1. Norwegian School of Management
Hvor bli k d
H blir kundene av?
av?
Disruptiv konkurranse i bank og finans
Avanade kundeseminar
Felix k f
F l konferansesenter
9 februar 2010
Dr. Espen Andersen
Førsteamanuensis
Handelshøyskolen BI
www.espen.com
self@espen.com
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.0

2. Min arbeidsbeskrivelse…
Forretnings
Teknologi påvirker
betingelser
Strategi
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3. Forsvinner kundene?
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.2

4. Den vanskeligste konkurransen er den
man ikke kan forholde seg til
g
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.3

5. Innovation blowback, social media, alternative
currencies?
Vi har bestemt
oss for at vi ikke
er en bank
Fredrik Baksaas, 2002
2m norske kunder 2010
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.4

6. En interessant utvikling
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.5

7. Banker har mye innovasjon igjen – for brukerne
• Hvorfor henter ikke postmannen posten?
• Hvorfor forteller ikke NSB om sine problemer?
• Hvorfor kan ikke jeg handle direkte i USA?
• Hvorfor har jeg så mange konti?
• Hvorfor behandles ikke transaksjoner innen min familie
som interne transaksjoner?
• H f k j ikk sende penger til min d
Hvorfor kan jeg ikke d il i datter via SMS?
i
• Hvorfor må jeg som småforetaker kunne noe om regnskap?
Hvorfor
H f er norske banker så like?
k b k å lik ?
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.6

8. Vi tror vi har denne prosessen…
1 4
3
2
En verdifull kunde er en som kjøper mange produkter
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.7

9. …men vi har denne…
2 3
Problem
Diagnosis
acquisition 1
2 Decision
Follow-up Treatment 4
Verdien fastsettes ut fra kundens problem, ikke kostnader
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.8

10. ”Siden min svigerfar
Siden
sluttet i banken har
banken,
kundeservicen gått
rett til helvete.”
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.9

11. …og denne.
4 6
Marketing/ contracting
Service
Infrastructure
2
1
3 5
Verdien k
V di skapes av h ilk k d d k k
hvilke kunder du kan komme i k
kontakt med
k d
– og hva dere kan utveksle
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.10

12. ”Jeg har 30000
Jeg
lesere på min blogg
blogg,
hvilken rente får
jeg?”
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.11

13. Hub and spoke and why it matters
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.12

14. Disruptive technologies disrupt
companies, not technologies
Christensen Clayton M. (1997). The
Christensen, M (1997)
Innovator's Dilemma: Why New Technologies
Cause Great Firms to Fail. Boston: Harvard
Business School Press
Incumbents nearly always win
mance
Perform
Disruptive
Di ti
technologies Entrants nearly always win
Time
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.13

15. Low-end vs. non-consumption disruption
Incumbents nearly always win
mance
Perform
Different measure
rformance
t
Of Per
Time
Time
Ti
Entrants nearly always win
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.14

16. Hvilken jobb ansetter kunden meg til å gjøre?
• Produktorientering:
fokus på konkurrenter
• Markedsorientering:
g
fokus på segmenter
• Kundeorientering: Hva
gj
gjør kunden og hvordan
g
kan jeg hjelpe?
Hvilke
H ilk av dine tjenester har kunden egentlig b dt om?
di tj t h k d tli bedt ?
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.15

17. Et firma som løser problemer og forbinder kunder…
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.16

18. ”Hvorfor k ikk jeg
”H f kan ikke j
få et kredittkort med
adresse i USA?”
USA?
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.17

19. ”Juks” gjelder ofte uskrevne regler
Insurgents work harder than Goliath. But
their other advantage is that they will do
g y
what is “socially horrifying”—they will
challenge the conventions about how battles
are supposed to be fought.
Malcolm Gladwell, “How David beats Goliath”, New Yorker, 5/2009
http://www.newyorker.com/reporting/2009/05/11/090511fa_fact_g
ladwell
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.18

20. www.espen.com
www.tversover.com
www.appliedabstractions.com
EA/Avanade/20100209 © 2010 Espen Andersen. All rights reserved. PDF version may be reproduced, with attribution 1.19