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
© Creuna
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
sco...
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

Transaction

After

Under
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

Enable ...
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 to high and remember to do something with the organisation as well.

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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. © Creuna
  8. 8. Manual © Creuna
  9. 9. © Creuna
  10. 10. Build seamless experiences
  11. 11. ”Customer Experience is the greatest untapped source of both decreased costs and increased revenue in most industries” ! Harley Manning & Kerry Bodine, Forrester Research © Creuna
  12. 12. 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.
  13. 13. Users own multiple devices
  14. 14. 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+
  15. 15. The Customer Journey is more than just the transaction point Before Transaction After Under
  16. 16. The Customer Journey is more than just the transaction point Before The total user experience Transaction After Under
  17. 17. © Creuna
  18. 18. ”It is about understanding and respecting the power and expectations the user 
 got towards you, your company 
 and what you deliver. © Creuna
  19. 19. Knowledge about where and when
  20. 20. © Creuna
  21. 21. © Creuna
  22. 22. © Creuna
  23. 23. Tracking © Creuna
  24. 24. © Creuna
  25. 25. © Creuna
  26. 26. © Creuna
  27. 27. BUY © Creuna WEIGH MONITOR SHARE DISCUSS WORKOUT
  28. 28. © Creuna
  29. 29. © Creuna
  30. 30. Shopping © Creuna
  31. 31. © Creuna
  32. 32. © Creuna
  33. 33. © Creuna
  34. 34. © Creuna
  35. 35. © Creuna
  36. 36. Evolution not revolution
  37. 37. Data => knowledge, and knowledge is still power

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

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