emerce engage 2016 - frans stijnman (osudio)
TRANSCRIPT
OsudioMail us, call us orlet’s meet for acup of coffee?
Frans StijnmanDigital Strategy &Customer Engagement
[email protected]+31 (0)645 644482
European Full-Service Digital Agency
Digital Strategy & Customer
Engagement
UX & Visual Design
Implementation &
Operations
TechnologyE-Commerce,
PIM, DAM, CMS
European Full-Service Digital Agency
> 215 Osudians
5 Countries8 Offices
20 Years of Services
> 100International
Customers
GoodyearAbout this brand
Goodyear is one of the world’s leading manufacturers of tires. In Europe Goodyear is the second largest tiremaker. It builds its longstanding reputation on its innovation, safety and performance quality characteristics. Goodyear provides a large portfolio of brands: Goodyear, Dunlop, Fulda, Sava and Debica, offering products that cover all market and customer needs.
Dansk SupermarkedAbout this brand
Dansk Supermarked is a leading Nordic retailer with over 1,200 stores in Denmark, Sweden, Germany and Poland. Their formulas include: føtex, Bilka, Netto, Salling and the webshop Bilka.dk.Everyday, nearly two million customers purchase food and non-food products. Sound business practices, common sense and a constant customer focus has been Danks’ recipe ever since Herman Salling created the first føtex store in 1960.
thyssenkruppAbout this brandThyssenkrupp is a global company with activities in 74 countries on 5 continents and employs over 155.000 people wo work in 6 Business Areas: Production of Steel, Components Technology, Elevator Technology, Industrial Solutions and Materials Services.Industrial Solutions include The Naval sector, Automotive, Aerospace and Port Handling Equipment. Elevator Technology includes Boarding Bridges for passengers, Stairs and Platform Lifts and Freight Elevators.
DanoneAbout this brand
Offering everyone high quality, natural food that helps to build health through all of life’s stages. Cultivating a taste for things that are good for you. Feeding young children and vulnerable people as well as those in good health. Adapting our products to all cultures. Exploring what scientific research can bring to our daily diet. This is the adventure in which Danone has chosen to participate.
DSM
“We loved taking the challenge of contributing to the consumerizationof this typical B2B proposition.”Roy Machielsen
Osudio, UX Director
CarlsbergAbout this brandThe Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. More than 45,000 people work for the Carlsberg Group, and products are sold in more than 150 markets. In 2014, the Carlsberg Group sold 123 million hectolitres of beer, which is about 37 billion bottles of beer.
To Engage or Not to Engage:
What is the question?
To Engage or Not to Engage:
What is the question?
What is it; an example
Why does it matter?
How to get there?
What is it; an example
Why does it matter?
How to get there?
To get you engaged………
Real or Fake:
What do you think?
What do you think:
Real or Fake?
It’s real…..
www.squattypotty.eu
Hout, opblaasbaar, plastic34,95 – 85 euro
Engagement is about…
MarketingSales
RetailChannelPartners
ProductDesign
CustomerServices
Customers are increasingly choosing products and services based on the quality
of the experiences they have with them.
Jeff Bezos - Amazon.com
Obsessed over CX
Gary Vaynerchuk:
The customer is always right…
Giving without expectation…
Zappos USA
75% of all orders are
repeated customers
Go above and beyond Customer
Xperience…
What is it; an example
Why does it matter?
How to get there?
Typical focus - online shop
Inspire Orient Select Experience
Transact Service Interact Engage
+-
Customer Journey
Inspire Orient Select Experience
Transact Service Interact Engage
+-
Customer Journey The loyalty loop
What distinguishes a loyal customer from a regular
customer?
When they buy from you, knowing the competitor
is cheaper!!
Other facts about a loyal customer?
When they buy from you, because of your brand and the Xperiences they have with it!!
(Mobile) Technology REVOLUTIONIZED customer behaviour
Age of the Customer2010 - present
Innovation Of Business Models
Disruption Of Traditional Markets
Digital Revolution is a fact
Mobile First & Customer Focus!
What is it; an example
Why does it matter?
How to get there?
How do we get into Engagement?
Research & StrategyValue proposition
Customer segmentsCustomer experiences
Channels
By applied design
ConceptExplore & Sketch
Validate Refine ideasPrototype MVP
Design & BuildDetailed designCode & Go Live
Research & StrategyValue proposition
Customer segmentsCustomer experiences
Channels
By applied design
ConceptExplore & Sketch
Validate Refine ideasPrototype MVP
Design & BuildDetailed designCode & Go Live
Value Proposition1 Persona’s
CustomerXperience
MapsTouchpoints2 3 4
Prototyping
Gain Creators
Pain Relievers
Products & Services
Gains
Pains
Customer Job(s)
Value Proposition Canvas(Business Model Canvas - by Strategyzer)
Fit
Profitable Work
Better Safety
Latest QualityTools
Right ToolRight TimeRight Place
Owner Construction
Company
Invoices paidafter meeting
planned schedule
Equipment missing-stolen
Expensive & Delivery times
Equipment broken down
Upfront –Capital required
Latest technology -Best tools
On line Fleet Management
Predictable costs
No cost for repairs or
replacements
Fleet Management System
Sub
scrip
tion
Base
d Fle
etM
anag
emen
t Sys
tem
Gain Creators
Pain Relievers
Products & Services
Gains
Pains
Customer Job(s)
Value Proposition CanvasBusiness Model Canvas - by Strategyzer
Fit
No planning required for
deliveries18/7
Easy accessfor flexible
staff
Sales up due to news-
letters on trendsStock levels
accurate
Owner Restaurants
& bars
Happy guests
Flexible staff 18 hours a day7 days a week
Keeping up with latest trends
Out of stockDelivery of
products
Overview invoices
Call CenterCustomer ServicePortal – Log in
Mobile appOrder Management System
Mobile push notifications on
deliveries
Info & trendy news newsletters
Digi
tal P
latfo
rm fo
r Or
derin
g,
Finan
ce &
Pro
duct
Info
Placing orders Ease of use
Access to invoicing system
Customer Value
What gains do you create for your customer?
What pains do you relieve………
Why should they choose YOU………….
What makes YOU unique; what problem do you solve?
What do you mean for them?
01
02
03
04
Get out of the building Talk to your customers
Prototype - Validate;Check assumptions
Get out of the building
The Lean Start up – by Eric Ries
Google Design Sprints
Prototype, Validate, Redesign,Validate, etc.
Value Proposition Persona’s
CustomerXperience
MapsTouchpoints21 3 4
Prototyping
Value Proposition Persona’s
CustomerXperience
MapsTouchpoints21 3 4
Prototyping
Customer Experience Maps
Value Proposition Persona’s
CustomerXperience
MapsTouchpoints21 3 4
Prototyping
Research & StrategyValue proposition
Customer segmentsCustomer experiences
Channels
By applied design
ConceptExplore & Sketch
Validate Refine ideasPrototype MVP
Design & BuildDetailed designCode & Go Live
To Engage or Not to Engage:
What is the question?
When are you ready?
OsudioMail us, call us orlet’s meet for acup of coffee?
Frans StijnmanDigital Strategy &Customer Engagement
[email protected]+31 (0)645 644482