The document summarizes a conference on digital transformation and customer experience. It discusses how companies are organizing around the customer experience, with some placing marketing in charge, others sales or customer service. However, top leadership must set the direction and ensure cross-departmental collaboration. It also emphasizes the need to develop a collaborative culture and identify new competencies to operate digitally.

1. B2B XPERIENCE 2018
- strategisk inspiration, digital transformation
Creuna og Dansk Erhverv - Torsdag den 29. november 2018.

2. OPLÆG
Kundeoplevelser, organisering, kultur og kompetencer
I de fleste virksomheder foregår der i disse år en kamp om, hvem der skal eje
kundeoplevelsen. I nogle virksomheder sætter marketing sig for enden af bordet, i andre er
det salg eller kundeservice, der definerer den samlede oplevelse. Men måske er det i
virkeligheden topledelsens ansvar at sætte retningen og sørge for, at hele organisationen –
på tværs af afdelinger – arbejder sammen.
For kundeoplevelser handler i høj grad om at skabe en kultur, der fordrer tværgående
samarbejde i kundens interesse. En kultur, der gør virksomheden i stand til at eksekvere
hurtigere og smartere end tidligere. Et vigtigt aspekt af denne forandring handler desuden
om at være i stand til at identificere og tiltrække de nye kompetencer, der forstår at agere i
den digitale virkelighed.

3. 1. Digital transformation
STRATEGISK INSPIRATION
2. Customer experience
4. Virksomhedens kompetencer
5. Kultur
6. Årets CMO 2018 / 2019
3. Organisering

4. ORGANISERING
- DEN FREMTIDIGE MARKETINGORGANISATION
WHAT IT LOOKS
LIKE
WHAT IT
CAN DO
HOW WORK
GETS DONE
Orchestrating the
marketing ecosystem
• Marketing ecosystem
• Brand tribes
• New ventures
Applying agile ways
of working at a scale
• Agile operating model
• Innovation and product
development
• Stabile backbone
Build your marketing
capabilities
• Advanced analytics /
big data
• UX (user experience)
• Content publishing
McKinsey 2017

5. COMPANY
ORGANISERING
- KONVERGENS
Marketing
Customer
service
Sales
Insights
Procurement
Data
providers
Mobile
agency
Ad
networks
Portals
and
platforms
CMS
provider
Digital
agency
Creative
agency
Media
agency
Analytics &
targeting
Search
agency
Major agencies
Partner
Platform/channelKilde: McKinsey & Company

6. 1. Balancere generalist- og specialistkompetencer
KOMPETENCER - DIVERSITET
2. Organisatorisk niveau på specialistkompetencer
4. Interne kompetencer eller eksterne
samarbejdspartnere
5. Ledelseskompetencer
3. Organisatorisk holdbarhed

7. HVILKE KOMPETENCER EFTERSPØRGES?
TOP 10 FÆRDIGHEDER
2015 2020
1
2
3
4
5
6
8
7
9
10
Kompleks problemløsning
Koordinering med andre
People Management
Kritisk tænkning
Forhandlingsevne
Kvalitetskontrol
Service-orientering
Dømmekraft + beslutningstagning
Aktiv lytning
Kreativitet
Kompleks problemløsning
Kritisk tænkning
Kreativitet
People Management
Koordinering med andre
Emotionel intelligens
Dømmekraft + beslutningstagning
Service-orientering
Forhandlingsevne
Kognitiv fleksibilitet
Kilde: World Economics Forum

8. LIDT LÆNGERE NEDE AD VEJEN
CHIEF EXPERIENCE OFFICER
Category: Executive management
Fast fact: By 2020, 40 percent of chief digital
officers will report to CXOs, according to IDC.
VR EDITOR
Category: Content production
Fast fact: 1,400 jobs listed on LinkedIn
BOT DEVELOPER
Category: Cross-enterprise technology
Fast fact: Bots or virtual assistants will command
20 percent of user interactions with
smartphones by 2019, according to Gartner.
IoT MARKETING STRATEGIST
Category: MarTech
Fast fact: More than 8,000 openings
listed on job sites
MIXED-REALITY DESIGNER
Category: Content production
Fast fact: Estimated $3 billion market
by 2024, per Grand View Research
DATA SCIENTIST
Category: Cross-enterprise technology
Fast fact: $203 billion industry by 2020,
per IDC
MACHINE-LEARNING ENGINEER
Category: Cross-enterprise technology
Fast fact: 13,500 jobs listed online
OMNICHANNEL RETAIL STRATEGIST
Category: Retail
Fast fact: Ecommerce sales will
surpass $500 billion by 2020, according
to Forrester Research
VOICE SKILLS DEVELOPER
Category: Retail
Fast fact: There are 15,000 Amazon
Alexa skills
HOLOGRAM RETAIL
DISPLAY DESIGNER
Category: Retail
Fast fact: Augmented reality will be a $100
billion industry by 2020, per ABI Research
KNOWING WHO HAPPENS NEXT
HAS BEEN OUR JOB FOR YEARS

9. LIDT LÆNGERE NEDE AD VEJEN
VR EDITOR
Category: Content production
Fast fact: 1,400 jobs listed on LinkedIn
VOICE SKILLS DEVELOPER
Category: Retail
Fast fact: There are 15,000 Amazon
Alexa skills
HOLOGRAM RETAIL
DISPLAY DESIGNER
Category: Retail
Fast fact: Augmented reality will be a $100
billion industry by 2020, per ABI Research.
KNOWING WHO HAPPENS NEXT
HAS BEEN OUR JOB FOR YEARS

10. ORGANISERING
- Inspiration
The Design Thinking Playbook
Professor Larry Leifer, som er en af "the
Founding Fathers of Design Thinking” er
medforfatter på den nyeste bog om emnet:
Mindful Digital Transformation of Teams,
Products, Services, Businesses and Ecosystems.
Team of Teams
– New Rules of Engagement
for a Complex World
General Stanley McChrystal havde i 2003
ansvaret for Specialstyrkernes Task Force i
Iran, hvor USA kæmpede en krig af det 21.
århundrede med et militær, der var udstyret til
det 20. århundrede.

11. 1. Markedet for Baby og Børneudstyr er på
ca. 2.1 mia.
NEW RULES OF ENGAGEMENT
- Gælder også i Tilst
2. Babysam, Ønskebørn og Kære Børn har
i mange år, siddet på størstedelen af
markedet.
4. Forventet omsætning i 2018
på 120 mio. – og de er først lige startet!
3. PixiZoo åbner i 2014 sin første og
eneste fysiske butik, samt online
handel.

13. VI MÅLER OS SELV PÅ DET FORKERTE,
OG VI LEDER EFTER DET FORKERTE
... hvis vi skal sikre det eksistentielle fundament under den teknologiske og
økonomiske vækst, så skal vi i stedet måle på, om vi som ledere, som
organisationer og som virksomheder er i stand til at give mening i livet for de
mennesker, der bruger en stor del af deres kostbare tid sammen med os...
- Morten Albæk

14. KNOWING WHO HAPPENS NEXT HAS BEEN OUR JOB FOR YEARS
TAK FOR NU.
v

15. • Back-UP

16. KOMPETENCER
– Ledelse

17. KUNDE STILLING
ARLA FOODS Head of Digital Development
Global Search Manager
Head of Product
Bang & Olufsen Global E-commerce Director
SEO Manager
Digital Optimization Manager,
IKEA HR Global Global Digital Employer Branding Manager
The LEGO Group 2 x Senior Creative Concept Managers
Nets Regional Marketing Manager DK
Senior Frontend Developer
UX Designer
Lead Generation & Performance Marketing
Manager
Regional Marketing Manager NO
TDC Marketing Manager
Campaign Manager
2 x CRM Manager
B & C Insights Manager
Creative Manager
CRM Manager for TELMORE and Marketing Manager for YouSee
External Communication Consultants & Manager
Digital CRM Manager
CMO for YouSee Mobile
Digital Tracking Architect
Senior UX Designer
Java Developers
Sitecore Developers
PHP Developers
Telenor Digital Brand & Marketing Director
Senior Marketing Consultant & BtB consultant
Digital Content Copywriter
Digital Designer
Digital Consultant
E-commerce Consultant
Online Project Manager
Online Analyst
Online Personalization & Optimization Specialist
BUREAU STILLING
Designit Managing Director
Senior Strategist
Digital Project Manager
Digital Strategist
UX Lead
Digital Designer
Strategic Design Lead
Director of Operations
2 x UX Designers
Digital Designer
eCapacity CSD for Aarhus and Copenhagen
Digital Analyst
Senior Architect Specialized in Adobe
Marketing and Analytics
The North Alliance BOLD CEO (part of The North Alliance)
Great Works CEO and COO (part of The North Alliance)
&Co. Art Director
Copywriter
Wunderman Account Director(s)
2 x Consultants
4 x Digital Project Managers
Execution Specialists
Social Media Director
Senior Digital/IT Project Managers
Information Architects
Digital Art Directors
Copywriter
Lead UX Designer
Content Producer
Eksempler på løste opgaver