kommunikasjon som gir resultater tønsberg 05/06/14 (c) creuna

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Darker colours You’re basically free to use the different

saturations of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background , 3. Select Fill and choose your colour

4. Click OK

Insert client logo 1.  Select placeholder 2.  Choose Insert from top menu 3.  Choose Picture from file 4.  Select client logo 5.  Click OK

To view drawing guides 1.  Right click on slide and select

’Grid and Guides...’ 2.  Check ’Display drawing

guides on screen’ 3.  Select OK

Kommunikasjon som gir resultater! Alain Fassotte - Director of Sales Tønsberg Næringsforening 5 juni 2014

© Creuna

creuna.no alainfassotte alain.fassotte@creuna.no

AFassotte +47 920 611 16 AFassotte

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the presentation and highlight the coming section

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Agenda

© Creuna

1. Veldig kort om Creuna 2. Kundereisen 3. En digital verden 4. …mer kundereise 5. Kommunikasjonsgapet 6. Kundeopplevelse 7. Oppsummering og diskusjon

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342 visjonære mennesker

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Aarhus

Helsinki

Helsingborg

Oslo

Gothenburg

Copenhagen

Stockholm Stavanger

Vi har kontorer i

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Den nye kundereisen

2.

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Hvorfor følger ikke flere kjøpsprosessen?

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

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Hva er det kjøpsutløsende kriteriet for en Dressmann XL kunde, når han skal kjøpe et belte?

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Kjøp Behov

Løsning

Kriterier

Salg Definere

Arkitekt

Utforske

Redusere opplevd risiko for feilkjøp

4. 1. 3. 2.

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Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Key takeaway 1

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

Identifiser kunde i kjøpsprosessen og guide han resten av veien, slik at han føler lav risiko for feilkjøp

Finn de reelle kjøpsutløsende kriteriene!

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

3 % 7 % 30 % 30 %

Men! –det er alltid ett MEN eller to….

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Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

97 % av kundene gjennom en kjøpsprosess uten at din bedrift blir aktivt involvert!

© Creuna

Kilde: McKinsey & Company

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

97 %!

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Digital! 3.

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93 % av B2B kjøp starter med søk

© Creuna

Kilde: McKinsey & Company

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Er du digitalt synlig?

Utfordring nummer 1!

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Dere må hjelpe søkemotorene å finne innholdet deres på nett!

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http://www.handelsbanken.no/shb/inet/istartno.nsf/FrameSet?OpenView&iddef=HandelsbankenNO&navid=HandelsbankenNO&navob=50&base=/Shb/Inet/ICentNo.nsf&sa=/Shb/Inet/ICentNo.nsf/default/q62CD42A72D9B2D00C12575370056E221

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Konsekvensene for Handelsbanken er tydelig…

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Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

Hvor henter kunden kjøpsinformasjon fra?

© Creuna Kilde: Nielsen – The role of content Mars 2014

Social media

User Reviews

Online Advertising

Expert Reviews

Word Of Mouth

Official Brand Websites

TV Advertising

54 %

52 %

51 %

46 %

45 %

44 %

40 %

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kunde

teknologi bedrift

Brukerorientering - Lite fokus på bedriftens

behov

Tradisjonell markedsføring/”branding”

- Lite fokus på kundens behov

Tradisjonell kundedialog - Lite fokus på effektivitet og

innovasjon

Vårt største potensial

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Size of image=1500x844 px (2000x1126 px for even better quality) Salg handler mer om kjøp

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…mer kundereise 4.

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

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Salg er en kontinuerlig kundereise

© Creuna

under

før

etter

Tradisjonell salgskommunikasjon

10 %

30 %

30 %

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Salget kan skje i alle kontaktpunktene!

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under

Før

Etter

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oppdag

søk

utforske sammenligne

valg

ambasadør bruke

support dele

tillit

find like love

Venn Personifisere

- en ny kundereise

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To add pre-formatted bullet text please use the Increase/Decrease Indent

buttons found in the Top-PowerPoint menu

THE WEAKEST LINK

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different

saturations of the colours, but we still recommend these second to darkest ones

Change colour of numbering 1.  Select all text with numbering

2. Choose Format/Bullets and Numbering 3. Select colour from ‘Color’ dropdown.

4. Click OK

Change background colour 1. Right click outside slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK Det handler om å forstå og respektere den makten og de forventningene kunden har til deg og din organisasjon

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Click Increase Indent button to get predefined ‘quote-name’ font

Customers no longer separate markting from

the product.

-it is the product.

© Creuna

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2. Find image, select OK Size of image=1500x844 px

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Click Increase Indent button to get predefined ‘quote-name’ font

They don´t separate marketing from the in-

store or online experience.

-it is the experience.

© Creuna

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In some cases you may want background images 1. Click on Picture icon

2. Find image, select OK Size of image=1500x844 px

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Click Increase Indent button to get predefined ‘quote-name’ font

In the era of engagement, marketing is the company.

McKinsey 2011.

© Creuna

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© Creuna ∞ under

før

etter

Ferskvare-disk

Hyller

Aktiviteter

Mobil app

Inngangs-parti

Radio

Twitter

Facebook

TV

SMS

Mobil

Web

en kontinuerlig kundereise

Pose

Web

Venner

Avis

Nyhetsbrev

Mobil

Parkering

Lojalitets-kort

Automat

Nettbutikk

Ansatte Pante-automat

Demo

Handle-vogn

Parkering PR

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© Creuna ∞ under

før

etter

Ferskvare-disk

Hyller

Aktiviteter

Mobil app

Inngangs-parti

Radio

Twitter

Facebook

TV

SMS

Mobil

Web

Pose

Web

Venner

Avis

Nyhetsbrev

Mobil

Parkering

Lojalitets-kort

Automat

Nettbutikk

Ansatte Pante-automat

Demo

Handle-vogn

Parkering PR

Den totale kundeopplevelsen

en kontinuerlig kundereise

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Den totale kundeopplevelsen

Kundeopplevelsen er merkevaren

Salg Markedsføring

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Den totale kundeopplevelsen

Kundeopplevelsen er merkevaren

Salg Markedsføring

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5. Kommunikasjonsgapet

© Creuna

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Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK “Vår organisasjon er så kompleks at den eneste som ser helheten er kunden.” - Creuna-kunde

© Creuna

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Hva gjør markedslederne?

Product leader

Operational excellence

Client intimate

- middle-of-the-market products at the best price with the least inconvenience.

- best product and inovation, period!

- specialize in satisfying, unique needs and relationships

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© Creuna ∞ under

før

etter

Ferskvare-disk

Hyller

Aktiviteter

Mobil app

Inngangs-parti

Radio

Twitter

Facebook

TV

SMS

Mobil

Web

en kontinuerlig merkevareopplevelse - hvor kunden får reell verdi fra oss i alle kontaktpunktene

Pose

Web

Venner

Avis

Nyhetsbrev

Mobil

Parkering

Lojalitets-kort

Automat

Nettbutikk

Ansatte Pante-automat

Demo

Handle-vogn

Parkering PR

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Prioritering

© Creuna

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© Creuna ∞ under

før

etter

Ferskvare-disk

Hyller

Mobil app

Facebook Mobil

Web

en kontinuerlig merkevareopplevelse - hvor kunden får reell verdi fra oss i alle kontaktpunktene

Web

Nyhetsbrev

Mobil

Lojalitets-kort

Handle-vogn

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Forvaltning av kundeopplevelsen

© Creuna

6.

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© Creuna

oppdag

søk

utforske sammenligne

valg

ambasadør bruke

support dele

tillit

find like love

Venn Personifisere

- en ny kundereise

Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK ∞ © Creuna

Den totale kundeopplevelsen

Kundeopplevelsen er merkevaren

Salg Markedsføring

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© Creuna

concept and design

activities and channels

evaluate and measure

implementation

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© Creuna

concept and design

activities and channels

evaluate and measure

implement TEAM analysis ambition strategic choices

concept and cxm direction

Gjøre de riktige tingene

Gjøre tingene riktig

grunnmuren i en salgsutløsende merkevare

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1. Analysis

•  Positive assosiasjoner •  Høy markedsandel i Norge og internasjonalt •  Høy grad av innovasjon •  Høyt volum

© Creuna

•  Lav preferanse for bindinger •  Lav kunnskap om bindingens rolle for ytelse •  Lave marginer •  Mange sub-merker

+

-

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Level 1 = Introtext Level 2 = Subtext

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2. Ambition and strategic choices

•  Ta tilbake eierskapet til bindingen •  Tydeliggjøre bindingens rolle •  Fremheve Rottefellas kvalitet

© Creuna

”Superior transmission of power from man to ski”

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© Creuna

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Brand strategy, new identity and tons of stuff to tell the world that we’re here to stay

Rottefella

© Creuna

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Use Increase Indent button to get predefined level and font

Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

© Creuna

Choose among many Layouts Right-click on slide and select Layout

Use Increase Indent button to get predefined level and font

Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

© Creuna

Choose among many Layouts Right-click on slide and select Layout

Use Increase Indent button to get predefined level and font

Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

© Creuna

Choose among many Layouts Right-click on slide and select Layout

In some cases you may want background images

Insert image in background 1. Click on Picture icon in the center of the slide

2. Find image, select OK Size of image=1500x844 px

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Use Increase Indent button to get predefined ‘quote-name’ font

4. Results

© Creuna

“Powered by you. Technology by us.”

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Key pointers 7.

© Creuna

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Hva bør du ta med deg hjem? •  Identifiser kunde i kjøpsprosessen og guide han

resten av veien, slik at han føler lav risiko for feilkjøp •  Identifiser de ekte kjøpsutløsende kriteriene •  Bli mer digital og lag en digital strategi •  Det handler mer om kjøp enn om salg •  Husk kontaktpunktene! •  Hver tydelig på hvem du er som bedrift •  Lag en solid strategi basert på innsikt, ambisjoner

og overordnet konsept •  Jobb kryssdisiplinært og på tvers av siloene •  Husk at kunden ser helheten © Creuna

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2. Choose Format Background 3. Select Fill and choose your colour and click OK

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations of

the colours, but we still recommend these second to darkest ones

spørsmål?

creuna.no alainfassotte alain.fassotte@creuna.no

AFassotte +47 920 611 16 AFassotte

© Creuna

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

Alain Fassotte