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The Future of Omnichannel Customer ExperiencesHosted by Nodes
VelkommenJacob Quorp - Managing Director at Nodes Aarhus
09:30 Sådan skaber du den ultimative brugeroplevelse på tværs af kanalerPeter Andersen - Senior Digital Consultant at Nodes Aarhus
10:15 3 essentielle skridt til at skabe sammenhængende omnichannel customer experiences.Chris Nash - Director of Digital Experience Strategy, Nodes
09:15
GDPR er ofte udskældt for at dræbe markedsføringsmuligheder - men er det i virkeligheden så slemt?Mikkel Friis Rossa - Partner, Bech-Bruun
11:30 Tak for i dag.
11:00
10:00 PAUSE
10:45 PAUSE
Vores team
9Kontorer
7Lande
120Medarbejdere
Erfaring med fantastiske kunder som
Vores services
Mobility Services Strategy
Business Analysis
Ideation
Roadmap
IT Mobile Governance
Policies
Stakeholders
Design & User Experience
Concept development
Prototyping
Usability
User validation
Interaction design
Interface design
Development & Quality assurance
Native mobile development
Cross platform & hybrid
Backends & CMS
API & middleware
Certified Quality Assurance
Test strategies
Operating & Monitoring
Proactive monitoring
Automatic scalable
infrastructure
24/7 hotline
Evaluation
Guaranteed response time
VelkommenJacob Quorp - Managing Director at Nodes Aarhus
09:30 Sådan skaber du den ultimative brugeroplevelse på tværs af kanalerPeter Andersen - Senior Digital Consultant at Nodes Aarhus
10:15 3 essentielle skridt til at skabe sammenhængende omnichannel customer experiences.Chris Nash - Director of Digital Experience Strategy, Nodes
09:15
GDPR er ofte udskældt for at dræbe markedsføringsmuligheder - men er det i virkeligheden så slemt?Mikkel Friis Rossa - Partner, Bech-Bruun
11:30 Tak for i dag.
11:00
10:00 PAUSE
10:45 PAUSE
Sådan skaber du den ultimative brugeroplevelse på tværs af kanaler
The Future of Omnichannel Customer Experiences
Peter Andersen, Senior Digital Consultant @ Nodes
What
Connected Customer Experience
Creating a connected and consistent experience in real time
Omnichannel definition...a multichannel approach to sales that seeks to provide customers with a seamless shopping experience, whether they're shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store.
Single Channel Multi Channel Omni Channel
Legacy AspirationReality
Single Channel Multi Channel Unified ExperienceOmni Channel
Legacy AspirationReality Nirvana
Why
Digitalisation has put the power in the hands of the customer -
The Customer is now the center of the universe
Benefits
1 Sales 5 Lean processes
2 Customer satisfaction 6 Competitive advantage
3 Customer retention 7 Co-creation
4 Supply chain efficiency 8 Realtime market response
Facebook apps Mobile apps Mobile apps
and web
2008 20182010 Future
Full-service app and web
agency
Full-service app agency
How(Tech)
IoT Artificial IntelligenceVoiceAugmented
Reality
Trends in Tech
How(Process)
Flip the order in which you think about your technology. First think about the customer experience you want, then what tech/systems needed to create that experience.
Build an organisational structure with closely collaborating departments. All teams must work closely together to develop consistent, complementary and connected experience. And close coordination with IT departments is crucial.
Stay on top of performance
1 KPI - SMART
2 Less is more
3 Vanity Actionable Metrics
4 Customer Lifetime Value
Own your data
1 Multiple data sources
2 Deep customer insights
3 Personalisation / Profiling
4 Continuous focus on optimization
26
Break down your business silosCustomers expect connected journeys
Customise everythingCustomers expect personalisation
Keep pushing the limitsCustomers expect innovation
Make trust your priorityCustomers expect data protection
Thank you, Questions?
PAUSE 15 minutter
Three essential steps to connected customer experiences
Nodes - Sitecore Gold Partner
Chris NashDirector of Digital Experience Strategy
April 26, 2019
Customers prefer efficientdigital experiences
30
77%CX efficiency
of consumers prefer to do business with brands that use their information to make experiences more efficient
econsultancy
Customers prefer relevant digital experiences and reward brands accordingly
31
73%Personalized experiences
of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience
econsultancy
Customers dislike disconnected digital experiences
32
68%Unlikely to return if ...
“I am unlikely to return to a website that does not provide a satisfactory customer experience.”
emarketer
Companies perform better when they provide better quality customer experiences
33
+21Net Promoter Score
There’s a 21-point difference in Net Promoter Score between consumers who’ve had a very good experience with a company and those who’ve had a very poor experience
Tempkin Group
But companies
think, act and measure
in silos
35
For example...
marketers use an averageof 15 siloed data sources,resulting in inconsistentcustomer experiences
Forrester
The future
of high quality customer experiences
is connected experiences.
How?
What is an example of a
connected
customer experience?
Attract, communicate,
Listen digitally, remember,
Remind, ask relevantly,
Convert
Resort-destination Booking Journey - Context
Research Consider Book Pre-stay On property Post stay
Web App / webWeb Web App App
Resort-destination Booking Journey - Context + Content + CTA’s
Research Consider Book Pre-stay On property Post stay
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
RestaurantsActivities
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
Web App / webWeb Web App App
Resort-destination Booking Journey - Context + Content + CTA’s + Data
Research Consider Book Pre-stay On property Post stay
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
RestaurantsActivities
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
Web App / web
ChannelsCampaignsInteractions
GEO-IP Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
InteractionsLocation
Conversions
InteractionsLocation
Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
Web Web App App
Data
Resort-destination Booking Journey
Research Consider Book Pre-stay On property Post stay
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
RestaurantsActivities
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
Web App / web
ChannelsCampaignsInteractions
GEO-IP Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
InteractionsLocation
Conversions
InteractionsLocation
Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
Web Web App App
Data
Research Consider Book Pre-stay On property Post stay
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
RestaurantsActivities
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
Web App / web
Resort-destination Booking Journey
ChannelsCampaignsInteractions
GEO-IP Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
InteractionsLocation
Conversions
InteractionsLocation
Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
Web Web App App
Data
Research Consider Book Pre-stay On property Post stay
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
RestaurantsActivities
RestaurantsActivities
LocationsRoomsSuites
RestaurantsActivities
Web App / web
Resort-destination Booking Journey
ChannelsCampaignsInteractions
GEO-IP Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
InteractionsLocation
Conversions
InteractionsLocation
Conversions
ChannelsCampaignsInteractions
GEO-IP Conversions
Web Web App App
Data
Inspiration:
How can you provide connected, high-quality
customer experiences?
Analyze data points Example: app vs web
Step 1
App users (vs web users) consume 2.4 times more impressions with a single brand on average
Bluefountain media
Analyze and create your “context model” for customer experience for key segments
Step 2 Map your customer journey and define how data can be used to connect experiences
Step 3Establish a connected architecture
Implement, execute, measure and learn using a connected architecture
AppMobile webWeb
BI Insights from CX data Automated measurement of personalization effect and conversions
BI Insights from CX data Automated measurement of personalization effect and conversions
Final advice...Develop an iterative approach where you define and prove your connected customer business case
Thank you. Questions?
PAUSE 15 minutter
GDPR: Er glasset halvt tomt eller halvt fyldt?
56
Datatilsynene – og Forbrugerombudsmanden – er i gang…
• TAXA: Indstillet til bøde på DKK 1,2 mio. (for sen sletning af tlf.nr. på kunder)
• Spam i DK: DKK 800.000 i bøde (ca. 38.500 e-mails uden samtykke)
• Frankrig: Google bøde i Frankrig på EUR 50.000.000 (manglende transparens)
• Holland: Bøde på EUR 48.000 (ikke imødekommet indsigtsanmodning inden frist)
• Norge: NOK 1.600.000 (kommune – manglende sikkerhed)
• Jamen, hov, er personoplysninger i virkeligheden bare et tlf.nr, et personnavn, en e-mailadresse, selv om det er oplysninger, der er offentligt tilgængelige???
57
Hvad er det, virksomhederne ønsker?
• De bedste medarbejdere
• Mange kunder
• Høje salgspriser (indtjening)
• Loyale / tilbagevendende kunder
• Branding
58
Hvad handler GDPR dybest set om?
• Tillid
• Tryghed
• Loyalitet
• Transparens
• (Branding)
Man er som virksomhed blot ikke så vild med dokumentationsdelen…
59
Hvordan?
• Information, fx privatlivspolitik (transparens)
• (Udtrykkeligt) samtykke – når vi taler markedsføring – personoplysninger har en værdi!
• Dokumentation• Hvilke personoplysninger?• Hvilke formål?• Hvornår slettes? • Hvem adgang?• Inden for eller uden for EU? Overførselsgrundlag?• Husk også dokumentation for samtykker!
60
Muligheder – glasset er halvt fyldt!
• Forbrugertillid og -tryghed = villighed til at betale en højere pris
• Branding - kunder og medarbejdere, ”man er ordentlig”, transparent og passer på personoplysninger
• Kvalitet frem for kvantitet
• Indsigt i egne forretningsgange / kan vi gøre noget smartere eller bedre?
• Brede/dækkende permissions og husk at bruge dem = kundedatabasen har større værdi
• Forbrugerombudsmandens spamvejledning fra december 2018 (dele af den)
61
Forbrugerombudsmandens nye spamvejledning
62
Hvad er egentlig markedsføring?
• Tilbud på produkter, konkurrencer, events, nyhedsbreve, julekort, rabatkoder, kundeklubber• Opfølgning på produkter – kræver samtykke• Servicemeddelelser – OK, men snævert område da meget lidt til før ”mersalg”
• Muligt i løbende kontraktsforhold vedr. fx flytning, prisstigning, vilkårsændringer, men kan også være produkttilbagekaldelse p.g.a. sikkerhed. Der må ikke være skyggen af ”mersalg”
• ”Efterladt” indkøbskurv – kræver samtykke• Links til gratis materiale – kræver samtykke• Opsigelse eller rykker for betaling - OK• Markedsundersøgelser/tilfredshedsundersøgelser – OK, men ikke forsøg på
markedsføring• Opfordring til at rate købet via TrustPilot eller TripAdvisor m.fl. - OK
• Har kunden frabedt sig sådanne henvendelser skal det accepteres – ”nej tak” liste
Autosignatur• Må indeholde kontaktoplysninger, logo, link til website• Men ikke ”gode slagtilbud”
63
Klart og frivilligt
• Særskilt og udskilt samtykke – ikke en del af salgs- og leveringsbetingelser eller konkurrencebetingelser
• Må gerne give fordele, rabatter eller produkter for et samtykke• Det skal også her klart fremgå ved beskrivelsen af fordelen• Fordelen må så ikke betegnes som ”gratis”, da samtykket har en værdi
• Må gerne lave en konkurrence – afgiv samtykke og deltage• Det skal også her klart fremgå i selve konkurrenceteksten
• Det skal være et aktivt ”ja tak” – ikke forhåndsafkrydset • MODIFIKATION: Samtykke indhentet i forbindelse med salg
64
Hvilke produkter bliver markedsført? Kommunikationsform?
• Produkter eller produktkategori skal oplyses• Meget lange lister
• Hvis kendt produktsortiment så nu ”inden for virksomhedens sædvanlige produktsortiment”
• Hvad den type af virksomhed sædvanligvis forhandler
• Kommunikationsformen man ønsker at bruge skal nævnes i samtykket fx e-mail og/eller sms
• ”Sociale medier” er ikke præcis nok! Der skal stå fx Facebook + hvordan fx notificering, beskedsystemet, messenger eller LinkedIn’s meddelelser
65
Markedsføring til tidligere kunder (”opt out”)
• Skal have købt et produkt• E-mail oplyst i forbindelse med salget, og at • Skal have mulighed for at sige ”nej tak”/fjerne krydset på en let måde• Det skal klart fremgå at man – medmindre der siges ”nej” – modtager
markedsføringsmateriale• Egne ”tilsvarende” produkter – skal nu læses som også omfattende egne ”tilknyttede”
produkter• Sofa + plejemidler / plejemidler ÷ sofa• Cykel + ringklokke, cykelhjelm, trailer og serviceeftersyn / ÷ løbehjul eller knallert