selvbetjening: styrk brandet og få loyale kunder
TRANSCRIPT
Self-service solutionsin the age of the customer
Lene Thirup, Team Lead & Client Director
Morten Barkholt, Senior User Experience Consultant
and you can repeat the agenda throughout
Agenda
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1 From service to self-service2 Strategic principles of self-service3 How to get started4 Key take-aways
and you can repeat the agenda throughout
Agenda
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1 From service to self-service2 Strategic principles of self-service3 How to get started4 Key take-aways
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A simple human service…
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…that is optimized with elements of self-service
https://www.flickr.com/photos/opengridscheduler/17989457845/
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…or simply based on a pure concept of self-service
https://www.flickr.com/photos/naotakem/5038506234/ (Image revised)
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New technologies disrupt the fuel business
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…and adds new possibilities for self-service and empowerment of the customer
http://www.amppal.com/
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The concept of service has always been evolving and driven by changes in cultural behavior and new technology
The concept of service in the age of the customer
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“Customers have been spoiled. Thanks to companies such as Amazon and Apple, they now expect every organization to deliver products and services swiftly, with a seamless user experience.”
© Creuna Kilde: http://www.mckinsey.com/insights/business_technology/accelerating_the_digitization_of_business_processes
and you can repeat the agenda throughout
The age of the customer is the age of
emergingexpectations© Creuna
Expectations are rising…
© CreunaUber Newsroom
The willingness to wait for an Uberdrops from 8 to 5 minutes in one year.
…but efficiency is no longer enough
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Effectiveness
Ease
Emotion
https://www.forrester.com/Overlook+The+Impact+Of+Emotion+On+Customer+Experience+At+Your+Own+Peril/-/E-PRE8125
“As service expectations keep growing, self-service is the only answer.”
© Creuna Kilde: http://www.fastcompany.com/3013177/creative-conversations/why-the-future-of-customer-service-is-self-service
“[…] flexibility is needed to serve the growing number of buyers who will embark on self-directed journeys […]”
© Creuna Kilde: https://www.forrester.com/report/How+SelfService+Research+Changes+B2B+Marketing/-/E-RES132621
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Reaching the full potential of self-service
Efficiency and cost reduction
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Improved efficiency
Impersonal
Single actionsReplace offline
One-size fits all
Reaching the full potential of self-service
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Searching for answers
https://www.dropbox.com/help
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Selecting a seat
http://www.kino.dk/
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Submitting forms
http://www.borger.dk/
Efficiency and cost reduction
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Reaching the full potential of self-service
Improved efficiency
Impersonal
single actionsReplace offline
One-size fits all
Efficiency and cost reduction
Experience driven
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Improved efficiency
Personal interaction
Impersonal
single actionsReplace offline
One-size fits all
Empower users
Desirable formats
Open-ended workflows
Reaching the full potential of self-service
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Empowering through service
https://www.airbnb.com
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Customizable open-ended tools
https://play.google.com/store/apps/details?id=com.endomondo.android
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Social and personal layers drive emotion
http://insider.ticketmaster.com/ism-seat-tagging/
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Social and personal layers drive emotion
http://travel.cnn.com/explorations/life/social-seating-airlines-163146/
and you can repeat the agenda throughout
Agenda
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1 From service to self-service2 Strategic principles of self-service3 How to get started4 Sum-up and recommendations
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Strategic principles of self-service
Build scalable platforms
Emulate a human-faceCreate motivating
experiences
Empower your customers
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Strategic principles of self-service
Build scalable platforms
Emulate a human-faceCreate motivating
experiences
Empower your customers
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Partner portal
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SATCOM Sync
Trade-show
On-site serviceIn-office
Enabling multiple self-service contexts
“Let me show you…”
”How do I repair…”“I’m looking for…”
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Presentation at trade-showIn-office support browsing
Providing customizable designs
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Strategic principles of self-service
Build scalable platforms
Emulate a human-faceCreate motivating
experiences
Empower your customers
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VestasOnline Partner Portal
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Complex and extensive data flows
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With a multitude of user roles
Spare partprovider
Internal servicetechnician
Service technician
Constructionleader
Purchaser
Sales repServicecoordinator
Asset manager
Lawyers
Dataanalyst
Site managers
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…that all have different needs
Third-partydocumentation
Weatherforecasts
Purchase ofSpare partsService
coordination
Power forecasts
Stakeholdermanagement
Service documentation
Contractnegotiations
Technicaldocumentation
Appplying for approvals
Ad hoc communication
Planning of service activities
Invoicing
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The creation of an app store concept that enables scalabilitywhile ensuring easy adaption to customer needs
The solution
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App
App
App
App
App
AppVestasOnline
App
Customer platform
App
App
The app store concept
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The app store concept
App
App
App
App
App
App
App
App
App
Purchaser
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The app store concept
App
App
App
App
App
App
App
App
App
Service technician
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Strategic principles of self-service
Build scalable platforms
Emulate aHuman-faceCreate motivating
experiences
Empower your customers
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How do we continue to support the existing dialogue between sales rep and customer when introducing the eCommerce channel.
The challenge
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I am missing 1x #423234 and 4x #22412412
Hi Peter, #42323242 is replaced by #23232132. This product has been added to the quote instead. Note that item #23212355 will be in stock ultimo this week.The rest I fine. Best regards Judy
Peter Callahan
Vestas
Line no. 20 will not be in stock until July.
Quote requested
Vestas
All products should be in stock
Quote requested
Quote recieved
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Instant results in regards to interaction and emotion
Vestas
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Strategic principles of self-service
Build scalable platforms
Emulate aHuman-faceCreate motivating
experiences
Empower your customers
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and you can repeat the agenda throughout
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Provide a desirable presentation and self-education about different types of cheese
Traditional formats were not detailed enough
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… and the detailed formats were neither easily accessible nor engaging.
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and you can repeat the agenda throughout
Agenda
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1 From service to self-service2 Strategic principles of self-service3 How to get started4 Key take-aways
Get the right approach
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Establishing the right level of focus
Service experience
Customer experience
User experience
User experience
Service experience
Customer experience
User experience
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• Single touchpoints• Usable interfaces• Convenient access
Service experience
Customer experience
User experience
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• Customer journeys• Multiple touchpoints• Understanding key contexts
Customer experience
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• Holistic approach • Identify business potentials• Assess maturity
SupportStage UsePurchaseDecisionAwareness
Action
Thoughts
Feelings
Actions
System
Busi
ness
Cust
omer
Service experience
Customer experience
User experience Service experience
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The holistic approach is a vital part of identifying potentials and evaluating organizational maturity.
Eco-system approach
Prototyping as a driver in the strategic process
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© CreunaImage Courtesy of Vestas Wind Systems A/S
Prototyping the vision…
150 hours15 days
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Collected insights
Customers, data, specialists…
Organizational maturityBusiness, tech,
marketing, data
Strategic principles
Empower, Scalable, Human-face, Desirability
Validated through…
[…] A Digital Roadmap is sometimes too abstract for our Executive Manager to relate to. A visual prototype with the most critical flows is much more concrete […]
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and you can repeat the agenda throughout
Agenda
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1 From service to self-service2 Strategic principles of self-service3 How to get started4 Key take-aways
Meet the customers ever rising expectationsSelf-service is pivotal in creating differentiating customer experiences in the age of the customer
Use self-service when customer journeys are unpredictableConsider self-service in complex contexts where it is impossible to predict your customers needs and next step
A personal interaction and great design beat your competitorsEfficiency is hygiene – a self-service solution with an emotional impact and a desirable experience will increase revenue and customer preference
Visualize and validate the potentials at an early stateUse a visual prototype to highlight the potentials and close the gaps in terms of data, technology, organization, customers and business.
Key take-aways
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www.iconmonstr.com
Thanks!Lene Thirup, Team Lead & Client Director
Morten Barkholt, Senior User Experience Consultant
www.iconmonstr.com
© Creuna