The document outlines an agenda for a customer experience workshop with Post Danmark and Alm. Brand. It discusses defining business purpose and inspiring cases of great customer experiences from companies like Zappos, Apple, Whole Foods, and Call Me. It also covers reflections on improving the customer experience in the insurance industry in Denmark and using a customer experience scorecard. Presentations will be given by Sofus Midtgaard and Ole Kassow on related topics.

1. WOW Customer
Experience
Post Danmark + Alm. Brand
January 31, 9.00-18.00
Sofus Midtgaard,
Managing Partner,
Leaderlab + Rebuild21
sofus@leaderlab.com

2. Agenda
• What business are you in? What is your higher purpose?
• WOW Customer Experience
• Cases of WOW: Zappos, Apple, Whole Foods, Call Me…
• Reflections about the “Insurance Business” (DK)
• Customer Experience Scorecard for Insurance
Companies (DK)
• Discussion

3. Mere om MidtLink
Ole Kassow,
Partner, Purpose
ole@purpose.dk

4. Respect to the following for inspiration
• Ole Kassow, Partner, Purpose Makers
• Matthew Guiste, Director, Global Brand Loyalty at
Starbucks
• Bill Tolany, Senior Director, Marketing & Integrated Media
at Whole Foods Market
• Hanne Lindblad, CEO, Call Me

5. What business are you in?
- What is your higher Purpose?

10. What business are you in?
- What is your higher Purpose?

12. People don’t buy what,
they buy why!
- Simon Sinek Video

15. Apple...

17. WOW
Customer
Experience
Scorecard:
Consumer
Electronics
(case
Apple)
Brand#/#Philosophy#/#Lifestyle#
100%#
90%#
Price# Buying#experience#
80%#
70%#
60%#
50%#
40%#
Sustainability#&#ethics# 30%# AesteDcs#&#Design#
20%#
10%#
0%# Serie
Compability#&#open#standards# PersonalisaDon#/#customizable#product#
Customer#service# Convenience#&#ease#of#use###
Reliability#&#long#term#value#

18. WOW Customer Experience
- Why it is important?

19. Paid Owned Earned
Print, Television, Radio, Brochure, retail stores,
Magazines, Cinema, Word of mouth,
company website,
Outdoor, Banners, Facebook, Google+
Microsite, community,
Direct mail, SEM/Paid Twitter, Digg, Youtube,
Facebook Fanpage,
Search, in-store media Flickr, blogs, forums
Mobile apps etc.
Strangers Customers Fans

20. Reality
Happiness =
Expectations

21. LEGO story...

22. Luka lost his Ninjago figure

23. Luka’s letter to LEGO
Hello.
My name is Luka Apps and I am seven years old.
With all my money I got for Christmas I bought the Ninjago
kit of the Ultrasonic Raider. The number is 9449. It is really
good.
My Daddy just took me to Sainsburys and told me to leave the
people at home but I took them and I lost Jay ZX at the shop
as it fell out of my coat.
I am really upset I have lost him. Daddy said to send you a
email to see if you will send me another one.
I promise I won't take him to the shop again if you can.
– Luka

24. LEGO response to Luka
Luka, I told Sensei Wu that losing your Jay minifigure was purely an
accident and that you would never ever ever let it happen ever again.
He told me to tell you, "Luka, your father seems like a very wise man.
You must always protect your Ninjago minifigures like the dragons
protect the Weapons of Spinjitzu!"
Sensei Wu also told me it was okay if I sent you a new Jay and told me
it would be okay if I included something extra for you because anyone
that saves their Christmas money to buy the Ultrasonic Raider must be
a really big Ninjago fan.
So, I hope you enjoy your Jay minifigure with all his weapons. You will
actually have the only Jay minifigure that combines 3 different Jays into
one! I am also going to send you a bad guy for him to fight!
Just remember, what Sensei Wu said: keep your minifigures protected
like the Weapons of Spinjitzu! And of course, always listen to your dad.

27. A Story of the New World…
LEGO meets Minecraft...

39. 0
NPS = Net Promoter Score

42. Cases on WOW Customer Experience

43. Zappos...

49. South West Airlines...

53. http://youtu.be/RmprvK-p7wc
http://youtu.be/RmprvK-p7wc

55. Whole Foods

62. Starbucks

66. 100 Days of Politeness

69. Call Me

76. Kundeoplevelse i
“forsikringsbranchen”
(In Danish Sorry)

79. Customer
Experience
Scorecard:
Forsikringsbranchen
-­‐
et
meget
hur@gt
bud...
Purpose/Profil/Brand#
100%#
90%# Overskuelige#produkt#portefølje#og#klar#
Pris#
80%# kommunikaEon#
70%#
60%#
50%#
40%#
Kundeservice#og#fysiske#rammer#ved# Nemt#at#sammensæHe#produkt#der#
fremmøde# 30%# passer#/Customizable#product#
20%#
10%#
0%# Serie1#
Klare#dækningbeskrivelser#og#
Kundeservice#O#telefon#
transparens#
HurEg#skadebehandling#og#udbetaling# God#online#selfOservice/brugervenlighed#
Nemt#at#anmelde#skade#

80. Rebuild21
May 22-23 2013, Copenhagen
Organising for the Future +
New Nordic Leadership
Organizing for the future &
New Nordic Leadership

82. Sofus Midtgaard
Managing Partner, Leaderlab
Mobile: +45 30 220 111
Email: sofus@leaderlab.com
Thank you...
BAGGRUND
Gennem mit arbejde og netværk Jeg har en MBA og er vant til at ofte på nøglepersoner fra
har jeg betragtelig indsigt i de tilrettelægge og drive processer Starbucks, Wholefoods, IDEO og
Jeg har 10 års erfaring som strategiske, forretningsmæssige og skabe resultater i både små og LEGO.
Udviklings- og Strategichef i DR og organisatoriske udfordringer store ofte politiske
og har de sidste fem år arbejdet virksomhedsledere står overfor organisationer.
tæt sammen med ledere i med digitaliseringen,
virksomheder som LEGO, Novo globaliseringen og omlægningen Herudover har jeg gennem
Nordisk, Mærsk, Egmont, mere bæredygtig produktion/ Leaderlab og etableringen af
Grundfos, Novozymes og TDC. ressource økonomi. konferencen Rebuild21 et stort
internationalt netværk og trækker