Pedersen 1 Maria Lynge Johansen Pedersen Supervisor: Bent ...
Winning customer experiences require interdisciplinary collaboration BY Jesper Pedersen AT Advice
Transcript of Winning customer experiences require interdisciplinary collaboration BY Jesper Pedersen AT Advice
3
Don Tascott, CEO/Professor/Member of World Economic Forum
”Companies arebecoming naked.And if you’re gonnabe naked, you betterbe buff!
Letter Online payment
Change profile Call phoneservice
Calls friend Tweets in frustration
Customer service
Mobile gateway
PhoneWebsite Phone Social media
CRM team
Digital team
Mobile cloud
Finance WebsiteDigital team
Social mediagroup
Customer touchpoints
Support-teamBackstageimpacts
experience
We are moving the line and making business transparent
How our business works affects the experience
6
Hvem er jeg?
• Master in Communication & IT
• C-level advisor to some of Denmarks largest brands
• +200 client projects (CMS, CRM, CX, Portals, etc.)
• Certified scrummaster
• Father of two
Agenda• The open world• How brands are build• Digital and CX are part of the brand
architecture• How digital can drive change
Core brand
Appear
• CVI direction and channels- web- marketing &
campaign materials
- packaging- interior and
environment
Be
• Brand positioning• Brand role
direction• Activation and
customer experience examples
Communicate
• Core story draft• Tagline direction• Tone-of-voice
examples
Show me that your brand
is not just a story, but a conversation
I can take part in.
STRATEGICDEMAND
Be where I am, build an ecosystem of great content around me, and use data elegantly.
TACTICALDEMAND
MARTIN
Requiresimmediacy
Ignores ads,seeks authenticity
Followsrituals
Is alwaysconnected
Is opinionated& shares it
Buys purpose
95% of companies say thatthey are customerfocused
80%of companies say thatthey deliver excellent customer experience
8% of their customers say thatthey experience excellent customer experience
80%
Customers are expecting more thanbrands are delivering
38
If you were to spearhead bringingbrand and customerexperience togetherin your organization;
Who would you inviteto the table, and whatwould be the firststep?
Prototype 1Appear/Be/Communicate™
Prototype the actual experience
Prototype 2Appear/Be/Communicate™
Prototype 3Appear/Be/Communicate™
PHASE 3: Brand prototypes
Brand PrototypesCopenhagen Airports
FlowsON YOUR WAY
ServiceTHE ATTENTIVE HOST
ValuesDANISH SIGNATURE321
Brand PrototypesStora Enso
Straight forwardJOIN THE CHALLENGE
SustainabilityJOIN A RETHINKING COMPANY
OpportunitiesYOU ARE THE OPPORTUNITY321
Brand PrototypesColoplast
Skills and approachWE HAVE A SECRET
Personality/productTHE BEST IS NEVER MADE ALONE
Pure personalityIT’S A FINE BALANCE321
Brand and CX are connected approaches
• Strategize (for a short while)
• Set a interdisciplinary team (get IT and Marketing in the room)
• Include data, touchpoints and platforms in your strategy
• Build fast and prototype your brand experience• Learn and iterate
• Communicate. Then communicate some more.
Key learnings