The document discusses how digital business models must adapt to rising customer expectations in the age of the customer. Customers now expect flexibility, convenience, personalized experiences, and value from both digital and physical offerings. Companies must use technology and data to deliver intelligent, seamless experiences across platforms. By focusing on customer centricity, companies can turn their brands into ecosystems that attract, acquire, retain, and co-create value with customers.

1. Digital Business Models
in the Age of the Customer
Kristoffer Okkels // Business Development Director //
Creuna
Headstart & Internet Week Denmark

2. The age of the customer is all about
emerging
excpectations
© Creuna

3. Expectations are rising…
© Creuna
Uber Newsroom
The willingness to
wait for an Uber
drops from 8 to 5
minutes in one year.

4. …and know no industry boundaries
© Creuna
Interfaces Selection Price/Quality Service
http://trenddriveninnovation.com/
Efficiency

5. The age of the customer is also the
golden age of
technology
© Creuna

7. All companies are in the line of fire...
Production gets automated
Technology gets out-dated
Service gets virtualised
Experiences get digitised
© Creuna

8. …and the boundaries between
products and services
and the
digital and physical
are getting blurry.
© Creuna

9. From independent entities…
© Creuna
Forrester: How to Embrace New Digital Business Models
Online
insurance
GPS
navigation
Honda
Civic
Repair
Shop
Product
Service
Digital Physical
Auto
Industry

10. …to coherent experiences
© Creuna
Forrester: How to Embrace New Digital Business Models
Model S
app
GPS
navigation
Model S
Charging
Station
Product
Service
Digital Physical
Tesla

11. Use behavioral and
contextuel data to
make intelligent
and dynamic
pricing© Creuna

12. Let behavioural data determine the price
© Creuna
https://www.progressive.com/auto/snapshot/

13. Use location data to control supply (and price)
© Creuna
Uber-efterspørgsel i New York City
“Prices go up to
encourage more drivers
to go online. The
increase in price is
proportionate to
demand.”
Uber Blog & Washington Post

14. Context is important for most products
© Creuna
Ad Age

15. Let business
optimisation go hand in
hand with
great customer
experiences© Creuna

16. Let sensors extend your product…
© Creuna
Creative Tech

17. …or digitise the decision-making process
© Creuna
Future AG & Fast Company

18. Empower the customer!
© Creuna
QZ: Ralph Laurens High Tech Fitting Room
Customers tried on 6
times as many clothes
Cross-selling was
increased by 80%

19. Reach and engage
your customers with
valuable services
and platforms
© Creuna

20. Use the easy access to new customers…
© Creuna
China Daily

21. …but beware of disruptors
© Creuna
https://www.instacart.com/ & http://www.lunarway.com

22. Meet customers’ desire for flexibility…
© Creuna
http://www.driveclutch.com/

23. ...and turn big data into commercial assets
https://www.vestas.com/ve stasonline/

24. What should you do to meet
the emerging expectations
in the age of the customer?
© Creuna

25. 1. Attract
2. Acquire
3. Retain
4. Co-Create
Turn the brand into an
Ecosystem
© Creuna
14
3
2
Customer Experience

26. Use the right
technologies to create
intelligent and
consistent experiences
and services…
Turn the brand into an
Ecosystem
© Creuna
Customer Experience
Technology

27. ...and create a united
organization focusing
on unprecedented
customer centricity.
Turn the brand into an
Ecosystem
© Creuna
Customer Experience
Technology
Organization

28. thanks for listening!
creuna.dk kristoffer.okkels@creuna.dk
in/okkelsslideshare.net/creun
a
+45 22 49 83
39
Kristoffer Okkels, Business Development Director