Lost in translation - What happened to customer care online?
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LOST IN TRANSLATION – WHAT HAPPENED TO CUSTOMER CARE ONLINE? Key takeaways: - Digital relationships dissected. - The evolution of customer care. - What you can do better on Monday. Speakers: Fredrik Marcus, Creative Director Creuna Arne Hjeltnes, Group CEO Creuna
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Lost in translation - What happened to customer care online?
- 1. Lost in translation © Creuna Or what happened with customer care online?
- 2. Arne Hjeltnes CEO arne@creuna.com Twitter.com/arnehjeltnes instagram.com/arnehjeltnes facebook.com/hjeltnes © Creuna FUCK ART LET’S FISH F Fredrik FM Marcus CD/AD/2D/3D/HD inte VD fm@creuna.se Twitter.com/FM instagram.com/fm facebook.com/fredrik.marcus
- 3. Together we have over 100 years of customer experience © Creuna
- 4. Customer care in the old days © Creuna
- 6. Bakkatun in Voss © Creuna
- 7. Something got lost in the transition © Creuna
- 8. Something got lost in the transition © Creuna
- 9. Magazines Newspapers Music Pictures TV/Movies "Everything that can be digital will be." Money Books © Creuna Games - Jeff Dachis
- 10. Two categories Easy to digitize © Creuna Not yet digitizable
- 11. If physical shopping was like internet © Creuna Source: by Google Analytics
- 12. If physical shopping was like internet © Creuna Source: by Google Analytics
- 13. 7585km 0km Dag 1 Dag 2 Dag 3 Dag 4 Dag 5 Dag 6
- 16. Arne and SAS © Creuna
- 17. Arne and SAS © Creuna
- 19. But the app is good © Creuna
- 20. © Creuna
- 25. For heaven sake it’s just facebook! 4 %1 % 18 % 51 % 26 % © Creuna Source: Using social netwoks to log in to apps and websites. Data from Gigya 29 october 2013
- 28. But what can we do about it? © Creuna
- 29. Support cost $20 x 62.000 = $1.240.000 Clipart from shutterstock. Don’t we just love these pictures
- 30. A chain is not stronger than it's weakest link © Creuna
- 31. “Trust is hard to earn and easily lost; that is why we are customer centric” — Jeff Bezos © Creuna
- 33. Common tools © Creuna Stakeholders +Site analytics +Users Needs +Personas +User journeys +Case scenarios +Storyboards +Prototypes +User testing
- 34. Photo: Rasmus Andersson Dropbox © Creuna The devil is in the details
- 35. Photo: Rasmus Andersson Dropbox © Creuna The devil is in the details
- 36. Don’t get lost people! © 2012 CONFIDENTIAL & PROPRIETARY 20 NOV 2012
- 37. Don’t get lost people! Do your homework (or it can cost you lots of Dollars and trust) © 2012 CONFIDENTIAL & PROPRIETARY 20 NOV 2012
- 38. Don’t get lost people! Do your homework (or it can cost you lots of Dollars and trust) Know your pain points © 2012 CONFIDENTIAL & PROPRIETARY 20 NOV 2012
- 39. Don’t get lost people! Do your homework (or it can cost you lots of Dollars and trust) Know your pain points Design/iD + Front End should sit and work together as a team © 2012 CONFIDENTIAL & PROPRIETARY 20 NOV 2012
- 40. Don’t get lost people! Do your homework (or it can cost you lots of Dollars and trust) Know your pain points Design/iD + Front End should sit and work together as a team Method acting (be your customer) © 2012 CONFIDENTIAL & PROPRIETARY 20 NOV 2012
- 41. Don’t get lost people! Do your homework (or it can cost you lots of Dollars and trust) Know your pain points Design/iD + Front End should sit and work together as a team Method acting (be your customer) Don’t forget to have fun © 2012 CONFIDENTIAL & PROPRIETARY 20 NOV 2012
- 42. Don’t get lost people! Do your homework (or it can cost you lots of Dollars and trust) Know your pain points Design/iD + Front End should sit and work together as a team Method acting (be your customer) Don’t forget to have fun The devil is in the details © 2012 CONFIDENTIAL & PROPRIETARY 20 NOV 2012
- 43. THERE IS NO PLACE LIKE 127.0.0.1 Tack! Fredrik FM Marcus CD/AD/2D/3D/HD inte VD fm@creuna.se Twitter.com/FM instagram.com/fm facebook.com/fredrik.marcus All you need is love © Creuna