selvbetjening: styrk brandet og få loyale kunder

Self-service solutionsin the age of the customer

Lene Thirup, Team Lead & Client Director

Morten Barkholt, Senior User Experience Consultant

and you can repeat the agenda throughout

Agenda

© Creuna

1 From service to self-service2 Strategic principles of self-service3 How to get started4 Key take-aways

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A simple human service…

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…that is optimized with elements of self-service

https://www.flickr.com/photos/opengridscheduler/17989457845/

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…or simply based on a pure concept of self-service

https://www.flickr.com/photos/naotakem/5038506234/ (Image revised)

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New technologies disrupt the fuel business

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…and adds new possibilities for self-service and empowerment of the customer

http://www.amppal.com/

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The concept of service has always been evolving and driven by changes in cultural behavior and new technology

The concept of service in the age of the customer

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“Customers have been spoiled. Thanks to companies such as Amazon and Apple, they now expect every organization to deliver products and services swiftly, with a seamless user experience.”

© Creuna Kilde: http://www.mckinsey.com/insights/business_technology/accelerating_the_digitization_of_business_processes


The age of the customer is the age of

emergingexpectations© Creuna

Expectations are rising…

© CreunaUber Newsroom

The willingness to wait for an Uberdrops from 8 to 5 minutes in one year.

…but efficiency is no longer enough

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Effectiveness

Ease

Emotion

https://www.forrester.com/Overlook+The+Impact+Of+Emotion+On+Customer+Experience+At+Your+Own+Peril/-/E-PRE8125

“As service expectations keep growing, self-service is the only answer.”

© Creuna Kilde: http://www.fastcompany.com/3013177/creative-conversations/why-the-future-of-customer-service-is-self-service

“[…] flexibility is needed to serve the growing number of buyers who will embark on self-directed journeys […]”

© Creuna Kilde: https://www.forrester.com/report/How+SelfService+Research+Changes+B2B+Marketing/-/E-RES132621

© Creuna

Reaching the full potential of self-service

Efficiency and cost reduction

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Improved efficiency

Impersonal

Single actionsReplace offline

One-size fits all


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Searching for answers

https://www.dropbox.com/help

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Selecting a seat

http://www.kino.dk/

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Submitting forms

http://www.borger.dk/


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Improved efficiency

Impersonal

single actionsReplace offline

One-size fits all


Experience driven

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Improved efficiency

Personal interaction

Impersonal

single actionsReplace offline

One-size fits all

Empower users

Desirable formats

Open-ended workflows


© Creuna

Empowering through service

https://www.airbnb.com

© Creuna

Customizable open-ended tools

https://play.google.com/store/apps/details?id=com.endomondo.android

© Creuna

Social and personal layers drive emotion

http://insider.ticketmaster.com/ism-seat-tagging/

© Creuna

Social and personal layers drive emotion

http://travel.cnn.com/explorations/life/social-seating-airlines-163146/


Agenda

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1 From service to self-service2 Strategic principles of self-service3 How to get started4 Sum-up and recommendations

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Strategic principles of self-service

Build scalable platforms

Emulate a human-faceCreate motivating

experiences

Empower your customers

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Partner portal

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SATCOM Sync

Trade-show

On-site serviceIn-office

Enabling multiple self-service contexts

“Let me show you…”

”How do I repair…”“I’m looking for…”

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Presentation at trade-showIn-office support browsing

Providing customizable designs

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Emulate a human-faceCreate motivating

experiences


© Creuna

VestasOnline Partner Portal

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Complex and extensive data flows

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With a multitude of user roles

Spare partprovider

Internal servicetechnician

Service technician

Constructionleader

Purchaser

Sales repServicecoordinator

Asset manager

Lawyers

Dataanalyst

Site managers

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…that all have different needs

Third-partydocumentation

Weatherforecasts

Purchase ofSpare partsService

coordination

Power forecasts

Stakeholdermanagement

Service documentation

Contractnegotiations

Technicaldocumentation

Appplying for approvals

Ad hoc communication

Planning of service activities

Invoicing

© Creuna

The creation of an app store concept that enables scalabilitywhile ensuring easy adaption to customer needs

The solution

© Creuna

App

App

App

App

App

AppVestasOnline

App

Customer platform

App

App

The app store concept

© Creuna


App

App

App

App

App

App

App

App

App

Purchaser

© Creuna


App

App

App

App

App

App

App

App

App

Service technician

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Emulate aHuman-faceCreate motivating

experiences


© Creuna

How do we continue to support the existing dialogue between sales rep and customer when introducing the eCommerce channel.

The challenge

I am missing 1x #423234 and 4x #22412412

Hi Peter, #42323242 is replaced by #23232132. This product has been added to the quote instead. Note that item #23212355 will be in stock ultimo this week.The rest I fine. Best regards Judy

Peter Callahan

Vestas

Line no. 20 will not be in stock until July.

Quote requested

Vestas

All products should be in stock

Quote requested

Quote recieved

© Creuna

Instant results in regards to interaction and emotion

Vestas

User experience

Service experience

Customer experience

User experience

© Creuna

• Single touchpoints• Usable interfaces• Convenient access

Service experience

Customer experience

User experience

© Creuna

• Customer journeys• Multiple touchpoints• Understanding key contexts

Customer experience

© Creuna

• Holistic approach • Identify business potentials• Assess maturity

SupportStage UsePurchaseDecisionAwareness

Action

Thoughts

Feelings

Actions

System

Busi

ness

Cust

omer

Service experience

Customer experience

User experience Service experience

© Creuna

The holistic approach is a vital part of identifying potentials and evaluating organizational maturity.

Eco-system approach

© Creuna

Collected insights

Customers, data, specialists…

Organizational maturityBusiness, tech,

marketing, data

Strategic principles

Empower, Scalable, Human-face, Desirability

Validated through…

[…] A Digital Roadmap is sometimes too abstract for our Executive Manager to relate to. A visual prototype with the most critical flows is much more concrete […]

© Creuna

Meet the customers ever rising expectationsSelf-service is pivotal in creating differentiating customer experiences in the age of the customer

Use self-service when customer journeys are unpredictableConsider self-service in complex contexts where it is impossible to predict your customers needs and next step

A personal interaction and great design beat your competitorsEfficiency is hygiene – a self-service solution with an emotional impact and a desirable experience will increase revenue and customer preference

Visualize and validate the potentials at an early stateUse a visual prototype to highlight the potentials and close the gaps in terms of data, technology, organization, customers and business.

Key take-aways

© Creuna

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www.iconmonstr.com

Thanks!Lene Thirup, Team Lead & Client Director

Morten Barkholt, Senior User Experience Consultant

www.iconmonstr.com

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