We need to move on !!

Build seamless experiences that recognize the
user and an organisation that supports this goal
Eiri...
Build seamless experiences that recognize the
user and an organisation that supports this goal
1. Build seamless experienc...
“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”
!

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

10 companies with higest
scor...
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
...
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 y...
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

Enab...
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

Incomplet...
Create a culture driven by 

customer experience
Hiring
•Hire people with aligned values


Socialize
•Integrate customer o...
Build seamless experiences that recognize the
user and an organisation that supports this goal
1. Build seamless experienc...
“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
We need to move on! Build Seamless Experiences that Recognize the User and an Organisation that Supports this Goal
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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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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

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

  1. 1. We need to move on !! Build seamless experiences that recognize the user and an organisation that supports this goal Eirik Norman Hansen CMO
  2. 2. 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
  3. 3. “Everything that can be digital, 
 will be digital” © Creuna
  4. 4. Change Digital teknik Digital T Culture Kultur Infrastructure Inf Law Politik stones Rolling Tid Time © Creuna
  5. 5. Mobile Phone The Internet Car Current Partner 97% 84% 64% 43% 14 - 29 year old population © Creuna
  6. 6. ”It’s not sufficient to do things better. We need to do better things” ! Mark Shayler © Creuna
  7. 7. Manual Manual © Creuna
  8. 8. © Creuna
  9. 9. Build seamless experiences
  10. 10. ”Customer Experience is the greatest untapped source of both decreased costs and increased revenue in most industries” ! Harley Manning & Kerry Bodine, Forrester Research © Creuna
  11. 11. 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.
  12. 12. Users own multiple devices
  13. 13. 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+
  14. 14. The Customer Journey is more than just the transaction point Before The total user experience Transaction After Under
  15. 15. © Creuna
  16. 16. ”It is about understanding and respecting the power and expectations the user 
 got towards you, your company 
 and what you deliver. © Creuna
  17. 17. Knowledge about where and when
  18. 18. © Creuna
  19. 19. © Creuna
  20. 20. © Creuna
  21. 21. Tracking © Creuna
  22. 22. © Creuna
  23. 23. © Creuna
  24. 24. © Creuna
  25. 25. BUY © Creuna WEIGH MONITOR SHARE DISCUSS WORKOUT
  26. 26. © Creuna
  27. 27. © Creuna
  28. 28. Shopping © Creuna
  29. 29. © Creuna
  30. 30. © Creuna
  31. 31. © Creuna
  32. 32. © Creuna
  33. 33. © Creuna
  34. 34. Evolution not revolution
  35. 35. Data => knowledge, and knowledge is still power

  36. 36. Price does not matter that much
  37. 37. Do the right things Move communication from advertising to advise
 Gather, analyze and act ! Act based on knowledge
 Enable proactive user experience
  38. 38. Allow the customer and user experience to drive development of your organisation
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. “It is more likely to succeed if you are good than if you are not good” ! Arne Hjeltnes og Arne Brimi © Creuna
  43. 43. © Creuna
  44. 44. Be on! © Creuna
  45. 45. TUT OG KJØR! Eirik Norman Hansen CMO - Creuna Norge @eiriknorman linkedin.com/in/eirik eiriknorman www.creuna.no :P

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