Idea: Instead of optimising sales, you should optimize buying and then harness the insight in optimizing sales strategy, service & offering innovations. Customer Insight creation and planning tool for business development, marketing-, sales- and customer relationship strategy insights. Rapid access to competitive situation map: what can and should you do in order to create rapid sales conversion increase and how you can create next level of competitive advantage.

1. One Experience. Customer insight - cross channel behaviour, competitive advantage, innovation and relationship drivers TaivasOgilvyGroup

5. Reporting: Purchase baths Qualitative Insight interviews are made in order to understand in depth the dynamics of the purchase behaviour, cstomer journey and decision making in order to adress right challenges in One Experience Audit These symbols illustrate events in the customer journey: X = Decision to buy = Channel malfunction: lose contact to the brand = Problem in the eyes of the customer = Brand is beeing dropped out

6. Reporting example: Male, 35y. Espoo, third kid to come shortly Skoda Octavia 2.0 FSI, own, Metroauto Ring III GROUP OF ALTERNATIVES Owns Volvo V40, leasing due soon and wants to buy an own car While the Volvo was in maintenance got to know with two models of Renault and Volvo V50 DECISION DELIVERY, POST PURCHSE ” campaigns were hard to find online, needed to follow print campaigns” Online was the central information source in browsing alternatives, manufacturer sites primary, retail sites secondary. ” Skoda as an alternative came from the backdoor, it was not an alternative originally - Skoda was found online. Web service defined the accessory packages with Skoda. ACTIVATION Hintahaarukka keskeinen alle 33 keur BROWSING CONFIGURING ” Citroen agreement online was weird: hidden and sliced in pieces” All necessary accessories packaged, price negotiation was fast and resulted good offer. i Best car delivery event ever. X Kept the car in store till january, got it registered to the right year Has recommended both brand and the store *)Primera Business package available for everyone online, but in store they tell it’s only for companies. Quarrel between salesman and customer. case: bisnespaketti* Testdrive, best salesman, knew most about the product, active. WOM from a friend dropped out testdrive, Bad salesman, dis not know the products Could not have a testdrive. was promised to get a new time. Never called back. Was first uneasy about two fixed price accessory packaged by Skoda Ring III metro was close, got the testdrive instantly ” difficult to find Skoda’s from a vast outlet” Source: OE development study 2006 Renault (2) Volvo V 50 Nissan Primera Citroen C 5 Toyota Avensis WV Passat ” Bilia experience was good and had a lot of alternatives” “ Way too small for a family with kids” Good product, use web to find out moresa Considered but new model was coming soon Price wit accessories Good prices and nice interior

8. Deeper and wider quantified insight - One Experience Audit - TaivasOgilvyGroup

13. 1 2 Same demographics, categories and segment choices work in all monitor pages 3 4 5 6 ! 1 2 3 5 POST PURCHASE Change from original preference to won, kept and lost customers. Conversion effect by brand Second best - list of brand who were second best compared to chosen brand. Which brands are the closest competitors Reasons for buying reasong for not buying the second best decision to not buy certain brand. => How to compete with brand in general and the most competitive companies. What needs to be fixed in order to increase sales conversion 4 6 Click cell - percentages and open responses for purchase or choice not to buy Recommendations - direction of WOM, how viral result brand is, how happy customers are after all How would customers rate customer experience and why Click cell - open reasoning for recommending or not to recommend

14. 1 1 Each cell indicate how many people had problems at certain stage and in certain channel PROBLEMS 2 1 2 3 3 Click cell - open comments and reasoning for problems Drop rate - when customers dropped certain brand from their shortlist, when they dropped the brand in question - indicate the point of losing customers. Eg. in test study for preference of salesmen in the deciding phase resulted +50% sales for certain brand and similar los for all competitors. 3 Combination of droprate, points of losing customers and reasoning why they were lost offer a direct input: ” What should you do now”

17. Master the purchase journey across channels. One Experience® a planning tool for global distribution. The core concept has been developed with Jarmo Suominen (Professor for mass customisation, MIT/UIAH) There has allready been more than 40 studies and international distribution is done in co-operaton with WPP agencies, Ogilvy and JWT/RMG Connectin. The methodology has been evaluated as highly effective and competitive globally

18. Team contacts: Toni Keskinen One Experience planning director Taivas Business Design +358 50 5522276 Helsinki, Finland http://www.linkedin.com/in/tonikeskinen Kirsti Lehmusto COO One Experience +358 50 3594556 Helsinki, Finland [email_address] TaivasOgilvyGroup Maiju Nöyränen Research Analyst, psychologist Kuulas MillwardBrown +358 50 4107929 Helsinki, Finland http://www.linkedin.com/in/maijuleena