Digital transformation of communication

Siemens wants to set new standards: The objective is to be perceived as a driver of digitalization and an enabler for other companies. The basis for this is to establish a more digital global communication in order to strengthen the connection between business, technology as well as communication and, to focus on becoming an agile organisation. Together we are tackling new technologies and trends.

Services
Consulting & Transformation

Industry
High Tech

Market
Germany, Austria, Switzerland

Digital programme 2020+

Merkle has been supporting the digital transformation and cultural change at Siemens since 2018 as a strategic and operational partner in corporate communications. Together we are working on data-based concepts for all aspects of digital communications, developing new digital platforms and supporting Siemens in becoming an agile organization.

To achieve these objectives, our interdisciplinary teams work together with Siemens on several levels:

• At management level we support Siemens in managing and developing the digital skills of the teams.
• At a strategic level we help the company to work together more efficiently, respond more quickly to change and create positive customer experiences.
• At the operational level we successfully implement innovative projects together.

Efficient, intelligent, data-driven communication

Several projects, pilots and Minimum Viable Products (MVPs) around global data-driven communication have been developed in this cooperation and have been awarded.

This is only the beginning of our successful path together. We are looking forward to it!

Project 01

Coffee Mug: Efficient internal communication with personalized news service

Internal communication meets artificial intelligence
The amount of internal content at Siemens is overwhelming. The purpose is to inform, entertain and inspire more than 385,000 employees worldwide – with content that is perfectly tailored to their individual needs. To ensure that everyone is up to date and benefits from relevant information.

Our Approach

1. One channel. All relevant information.
   Coffee Mug bundles Siemens' internal news portals in one place and filters the relevant information.
2. Relevance is king.
   Continuous feedback is collected and incorporated into the further development to continuously provide even more relevant content.
3. AI for personalization.
   Depending on preferences, reading behaviour and location, the content adapts to the user's needs using an algorithm developed specifically for this purpose.
4. Access from any device, anywhere.
   Coffee Mug enables Siemens’ internal news to be consumed worldwide with any device.

All relevant information in one platform.

With the platform Coffee Mug, Siemens is laying the foundation for smart, digital internal communication: all news are individually adapted to the needs, preferences and behavior of the respective employee. An intelligent algorithm taps various internal news sources and offers the user exactly the amount of relevant content that she/he can read in the time she/he wants. Exactly as long as it takes her/him to drink a cup of coffee.

Merkle as strategic and operational partner.

Merkle supports and accompanies Siemens in the digital transformation of their internal communications – as a strategic and operational partner. We conceived the unique concept for the platform Coffee Mug. In addition, our experts accompanied Siemens with the user experience, the design and the content on the platform.

Coffee Mug = increased efficiency + digital experience

Siemens employees benefit from smart infotainment. They are always informed about all company news without getting lost in details. This saves time. Siemens also successfully places its most important topics: company information becomes a digital experience.

Project 02

Ingenuity: New platform for knowledge exchange combines artificial intelligence with co-creation

Employee advocacy – democratizing corporate communications
People trust people – not companies. This is what Siemens believes in and relies on its employees as credible and authentic communicators. The challenge: in order to share knowledge, experience and skills online and convince the community the right skillset is needed. The aim is to provide more than 380,000 Siemens employees with a smart tool that enables them to share their expertise, exchange ideas, network and encourage users to engage in dialogue. For successful B2B communication through employee advocacy.

Our Approach

1. Authentic communication.
   380,000+ employees share their expertise as ambassadors.
2. Central platform for knowledge exchange.
   Ingenuity is a platform where employees can share their knowledge with the community.
3. AI for smart content.
   The intelligent Writer's Tool supports authors in creating digital content.

We enable 380,000+ authors

Communication of the future – platform for knowledge, opinions and discussions: Already in the beta phase, the content hub was able to attract an incredible number of Siemens experts that write about their topics. Thus, inspiring new users and readers. Just a few months after the platform was introduced Siemens’ communications expenditure and budget efficiency has been impacted positively.

Merkle as strategic and operational partner.

Merkle supports and accompanies Siemens in the digital transformation of their internal communications – as a strategic and operational partner. We conceived the unique concept for the platform Coffee Mug. In addition, our experts accompanied Siemens with the user experience, the design and the content on the platform.

Project 03

Analytics Unlocked: Data-based optimization of campaigns in real time thanks to the self-service platform

Making data-driven decisions
At Siemens, about 900 communication managers worldwide annually manage over 6,000 campaigns. Are these investments even worthwhile? To answer this question campaign managers have to investigate various tools, internal and external data sets and excel charts full of raw data daily. Frustrating, time-consuming, inefficient. Therefore our objective was to consolidate analytics data from different sources and to make it easily accessible to everyone. Using smart algorithms – for goal-oriented, data-based decisions.

Our Approach

1. Central platform saves time.
   All important campaign data is centrally accessible via one platform. Managers profit from the reduced effort of collecting and summarizing data.
2. An algorithm assumes data evaluation.
   Data from different sources are aggregated and compared with previously defined campaign objectives. The Engagement Score becomes the key KPI.
3. Enable campaign managers.
   The intelligent Writer's Tool supports authors in creating digital content.
4. Close cooperation with the target group.
   Campaign managers and analytics experts work closely together in the development process. We optimize the prototype and continuously run usability tests and interviews.

Company-wide measurable success.

Campaign management on a whole new level: With the Analytics Unlocked platform, managers save twelve hours per campaign for major projects. Thanks to automated alerts and recommendations, they plan their budgets 23 percent more effectively. In this way Siemens ensures 900 satisfied campaign managers and benefits from an impressive overall saving from inefficient campaign costs.