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Morgenmøde
NUDGING STYRKER DIN CUSTOMER EXPERIENCE.
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Dea Buus Marcussen User Experience Architect
Peter Kræmmer Head of D&AD
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+43%
-34%
Leaders
Laggards
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
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CUSTOMER EXPERIENCE.
Det betaler sig at tænke holistisk
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AGENDA.
• UX vs. CX
• Sammenspil mellem digitale og analoge kanaler
• Brugeridentifikation og kundedata
• Personalisering
• Husk dine egne medarbejdere
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User Experience
Customer Experience
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Brugeren skal genkende brandet
Typisk digital tilstedeværelse
Men – skal brugeren føle sig genkendt?
Website
Subsites
Twitter Blog
Customer service
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CUSTOMER EXPERIENCE IS NOT WHAT YOU SAY IT IS. IT’S WHAT YOUR CUSTOMERS SAY IT IS.
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AGE OF THE CUSTOMER - HVORFOR CX ER KRITISK.
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A customer is 4 times more likely to defect to a competitor
if the problem is service-related rather than price- or
product-related. – Bain & Company
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GOOD CUSTOMER EXPERIENCE LEADS TO…
• Additional sales
• Customer to customer recommendations
• Less churn
Source: Kerry Bodine, Forrester: From user experience to customer experience
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CUSTOMER IDENTIFCATION.
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Hvad ved vi om brugerne?
Brugerdata Kundedata hvad ved vi om kunderne?
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PERSONALIZATION.
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Målgruppe
Personlig
Opgave
Omnirelevans
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Situation Media
Message
GOD RØV TREKANTEN.
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Pleasure of choice
vs.
Abundance of options
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3 in 4 online shoppers prefer retailers that use personal informa6on to improve the
shopping experience. - Accenture
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CUSTOMER EXPERIENCE ECO SYSTEM.
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Discover
Evaluate
Buy
Access
Use
Get Support
Customer Lifecycle
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Discover
Evaluate
Buy
Access
Use
Get Support
Marketers
Retail/ Ecommerce
?
Customer support
Product developement/ Service design
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4 RÅD.
• Map og analyser dine kanaler
• Lær dine kunder at kende
• Skab personaliserede oplevelser og pleasure of choice
• Læg en CX strategi og prioriter dine medarbejdere
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OG ET EKSTRA RÅD PÅ FALDEREBET.
• Test din egen CX
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People will forget what you said People will forget what you did But people will never forget how you made them feel.
Maya Angelou
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PAUSE.
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DON’T READ THE NEXT SENTENCE.
You little rebel. You’ve been nudged.
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DIGITAL NUDGING.
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Et nudge er et forsøg på at påvirke menneskers valg og
adfærd i en forudsigelig retning og i overensstemmelse med
deres reflekterede præferencer uden at begrænse deres
valgmuligheder eller ændre afgørende
ved handlingsalternativernes omkostninger, hvor
omkostninger forstås som økonomi, tid, besvær, sociale
sanktioner, o.lign."
Source: Pelle Guldborg Hansen
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Et nudge er et forsøg på at påvirke menneskers valg og
adfærd i en forudsigelig retning og i overensstemmelse med
deres reflekterede præferencer uden at begrænse deres
valgmuligheder eller ændre afgørende
ved handlingsalternativernes omkostninger, hvor
omkostninger forstås som økonomi, tid, besvær, sociale
sanktioner, o.lign."
Source: Peter Kræmmer
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DON’T READ THE NEXT SENTENCE.
You little rebel. You’ve been nudged.
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BRAND*
EXPERIENCE.
Brand = The perception of an organisation, company or product.
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Source: sas.com
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Source: 3 (Hi3G)
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BRAND EXPERIENCE ER IKKE HVAD DU SIGER DET ER. DET ER HVAD DINE KUNDER OPLEVER DET ER.
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CUSTOMER EXPERIENCE.
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Source: RadioLab, The Trust Engineers
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97% Fejlkatagoriseret
Source: RadioLab, The Trust Engineers
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97% Fejlkatagoriseret
28% Embarrasing
It’s embarrasing
Source: RadioLab, The Trust Engineers
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97% Fejlkatagoriseret
28% Embarrasing
It’s embarrasing
80% Personlig henvendelse
Source: RadioLab, The Trust Engineers
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DBA
Source: dba.dk
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Source: Ryanair.com
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Source: Ryanair.com
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Source: Ryanair.com
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CUSTOMER EXPERIENCE.
Hvordan kunderne opfatter deres interaktioner
med din virksomhed.
Source: Kerry Bodine, Forresters: From user experience to customer experience
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HVORFOR PRIORITERE CUSTOMER EXPERIENCE & NUDGING?
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TILFREDSE KUNDER ER LOYALE KUNDER. 3.000 australske kunder vurderede 34 af Australiens største brands.
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
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Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
13 PARAMETRE.
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Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
11 UD AF 13 PARAMETRE ER EMOTIONELLE.
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31% 47%
Ved ikke Utilfredse
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
CUSTOMER EXPERIENCE.
22%
Tilfredse
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Utilfredse
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
CUSTOMER LOYALTY.
Tilfredse
73% 17%
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MONEY MONEY MONEY.
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MONEY MONEY MONEY. 10 customer experience LEADERS 10 customer experience LAGGARDS
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
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MONEY MONEY MONEY.
Leaders
+43%
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
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MONEY MONEY MONEY.
+43%
-34%
Leaders
Laggards
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
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MONEY MONEY MONEY. DERFOR ER NUDGING OG GOD CUSTOMER EXPERIENCE VIGTIG.
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USABILITY DESIGN.
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USER EXPERIENCE DESIGN
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
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USER EXPERIENCE DESIGN
Remove frictionUSABILITY DESIGN
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
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Source: frederiksberg.dk
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MOTIVATION.
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USER EXPERIENCE DESIGN
Remove frictionUSABILITY DESIGN
Increasing motivationPSYCHOLOGY
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
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SelvrealiseringKreativitet, Udfordring, drømme
SelvværdAnsvar, selvrespekt, påskønnelse, status
Sociale behovKærlighed, tilhørsforhold, social accept
TryghedStabil indtægt, job, familie
Fysiske behovMad, søvn, husly, varme
Source: Maslows behovspyramide
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MeningsfyldtPersonligt og betydningsfuldt
BehageligtBrugervenligt og effektivt
BrugbartForhindringfrit og anvendeligt
PålideligtTilgængeligt og præcist
FunktioneltMuligt at gennemføre en handling
Source: Pentia
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DIGITAL NUDGING.
Persuasive and seductive design.
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Source: bt.dk
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Source: amazon.com
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Source: rodekors.dk
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Source: rodekors.dk
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Off On
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Off On
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Off On
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Source: Yahoo News Digest
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Source: iOS
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Source: billetto app 2014
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Source: billetto app 2014
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Source: MicroSoft Outlook Web app
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Source: MicroSoft Outlook Web app
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Source: Twitter
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Source: SAS iOS app
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Source: wetransfer.com
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Source: wetransfer.com
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Source: Songkick app
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Source: Songkick app
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Source: Songkick app
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Medie Besked
Situation
GOD RØV TREKANT.
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OPSUMMERING.
• Nudging skaber en vedkommende user experience.
• En god user experience skaber loyalitet
• Loyalitet styrker brand position