Business in the digital world - University of Stavanger 290914

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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 [email protected]

AFassotte +47 920 611 16 alainfassotte


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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


Driving change in a connected world

© Creuna


340 visionary peoples

© Creuna


Aarhus

Helsinki

Helsingborg

Oslo

Gothenburg

Copenhagen

Stockholm Stavanger

© Creuna




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Some of the biggest Nordic brands

© Creuna


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


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


Darker colours You’re basically free to use the different saturations

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Sharing!

© Creuna


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Social media is nothing new!

© Creuna








4. Click OK

It´s digitalization of normal human behavior.

© Creuna





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





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

© Creuna





- through democratization and establishing new digital hierarchy's

© Creuna


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The Arab spring

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72 How many work offers?

© Creuna

How many relevant?

45


© 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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It is all about understanding and

respecting the power and

expectations the costumer have to

your company © Creuna






Customers no longer separate markting from

the product.

-it is the product.

© Creuna






They don´t separate marketing from the in-

store or online experience.

-it is the experience.

© Creuna






In the era of engagement, marketing is the company.

McKinsey 2011.

© Creuna





© Creuna

Do you know this brand?








4. Click OK

All that can be digitalized, will be digitalized!

© Creuna





The greatest treat to any company is lack of digital strategy

© Creuna





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

© Creuna

They bring their hole digital network with them.





CXM 3.

© Creuna


© 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

Choose among many Layouts Right-click on slide and select Layout ∞ © Creuna

It´s a continuous customer journey

© Creuna

under

before

after

Sales communication


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Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

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 %








4. Click OK

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

© Creuna

Kilde: McKinsey & Company





93% of B2B purchases start with a web search

© Creuna

Kilde: McKinsey & Company


It´s a continuous customer journey

© Creuna

under

before

after

The total customer

experience


Sales Marketing

The total customer

experience


Sales Marketing

The total customer

experience

The experience is the brand








4. Click OK

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

© Creuna





4. The communication gap

© Creuna


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


Sales Marketing

The total customer

experience


© Creuna

Discover

Search

Ask Compare

Decide

Ambassador Use

support Share

Trust

find like love

Friend Personalize

- A new costumer journey


© 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


Sales Marketing

The total customer

experience

And your organisation


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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© Creuna

1. Analysis




Level 3 = Bodytext

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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4. Results

© Creuna

“Powered by you. Technology by us.”


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



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



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 [email protected]

AFassotte +47 920 611 16 alainfassotte

Business in the digital world - University of Stavanger 290914

Education

Transcript of Business in the digital world - University of Stavanger 290914