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ANNA LINDQVIST DEN MAGISKA FORMELN

FÖR EXPERIENCE

DIGITALT ÄR MER ÄN BARA EN KANAL.

BRAND EXPERIENCE OCH CUSTOMER EXPERIENCE.

brand experience

”ALL THE INTERACTIONS PEOPLE HAVE WITH A PRODUCT, SERVICE, OR ORGANISATION; THE RAW MATERIAL OF A BRAND.”

BRAND EXPERIENCE ÄR UPPLEVELSEBASERAD KOMMUNIKATION.

BÄTTRE ATT VARA BRA, ÄN ATT SÄGA ATT DU ÄR BRA.

BRAND EXPERIENCEÄR OCH FÖRBLIRALLT VIKTIGARE.

FRÅN PRODUKTFOKUS TILL KUNDFOKUS.

KÖPPROCESSEN &KUNDRESAN.

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

CUSTOMER JOURNEY MAP

“That’s an interesting product”

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

look up information

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

“how is this different?”

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

Ask for demo

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

purchase!

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

Set up the new service

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

Seek assistance

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

finish setup

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

using it!

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

Read FAQ

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

PURCHASE

Live chat

CUSTOMER JOURNEY MAP

Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

Before During After

PURCHASE

Long Long before…..

CUSTOMER JOURNEY MAP

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT

HANDHELDTVWEBHUMANSTORE-CLERK

CUSTOMER SERVICE

STORE

Before During After

PURCHASE

Long Long before…..

CUSTOMER JOURNEY MAP

“That’s an interesting product”

look up information

“how is this different?”

Ask for demo

purchase!

Set up the new service

Seek assistance

using it!

Read FAQ

Live chat

CUSTOMER EXPERIENCE INDEX BY FORRESTER RESEARCH

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?

KUNDUPPLEVELSEN.

MEN VARFÖR ÄR DET SÅ!

LEDARSKAP OCH KULTUR. HJÄRTA OCH HJÄRNA.

GAMLA METODER OCH ARBETSSÄTT.

INSIGHT BIG STRATEGY TEST WITH CONSUMERS

(FOCUS GROUPS)

ADJUST NEW PRODUCTSERVICESCAMPAIGNWEBSITE, ADS, ETC

MEASURE NEW BIG STRATEGY

KONVENTIONELL, LINJÄR UTVECKLINGSPROCESS

INSIGHT LITTLE STRATEGY

PLAN,DESIGN,LAUNCH AND MEASURE

INSIGHTS

B.TRY SOMETHING ELSE

LITTLE STRATEGY

ADJUST

LEARNING CURVEINTERACTIVE

CYCLE LEARNING CURVE

INSIGHTS LITTLE STRATEGY

ADJUST

A. CONTINUE

ITERATIVT, AGILT OCH FLEXIBELT ARBETSSÄTT

MADE BY MANY

5 SNABBA TAKEAWAYS.

HA EN STARKKUNDKUNSKAP.

01

VAR ENGAGERANDE.

02

LÄMNA INGET ÅTSLUMPEN. DESIGNA, DESIGNA, DESIGNA!

03

ÄLSKA OCH FÖRSTÅ DATA!

04

SAMARBETA.

5

FÖR…..

.….DET FINNS INGEN MAGISK FORMEL FÖR DETTA!

“MAY THE FORCE BE WITH YOU.”CUSTOMER

ANNA LINDQVIST, CREUNA

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