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Business in the digital world Entrepreneurship and Business Planning 29.09.2014 Alain Fassotte - Director of Sales and Senior Consultant
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creuna.no alainfassotte [email protected]
AFassotte +47 920 611 16 alainfassotte
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Agenda
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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
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340 visionary peoples
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Aarhus
Helsinki
Helsingborg
Oslo
Gothenburg
Copenhagen
Stockholm Stavanger
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Some of the biggest Nordic brands
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What we do
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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?
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Sharing!
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Social media is nothing new!
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It´s digitalization of normal human behavior.
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It´s all about building our own identity, also in the digital world.
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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,
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- through democratization and establishing new digital hierarchy's
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The Arab spring
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72 How many work offers?
© Creuna
How many relevant?
45
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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
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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.
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In the era of engagement, marketing is the company.
McKinsey 2011.
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Do you know this brand?
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All that can be digitalized, will be digitalized!
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The greatest treat to any company is lack of digital strategy
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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.
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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
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It´s a continuous customer journey
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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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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
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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 organization is so complex that it is only the customer that can see the total picture”
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4. The communication gap
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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!
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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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© 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
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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
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© Creuna
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© 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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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
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