personalisering av kundereisen - andre sylte (creuna), thor fjeldberg (creuna) og eivind lærum...
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Personalisering av kundereisen
© Creuna
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Vi er …
© Creuna
André Nordal Sylte Konsulent, Business Design Creuna
Thor Fjeldberg Konsulent, Service Design Creuna
Eivind Lærum Product Manager EPiServer Norge
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Vi er …
© Creuna
André Nordal Sylte Konsulent, Business Design Creuna
Thor Fjeldberg Konsulent, Service Design Creuna
Pontus Hagman Technical Trainer EPiServer Norge
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Kunden i sentrum
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Marco Polo
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Kunden i sentrum er ikke noe nytt, men dagens fokus drevet av to krefter
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Forbruker- krefter
Bransje- krefter
Resultat: “The age of the customer”
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Top-PowerPoint menu • Sosiale nettverk • Banebrytende teknologi Konsekvensen er en endret forbrukeradferd: Forbrukere har fått et helt nytt forhold til markedet generelt og til selskaper spesielt
Forbrukerkreftene har endret seg drastisk de siste årene
© Creuna
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Top-PowerPoint menu • Selskaper sliter med å konkurrere kun på produktinnovasjon på grunn av kommodifisering
• Kommodifisering har fjernet mulighetene til å enkelt differensiere seg, industrier blir disruptet og kundene har mer makt enn noengang
Konsekvens: Selskaper ser mot unike opplevelser for forbrukerne
Et skifte i selskapers konkurransekrefter har hevet viktigheten av kunden i sentrum
© Forrester
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Men er det ikke himla dyrt å legge til rette for unike
opplevelser?
© Creuna
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© Creuna
En vanlig oppfatning i dag :
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Det er en god investering å sette kunden i fokus og
gi dem unike opplevelser
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Kundeopplevelser driver reell verdi for selskaper
CX-ledere
S&P 500 Index
CX-etternølere -40%
-30%
-20%
-10%
00%
10%
20%
30%
40%
50%
Akku
mul
ert t
otal
avka
stni
ng
Gode kundeopplevelser
ü styrker merkevaren
ü sanker kundelojalitet
ü øker omsetningen
ü reduserer kostnadene
© Watermark Consulting 2013
Børsresultater av CX-ledere versus CX-etternølere versus S&P 500 (2007 til 2012)
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Ledere av kundeopplevelse møter disse tre kriteriene svært godt
© Forrester
Enjoyable
Easy
Meets needs
“How enjoyable were they to do business with?”
“How easy were they to do business with?”
“How effective were they at meeting your needs?”
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Ledere av kundeopplevelse møter disse tre kriteriene svært godt
© Creuna
Enjoyable
Easy
Meets needs
“How enjoyable were they to do business with?”
“How easy were they to do business with?”
“How effective were they at meeting your needs?”
Nøkkelelementet er …
deg !
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Kundereisen
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Gi det riktige innholdet
Til den riktige personen
På det riktige tidspunktet
© Creuna
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Uten riktig verktøy, er dette kun et trendy utsagn som er
vanskelig å få til i praksis
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”Customers no longer separate marketing from the product — it is the product. They don’t separate marketing from their in-store or online experience — it is the experience. In the era
of engagement, marketing is the company.”
- McKinsey & Company, 2011
kundeopplevelse
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Optimalisering av kontaktpunkter er nødvendig
Konvertering
Etter
Før Under
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Personalisering
© Creuna
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Informasjonsoverload – vi luker ut det vi ikke ser relevant
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1 100 selskaper ble spurt om … “Til hvilken grad er personalisering viktig i ditt selskaps møte med deres kunder?”
“Til hvilken grad klarer ditt selskap å utnytte muligheter omkring personalisering?”
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94 % av selskaper er enige i at personalisering er kritisk for suksess
Econsultancy 2013
men …
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72 % vet ikke hvordan de skal sette i gang med personalisering
Econsultancy 2013
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© Creuna
Start med baby steps !
Hva er personalisering?
© eConsultancy ”The realities of personalization”, 2013
Content & experience tailored to the user
based on relevant data
Tilpass innholdet og opplevelsen
© Creuna
Personalisering skal bidra med noe for brukeren
© Creuna
Hei <%Name%>
Personalisering eller segmentering?
© Creuna
Segmentering Personalisering
Gruppe Individ
Unik ID
Utvikling av kundeforholdet øker mulighetene for tilpasning
© Creuna
Knapps modell for utvikling av forhold
© Creuna
Knapp’s model of relational development
Stage 1: Screening & Filtering Stage 2: Self-disclosure & Reciprocity Stage 3: Increased Commitment Stage 4: Integrating Stage 5: Bonding
Deling av identitet er en tillitserklæring
© Creuna
Knapp’s model of relational development
Etablere Unik ID
Stage 2: Self-disclosure & Reciprocity
© Creuna
Creepiness =
Awkwardness x Forwardness
Attractiveness ( ) Persistence
Prioritér: Tilgjengelighet Innsats Avkastning
Alle trenger ikke tilpasning
© Creuna
Opplevelsen tilpasses data om brukeren som er …
© Creuna
Beskrivende Adferdsbaserte Kontekstbaserte
Tilpasning i øyeblikket
© Creuna
Manuelt Automatisk Brukerstyrt
Brukerstyrt tilpasning med lagret søk
© Creuna
Automatisk tilpasning
© Creuna
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Manuell tilpasning
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Nyttig data må være tilgjengelig
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Handlingsdrivende Til riktig tid På riktig nivå
Datakilder
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Betalt
Fortjent
Eiet
CRM Kjøphistorikk Webanalyse Newsletter VOC
Brukeren Google Facebook Twitter
Google Facebook Blue Kai etc.
Men dataene våre er ikke tilgjengelige…
© Creuna
© Creuna
Gjør datafangst til en del av prosessen
Personalisering i praksis
© Creuna
Bli synlig
Skap tillit
Bli engasjert
Konvertering
Hold kontakten
Bli synlig Kundereisen
© Creuna
© Creuna
Tilstedeværelse
Riktig budskap
Riktig presentasjon
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your
colour 4. Click OK EPiServer-demo
© Creuna
Bli synlig
Skap tillit
Bli engasjert
Konvertering
Hold kontakten
Skap tillit Kundereisen
© Creuna
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your
colour 4. Click OK EPiServer-demo
© Creuna
Bli synlig
Skap tillit
Bli engasjert
Konvertering
Hold kontakten
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Bli engasjert Kundereisen
© Creuna
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Tilbake til vår solskinnshistorie…
© Creuna
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Tilbake til vår solskinnshistorie…
© Creuna
gi det riktige innholdet
til den riktige personen
på det riktige tidspunktet
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Det handler om å fjerne støy og friksjon
© Creuna
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© Creuna
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Summa summarum: gi brukeren av ditt nettsted innhold som er relevant Gjør det personlig !
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72 %
økt klikk-rate på e-postutsendelser
Produktanbefalinger via e-post gjort mer personlig
Mye kan gjøres bare ved enkle grep
8 %
av omsetning på nett fra produktanbefalinger
320 %
høyere konvertering enn manuelt valgte produkter
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Finn det riktige verktøyet som hjelper deg med personaliseringen
© Creuna
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your
colour 4. Click OK EPiServer-demo
© Creuna
Bli synlig
Skap tillit
Bli engasjert
Konvertering
Hold kontakten
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Konvertering Kundereisen
© Creuna
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En god måte å teste konvertering på er ved hjelp av split-testing
© Creuna
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en nettside uten kontinuerlig testing kan flyte alle veier
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Det handler om å optimalisere ruten mot konvertering
og gjøre eventuelle
kurskorreksjoner
© Creuna
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Det finnes flere tjenester som tilbyr split-testing
© Creuna
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your
colour 4. Click OK EPiServer-demo
© Creuna
Bli synlig
Skap tillit
Bli engasjert
Konvertering
Hold kontakten
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Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
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Hold kontakten Kundereisen
© Creuna
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
© Creuna
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your
colour 4. Click OK EPiServer-demo
© Creuna
Bli synlig
Skap tillit
Bli engasjert
Konvertering
Hold kontakten
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Det handler om å …
ü forstå brukernes behov
ü forstå samspillet i kundereisen
ü gjøre noe med det
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Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Takk for oss!
© Creuna