The document discusses building seamless customer experiences by recognizing the user. It advocates for organizations to: 1. Build seamless experiences for users across devices. 2. Leverage data and knowledge about users to improve experiences. 3. Allow customer and user experiences to drive organizational development. The document emphasizes that customer experience should be the focus and organizations need a culture that supports seamless experiences.

1. We need to move on !!
Build seamless experiences that recognize the
user and an organisation that supports this goal
Eirik Norman Hansen
CMO

2. 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

3. “Everything that can be digital,
will be digital”
© Creuna

4. Change
Digital teknik
Digital
T
Culture
Kultur
Infrastructure
Inf
Law
Politik stones
Rolling
Tid
Time
© Creuna

5. Mobile Phone
The Internet
Car
Current Partner
97%
84%
64%
43%
14 - 29 year old population
© Creuna

6. ”It’s not sufficient to do things better.
We need to do better things”
!
Mark Shayler
© Creuna

8. Manual
Manual
© Creuna

9. © Creuna

10. Build seamless
experiences

11. ”Customer Experience is the greatest
untapped source of both decreased costs
and increased revenue in most industries”
!
Harley Manning & Kerry Bodine, Forrester Research
© Creuna

12. Customer Experience Pays off
10 companies with lowest
score on the Customer
Experience Index
10 companies with higest
score on the Customer
Experience Index
vs.

13. Users own multiple devices

14. And are more and more accessible
Customers are increasingly always-addressable
57%
51%
37%
EU7
Ages 12-23
Ages 24-32
Ages 33-46
Source: European Technographics® Consumer Technology Online Survey, Q4 2012
28%
24%
Ages 47-56
Ages 57-67
19%
Age 68+

15. The Customer Journey is more than
just the transaction point
Before
The total user
experience
Transaction
After
Under

16. © Creuna

17. ”It is about understanding and respecting
the power and expectations the user
got towards you, your company
and what you deliver.
© Creuna

18. Knowledge about where and when

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22. Tracking
© Creuna

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26. BUY
© Creuna
WEIGH
MONITOR
SHARE
DISCUSS
WORKOUT

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29. Shopping
© Creuna

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35. Evolution not revolution

36. Data => knowledge, and
knowledge is still power

37. Price does not matter that much

38. Do the right things
Move communication from advertising to advise
Gather, analyze and act
!
Act based on knowledge
Enable proactive user experience

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

40. Most company cultures seem designed
to disappoint customers
Inconsistent 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

41. Create a culture driven by
customer experience
Hiring
•Hire people with aligned values
Socialize
•Integrate customer oriented focus in day-to-day
activities
Reward
•Reward employees to reinforce customer-centric
behaviors

42. 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

43. “It is more likely to succeed if you are
good than if you are not good”
!
Arne Hjeltnes og Arne Brimi
© Creuna

44. © Creuna

45. Be on!
© Creuna

46. TUT OG KJØR!
Eirik Norman Hansen
CMO - Creuna Norge
@eiriknorman
linkedin.com/in/eirik
eiriknorman
www.creuna.no
:P