Presented at Industry AHEAD, April 3.

2. Creunaisacustomer experience
agencythatdesignssolutionstodrive
valueinanunpredictableworld.
© Creuna

3. Aarhus
Helsinki
Oslo
Gothenburg
Copenhagen
Stockholm
Oulu

4. © Creuna
business
+creativity
+technology
Customer Experience Design
Business Development
Research & Insights
Strategic Prioritisation
Brand Activation
Service Design
Content Marketing
Web and App Development
Performance Optimization
Tracking Setups
System Integrations
Data-based Processes
Visualisations
Dashboards and Reporting

5. © Creuna
Organization
Data and
Technology
Customer
Experience
Management

8. Globalization,
a revolution, and
new relationships

13. Enter, the 4th
industrial revolution

14. Steam power and
mechanization

15. Electricity and
mass production

16. Computers and
automation

18. The digitization of the manufacturing sector
with embedded sensors in virtually all
product components and manufacturing
equipment, ubiquitous cyberphysical
systems, and analysis of all relevant data.
https://www.mckinsey.de/files/mck_industry_40_report.pdf
McKinsey & Company

19. Four clusters shape the revolution
1 Processing power and connectivity
Data, analytics, and business intelligence
Interactions between human and machine
The merger of digital and physical
2
3
4

20. Operational
Setup
Product
Development
Business
Model

21. Predicitive analytics adds efficiency
© Creuna
To Increase Case Study

22. Real-time data ensures uptime
© Creuna
Cummins Engines

23. Cloud access increases flexibility
Hounö Combi Ovens

24. Data defines new digital services
© Creuna
Vestas Online

25. The
potential
of the 4th
revolution is
absolutely
immense
Market Size
From $4.11 billion in 2015
to $13.49 billion by 2020
Sources: ABI Research & The Motley Fool
Global GDP
Addition of $10 to $15 trillion
within the next 20 years.

26. this revolution
is different…

27. In Industry 4.0, upgrading
manufacturing assets are
expected to account for only 40-
50% of the total value creation.
McKinsey & Company
https://www.mckinsey.de/files/mck_industry_40_report.pdf

28. B2B relations have
turned upside-down

30. 48% of buyers say the purchasing
cycle grew from 2015 to 2016 due to…
• More detailed ROI analysis
• More people involved
• More sources included
B2B sales is getting more complex
© Creuna
http://www.demandgenreport.com/resources/research/2016-b2b-buyer-s-survey-report

31. B2B customers are 60-90 %
through the purchasing
process before engaging
with vendors.
Forrester Research
© Creuna
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

32. Self-service is in high demand
© Creuna
https://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288
I prefer gathering info
online on my own
I prefer not to interact
with a sales rep
Buying from a website
is more convenient
I prefer to buy online when
I’ve decided what to buy
53%
59%
74%
93%

33. “Customers have been spoiled. Thanks
to companies such as Amazon and Apple,
they now expect every organization to
deliver products and services swiftly,
with a seamless user experience.”
McKinsey & Company
© Creuna
http://www.mckinsey.com/insights/business_technology/accelerating_the_digitization_of_business_processes

34. © Creuna
https://www.salesforce.com/blog/2017/01/second-annual-state-of-service.html
82 % of B2B customers
say technology has made
it easier for them to
change vendor.
Salesforce

35. © Creuna
http://netpromotersystem.com/about/building-loyalty-at-b2b-companies.aspx
68% of B2B executives say
customers are less loyal
than they used to be.
Bain

36. Who wants to buy asssets anyway?
© Creuna
Vestas Online

37. Three challenges
at the same time…

38. 1. Competing in a globalized world
2. Harnessing the 4th revolution
3. Engaging complex customers

39. Customer Experience Management
is the best way to harness change,
identify the right potentials, and
differentiate in the digital world.

40. Customer Experience Management leads to…
moreloyalty
+higherprofitability
+increasedadvocacy
+betterfinancialoutcome
+reducedcustomeracquisitioncostsSource: Forrester, How to Make The Case For Customer Experience, 2014

41. thank you!
Kristoffer Okkels
aarhus oslo copenhagen gothenburg stockholm helsinki oulu
creuna.dk @creuna_dk #creuna

42. © Creuna
Wrap-up and
final thoughts

43. 1. Step outside the company box

44. 2. Put people over processes

45. 3. Reimagine the value chain

46. 4. Draft new digital capabilities

47. 5. Consider the governance model

48. 6. Use visions to set the bar…
© Creuna
Image Courtesy: https://www.flickr.com/photos/bizancenco/11273811786

49. 7. …and roadmaps to communicate…

50. 8. …but start small and fast

51. 9. Prioritize properly!

52. 10. Accept the bumpy road

53. Change has never
happened this fast,
and it will never be
this slow again.
Gordon Moore, Co-founder of Intel, 1965
”

54. © Creuna