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ANNA
LINDQVIST DEN MAGISKA FORMELN
FÖR EXPERIENCE

DIGITALT ÄR MER
ÄN BARA EN KANAL.

BRAND EXPERIENCE OCH
CUSTOMER EXPERIENCE.

brand experience
”ALL THE INTERACTIONS PEOPLE HAVE WITH A PRODUCT, SERVICE,
OR ORGANISATION; THE RAW MATERIAL OF A BRAND.”

BRAND EXPERIENCE ÄR
UPPLEVELSEBASERAD
KOMMUNIKATION.

BÄTTRE ATT VARA BRA,
ÄN ATT SÄGA ATT DU
ÄR BRA.

BRAND EXPERIENCE
ÄR OCH FÖRBLIR
ALLT VIKTIGARE.

FRÅN PRODUKTFOKUS
TILL KUNDFOKUS.

KÖPPROCESSEN &
KUNDRESAN.

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
CUSTOMER JOURNEY MAP

“That’s an
interesting product”
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
look up
information
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
“how is this
different?”
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

Ask for demo
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

purchase!
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
Set up the new
service
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
Seek assistance
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
finish setup
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
using it!
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

Read FAQ
AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
PURCHASE
Live chat
CUSTOMER JOURNEY MAP
Before During AfterLong Long before…..

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
Before During After
PURCHASE
Long Long before…..
CUSTOMER JOURNEY MAP

AWARENESS CONSIDERATION FIRST USE ONGOING USE SUPPORT
HANDHELD
TV
WEB
HUMAN
STORE-CLERK
CUSTOMER SERVICE
STORE
Before During After
PURCHASE
Long Long before…..
CUSTOMER JOURNEY MAP
“That’s an
interesting product”
look up
information
“how is this
different?”
Ask for demo
purchase!
Set up the new
service
Seek assistance
using it!
Read FAQ
Live chat

CUSTOMER EXPERIENCE INDEX BY FORRESTER RESEARCH
ENJOYABLE
EASY
MEETS NEEDS
HOW ENJOYABLE WERE THEY TO DO
BUSINESS WITH?
HOW EASY WERE THEY TO DO
BUSINESS WITH?
HOW EFFECTIVE WERE THEY AT
MEETING YOUR NEEDS?

KUNDUPPLEVELSEN.

MEN VARFÖR ÄR
DET SÅ!

LEDARSKAP OCH KULTUR.
HJÄRTA OCH HJÄRNA.

GAMLA METODER
OCH ARBETSSÄTT.

INSIGHT BIG STRATEGY TEST WITH
CONSUMERS
(FOCUS GROUPS)
ADJUST NEW
PRODUCT
SERVICES
CAMPAIGN
WEBSITE,
ADS, ETC
MEASURE NEW BIG
STRATEGY
KONVENTIONELL, LINJÄR UTVECKLINGSPROCESS

INSIGHT LITTLE
STRATEGY
PLAN,DESIGN,
LAUNCH AND
MEASURE
INSIGHTS
B.TRYSOMETHINGELSE
LITTLE
STRATEGY
ADJUST
LEARNING CURVE
INTERACTIVE
CYCLE
LEARNING CURVE
INSIGHTS LITTLE
STRATEGY
ADJUST
A. CONTINUE
ITERATIVT, AGILT OCH FLEXIBELT ARBETSSÄTT
MADE BY MANY

5 SNABBA
TAKEAWAYS.

HA EN STARK
KUNDKUNSKAP.
01

VAR ENGAGERANDE.
02

LÄMNA INGET ÅT
SLUMPEN. DESIGNA,
DESIGNA, DESIGNA!
03

ÄLSKA OCH FÖRSTÅ
DATA!
04

SAMARBETA.
5

FÖR…..

.….DET FINNS INGEN
MAGISK FORMEL
FÖR DETTA!

“MAY THE FORCE BE WITH YOU.”
CUSTOMER
ANNA LINDQVIST, CREUNA
COPYRIGHT ©2016 CREUNA AND ALL ANIMATIONS SCREENSHOTS ©2016 THEIR RESPECTIVE OWNERS. BIG THANKS TO HEYTVM.COM