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Mage, hjärta och hjärna
skapa design, upplevelser och innehåll som når fram
creunasverigecreuna_secreuna_guest
creun...
ANNA
LINDQVIST DEN MAGISKA FORMELN 

FÖR EXPERIENCE
DIGITALT ÄR MER 

ÄN BARA EN KANAL.
BRAND EXPERIENCE OCH 

CUSTOMER EXPERIENCE.
brand experience
”ALL THE INTERACTIONS PEOPLE HAVE WITH A PRODUCT, SERVICE,
OR ORGANISATION; THE RAW MATERIAL OF A BRAND.”
BRAND EXPERIENCE ÄR
UPPLEVELSEBASERAD
KOMMUNIKATION.
BÄTTRE ATT VARA BRA,
ÄN ATT SÄGA ATT DU
ÄR BRA.
BRAND EXPERIENCE

ÄR OCH FÖRBLIR

ALLT VIKTIGARE.
FRÅN PRODUKTFOKUS
TILL KUNDFOKUS.
KÖPPROCESSEN &

KUNDRESAN.
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
CU...
“That’s an
interesting product”
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CU...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
lo...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
“h...
Ask for demo
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STOR...
purchase!
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
P...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
Se...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
Se...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
fi...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
us...
Read FAQ
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PU...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
Li...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
Before Duri...
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
Before Duri...
CUSTOMER EXPERIENCE INDEX BY FORRESTER RESEARCH
ENJOYABLE
EASY
MEETS NEEDS
HOW ENJOYABLE WERE THEY TO DO
BUSINESS WITH?
HO...
KUNDUPPLEVELSEN.
MEN VARFÖR ÄR 

DET SÅ!
LEDARSKAP OCH KULTUR.
HJÄRTA OCH HJÄRNA.
GAMLA METODER
OCH ARBETSSÄTT.
INSIGHT BIG STRATEGY TEST WITH
CONSUMERS

(FOCUS GROUPS)
ADJUST NEW 

PRODUCT

SERVICES

CAMPAIGN

WEBSITE, 

ADS, ETC
MEA...
INSIGHT LITTLE 

STRATEGY
PLAN,DESIGN,
LAUNCH AND
MEASURE
INSIGHTS
B.TRYSOMETHINGELSE
LITTLE 

STRATEGY
ADJUST
LEARNING CU...
5 SNABBA 

TAKEAWAYS.
HA EN STARK

KUNDKUNSKAP.
01
VAR ENGAGERANDE.
02
LÄMNA INGET ÅT

SLUMPEN. DESIGNA, 

DESIGNA, DESIGNA!
03
ÄLSKA OCH FÖRSTÅ
DATA!
04
SAMARBETA.
5
FÖR…..
.….DET FINNS INGEN 

MAGISK FORMEL 

FÖR DETTA!
“MAY THE FORCE BE WITH YOU.”
CUSTOMER
ANNA LINDQVIST, CREUNA
COPYRIGHT ©2016 CREUNA AND ALL ANIMATIONS SCREENSHOTS ©2016 T...
Den magiska formeln för experience
Den magiska formeln för experience
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Den magiska formeln för experience

Anna ger tips och exempel på vad upplevelser idag innebär i en digifysisk värld och hur det i slutändan påverkar affären och varumärket.

Anna Lindqvist, VP Creuna Göteborg

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Den magiska formeln för experience

  1. 1. * * * Mage, hjärta och hjärna skapa design, upplevelser och innehåll som når fram creunasverigecreuna_secreuna_guest creuna2016 @creuna_se
  2. 2. ANNA LINDQVIST DEN MAGISKA FORMELN 
 FÖR EXPERIENCE
  3. 3. DIGITALT ÄR MER 
 ÄN BARA EN KANAL.
  4. 4. BRAND EXPERIENCE OCH 
 CUSTOMER EXPERIENCE.
  5. 5. brand experience ”ALL THE INTERACTIONS PEOPLE HAVE WITH A PRODUCT, SERVICE, OR ORGANISATION; THE RAW MATERIAL OF A BRAND.”
  6. 6. BRAND EXPERIENCE ÄR UPPLEVELSEBASERAD KOMMUNIKATION.
  7. 7. BÄTTRE ATT VARA BRA, ÄN ATT SÄGA ATT DU ÄR BRA.
  8. 8. BRAND EXPERIENCE
 ÄR OCH FÖRBLIR
 ALLT VIKTIGARE.
  9. 9. FRÅN PRODUKTFOKUS TILL KUNDFOKUS.
  10. 10. KÖPPROCESSEN &
 KUNDRESAN.
  11. 11. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE CUSTOMER JOURNEY MAP
  12. 12. “That’s an interesting product” AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  13. 13. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE look up information CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  14. 14. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE “how is this different?” CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  15. 15. Ask for demo AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  16. 16. purchase! AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  17. 17. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE Set up the new service CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  18. 18. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE Seek assistance CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  19. 19. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE finish setup CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  20. 20. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE using it! CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  21. 21. Read FAQ AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  22. 22. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE PURCHASE Live chat CUSTOMER JOURNEY MAP Before During AfterLong Long before…..
  23. 23. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE Before During After PURCHASE Long Long before….. CUSTOMER JOURNEY MAP
  24. 24. AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT HANDHELD TV WEB HUMAN STORE-CLERK CUSTOMER SERVICE STORE Before During After PURCHASE Long Long before….. CUSTOMER JOURNEY MAP “That’s an interesting product” look up information “how is this different?” Ask for demo purchase! Set up the new service Seek assistance using it! Read FAQ Live chat
  25. 25. CUSTOMER EXPERIENCE INDEX BY FORRESTER RESEARCH ENJOYABLE EASY MEETS NEEDS HOW ENJOYABLE WERE THEY TO DO BUSINESS WITH? HOW EASY WERE THEY TO DO BUSINESS WITH? HOW EFFECTIVE WERE THEY AT MEETING YOUR NEEDS?
  26. 26. KUNDUPPLEVELSEN.
  27. 27. MEN VARFÖR ÄR 
 DET SÅ!
  28. 28. LEDARSKAP OCH KULTUR. HJÄRTA OCH HJÄRNA.
  29. 29. GAMLA METODER OCH ARBETSSÄTT.
  30. 30. INSIGHT BIG STRATEGY TEST WITH CONSUMERS
 (FOCUS GROUPS) ADJUST NEW 
 PRODUCT
 SERVICES
 CAMPAIGN
 WEBSITE, 
 ADS, ETC MEASURE NEW BIG 
 STRATEGY KONVENTIONELL, LINJÄR UTVECKLINGSPROCESS
  31. 31. INSIGHT LITTLE 
 STRATEGY PLAN,DESIGN, LAUNCH AND MEASURE INSIGHTS B.TRYSOMETHINGELSE LITTLE 
 STRATEGY ADJUST LEARNING CURVE INTERACTIVE CYCLE LEARNING CURVE INSIGHTS LITTLE 
 STRATEGY ADJUST A. CONTINUE ITERATIVT, AGILT OCH FLEXIBELT ARBETSSÄTT MADE BY MANY
  32. 32. 5 SNABBA 
 TAKEAWAYS.
  33. 33. HA EN STARK
 KUNDKUNSKAP. 01
  34. 34. VAR ENGAGERANDE. 02
  35. 35. LÄMNA INGET ÅT
 SLUMPEN. DESIGNA, 
 DESIGNA, DESIGNA! 03
  36. 36. ÄLSKA OCH FÖRSTÅ DATA! 04
  37. 37. SAMARBETA. 5
  38. 38. FÖR…..
  39. 39. .….DET FINNS INGEN 
 MAGISK FORMEL 
 FÖR DETTA!
  40. 40. “MAY THE FORCE BE WITH YOU.” CUSTOMER ANNA LINDQVIST, CREUNA COPYRIGHT ©2016 CREUNA AND ALL ANIMATIONS SCREENSHOTS ©2016 THEIR RESPECTIVE OWNERS. BIG THANKS TO HEYTVM.COM

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