Innovation in Action: AkzoNobel's Blueprint for Digital Success - With Michel Claassens

The CX Iconoclast

In the latest CX Iconoclast conversation, Michel Claassens and Richard Owen dive into AkzoNobel's journey of digital transformation, demonstrating how a traditional paint company is innovating and continuing to grow in a rapidly changing landscape. Claassens shares insights on how AkzoNobel strategically targets specific business units to harness digital initiatives, driving both revenue growth and cost efficiency. One fascinating takeaway is the discovery that hybrid customers—those who engage both online and offline—generate the highest revenue, sparking a concerted effort to transition more offline customers to digital platforms, and vice-versa.
The discussion highlights the real challenge: transforming the organizational mindset to fully embrace digital tools and data-driven decision-making. As Claassens outlines the company’s vision for a future where service-oriented and data-rich product offerings redefine the paint industry, listeners will gain valuable perspectives on navigating their own digital journeys. This podcast is a must for anyone interested in how traditional industries can successfully adapt to the digital age and unlock new growth opportunities!
Michel Claassens is the Global Head of Digital at AkzoNobel, a leading global paints and coatings company. With a strong background in digital transformation and marketing, Michel has been instrumental in driving AkzoNobel’s digital initiatives and strategies

Before joining AkzoNobel, Michel held significant roles at Signify (formerly Philips Lighting), where he served as Vice President of Digital Marketing and E-commerce. His expertise in digital solutions and e-commerce has been pivotal in enhancing the company’s online presence and customer engagement.

At AkzoNobel, Michel leads the Global Digital Center of Excellence, managing projects that intersect technology and business impact. He has played a key role in harmonizing the company’s MarTech landscape and driving its global digital and e-commerce strategy. Michel’s work is characterized by a deep understanding of both the technological and business aspects of digital transformation, making him a valuable asset to AkzoNobel and a leader in the field of digital marketing.

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