Digitalising eCom Ops and Customer Experience with Björn Radde, Head of Digital Marketing & VP of Digital Experience at T-Systems International

Key facts

Björn’s LinkedIn
T-Systems International website
Björn holds more than 20 years of experience in eCommerce and digital marketing experience and has a deep understanding of eCommerce, digital strategy, website management, online marketing, targeting, and data-driven marketing
Björn has worked for various small start-ups such as Okanda and large companies, including T-Online International, Deutsche Telekom, Steigenberger Hotel Group, and Sabre
Björn is the author of “Growth Hacking – Hints for Personal Branding on LinkedIn,” which helps people establish an online presence
T-Systems International is among the leading digital services providers
T-Systems is headquartered in Germany and has its footprint in core strategic segments such as Europe
T-Systems develops vertical, company-specific software solutions for focus industries, including automotive, manufacturing, logistics and transportation, healthcare, and the public sector

Key takeaways

[01:11-02:52] Björn bought a book from Amazon in 1999, which he says gave him the idea to get into digital marketing. This was the time when he decided to work in the eCommerce industry.
Throughout his career, Björn has worked in various start-ups and enterprise-scale companies serving different roles such as Teamlead Service Portal, Head of Trafficmanagement eCare and eSales Marketing, eCommerce, Director and Vice President Digital Marketing, etc
He joined T-Systems in 2017 and was responsible for public cloud online sales, and cloud services marketing within T-Systems’ digital division.
In 2019, Björn took over the responsibility for the whole digital marketing division at T-Systems, whereas of, March 2022, he continues to serve as Vice President of Digital Experience
[02:53-05:04] Björn believes that T-Systems’ the launch of its state-of-the-art website three years ago and its amazing team is something that sets T-Systems apart from its competition
T-Systems International is purely a B2B (business to business) digital services providers
T-Systems aims to help B2B businesses create a digital marketing experience that resonates with buyers’ behaviour
Björn shares that the COVID-19 pandemic has increased the need for sellers to become digitized more than ever. Hence, T-Systems helps them integrate automation and digitalization requirements in their current system such as helping them set up LinkedIn profiles to build relationships and trust with buyers. In addition, T-System trains their teams to effectively manage these on the ongoing basis
[11:00-12:32] Björn’s first book was “Digital Guest Experience.” In which he talks about Tools to help hotels to manage and optimize the digital guest experience
His second book, “Growth Hacking LinkedIn”, highlighted the importance of sellers and employees having a strong presence on LinkedIn and how T-Systems International can help the companies achieve success using LinkedIn
[12:47-14:09] When asked why people should consider social commerce, Björn believes that social commerce is already generating 30 per cent of eCommerce revenues in the Asian region and is already a big deal in the US
Björn says social commerce always existed in the B2C space, but figuring out how to bring social commerce into the B2B sales structure will be an interesting challenge
[18:57-19:27] Björn’s advice for people getting into digital marketing is to gain maximum knowledge about the industry, understand how AI, and programmatic buying works, and most importantly, remain curious
[22:19-23:28] To ensure their customers have a constantly good experience, Björn shares three-step formula to offer constantly offer a great experience to the customers;
- Check every digital touchpoint
- Plan excitement throughout the customer’s journey
- Always ask for customer’s feedback at every stage of the funnel to improvise

Björn’s no.1 eCom Ops hack

“Create a great digital presence of your brand.” Björn believes that digital presence not only helps an eCom site to create brand awareness but it helps a great deal in increasing revenues, sales and customer relationships.