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.

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. 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. “Everything that can be digital,
will be digital”
© Creuna

4. Change
Digital teknik
Digital
T
Culture
Kultur
Infrastructure
Inf
Law
Politik stones
Rolling
Tid
Time
© Creuna

5. Mobile Phone
The Internet
Car
Current Partner
97%
84%
64%
43%
14 - 29 year old population
© Creuna

6. ”It’s not sufficient to do things better.
We need to do better things”
!
Mark Shayler
© Creuna

8. © Creuna

9. Manual
© Creuna

10. © Creuna

11. Build seamless
experiences

12. ”Customer Experience is the greatest
untapped source of both decreased costs
and increased revenue in most industries”
!
Harley Manning & Kerry Bodine, Forrester Research
© Creuna

13. 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.

14. Users own multiple devices

15. 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+

16. The Customer Journey is more than
just the transaction point
Before
Transaction
After
Under

17. The Customer Journey is more than
just the transaction point
Before
The total user
experience
Transaction
After
Under

18. © Creuna

19. ”It is about understanding and respecting
the power and expectations the user
got towards you, your company
and what you deliver.
© Creuna

20. Knowledge about where and when

21. © Creuna

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24. Tracking
© Creuna

25. © Creuna

26. © Creuna

27. © Creuna

28. BUY
© Creuna
WEIGH
MONITOR
SHARE
DISCUSS
WORKOUT

29. © Creuna

30. © Creuna

31. Shopping
© Creuna

32. © Creuna

33. © Creuna

34. © Creuna

35. © Creuna

36. © Creuna

37. Evolution not revolution

38. Data => knowledge, and
knowledge is still power

39. Price does not matter that much

40. Do the right things
Move communication from advertising to advise
Gather, analyze and act
Act based on knowledge
Enable proactive user experience

41. Allow the customer and user
experience to drive
development of your
organisation

42. 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

43. 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

44. 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

45. “It is more likely to succeed if you are
good than if you are not good”
!
Arne Hjeltnes og Arne Brimi
© Creuna

46. © Creuna

47. Be on!
© Creuna

48. TUT OG KJØR!
Eirik Norman Hansen
CMO - Creuna Norge
@eiriknorman
linkedin.com/in/eirik
eiriknorman
www.creuna.no
:P