The Future of Omnichannel Customer Experiences Hosted by Nodes

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1 The Future of Omnichannel Customer Experiences Hosted by Nodes

2 09:15 Velkommen Jacob Quorp - Managing Director at Nodes Aarhus 09:30 Sådan skaber du den ultimative brugeroplevelse på tværs af kanaler Peter Andersen - Senior Digital Consultant at Nodes Aarhus 10:00 PAUSE 10:15 3 essentielle skridt til at skabe sammenhængende omnichannel customer experiences. Chris Nash - Director of Digital Experience Strategy, Nodes 10:45 PAUSE 11:00 GDPR er ofte udskældt for at dræbe markedsføringsmuligheder - men er det i virkeligheden så slemt? Mikkel Friis Rossa - Partner, Bech-Bruun 11:30 Tak for i dag.

3 Vores team Kontorer Lande Medarbejdere

4 Erfaring med fantastiske kunder som

5 Vores services Mobility Services Strategy Design & User Experience Development & Quality assurance Operating & Monitoring Business Analysis Concept development Native mobile development Proactive monitoring Ideation Prototyping Cross platform & hybrid Automatic scalable Roadmap Usability Backends & CMS infrastructure IT Mobile Governance User validation API & middleware 24/7 hotline Policies Interaction design Certified Quality Assurance Evaluation Stakeholders Interface design Test strategies Guaranteed response time

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7 09:15 Velkommen Jacob Quorp - Managing Director at Nodes Aarhus 09:30 Sådan skaber du den ultimative brugeroplevelse på tværs af kanaler Peter Andersen - Senior Digital Consultant at Nodes Aarhus 10:00 PAUSE 10:15 3 essentielle skridt til at skabe sammenhængende omnichannel customer experiences. Chris Nash - Director of Digital Experience Strategy, Nodes 10:45 PAUSE 11:00 GDPR er ofte udskældt for at dræbe markedsføringsmuligheder - men er det i virkeligheden så slemt? Mikkel Friis Rossa - Partner, Bech-Bruun 11:30 Tak for i dag.

8 The Future of Omnichannel Customer Experiences Sådan skaber du den ultimative brugeroplevelse på tværs af kanaler Peter Andersen, Senior Digital Nodes

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10 What

11 Connected Customer Experience Creating a connected and consistent experience in real time

12 Omnichannel definition...a multichannel approach to sales that seeks to provide customers with a seamless shopping experience, whether they're shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store.

13 Single Channel Multi Channel Omni Channel Legacy Reality Aspiration

14 Single Channel Multi Channel Omni Channel Unified Experience Legacy Reality Aspiration Nirvana

15 Why

16 Digitalisation has put the power in the hands of the customer The Customer is now the center of the universe

17 Benefits 1 Sales 5 Lean processes 2 Customer satisfaction 6 Competitive advantage 3 Customer retention 7 Co-creation 4 Supply chain efficiency 8 Realtime market response

18 Facebook apps Mobile apps Mobile apps and web Full-service app agency Full-service app and web agency Future

19 How (Tech)

20 Trends in Tech Augmented Reality IoT Voice Artificial Intelligence

21 How (Process)

22 Flip the order in which you think about your technology. First think about the customer experience you want, then what tech/systems needed to create that experience.

23 Build an organisational structure with closely collaborating departments. All teams must work closely together to develop consistent, complementary and connected experience. And close coordination with IT departments is crucial.

24 Stay on top of performance 1 KPI - SMART 2 Less is more 3 Vanity Actionable Metrics 4 Customer Lifetime Value

25 Own your data 1 Multiple data sources 2 Deep customer insights 3 Personalisation / Profiling 4 Continuous focus on optimization

26 Customers expect connected journeys Break down your business silos Customers expect personalisation Customise everything Customers expect innovation Keep pushing the limits Customers expect data protection Make trust your priority 26

27 Thank you, Questions?

28 PAUSE 15 minutter

29 Nodes - Sitecore Gold Partner Three essential steps to connected customer experiences Chris Nash Director of Digital Experience Strategy April 26, 2019

30 Customers prefer efficient digital experiences 77% CX efficiency of consumers prefer to do business with brands that use their information to make experiences more efficient econsultancy 30

31 Customers prefer relevant digital experiences and reward brands accordingly 73% Personalized experiences of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience econsultancy 31

32 Customers dislike disconnected digital experiences 68% Unlikely to return if... I am unlikely to return to a website that does not provide a satisfactory customer experience. emarketer 32

33 Companies perform better when they provide better quality customer experiences +21 Net Promoter Score There s a 21-point difference in Net Promoter Score between consumers who ve had a very good experience with a company and those who ve had a very poor experience Tempkin Group 33

34 But companies think, act and measure in silos

35 For example... marketers use an average of 15 siloed data sources, resulting in inconsistent customer experiences Forrester 35

36 The future of high quality customer experiences is connected experiences. How?

37 What is an example of a connected customer experience?

38 Attract, communicate, Listen digitally, remember, Remind, ask relevantly, Convert

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40 Resort-destination Booking Journey - Context Research Consider Book Pre-stay On property Post stay Web Web Web App App App / web

41 Resort-destination Booking Journey - Context + Content + CTA s Research Consider Book Pre-stay On property Post stay Web Web Web App App App / web Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Restaurants Activities Restaurants Activities Locations Rooms Suites Restaurants Activities

42 Resort-destination Booking Journey - Context + Content + CTA s + Data Research Consider Book Pre-stay On property Post stay Web Web Web App App App / web Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Restaurants Activities Restaurants Activities Locations Rooms Suites Restaurants Activities Data Channels Campaigns Interactions GEO-IP Conversions Channels Campaigns Interactions GEO-IP Conversions Channels Campaigns Interactions GEO-IP Conversions Interactions Location Conversions Interactions Location Conversions Channels Campaigns Interactions GEO-IP Conversions

43 Resort-destination Booking Journey Research Consider Book Pre-stay On property Post stay Web Web Web App App App / web Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Restaurants Activities Restaurants Activities Locations Rooms Suites Restaurants Activities Data Channels Campaigns Interactions GEO-IP Conversions Channels Campaigns Interactions GEO-IP Conversions Channels Campaigns Interactions GEO-IP Conversions Interactions Location Conversions Interactions Location Conversions Channels Campaigns Interactions GEO-IP Conversions

44 Resort-destination Booking Journey Research Consider Book Pre-stay On property Post stay Web Web Web App App App / web Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Restaurants Activities Restaurants Activities Locations Rooms Suites Restaurants Activities Data Channels Campaigns Interactions GEO-IP Conversions Channels Campaigns Interactions GEO-IP Conversions Channels Campaigns Interactions GEO-IP Conversions Interactions Location Conversions Interactions Location Conversions Channels Campaigns Interactions GEO-IP Conversions

45 Resort-destination Booking Journey Research Consider Book Pre-stay On property Post stay Web Web Web App App App / web Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Locations Rooms Suites Restaurants Activities Restaurants Activities Restaurants Activities Locations Rooms Suites Restaurants Activities Data Channels Campaigns Interactions GEO-IP Conversions Channels Campaigns Interactions GEO-IP Conversions Channels Campaigns Interactions GEO-IP Conversions Interactions Location Conversions Interactions Location Conversions Channels Campaigns Interactions GEO-IP Conversions

46 Inspiration: How can you provide connected, high-quality customer experiences?

47 Step 1 Analyze and create your context model for customer experience for key segments Analyze data points Example: app vs web App users (vs web users) consume 2.4 times more impressions with a single brand on average Bluefountain media

48 Step 2 Map your customer journey and define how data can be used to connect experiences

49 Web Step 3 Establish a connected architecture Implement, execute, measure and learn using a connected architecture Mobile web App

50 BI Insights from CX data Automated measurement of personalization effect and conversions

51 BI Insights from CX data Automated measurement of personalization effect and conversions

52 Final advice... Develop an iterative approach where you define and prove your connected customer business case

53 Thank you. Questions?

54 PAUSE 15 minutter

55 GDPR: Er glasset halvt tomt eller halvt fyldt?

56 56 Datatilsynene og Forbrugerombudsmanden er i gang TAXA: Indstillet til bøde på DKK 1,2 mio. (for sen sletning af tlf.nr. på kunder) Spam i DK: DKK i bøde (ca s uden samtykke) Frankrig: Google bøde i Frankrig på EUR (manglende transparens) Holland: Bøde på EUR (ikke imødekommet indsigtsanmodning inden frist) Norge: NOK (kommune manglende sikkerhed) Jamen, hov, er personoplysninger i virkeligheden bare et tlf.nr, et personnavn, en adresse, selv om det er oplysninger, der er offentligt tilgængelige???

57 57 Hvad er det, virksomhederne ønsker? De bedste medarbejdere Mange kunder Høje salgspriser (indtjening) Loyale / tilbagevendende kunder Branding

58 58 Hvad handler GDPR dybest set om? Tillid Tryghed Loyalitet Transparens (Branding) Man er som virksomhed blot ikke så vild med dokumentationsdelen

59 59 Hvordan? Information, fx privatlivspolitik (transparens) (Udtrykkeligt) samtykke når vi taler markedsføring personoplysninger har en værdi! Dokumentation Hvilke personoplysninger? Hvilke formål? Hvornår slettes? Hvem adgang? Inden for eller uden for EU? Overførselsgrundlag? Husk også dokumentation for samtykker!

60 60 Muligheder glasset er halvt fyldt! Forbrugertillid og -tryghed = villighed til at betale en højere pris Branding - kunder og medarbejdere, man er ordentlig, transparent og passer på personoplysninger Kvalitet frem for kvantitet Indsigt i egne forretningsgange / kan vi gøre noget smartere eller bedre? Brede/dækkende permissions og husk at bruge dem = kundedatabasen har større værdi Forbrugerombudsmandens spamvejledning fra december 2018 (dele af den)

61 61 Forbrugerombudsmandens nye spamvejledning

62 62 Hvad er egentlig markedsføring? Tilbud på produkter, konkurrencer, events, nyhedsbreve, julekort, rabatkoder, kundeklubber Opfølgning på produkter kræver samtykke Servicemeddelelser OK, men snævert område da meget lidt til før mersalg Muligt i løbende kontraktsforhold vedr. fx flytning, prisstigning, vilkårsændringer, men kan også være produkttilbagekaldelse p.g.a. sikkerhed. Der må ikke være skyggen af mersalg Efterladt indkøbskurv kræver samtykke Links til gratis materiale kræver samtykke Opsigelse eller rykker for betaling - OK Markedsundersøgelser/tilfredshedsundersøgelser OK, men ikke forsøg på markedsføring Opfordring til at rate købet via TrustPilot eller TripAdvisor m.fl. - OK Har kunden frabedt sig sådanne henvendelser skal det accepteres nej tak liste Autosignatur Må indeholde kontaktoplysninger, logo, link til website Men ikke gode slagtilbud

63 63 Klart og frivilligt Særskilt og udskilt samtykke ikke en del af salgs- og leveringsbetingelser eller konkurrencebetingelser Må gerne give fordele, rabatter eller produkter for et samtykke Det skal også her klart fremgå ved beskrivelsen af fordelen Fordelen må så ikke betegnes som gratis, da samtykket har en værdi Må gerne lave en konkurrence afgiv samtykke og deltage Det skal også her klart fremgå i selve konkurrenceteksten Det skal være et aktivt ja tak ikke forhåndsafkrydset MODIFIKATION: Samtykke indhentet i forbindelse med salg

64 64 Hvilke produkter bliver markedsført? Kommunikationsform? Produkter eller produktkategori skal oplyses Meget lange lister Hvis kendt produktsortiment så nu inden for virksomhedens sædvanlige produktsortiment Hvad den type af virksomhed sædvanligvis forhandler Kommunikationsformen man ønsker at bruge skal nævnes i samtykket fx og/eller sms Sociale medier er ikke præcis nok! Der skal stå fx Facebook + hvordan fx notificering, beskedsystemet, messenger eller LinkedIn s meddelelser

65 65 Markedsføring til tidligere kunder ( opt out ) Skal have købt et produkt oplyst i forbindelse med salget, og at Skal have mulighed for at sige nej tak /fjerne krydset på en let måde Det skal klart fremgå at man medmindre der siges nej modtager markedsføringsmateriale Egne tilsvarende produkter skal nu læses som også omfattende egne tilknyttede produkter Sofa + plejemidler / plejemidler sofa Cykel + ringklokke, cykelhjelm, trailer og serviceeftersyn / løbehjul eller knallert

66 66 Kontakt Mikkel Friis Rossa Partner T M E mif@bechbruun.com

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