we need to move on! build seamless experiences that recognize the user and an organisation that...
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We need to build seamless experiences that recognize the user and an organisation that supports this goal. Focus on what we can do first and than move on. Do not aim too high and remember to do something with the organisation as well. By Eirik Norman Hansen, Director of Business Development at CreunaTRANSCRIPT
Eirik Norman Hansen CMO
We need to move on !!Build seamless experiences that recognize the user and an organisation that supports this goal
Build seamless experiences that recognize the user and an organisation that supports this goal
1. Build seamless experiences
2. Data => knowledge, and knowledge is still power
3. Allow the customer and user experience to drive development of your organisation
© Creuna © Creuna
“Everything that can be digital, will be digital”
© Creuna
Tid
Politik
Inf
Kultur
T
Digital teknik
Change
Time
Digital
LawInfrastructureCulture
Rolling stones
© Creuna © Creuna
Mobile Phone
97%
The Internet
84%
Car
64%
14 - 29 year old population
Current Partner
43%
© Creuna
”It’s not sufficient to do things better. We need to do better things”
!
Mark Shayler
© Creuna
ManualManual
© Creuna
Build seamless experiences
© Creuna
”Customer Experience is the greatest untapped source of both decreased costs and increased revenue in most industries”
!
Harley Manning & Kerry Bodine, Forrester Research
Customer Experience Pays off
10 companies with higest score on the Customer
Experience Index
vs.
10 companies with lowest score on the Customer
Experience Index
Users own multiple devices
And are more and more accessible
© 2012 Forrester Research, Inc. Reproduction Prohibited
Customers are increasingly always-addressable
6
Source: European Technographics® Consumer Technology Online Survey, Q4 2012
Ages 12-23
57%
Ages 33-46
37%
Ages 47-56
28%
Ages 57-67
24%
Age 68+
19%
Ages 24-32
51%
EU7
The Customer Journey is more than just the transaction point
Before
Under
After
Transaction
The total user experience
© Creuna © Creuna © Creuna
© Creuna
”It is about understanding and respecting the power and expectations the user
got towards you, your company and what you deliver.
Knowledge about where and when
© Creuna
© Creuna
© Creuna
© Creuna © Creuna
Tracking
© Creuna © Creuna
© Creuna © Creuna
© Creuna © Creuna
© Creuna © Creuna
BUY WEIGH SHARE DISCUSS WORKOUTMONITOR
© Creuna
© Creuna © Creuna
© Creuna © Creuna
Shopping
© Creuna © Creuna
© Creuna © Creuna
© Creuna © Creuna
© Creuna © Creuna
© Creuna © Creuna
Evolution not revolution
Data => knowledge, and knowledge is still power
Price does not matter that much
Do the right things
Move communication from advertising to advise
Gather, analyze and act !
Act based on knowledge
Enable proactive user experience
Allow the customer and user experience to drive development of your organisation
Most company cultures seem designed to disappoint customersInconsistent and fuzzy images of taget customers
Incomplete understanding of the brand attributes that should drive customer experience
Now reward for improving customer experience
Poor executive role models
Create a culture driven by customer experienceHiring •Hire people with aligned values
Socialize •Integrate customer oriented focus in day-to-day activities
Reward •Reward employees to reinforce customer-centric behaviors
Build seamless experiences that recognize the user and an organisation that supports this goal
1. Build seamless experiences
2. Data => knowledge, and knowledge is still power
3. Allow the customer and user experience to drive development of your organisation
© Creuna © Creuna
“It is more likely to succeed if you are good than if you are not good”
!
Arne Hjeltnes og Arne Brimi
© Creuna
© Creuna
Be on!
Eirik Norman Hansen CMO - Creuna Norge
TUT OG KJØR! :P
@eiriknorman
eiriknorman
linkedin.com/in/eirik
www.creuna.no