Transforming Sales & Marketing
Berylls Mad Media is a strategic sales and marketing advisory firm with an implementation mindset. We are data-driven marketing, customer experience and brand experts, sales and marketing organization specialists and data and tech architects.
We exist because the digitalization of the customer journey is transforming the traditional automotive retail model, creating opportunities for truly individual customer relationships through closer and more frequent interactions.
We help clients secure customer loyalty, increase market share and grow retail margins across all businesses, whether it is sales, aftersales, financial services or mobility offers.
Our tool for cementing long-term customer relationships is the Berylls Mad Media Infinity Loop. The Infinity Loop links end-to-end (E2E) data to marketing on the left Loop side and to the cross-channel customer journey along the sales funnel on the right Loop side.
The Loop illustrates our capabilities within the automobility sales and marketing space where we support our clients in realizing unique customer experiences to optimize conversion and profitability. The Berylls Mad Media offering perfectly fits in with the Berylls Group Loop that illustrates the customer journey on the one side and the value chain of circularity upstream on the other side.
In an industry as competitive as automotive, every point of customer interaction can make the difference between converting a lead into a sale or missing the opportunity. Our tool for cementing long-term customer relationships is the Berylls Mad Media Infinity Loop and acts as a magnifying glass for the customer journey-side of the Berylls Loop.
The Infinity Loop links end-to-end (E2E) data to marketing on the left Loop side and to the cross-channel customer journey along the sales funnel on the right Loop side. The Loop combines our capabilities within the automobility sales and marketing space where we support our clients in realizing unique customer experiences to optimize conversion and profitability.
Capabilities
It takes skill and knowledge to bring the BMM Loop to life and master the industry’s marketing and sales transformation challenges. At Berylls Mad Media, we have these capabilities.
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We create best-in-class brand experiences and achieve industry-leading customer satisfaction through customer experience (CX)².
“Companies that make CX a core focus area will create personalized customer journeys and loyalize their customers in the long-run, while reducing costs and increasing speed of innovation.”
Maximilian Möller,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Principal
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We create best-in-class brand experiences and achieve industry-leading customer satisfaction through customer experience (CX)².
“Companies that make CX a core focus area will create personalized customer journeys and loyalize their customers in the long-run, while reducing costs and increasing speed of innovation.”
Maximilian Möller,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Principal
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We create best-in-class brand experiences and achieve industry-leading customer satisfaction through customer experience (CX)².
“Companies that make CX a core focus area will create personalized customer journeys and loyalize their customers in the long-run, while reducing costs and increasing speed of innovation.”
Maximilian Möller,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Principal
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We create best-in-class brand experiences and achieve industry-leading customer satisfaction through customer experience (CX)².
“Companies that make CX a core focus area will create personalized customer journeys and loyalize their customers in the long-run, while reducing costs and increasing speed of innovation.”
Maximilian Möller,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Principal
Capabilities
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We create best-in-class brand experiences and achieve industry-leading customer satisfaction through customer experience (CX)².
“Companies that make CX a core focus area will create personalized customer journeys and loyalize their customers in the long-run, while reducing costs and increasing speed of innovation.”
Maximilian Möller,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Principal
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
Identity
WE DESIGN AND SHAPE RESILIENT
CUSTOMER-FIRST ORGANIZATIONS FOR AUTOMOTIVES
LED BY OUR DATA AND IMPACT-DRIVEN EXECUTION MINDSET – AS YOUR INDEPENDENT COMPANION.
Key figures
Project Urgency
E-commerce in the automotive industry has been with us in various forms for more than 20 years – from lead generation machines in the used car sector to Tesla’s “5-Click” purchase journey. But for traditional OEMs the role of digital sales is still marginal. It is yet to unleash its full potential.
Project Approach
We were asked by a leading OEM to change this: from defining a customer-centric journey to turning digital sales into a significant share of total sales – all of this across various markets, touchpoints, and sales models both indirect and direct. By staffing an integrated team with various skillsets and experiences we were able to provide a single-sourced solution covering all relevant areas of the project.
Project Deliverable
To start, we developed a clear, customer-centric strategy and derived multiple customer journeys to create a target picture. Based on this target we defined the product portfolio and supported the requirement engineering for defining and designing a visual prototype. On finishing the development of the code artefacts we planned delivery and go-live dates matching the specific needs of different markets. To validate the sales journey with the end user, one of our teams analyzed customer behaviors and flows while identifying levers to drive traffic and conversion in all communication channels. We organized all these different work packages while connecting with a wide set of stakeholders in an overarching governance model. We provided a collaborative structure, while agile coaching, committees, reporting, and escalation paths boosted productivity, agility, and motivation across teams.
Project Urgency
As electric vehicles (EVs) take an increasing share of the mobility market, there is an emerging need to make charging an integral part of the customer experience. Companies need to recognize that the charging experience starts long before a vehicle pulls up to a charging station for the first time. It starts with researching EVs on OEM websites, watching YouTube videos and test-driving EVs.
Project Approach
We were asked by a major OEM to design an industry-leading charging customer journey. In our approach we closely followed the double diamond design process, which rigorously distinguishes between problem and solution. For the problem space, we considered current EV trends and upcoming EV launches by our client. We then defined four customer archetypes that each represents a set of charging-relevant characteristics, and identified two key variables – the level of experience with EVs and charging, and the willingness to deal with the technical details of charging.
Project Deliverable
For each customer archetype, we conducted a customer journey-mapping exercise. Based on today’s sales channel design, we identified charging-relevant touchpoints along the customer journey and assessed how happy the four archetypes would be with the current experience. From the difference between today’s experience and expectations for the future we derived “expectation gaps” for each touchpoint. We prioritized the most significant gaps and analyzed these in detail.
Lastly, we tapped into the solution space (even though this was not part of the project scope) by conducting ideation workshops for the most pressing experience gaps. We brainstormed solutions for redesigning the customer journey around these touchpoints together with experts on customer interaction channels such as web, app, in-car, and retail.
Project Urgency
Organizations and their employees go through different emotional phases during transformation. We often observe that there is resistance to transformation if central leadership does not act transparently and there are a lack of committed transformation champions. Teams are often overwhelmed with the complexity of new ways of working and new processes, especially if they do not understand the reasons for change and how they can benefit from it.
Project Approach
If clients find themselves in such a situation, we recommend setting up a holistic transformation enablement program for successful employee mobilization and enablement of their new workflows. Our proven program approach consists of four modules:
Project Deliverable
Our experience shows that transformation enablement is successful when transformation itself is integrated into daily operations, when leadership builds a sponsor network, and when dedicated organizational responsibility and resources are assigned to transformative activities. It is only when a shared transformation implementation is driven from within the organization that sustainable change is achieved.
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