lost in translation - what happened to customer care online?

Lost in translation

Or what happened with customer care online?© Creuna

FFredrik FM MarcusCD/AD/2D/3D/HD inte VDfm@creuna.seTwitter.com/FMinstagram.com/fmfacebook.com/fredrik.marcus

Arne HjeltnesCEO

arne@creuna.comTwitter.com/arnehjeltnes

instagram.com/arnehjeltnesfacebook.com/hjeltnes

FUCK ARTLET’S FISH

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Together we have over 100 years of customer experience

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Customer care in the old days

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Who cares

TRADITIONAL NORWEIGANS

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Bakkatun in Voss

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Something got lost in the transition

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Something got lost in the transition

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"Everything that can be digital will be."

- Jeff Dachis

MusicPictures

TV/Movies

MagazinesNewspapers

Books

Money

Games© Creuna

Two categoriesEasy to digitize Not yet digitizable Easy to digitizeEasy to digitize

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If physical shopping was like internetSource: by Google Analytics© Creuna

If physical shopping was like internetSource: by Google Analytics© Creuna

Dag 1 Dag 6Dag 5Dag 4Dag 3Dag 2

0km

7585km

AMAZONLost in transportation

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AMAZONProblem solved

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Arne and SAS

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© Creuna

Arne and SAS

Scrollsidan

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© Creuna

But the appis good

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fm@creuna.se

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For heaven sake it’s just facebook!

1 %4 %

18 %

26 %

51 %

Source: Using social netwoks to log in to apps and websites. Data from Gigya 29 october 2013© Creuna

LinkedIn

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NorwayLights

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But what can we do about it?

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Support cost

$20 x 62.000= $1.240.000

Clipart from shutterstock. Don’t we just love these pictures

A chain is not stronger than it's weakest link

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“Trust is hard to earn and easily lost; that is why we are customer centric”

— Jeff Bezos

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© Creuna

Customer journey

discover

searchinvestigate

compare

decision

advocate

find

Purchase/ Desired action

likelove

use

get supportshare

trust

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Common tools Stakeholders+Site analytics

+Users Needs+Personas

+User journeys+Case scenarios

+Storyboards+Prototypes

+User testing

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The devil is inthe details

Photo: Rasmus Andersson Dropbox

© Creuna

The devil is inthe details

Photo: Rasmus Andersson Dropbox

20 NOV 2012 © 2012 CONFIDENTIAL & PROPRIETARY

Don’t get lost people!

20 NOV 2012 © 2012 CONFIDENTIAL & PROPRIETARY

Don’t get lost people!Do your homework (or it can cost you lots of Dollars and trust)

20 NOV 2012 © 2012 CONFIDENTIAL & PROPRIETARY

Don’t get lost people!Do your homework (or it can cost you lots of Dollars and trust)

Know your pain points

20 NOV 2012 © 2012 CONFIDENTIAL & PROPRIETARY

Don’t get lost people!Do your homework (or it can cost you lots of Dollars and trust)

Know your pain points

Design/iD + Front End should sit and work together as a team

20 NOV 2012 © 2012 CONFIDENTIAL & PROPRIETARY

Don’t get lost people!Do your homework (or it can cost you lots of Dollars and trust)

Know your pain points

Design/iD + Front End should sit and work together as a team

Method acting (be your customer)

20 NOV 2012 © 2012 CONFIDENTIAL & PROPRIETARY

Don’t get lost people!Do your homework (or it can cost you lots of Dollars and trust)

Know your pain points

Design/iD + Front End should sit and work together as a team

Method acting (be your customer)

Don’t forget to have fun

20 NOV 2012 © 2012 CONFIDENTIAL & PROPRIETARY

Don’t get lost people!Do your homework (or it can cost you lots of Dollars and trust)

Know your pain points

Design/iD + Front End should sit and work together as a team

Method acting (be your customer)

Don’t forget to have fun

The devil is in the details

Fredrik FM MarcusCD/AD/2D/3D/HD inte VDfm@creuna.seTwitter.com/FMinstagram.com/fmfacebook.com/fredrik.marcus

THERE IS NO PLACE

LIKE127.0.0.1

Tack!

All you need is love

© Creuna