How to create a great service, instead of just selling

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FROM SHOP TO SERVICEThanks to Klaus Bundvig of 1508

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09.00 – 10.00: Lecture – from shop to service

10.00 – 10.10: Break

10.10 – 11.00: Groupwork – 3 examples – and

ideas..

11.00 – 11.10: Break

11.10 – 12.30: Group presentations – 5 min pr.

group!

FROM SHOP TO SERVICE

AGENDA

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AMBITION

"CAN WE MAKE SUCH AGOOD SERVICE THATTHE ACTUALTRANSACTION IS NOTA CHALLENGE? "

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OR PUT IN ANOTHER WAY

WHAT ARE YOU GOING TO LIVE OF, IF YOU NO LONGER CAN COMPETE ON PRICE?

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OF COURSE ITS ABOUT SELLING – BUT IN CONNECTION WITH SOMETHING POSITIVE!

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BECAUSE EARNED MEDIA BECOMES STILL MORE IMPORTANT!

ONLY 47% OF CONSUMERS AROUND THE WORLD SAY THEY TRUST PAID MEDIA (TELEVISION, MAGAZINE ANDNEWSPAPER ADS), A DECLINE OF OVER 20% SINCE 2009.

92% OF GLOBAL CONSUMERS SAY THEY TRUST EARNED MEDIA (WORD-OF MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY) ABOVE ALL OTHER FORMS

OF ADVERTISING, AN INCREASE OF 18% SINCE 2007.

ONLINE CONSUMER REVIEWS ARE THE SECOND MOST TRUSTED FORM OF ADVERTISING WITH 70% OF GLOBAL CONSUMERS TRUSTING THEM, AN INCREASE OF 15% IN FOUR YEARS.

(SOURCE: NIELSEN, APRIL 2012)

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HERE IS AN IDEA – TURN SERVILE“YES, CONSUMERS ARE MOREDEMANDING, TIME-STARVED, INFORMED,AND CHOICE-SATURATED THAN EVERBEFORE(WE KNOW YOU KNOW).

FOR BRANDS TO PROSPER, THE SOLUTION ISSIMPLE THOUGH: TURN SERVILE.

THIS GOES FAR BEYOND OFFERINGGREAT CUSTOMER SERVICE.

SERVILE MEANS TURNING YOUR BRAND INTO ALIFESTYLE SERVANT FOCUSED ON:

CATERING TO THE NEEDS, DESIRES ANDWHIMS OF YOUR CUSTOMERS,WHEREVER AND WHENEVER THEY ARE.”

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THERE ARE MANY EXAMPLES OUT THERE

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QUESTION…

WHAT IS A SERVICE?

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THINK LIKE A WAITER

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THIS IS NOT A PIPE

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AND THIS IS NOT A SERVICE

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BUT THIS IS A SERVICE!

SERVICE =

CONVINIENCE

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SERVICE IS ABOUT GIVING A GIFT

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UPSALE IS NOT A SERVICE IN IT SELF

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SERVICE MAKES YOUR COSTUMERS LOOK GOOD

SERVICE =

IMPOWERMENT

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AS WHEN MAILCHIMP SUPPORTS YOU IN BEING A GOOD WEBMASTER

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SERVICE IS ABOUT RECOGNIZING AND CATERING FOR UNKNOWN NEEDS

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THIS IS RELATED SERVICES

SERVICE =

CATERING TO UNKOWN NEEDS

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OR WHEN YOU ARE OFFRED BATTERIES A YEAR AFTER YOU BOUGHT YOU DRILLING MACHINE

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WHAT SERVICES COULD BE APPLIED TO THEESE BRANCHES?• HOUSING AND KITCHEN• BUILDING AND GARDEN• CHILDREN, BABYS AND TOYS• CLOTHING, SHOES AND ACCESSORIES• ELECTRONICS AND IT• FINANCIAL PRODUCTS• OFFICE AND HOBBY ARTICLES• PERSONAL CARE• FOOD AND BEVERAGES• MEDIA, CULTURAL EXPERIENCES AND INTERTAINMENT• SPORT AND LEISURE ACTIVITIES• TRANSPORT AND TRAVELS

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SO WHAT COULD RELATED SERVICES TO THE FOLLOWING BE?

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LOOK AT THE OVERALL USER JOURNEY – WHAT SERVICES ARE POSSIBLE BEFORE UNDER AND AFTER THE SALE?

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RETURN ENVELOPES IS A SERVICE THAT CATERES TO THE OVERALL USER JOURNEY

SERVICE =

CATERING THE USER JOURNEY

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WHO COULD GØR DET SELV TEAM UP WITH IN ORDER TO PROVIDE A GREAT SERVICE JOURNEY?

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HERE IS A TRANSPARENT SERVICE

SERVICE =

CONTROL & VISUALIZATION

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HERE IS A IN TRANSPARENT SERVICE – I DON’T KNOW ANYTHING ABOUT MY PENSION…

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BABOLAT CONECTS TO THEIR CORE PRODUCT

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AND MARKS & SPENCER MAKES IT POSSIBLE FOR YOU TO TRY BEFORE YOU BUY

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UD OG SE(RVICE) MED DSB

DSB – DANISH RAILROADS

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DSB KNOWS EXCATLY WHERE YOU ARE AT WHAT TIME…

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TRAVELING ACCORDING TO DSB

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TRAVELING IN REALITY

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IT SHOULD RAIN WITH RELEVANT DIGITAL SERVICES

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SOMEBODY ARE BECOMMING REDUNDANT

GOODBYE WHOLESALER

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WHOLESALERS LIVE OF PROFITMARGIN

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WHEN THE ENDUSER CAN BUY WITHOUT INTERMEDIARY TRADE, THE WHOLESALERS ROLE MUST CHANGE

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HERE IS A DIGITAL SERVICE BASED ON DATA

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WHEN WE KNOW THE COSTUMER, WE ARE ABLE TO GIVE A BETTER SERVICE

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AND THE SERVICE EMPOWERS THE COSTUMER, AND BUILDS THEIR BUSINESS

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PROFIT AND MEANING

COMPANIES AREDRIVEN BY PROFIT.

PEOPLE ARE DRIVENBY MEANING.

SO WHAT MAKES SENSEFOR YOUR CUSTOMERS?

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Groupwork – 3 examples – and ideas..

SCENARIO: Your Boss has asked you to have a look through the market in a search for 3 possible business ideas..

Find 3 examples on shops (physical or webshops) that would benefit from going from shop to service – discuss and write down the ideas – make a drawing or a screendump..

PLEASE MAKE A PPT. WITH 3 EXAMPLES – GET IT READY TO PRESENT AFTER LUNCH.. 5 MIN PR. GROUP

The presentations will be video filmed in order to provide feedback on presentations

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GROUP WORK

Design

How to create a great service, instead of just selling