Eirik Norman Hansen CMO

We need to move on !!Build seamless experiences that recognize the user and an organisation that supports this goal

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

© Creuna © Creuna

“Everything that can be digital, will be digital”

© Creuna

Tid

Politik

Inf

Kultur

T

Digital teknik

Change

Time

Digital

LawInfrastructureCulture

Rolling stones

© Creuna © Creuna

Mobile Phone

97%

The Internet

84%

Car

64%

14 - 29 year old population

Current Partner

43%

© Creuna

”It’s not sufficient to do things better.

We need to do better things”

!

Mark Shayler

© Creuna

© Creuna

Manual

© Creuna

Build seamless experiences

© Creuna

”Customer Experience is the greatest

untapped source of both decreased costs

and increased revenue in most industries”

!

Harley Manning & Kerry Bodine, Forrester Research

Customer Experience Pays off

10 companies with higest score on the Customer

Experience Index

vs.

10 companies with lowest score on the Customer

Experience Index

Users own multiple devices

And are more and more accessible

© 2012 Forrester Research, Inc. Reproduction Prohibited

Customers are increasingly always-addressable

6

Source: European Technographics® Consumer Technology Online Survey, Q4 2012

Ages 12-23

57%

Ages 33-46

37%

Ages 47-56

28%

Ages 57-67

24%

Age 68+

19%

Ages 24-32

51%

EU7

The Customer Journey is more than just the transaction point

Before

Under

After

Transaction

The Customer Journey is more than just the transaction point

Before

Under

After

Transaction

The total user experience

© Creuna © Creuna © Creuna

© Creuna

”It is about understanding and respecting

the power and expectations the user got towards you, your company

and what you deliver.

Knowledge about where and when

© Creuna

© Creuna

© Creuna

© Creuna © Creuna

Tracking

© Creuna © Creuna

© Creuna © Creuna

© Creuna © Creuna

© Creuna © Creuna

BUY WEIGH SHARE DISCUSS WORKOUTMONITOR

© Creuna

© Creuna © Creuna

© Creuna © Creuna

Shopping

© Creuna © Creuna

© Creuna © Creuna

© Creuna © Creuna

© Creuna © Creuna

© Creuna © Creuna

Evolution not revolution

Data => knowledge, and knowledge is still power

Price does not matter that much

Do the right things

Move communication from advertising to advise

Gather, analyze and act

Act based on knowledge

Enable proactive user experience

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

Most company cultures seem designed to disappoint customersInconsistent 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

Create a culture driven by customer experienceHiring •Hire people with aligned values

Socialize •Integrate customer oriented focus in day-to-day activities

Reward •Reward employees to reinforce customer-centric behaviors

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

© Creuna © Creuna

“It is more likely to succeed if you are

good than if you are not good”

!

Arne Hjeltnes og Arne Brimi

© Creuna

© Creuna

Be on!

Eirik Norman Hansen CMO - Creuna Norge

TUT OG KJØR! :P

@eiriknorman

eiriknorman

linkedin.com/in/eirik

www.creuna.no