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Our five basic colours Yellow, Blue, Red, Green and Grey

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2. Choose Format Background , 3. Select Fill and choose your colour

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Insert client logo 1.  Select placeholder 2.  Choose Insert from top menu 3.  Choose Picture from file 4.  Select client logo 5.  Click OK

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Business in the digital world Entrepreneurship and Business Planning 29.09.2014 Alain Fassotte - Director of Sales and Senior Consultant

© Creuna

creuna.no alainfassotte alain.fassotte@creuna.no

AFassotte +47 920 611 16 alainfassotte

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© Creuna

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Agenda

© Creuna

1. Short about Creuna 2. Social media and the digital evolution 3. Customer experience management 4. Mind the communication gap 5. Key takeaways, a case and discussion

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Driving change in a connected world

© Creuna

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340 visionary peoples

© Creuna Page 5

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Aarhus

Helsinki

Helsingborg

Oslo

Gothenburg

Copenhagen

Stockholm Stavanger

© Creuna

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Some of the biggest Nordic brands

© Creuna

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What we do

© Creuna

strategy +design

+technology

eCommerce Company sites Information Sites & Portals Brand sites Intranet Customer Experience Design Service Design Branding and Advertising Content Management Online marketing Campaigns Mobile Social Media SEO/SEM Analytics & Insights Content production

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Technology Design

Strategy

Cross disciplinary

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If you were the only human on earth. Would you paint a painting or write a song?

Why are we in social media?

© Creuna

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Sharing!

© Creuna

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Social media is nothing new!

© Creuna

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It´s digitalization of normal human behavior.

© Creuna

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It´s all about building our own identity, also in the digital world.

© Creuna

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It´s faster, more effective, cheaper and has further reach than the tools we

had before. © Creuna

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“Social media has changed the old fundament of power in the world,

© Creuna

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- through democratization and establishing new digital hierarchy's

© Creuna

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The Arab spring

© Creuna

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© Creuna

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© Creuna

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72 How many work offers?

© Creuna

How many relevant?

45

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© Creuna

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© Creuna

Customar

Technology Buisiness

User fokus - Low focus on the buisiness

needs

Traditional marketing and branding- Low focus on

customars needs.

Direct customar dialog - Low focus on efficiency and

innovation

The great potential

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Darker colours You’re basically free to use the different

saturations of the colours, but we still recommend these second to darkest ones

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2. Choose Format/Bullets and Numbering 3. Select colour from ‘Color’ dropdown.

4. Click OK

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4. Click OK

It is all about understanding and

respecting the power and

expectations the costumer have to

your company © Creuna

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Customers no longer separate markting from

the product.

-it is the product.

© Creuna

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They don´t separate marketing from the in-

store or online experience.

-it is the experience.

© Creuna

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In the era of engagement, marketing is the company.

McKinsey 2011.

© Creuna

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© Creuna

Do you know this brand?

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Our five basic colours Yellow, Blue, Red, Green and Grey

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4. Click OK

All that can be digitalized, will be digitalized!

© Creuna

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The greatest treat to any company is lack of digital strategy

© Creuna

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© Creuna

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Remember that your costumer does not come alone to your store anymore.

© Creuna

They bring their hole digital network with them.

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CXM 3.

© Creuna

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© Creuna

Attention

Interest

Desire

Action Discover

Search

Ask Compare

Decide

Ambassador Use

support Share

Trust

find like love

Friend Personalize

- A new costumer journey

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THE WEAKEST LINK

© Creuna

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It´s a continuous customer journey

© Creuna

under

before

after

Sales communication

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Where does the customer get purchase information from?

© Creuna Kilde: Nielsen – The role of content Mars 2014

Social media

User Reviews

Online Advertising

Expert Reviews

Word Of Mouth

Official Brand Websites

TV Advertising

54 %

52 %

51 %

46 %

45 %

44 %

40 %

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4. Click OK

97% of customers goes through a buying process without your company being involved!

© Creuna

Kilde: McKinsey & Company

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93% of B2B purchases start with a web search

© Creuna

Kilde: McKinsey & Company

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It´s a continuous customer journey

© Creuna

under

before

after

The total customer

experience

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Sales Marketing

The total customer

experience

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Sales Marketing

The total customer

experience

The experience is the brand

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Our five basic colours Yellow, Blue, Red, Green and Grey

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2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

“Our organization is so complex that it is only the customer that can see the total picture”

© Creuna

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4. The communication gap

© Creuna

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The market leaders?

Product leader

Operational excellence

Client intimate

- middle-of-the-market products at the best price with the least inconvenience.

- best product and inovation, period!

- specialize in satisfying, unique needs and relationships

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Key takeaways and a case

5.

© Creuna

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Sales Marketing

The total customer

experience

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© Creuna

Discover

Search

Ask Compare

Decide

Ambassador Use

support Share

Trust

find like love

Friend Personalize

- A new costumer journey

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© Creuna

concept and design

activities and channels

evaluate and measure

implementation

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© Creuna

concept and design

activities and channels

evaluate and measure

implement CXM analysis ambition strategic choices

concept and cxm direction

Doing the right things

Doing things right

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Implement!

© Creuna

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On all touch points

© Creuna

under

before

after

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Sales Marketing

The total customer

experience

And your organisation

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Case: Rottefella

© Creuna

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1. Analysis

•  Positive associations •  High market share in Norway and

internationally •  High level of innovation •  High volume

© Creuna

•  Low preference for the binding •  Low knowledge of the bindings roll •  Low margins •  Many sub-brands

+

-

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Change colour of numbering 1.  Select all text with numbering

2. Choose Format/Bullets and Numbering 3. Select colour from ‘Color’ dropdown.

4. Click OK

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2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

© Creuna

1. Analysis

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2. Ambition and strategic choices

•  Take back ownership of the binding

•  Clarify the roll of the binding •  Show the Rottefellas quality

© Creuna

”Superior transmission of power from man to ski”

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3. Concept and CXM direction

User oriented communication both digital and traditional

The user in the center

And the roll of the binding

© Creuna

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© Creuna

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Brand strategy, new identity and tons of stuff to tell the world that we’re here to stay

Rottefella

© Creuna

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© Creuna

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Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

© Creuna

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Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

© Creuna

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4. Results

© Creuna

“Powered by you. Technology by us.”

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Worth remembering 1.  Lack of digital strategy is the biggest weakness today 2.  Social media is only digitalization of normal human behavior 3.  Social media has changed the old fundament of power in the world 4.  Customer journey has become more complex 5.  Identify all the contact points on the customer journey 6.  Give the customer reel value in all contact points 7.  Decide what kind of market discipline your business belongs to 8.  Make a solid strategy based on insight, ambition and an overall concept 9.  Work cross disciplinary and across internal silos 10.  Remember that the customer always sees the whole picture

© Creuna

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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

Thanks! Any questions?

© Creuna

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

creuna.no alainfassotte alain.fassotte@creuna.no

AFassotte +47 920 611 16 alainfassotte