Simple, accessible and digital logistics

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Starting point

Our joint success story builds on Hellmann's existing digital infrastructure, specifically the Digital Customer Experience Department (DCE). As a digital unit, the department aims to drive digitization towards the customer and to keep promoting and prioritizing it as a fully independent core competence within the company. Etribes was brought in to take the digital unit's capabilities to a new level and enable the team to meet digital customer expectations.

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Approach

Develop an operating model in 4 steps

1. 1

   Develop the basics & analyze the status quo

   In interviews and workshops, we first assessed the status quo of the digital unit and, based on this, defined a vision as an inspiring, attractive and long-term guiding statement. To help achieve this vision, we established joint Guiding Principles, a set of moral values that provide a framework for the expected behavior and decision-making of everyone involved.

2. 2

   Define target operating model

   An operating model is meant to close the gap between the status quo and the target picture. The model shows in an abstract, visual way how a company intends to deliver added value to its customers. At the same time, it shows exactly how “delivering added value” and closing the gap between status quo and target picture will work. For maximum transparency and a clear distribution of roles, we used the operating model to look at and include various levels such as Governance, Culture, Processes, Organization & Technology.

3. 3

   Derive proof of concept as well as actions & roadmap

   Based on data, we have proven that the operating model set up in the second step is not only theoretically useful, but can also be implemented in practice and will sustainably leverage the digital unit. In addition, we have derived detailed measures that are required to iterate and continuously optimize the developed operating model and in turn bundled them into a goal-oriented roadmap for implementation.

4. 4

   Prepare for implementation

   In order to optimally prepare for the implementation of the new operating model for Hellmann's digital unit, we have developed a roadmap with all necessary implementation steps. A key component of this roadmap is the derivation of a new organizational model, including new roles.

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Result

Objective.

• Making Hellmann's digital team even better.
  Hellmann wanted to sharpen the roles of his newly founded digital unit. Individual employees needed a “reason why” and an agile process landscape in which they could move in a targeted manner. In order to ensure exactly these framework conditions, Etribes has developed its own operating model for the digital unit.
• Meet increasing customer expectations.
  Hellmann focuses on its customers in its daily business. This also includes adapting agilely to their changing expectations for logistics services. One example of this is the digitization of existing systems and services. Etribes provided support in this area and completely rethought the user experience of the customer portal.
• Build an efficient tech and data infrastructure
  The logistics sector is still very traditional. There are still a lot of things that are done manually. Here, Etribes has seized on untapped potential, for example to think of the quota, book and tracking process digitally, data-driven and efficiently. As a result, Hellmann will remain one step ahead of its competitors in the future.

Together with the Hellmann team, we worked on two project streams.

Hellmann launched digital initiatives even before we started working together. For example, a digital unit was founded as an independent division alongside IT, whose vision, role distribution and product teams needed to be sharpened. With the help of a newly developed operating model, the digital unit can now work on its own digital initiatives even more effectively, efficiently and sustainably.

From the outset, the aim of our collaboration was to enable Hellmann's digital unit to achieve independent digital success. Despite the fact that most of the project took place completely remotely, the Etribes and the Hellmann team have established an exceptionally trusting and appreciative relationship with each other. We found the courage to change the new form of organization resulting from the operating model with a new organizational chart, new roles and new processes particularly impressive.