30
Lost in translation Or what happened with customer care online? © Creuna

Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Embed Size (px)

Citation preview

Page 1: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Lost in translation

Or what happened with customer care online?© Creuna

Page 2: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

FUCK ART LET’S DANCE Fredrik FM Marcus

CD/AD/2D/3D/HD inte VD [email protected] Twitter.com/FM instagram.com/fm facebook.com/fredrik.marcus

Arne Hjeltnes CEO

[email protected] Twitter.com/arnehjeltnes

instagram.com/arnehjeltnes facebook.com/hjeltnes

FUCK ART LET’S FISH

© Creuna

Page 3: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Together we have over 100 years of customer experience

© Creuna

Page 4: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Customer care in the old days

© Creuna

Page 5: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Who cares

TRADITIONAL NORWEIGANS

© Creuna

Page 6: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Bakkatun in Voss

© Creuna

Page 7: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Something got lost in the transition

© Creuna

Page 8: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

"Everything that can be digital will be."

- Jeff Dachis

MusicPictures

TV/Movies

Magazines Newspapers

Books

Money

Games© Creuna

Page 9: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Two categoriesEasy to digitize Not yet digitizable Easy to digitizeEasy to digitize

© Creuna

Page 10: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

If physical shopping was like internetSource: by Google Analytics © Creuna

Page 11: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Dag 1 Dag 6Dag 5Dag 4Dag 3Dag 2

0km

7585km

Page 12: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

AMAZONLost in transportation

© Creuna

Page 13: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

AMAZONProblem solved

© Creuna

Page 14: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Arne and SAS

© Creuna

Page 15: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

© Creuna

Arne and SAS

Page 16: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Scrollsidan

© Creuna

Page 17: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

© Creuna

But the app is good

Page 18: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

[email protected]

••••••••••••••••••

© Creuna

Page 19: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

For heaven sake it’s just facebook!

1%4%

18%

26%

51%

Source: Using social netwoks to log in to apps and websites. Data from Gigya 29 october 2013© Creuna

Page 20: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

LinkedIn

© Creuna

Page 21: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Norway Lights

© Creuna

Page 22: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

But what can we do about it?

© Creuna

Page 23: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Support cost

$20 x 62.000 = $1.240.000

Clipart from shutterstock. Don’t we just love these pictures

Page 24: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

A chain is not stronger than it's weakest link

© Creuna

Page 25: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

“Trust is hard to earn and easily lost; that is why we are customer centric”

— Jeff Bezos

© Creuna

Page 26: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

© Creuna

Customer journey

discover

searchinvestigate

compare

decision

advocate

find

Purchase/ Desired action

likelove

use

get supportshare

trust

Page 27: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

© Creuna

Common tools Stakeholders +Site analytics

+Users Needs +Personas

+User journeys +Case scenarios

+Storyboards +Prototypes

+User testing

Page 28: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

© Creuna

The devil is in the details

Photo: Rasmus Andersson Dropbox

Page 29: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

20 NOV 2012 © 2012 CONFIDENTIAL & PROPRIETARY

Don’t get lost people!Do your homework (or it can cost you lots of Dollars and trust)

Know your pain points

Design/iD + Front End should sit and work together as a team

Method acting (be your customer)

Don’t forget to have fun

The devil is in the details

Page 30: Lost in translation - Arne Hjeltnes og Fredrik Markus (Creuna)

Fredrik FM MarcusCD/AD/2D/3D/HD inte [email protected]/FMinstagram.com/fmfacebook.com/fredrik.marcus

THERE IS NO PLACE

LIKE127.0.0.1

Tack!All you need is love

© Creuna