Shifting Electrolux from the moment of purchase to the lifetime of ownership

OX is short for Ownership Experience: the customer experience of owning and using an appliance throughout its lifetime.

In Electrolux's case, ownership had never been structured as a coordinated global program. The operating model still centered heavily on retail distribution channels, while the people actually using products at home were increasingly expecting direct support, services, and connected experiences.

The challenge was cultural as much as digital. Moving a manufacturing and retail-driven business toward a customer journey and services model required new incentives, new capabilities, and new ways of coordinating across business areas.

My responsibility was to develop and lead the overall program. Each geographical business area had its own P&L, priorities, organizational structure, and budgeting process. There was overlap in the solution space, but many teams were recreating similar solutions from scratch, resulting in 4x-5x duplication of cost and complexity.

• Developed the overall OX vision, priorities, and internal alignment
• Created the OX Accelerator to structure change management
• Designed and launched the Electrolux User Journey
• Aligned business areas around one roadmap and common solution spaces
• Brought service-design methods into a product-oriented business unit

The work helped create a new global OX group focused on onboarding, ongoing use, service and repair, and recycle and repurchase. It also brought service-design methods into a product-oriented business unit.

• Created the OX Accelerator to structure change management toward the new business area
• Developed the overall OX vision, priorities, and internal alignment
• Designed and launched the Electrolux User Journey
• Built solutions for onboarding, ongoing use, service and repair, and recycle and repurchase
• Improved customer engagement through personalized content, usage guidance, and support access
• Helped increase consumables, accessories, and extended warranty sales
• Integrated service-design methods into a product-oriented business unit