the sessions.

How the partnership has evolved

Since then we have continued to work together in partnership to transform capabilities in a number of areas. We have supported the Consumer Lifestyle Marketing Academy in defining their vision, strategy and plan for driving business performance through marketing capability, and we helped their country marketing directors articulate a customer-centred vision for their teams. We also helped define their operating model and build excellence in a variety of marketing areas, including pricing, claiming, insights, and Net Promoter Score. In these areas (as with strategy and planning) there is now a common language and approach, supported by practical tools, in the organisation, and cross-functional teams are able to work together more efficiently and effectively than ever before.

A step into the digital world

We have delivered many highly engaging face-to-face skill-build workshops for Philips since 2007, and in 2012 we developed and deployed a digital web based learning programme to over 1,000 people across 20 markets. During the course of seven weeks, teams were able to explore critical digital touch points including Search, Social Media and Mobile in an interactive way. This aligned people around a common language, and resulted in a significant increase in confidence and competence in digital marketing.

Net Promoter Score for the programme was 76%. 94% of participants have said the content was very relevant or quite relevant for their role and 80% of participants said it had influenced the way they approached their role.

Moving to transformational digital operations

In 2014, Philips set about further transforming the way they operate from a digital perspective. They appreciated that the world and the way we live our lives continue to change, and great brands and businesses evolve and renew themselves over time. As part of this, Brand Learning partnered with Philips and Fleishman Hillard in developing a Social Listening capability building programme. The assignment: to arm social listening teams with critical skills in analytics and social communications.

The programme was developed for specialists across the Philips network to support the launch of new internal social listening teams. We designed and delivered a blended learning programme to empower these specialists with skills to translate data into insights and actions.

What the team at Philips has said about our work:

I received very positive feedback from the team members who attended. At the end of the session I saw a definite improvement and felt that we really helped to improve the ‘marketing mindset & conceptual thinking’ to settle in. Thanks a lot for all your work and effort; really appreciate it!!! Ronald van Harten, Regional Marketing Director APR
Able to translate their strong marketing knowledge/expertise into great learning solutions. Good balance between theory and practice. Top class facilitators. Lenze Boonstra, Head of Global Marketing Personal Care

Published with kind permission.

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