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We need to move on! Build Seamless Experiences that Recognize the User and an Organisation that Supports this Goal

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Information about We need to move on! Build Seamless Experiences that Recognize the User...
Marketing

Published on March 7, 2014

Author: creuna_fi

Source: slideshare.net

Description

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 Creuna
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We need to move on !! Build seamless experiences that recognize the user and an organisation that supports this goal Eirik Norman Hansen CMO

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

“Everything that can be digital, 
 will be digital” © Creuna

Change Digital teknik Digital T Culture Kultur Infrastructure Inf Law Politik stones Rolling Tid Time © Creuna

Mobile Phone The Internet Car Current Partner 97% 84% 64% 43% 14 - 29 year old population © Creuna

”It’s not sufficient to do things better. We need to do better things” ! Mark Shayler © Creuna

Manual Manual © Creuna

© Creuna

Build seamless experiences

”Customer Experience is the greatest untapped source of both decreased costs and increased revenue in most industries” ! Harley Manning & Kerry Bodine, Forrester Research © Creuna

Customer Experience Pays off 10 companies with lowest score on the Customer Experience Index 10 companies with higest score on the Customer Experience Index vs.

Users own multiple devices

And are more and more accessible Customers are increasingly always-addressable 57% 51% 37% EU7 Ages 12-23 Ages 24-32 Ages 33-46 Source: European Technographics® Consumer Technology Online Survey, Q4 2012 28% 24% Ages 47-56 Ages 57-67 19% Age 68+

The Customer Journey is more than just the transaction point Before The total user experience Transaction After Under

© Creuna

”It is about understanding and respecting the power and expectations the user 
 got towards you, your company 
 and what you deliver. © Creuna

Knowledge about where and when

© Creuna

© Creuna

© Creuna

Tracking © Creuna

© Creuna

© Creuna

© Creuna

BUY © Creuna WEIGH MONITOR SHARE DISCUSS WORKOUT

© Creuna

© Creuna

Shopping © 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 customers 
 Inconsistent 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 experience Hiring •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

“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! © Creuna

TUT OG KJØR! Eirik Norman Hansen CMO - Creuna Norge @eiriknorman linkedin.com/in/eirik eiriknorman www.creuna.no :P

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