lost in translation - what happened to customer care online?
DESCRIPTION
LOST IN TRANSLATION – WHAT HAPPENED TO CUSTOMER CARE ONLINE? Key takeaways: - Digital relationships dissected. - The evolution of customer care. - What you can do better on Monday. Speakers: Fredrik Marcus, Creative Director Creuna Arne Hjeltnes, Group CEO CreunaTRANSCRIPT
Lost in translation
Or what happened with customer care online?© Creuna
FFredrik FM MarcusCD/AD/2D/3D/HD inte [email protected]/FMinstagram.com/fmfacebook.com/fredrik.marcus
Arne HjeltnesCEO
[email protected]/arnehjeltnes
instagram.com/arnehjeltnesfacebook.com/hjeltnes
FUCK ARTLET’S FISH
© Creuna
Together we have over 100 years of customer experience
© Creuna
Customer care in the old days
© Creuna
Who cares
TRADITIONAL NORWEIGANS
© Creuna
Bakkatun in Voss
© Creuna
Something got lost in the transition
© Creuna
Something got lost in the transition
© Creuna
"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
© Creuna
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
© Creuna
AMAZONProblem solved
© Creuna
Arne and SAS
© Creuna
© Creuna
Arne and SAS
Scrollsidan
© Creuna
© Creuna
But the appis good
© Creuna
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
© Creuna
NorwayLights
© Creuna
But what can we do about it?
© Creuna
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
© Creuna
“Trust is hard to earn and easily lost; that is why we are customer centric”
— Jeff Bezos
© Creuna
© Creuna
Customer journey
discover
searchinvestigate
compare
decision
advocate
find
Purchase/ Desired action
likelove
use
get supportshare
trust
© Creuna
Common tools Stakeholders+Site analytics
+Users Needs+Personas
+User journeys+Case scenarios
+Storyboards+Prototypes
+User testing
© Creuna
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 [email protected]/FMinstagram.com/fmfacebook.com/fredrik.marcus
THERE IS NO PLACE
LIKE127.0.0.1
Tack!
All you need is love
© Creuna