2. WWW

3. "The implications of our findings are that
fostering customer participation can be very
profitable and that companies are better off
when they emphasize customer
participation over word of mouth, as
opposed to the reverse. Our study of the retail
bank mentioned earlier suggests that customer
activity directed toward the company creates
more customer “stickiness” (greater attachment
and commitment) than customer-to-customer
activity."
Source: http://sloanreview.mit.edu/article/why-customer-participation-matters/
ENGAGEMENT AND WORD-OF-MOUTH IS GOOD, BUT THE BEST VALUE CREATION IS
ACHIEVED FROM PARTICIPATION AND COLLABORATION WITH CUSTOMERS.
WWW

4. Companies routinely invest in technology, and too often feel
they get routine results. Technology’s promise is not simply
to automate processes, but to open routes to new ways of
doing business.
78% of respondents, achieving digital transformation will become critical to their organizations within the next two years.
However, 63% said the pace of technology change in their organization is too slow.
The most frequently cited obstacle to digital transformation was “lack of urgency.”
MIT Sloan Management Review
http://sloanreview.mit.edu/projects/embracing-digital-technology/
WWW

5. "EVERYTHING AROUND YOU THAT YOU CALL
LIFE, WAS MADE UP BY PEOPLE THAT
WERE NO SMARTER THAN YOU. AND YOU
CAN CHANGE IT..."
- STEVE JOBS -
WWW

6. WWW

7. WWW
According to a recent global study of 1,500 CEOs conducted by IBM, the biggest
challenge those CEOs face is the so called complexity gap. Eight out of 10 expect
the business environment to grow in complexity, but fewer than half feel prepared
for the change. The research also reveals that CEOs see a lack of customer insight
as their biggest deficit in managing complexity. They prioritize gaining customer
insight far above other decision-related tasks and rank “customer obsession” as the
most critical leadership trait.
SOURCE: An Anthropologist walks into a bar...
Christian Madsbjerg and Mikkel B. Rasmussen
HBR March 2014

8. A NEW
CHAPTER OF
CAPITALISM
THE
KNOWLEDGEABLE
CUSTOMER
DISMANTLING
THE SALES
MACHINE
CUSTOMER
INSIGHT
MULTI-CHANNEL
OMNI-CHANNEL
THE
LEARNING
ORGANIZATION
ROMI
EXTENDED
VERSION
CONNECTING
THE DOTS
WWW

9. WWW

10. WWW

11. The illusion of capitalism by management
- it hasn't proven itself as a brilliant and state -
we need to get back to the important stuff - the customers
WWW

12. / MEANINGFUL
the product of capitalism by
management
"THINK ABOUT CUSTOMER
SERVICES BEFORE YOU THINK
ABOUT THE PRODUCT. SERVICE
PROVIDES A CONTINUOUS SOURCE
OF INCOME. THE PRODUCT IS
WORTHLESS WITHOUT CUSTOMER
EXPERIENCE."
- Professor Solomon Darwin, Berkeley
WWW

13. WWW

14. WWW

15. WWW

16. WWW

17. WWW

18. WWW

19. WWW

20. WWW
SOCIAL SELLING

21. WWW

22. WWW

23. WWW

24. WWW

25. WWW

26. "THE BUSINESS CULTURE
IS USING THE WRONG
MODEL
OF HUMAN BEHAVIOR. IT
IS GETTING PEOPLE
WRONG."
"ONCE YOU START TRULY UNDERSTANDING PEOPLE'S
BEHAVIOR, YOU WILL BEGIN TO SEE YOUR BUSINESS
LANDSCAPE WITH A NEW CLARITY. YOU WILL
RECOGNIZE NEW OPPORTUNITIES AND IDENTIFY
THE SOURCES OF OLDER, SEEMINGLY INTRACTABLE
CHALLENGES."
- THE MOMENT OF CLARITY -
CHRISTIAN MADSBJERG AND MIKKEL B. RASMUSSEN
WWW

27. WWW

28. WWW

29. WWW

30. the customer journey
step 1
CEO
Board of Directors
C-level
STEP 2
STEP 3
STEP 4
STEP 5
STEP 6
STEP 7
STEP 8
STEP 9
STEP 10
STEP 11
STAKEHOLDERS
- Management team
Marketing and Coms. director
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
STATUS
BARRIERS / OPPORTUNITIES
John Doe
John Doe
RELATION PLATFORMS
AND SERVICES
COMS.
XMP XMP
XMP
XMP XMP
XMP
XMP
situation, opportunities, JobS-to-be-done and activity
1
2
3
4
5
6
7
8
9
10
11
Write here...
NOTES
ACTIVITIES, CHANNELS AND ARENAS
Write here
1:1
XMP XMP XMP
SOCIAL MEDIA
STEP INTERNAL EXTERNAL
Hired conultants
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
Write here...
Write here...
Write here...
Write here...
Write here...
Write here...
Write here...
Write here...
Write here...
XMP XMP
XMP XMP XMP
XMP XMP XMP
XMP XMP XMP
XMP
XMP
XMP XMP
Write here
Write here
Write here
Write here
Write here
Write here
Write here
Write here
Write here
Write here
B. WHAT IS THE CUSTOMER
TRYING TO ACHIEVE?
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
C. BASED ON (B) WHICH
JOB IS THE CUSTOMER
HIRING THE COMPANY FOR?
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
XMP XMP
D. WHAT ARE WE OFFERING
THE CUSTOMER?
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
XMP
XMP
E. WHERE AND HOW ARE
WE OFFERING THIS?
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
XMP
XMP
XMP XMP
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum XMP XMP XMP
FEEDBACK FROM WORKSHOP
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum - Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
TETT
OPPFØLGING
MØTE-SERIER
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum
XMP
XMP
XMP
XMP
XMP
XMP
WWW

31. WWW

32. WWW

33. CUSTOMER
HYPOTHESIS AND INDUSTRY DRIVEN BLIND APPROACH
RUNNING TOGETHER WITH THE CUSTOMERS
LAUNCH
WWW

34. WWW

35. WWW
IMAGE BY LAUREN MANNING ON FLICKR.COM

36. WWW
M+HOW IS SOCIAL CHANGING ROMI?
GAME THEORY BY ROBIN HUNICKE:
D=A THE MECHANICS
THE DYNAMICS
THE AESTHETIC
FUNCTIONAL &
WHAT HAPPENS WHEN
THE RESULT
EMOTIONAL
PEOPLE INTERACT WITH IT
IMAGE BY LAUREN MANNING ON FLICKR.COM

37. EVERY TIME YOU SOLVE A PROBLEM
YOU CREATE A PROBLEM
- Kevin Slavin -
measuring the value of any new capacity with
old means only gives us one more fork to eat
the same pie with.
social media is not about efficiency of time,
reach or scale - it's a platform giving
companies brand new tools - to solve brand
new challenges. And to be able to do that it
needs to be measured with brand new
measurements...
PHOTO BY KRIS KRUG FOR #POPTECH ON FLICKR.COM
WWW

38. WWW

39. WWW

40. customer life time value
MND
GWh
23.1 / 32
11.1 / 91
31 / 32
WWW

41. EXISTING KPI's [impossible to measure accurately and di!cult to se the relevant value from]
45% 25% 15% LEADS
45% should be more
positive to the brand
50% 70%
25% should be more
interested in booking a new
trip
(revenue and redemption)
15% shall have knowledge
about the advantages of
the bonus program incl.
Partnerships.
Create new leads/members
to bonus program
50% of the target group
should have read the
magazine/content
70% have a high liking
SUGGESTED ADDITIONAL DIGITAL KPI's
CLV SHARE
OF FLIGHTS
(LOYALTY)
FLIGHTS
BONUS
PROGRAM
USAGE
Increased Customer Life
Time Value (membership)
NEW
BUSINESS
MODELS
SALES
Increased loyalty (of the times
you fly, how often do you fly with us)
Increased number of flights
(travels) pr. customer
(proactivity)
Increased usage of bonus
points and partners
Revenue from new digital
business models and
number of partnerships
Sales / growth
LEADS
Create new leads/members
to bonus program
WWW

42. WWW

43. ROADMAP 01.01.2014 - 30.06.2015
2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1 2015-Q2 2015-Q3 2015-Q4
Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.
Milestones
Type
Customer Satisfaction
Text detailing goal definition
Platform/Channel/Arena X
Projects connected to platform X
Platform/Channel/Arena Y
Projects connected to platform Y
Platform/Channel/Arena Z
Projects connected to platform Z
Project Title [Start date - End Date]
Further explanation on the project
xyz
xyz
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
xyz
xyz
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
xyz
xyz
xyz
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Goals
Platforms
Eval. Eval. Eval. Eval. Eval.
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Type
Company - project title
Client representative
Type
Type
Type
Brand Awareness
Text detailing goal definition
Product Awareness
Text detailing goal definition
Sales
Text detailing goal definition
xyz
xyz
xyz
xyz
xyz xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
xyz
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
Project Title [Start date - End Date]
Further explanation on the project
HELGE TENNØ
TOOL
PLANNING
AND
EXECUTION
CUSTOMER INSIGHT, SALES,
MARKETING, PRODUCT
DEVELOPMENT, LOYALTY, ETC.
- CAN ALL BE ENABLED BY
DIRECT AND INDIVIDUAL
CONTACT WITH CUSTOMERS,
THEIR INVOLVEMENT AND
PARTICIPATION. THE
ROADMAP OFFERS AN
OPPORTUNITY TO PLAN,
EXPLAIN AND VISUALIZE HOW
ALL THESE CAN BE WORKING
TOGETHER OVER TIME AND
JOINTLY CREATE NEW
BUSINESS VALUE ...
GET IN TOUCH ON
MILESTONES
BUSINESS
GOALS
ACTIVITIES
& PLATFORMS
TIMELINE

44. HELGETENNO.COM
WWW