Michael Harboe, Keynote Speaker Sitecore Digital Trendspot 2013
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Michael Harboe, Keynote Speaker Sitecore Digital Trendspot 2013

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Presented on Sitecore Digital Trendspot 2013 in Copenhagen November 2013. Subject: www.Jabra.com and Customer Centricity.

Presented on Sitecore Digital Trendspot 2013 in Copenhagen November 2013. Subject: www.Jabra.com and Customer Centricity.

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  • I’m here to talk about this, about online marketing strategies and tactics and a little bit about Jabra, and if all goes well, you will go to lunch with your mind echoing of real tangible and useful inspiration, and some good advice. That being from a program owner leading a recent project, which by reputation has been one of the largest and most ambitious digital transformation projects the last years.
  • I have worked 15 years in the digital space from a customer perspective acting on the levels of project manager, marketing manager and director. With GN the last 3 years, and before that with FOSS and earlier NKT and NILFISK-ADVANCE.
  • Short aboutJabraPart of GN Great Nordic whichwasestablished back in 18694100 epmloyees and ourheadquarter is right outsideCopnehagen
  • Jabra is the worldlargestprovider of mobile headsets, wearearround 850 employees,we have 20 of ourown sales offices, and thousands of partners and retailessellingourproducstarround the world.
  • We have a large and award winning product range within, and in case you think it was Ericson, Jabra actually made the first Bluetooth headset, it was not Ericson, really it was Jabra.So far we have won no less than 5 red dot awards for design and many many other awards and recognitions.
  • We have world-classcompaniesaround the worldusingJabraheadsets and many of them in unifiedcommunications solutions. In short UC, which is one of the largestgrowthopportunities for Jabra, is simplyexplained as advanced SKYPE for lager organisations.
  • The magnitude of our business is quit impressive as, here an interesting fact putting it in perspective.
  • And when it comes to getting love from our shareholders, we are also in very good shape…. But… Did you sense that coming?
  • But Online… back in 2011!!! There truly was room for improvement. We were in really bad shape when it came to our online presence, but how bad you obviously are wondering?
  • Here is Jabra.com as it was back in the summer 2011,FlashDivisionsUC
  • These were some of our findings.
  • In 2012 online was the most popular B2B marketing tactic and 8 of the top 10 channels was measured as the most effective
  • Businesses are allocating budgets like never before.
  • But how? Most companies actually find it to be challenging, so you are not alone.
  • We were challenged!
  • So ok. How much were we missing out, and what could be the actual measured business potential?And why is a documented potential in numbers important? Because numbers are what drives decision on the executive floor!So we cleverly investigated and documented our online business potential, and we managed to turn frustration into numbers indicating a GREAT potential, and that was eventually followed by new BIG ambitions on the executive floor!
  • We got it!Let’s go. LET’S GO! LIFT OFF!!!!
  • We understood that to fulfill the documented potential, we needed to begin a complete Digital Transformation of Jabra – all platforms included!We needed to establish a program, that would allow us to gather all the right people, get the mandate to execute, and to commence a digital transformation. Also including the organization and influencing our company's culture, as we realized that much of the desired transformation relates to customer-facing activities, especially marketing and customer support.
  • We knew that needed effort was beyond just ‘online’, and that changes to the digital experience for sure would impact offline as well. So the effort needed to reach beyond just online performance.Therefore ourDigital transformation, would have to influence our culture – ensuring that people would change behavior, alter daily priorities, and do it based on new insights.We needed to ensure that the organization could practically support the new digital features, and we needed to ensure that they areguided and educated to do it successfully.And of course – we needed a new technical platform.
  • Welcome to the JUICE projects. The project that was intended to start the digital transformation of Jabra. Sowhere do you start?
  • We started with the customer, as what would be a better guiding star for us to reach our growing digital business ambitions?The customers – obviously you may think, but just tell me: How many of you work in a company which website still is very oriented towards itself, its products - being product-centric and not customer-centric? Example: It communicates in an inside-out manner, talking about its own great inventions, and basically is speaking more to its own management than to it’s customers?Even the language is often a challenge, as it is written in a way putting a distance between the customer and the brand, instead of meeting eye-to-eye, not communicating as real people are communicating. ‘In the world of Jabra’, and ‘Jabra has developed a new innovative headset’, are occupying the majority of the space of your websites?Think also about this; how many of you have a website homepage, where the 2 biggest elements displays the last 2 achievements by your marketing manager? And now consider this, is that really what is most relevant for the visitors coming to your website, or is it best case only bottom-line oriented? We want to meet the customer in eye-sight, be relevant to each user ensuring customer needs, interests and requirements are in focus. Let the visitor fulfill their task and achieve their goal – swiftly and easily!
  • So our guidance was set, we wanted to do much better towards our customers. We wanted to change from inside-out to outside-in.All in all – we are starting online, and to guide the project organization we created a customer centricity manifesto. A good and simple tool to guide the expectations of the online experience we want to create.
  • So the more we know, the better we get at getting the right customers to our sites, and we will most likely be willing to pay more to acquire them, because we know that we can build more valuable lifetime relationships with them.So a new concept was added to the project to guide this effort. ‘The warm website’.‘The goal is to offer the best possible experience when interacting with Jabra, and be able to profile any visitor from any location on any device with any goal from any referral with any insight at any time, and be able to react on it immediately offering relevant and valued sticky content’
  • So to get it all going, we introduced a straight forward execution strategy. Easy to understand, relate to, execute upon, and it is framing activities well- all focus on the customer journey, the customer lifecycle.
  • With the objective to understand our customers better, understand their expectations, their pains, and the objective of their visits; hundreds of survey results was gathered and many interviews with current and potential customers were completed and documented. So our new sites and digital services are build on a foundation of thousands of survey answers, interviews with customers across the globe, and input from the Jabra organization, and all was challenged by the demand of becoming customer centric. Direction set - but what did we do about it?We started to ACT by the guidance of the manifesto, started to listen to our customers, and started to fulfill expectations!Here follows our digital answers to our customers requests
  • New Jabra.com, Released in May 2012. Intuitive navigation, mega dropdown, simple search, cultural packages and local adaption – language, background, campaigns, portfolio, social media, local contacts, partners, and retailers.
  • User journey focused and adaptive designs
  • We now speak 21 languages and counting, and cultural elements was added to build trust through indication of local presence.
  • Being relevant to each visitor is for sure improving engagement, increasing lead conversions & sign-ups.So despite a rather fixed framework, variation in text and art can be very differentiated.
  • And with all the tablets and smartphones being sold every day, for which people need headsets by the way, we have optimized our sites to adapt.
  • We have, as most of you, introduced social media integration across the sites, promoting relevant Jabra LinkedIn forums on social space, we have share functionality on every page, and much more.We are realizing that everything, including our marketing, now happens in an environment where customers can, and will, talk about what we do and can share it with the world. So we know that ‘social’ is not a choice, but we are still piloting our way.
  • More than 100 minutes of video made, some in our own ‘low costs’ studio, where we meet our customers at eye-sight, though also introducing the glossy and emotional promotional videos. Viewed 134,151 times in October, and we see a steady growth every month.
  • More than 100 minutes of video made, some in our own ‘low costs’ studio, where we meet our customers at eye-sight, though also introducing the glossy and emotional promotional videos. Viewed 134,151 times in October, and we see a steady growth every month.
  • Video reviews - You got it! We want to be honest, transparent and we really want each customer to be happy with their choice and get a god experience with there Jabra product. No doubt it is very trust worthy, though some marketing colleagues might find it a challenge to post ‘low quality’ videos like this on their websites, but fact is, they sell products through trust.
  • We have made Jabra support very accessible, here on our US site. We leave it to the customer how they want our help, guiding them to help themselves, but we are despite not hiding!
  • At last I trust many of you would like to know what is the enabling technology behindour platform, though I trust the most of you have figured it out already.
  • The graphs speaks for themselves; on traffic we have improved dramatically across the globe.
  • Remember the low amount of traffic from search? We have taken some great steps in the right direction, but the SEO battle continues and is an ongoing and aggressive effort of the team at Jabra.
  • So Spiderman is much happier today!Alright you got me, I did Photoshop this image. But our data and insights are un-doubtful, we are way beyond where we were back in 2011, but we are not done yet! Most likely, we will never be done.
  • But we keep measuring, and we let our customers keep us on our toes, with ‘Was this Useful buttons’ all over our sites. And if you ask, you get answers:
  • Here is a very good example – when you ask, there is a risk that someone will tell you exactly what they mean. This guy tried to stay anonymous by not entering his name and contact details in the feedback form, but as we have creepy analytic tools in place, I will someday find him; and reward him for helping us fix this problem! Cause he was right!
  • We have a constant focus on the performance measures on our scoreboards, and we are utilizing data like never before. We will avoid using our data in the creepy way, but our ambition is to use data without bothering the customer (…to much), and we are of course acting in accordance with the law.With that said, we for sure do plan to utilize our data in a beneficial way for us and our customers, to grow revenue for Jabra.
  • Now this do feel good! This is a great message to get, and even better when shared on Twitter like this, Though real insights comes from asking, data gathering and analyzing. There is no doubt, that many organization can learn from listening to their customers, and in and age of digital influence and growing power of social media, I recon everyone should start as of right now.Customer centricity is in my mind wise, and it is a smart strategy when you need to fill the frames our your digital platform with customer relevant content.
  • At Jabra we are heading towards usingdata as a smart sales person would use it. Towards building excellent long term relationships with valuable customers, and improving our performance based on a smart website that can gather intelligence and adapt to the individual user.We do expect a large competitive advantage, which maybe eventually will be more valuable than product expertise.
  • Thank you all so much for listening, I hope your minds are now echoing with good tangible advices, that you have been inspired, and that you will all have Jabra headsets on your Christmas wish lists. Again, you are very welcome to reach out to me digitally, otherwise I’ll be right down here during the lunch break, and I would truly love the read some good tweets from you all.
  • Finally let me use this opportunity to thank Sitecore for your recognition of our work, and I would also like to thank the consultants at Valtech for your huge effort during the JUICE project, your dedication and the true partnership, and finally I want to express my gratitude to the online team at Jabra, in the marketing team and the IT team – you are amazing, and I want to thank you for following your passionate leader, even though his great ambitions and optimistic mindset did and do require you to also ‘run faster’!! You are truly Great, and I’m great full to work with you every day. Thank you

Michael Harboe, Keynote Speaker Sitecore Digital Trendspot 2013 Michael Harboe, Keynote Speaker Sitecore Digital Trendspot 2013 Presentation Transcript

  • BUILDING ON CUSTOMER CENTRICITY
  • #DTS13 #Jabra www.Jabra.dk
  • GN STORE NORD: HEADQUARTERS IN DENMARK ESTABLISHED 1869 OPENED FIRST TELEGRAPH CONNECTING NORTHERN EUROPE TO JAPAN & 4,100 EMPLOYEES HONG KONG VIA SIBERIA A LEADER IN AUDIO COMMUNICATIONS SOLUTIONS WITH JABRA, GN RESOUND & OTOMETRICS #DTS13 #Jabra www.Jabra.dk
  • JABRA TODAY - THE FACTS SPEAK FOR THEMSELVES WORLD’S LARGEST PROVIDER OF MOBILE HEADSETS 30% SHARE CONTACT CENTER MARKET & OFFICE HEADSET WORLD CLASS RESEARCH LAB 850 EMPLOYEES 20% SHARE 20 INTERNATIONAL MARKET #DTS13 SALES OFFICES #Jabra www.Jabra.dk
  • AN AWARD-WINNING PORTFOLIO
  • Etc. WE WORK WITH 99% OF GLOBAL FORTUNE 100 COMPANIES EXCEPT ONE ...WE ARE WORKING ON IT.
  • JABRA BUSINESS SOLUTIONS SOLD ABOUT SEVEN PRODUCTS EVERY MINUTE LAST YEAR. 24 HOURS A DAY. SEVEN DAYS A WEEK.
  • >50% of all visitors left site after seeing just 1 page Only 0.6% of all referrals from Google did not search for the word Jabra 404-error page was the top 5 entry page >5% of visitors were using a smartphone
  • MARKETERS AGREE ‘DIGITAL IS MOST EFFECTIVE’ Source: B2B Marketing Outlook, Google/Ipsos OTX
  • Source: The B2B Barometer, Circle Research
  • HOW CHALLENGING DO YOU FIND ONLINE MARKETING? Source: Penton Marketing Services, via Econsultancy’s B2B Internet Statistics Compendium
  • ….ONLY 0.6% OF ALL REFERRALS FROM GOOGLE DID NOT SEARCH FOR THE WORD JABRA… !!$ $@
  • VISITS SEARCH LEADS SOCIAL +300% +600% +200% +3.500%
  • Jabra CMS v.227.19
  • BUILDING ON CUSTOMER CENTRICITY
  • 1. 2. 3. 4. 5. 6. TRAFFIC LEADS SALES SATISFACTION SOFT CONVERSIONS SOCIAL MEDIA ENGAGEMENT
  • THE WARM WEBSITE ‘The goal is to offer the best possible experience when interacting with Jabra, and be able to profile any visitor from any location on any device with any goal from any referral with any insight at any time, and be able to react on it immediately offering relevant and valued sticky content’
  • GETTING DRIVE QUALITY TRAFFIC FROM SEARCH ENGINES & SOCIAL MEDIA GROWING BUILD BRAND AWARENESS THROUGH ENGAMENT GROW PREFERENCE & LOYALTY KEEPING WORLD-CLASS SUPPORT & DRIVING ADVOCACY
  • RESEARCH ‘TO DO IT RIGHT’
  • ‘IT REALLY HAS TO BE SUPER EASY TO USE’
  • ‘IF THEY DON’T SPEAK MY LANGUAGE FOR SURE I CANNOT GET SUPPORT’
  • ‘I MUST FIND THAT IT IS RELEVANT TO ME’
  • ‘I EXPECT THAT IT WORKS ON MY PHONE AND MY IPAD, FOR SURE’
  • ‘I MORE OFTEN TURN TO SOCIAL MEDIA, AS I’M ALREADY THERE’
  • ‘VIDEO IS GREAT, I RATHER WATCH VIDEOS THAN READ LONG TEXT. NO COMMERCIALS PLEASE!’ OCTOBER VIEWS 134,151 CHANGE +3.6% OCTOBER AV TIME 1m09s
  • ‘VIDEO IS GREAT, I RATHER WATCH VIDEOS THAN READ LONG TEXT. NO COMMERCIALS PLEASE!’ OCTOBER VIEWS 134,151 CHANGE +3.6% OCTOBER AV TIME 1m09s
  • ‘I TRUST MY FRIENDS AND REVIEWS… AND MY DAD’
  • ‘I RATHER HELP MYSELF ONLINE THAN TALKING TO SOME STUDENT’
  • LAUNCH 20 TRANSLATED SITES LAUNCH Jabra.com Less days in Feb.
  • ‘I JUST NEED A FREAKING HEADSET WITH A FREAKING RJ9 CONNECTOR. I'VE BEEN LOOKING FOR 15 MINUTES ON YOUR WEB SITE AND I CAN'T FIND A SINGLE STINKING THING ABOUT HOW TO PLUG YOUR HEADSET INTO MY PHONE. TALK ABOUT FRUSTRATED. WTF? ‘
  • 2014 2013 REAL-TIME BEHAVIORAL CONTENT ADAPTION DATA DRIVEN DECISIONS CAPTURE USER DATA WEB ANALYTICS ‘ABOUT US ERA’ CUSTOMER CENTRIC ENGAGEMENT BASED ON OWNED DATA
  • #DTS13 #Jabra www.Jabra.dk