Se præsentationen fra Lene Thirup og Morten Barkholts morgenbriefing "Selvbetjening: Styrk brandet og få loyale kunder"

1. Self-service solutions
in the age of the customer
Lene Thirup, Team Lead & ClientDirector
Morten Barkholt, SeniorUser ExperienceConsultant

2. Agenda
© Creuna
1 From service to self-service
2 Strategic principles of self-service
3 How to get started
4 Key take-aways

3. Agenda
© Creuna
1 From service to self-service
2 Strategic principles of self-service
3 How to get started
4 Key take-aways

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A simple human service…

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…that is optimized with elementsof 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 empowermentof 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

10. The concept of service in
the age of the customer
© Creuna

11. “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

12. The age of the customer is the age of
emerging
expectations
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13. Expectations are rising…
© Creuna
Uber Newsroom
The willingness to
wait for an Uber
drops from 8 to 5
minutes in one year.

14. …but efficiency is no longer enough
© Creuna
Effectiveness
Ease
Emotion
https://www.forrester.com/Overlook+The+Impact+Of+Emotion+On+Customer+Experience+At+Your+Own+Peril/-/E-PRE8125

15. “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

16. “[…] 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

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Reaching the full potential of self-service

18. Efficiency and cost reduction
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Improved efficiency
Impersonal
Single actions
Replace offline
One-size fits all
Reaching the full potential of self-service

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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/

22. Efficiency and cost reduction
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Reaching the full potential of self-service
Improved efficiency
Impersonal
single actions
Replace offline
One-size fits all

23. Efficiency and cost reduction
Experience driven
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Improved efficiency
Personal interaction
Impersonal
single actions
Replace offline
One-size fits all
Empower users
Desirable formats
Open-ended workflows
Reaching the full potential of self-service

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Empowering through service
https://www.airbnb.com

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Customizable open-endedtools
https://play.google.com/store/apps/details?id=com.endomondo.android

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Social and personal layers drive emotion
http://insider.ticketmaster.com/ism-seat-tagging/

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Social and personal layers drive emotion
http://travel.cnn.com/explorations/life/social-seating-airlines-163146/

28. Agenda
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1 From service to self-service
2 Strategic principles of self-service
3 How to get started
4 Sum-up and recommendations

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Strategic principles
of self-service
Build scalable
platforms
Emulate a
human-face
Create motivating
experiences
Empoweryour
customers

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Strategic principles
of self-service
Build scalable
platforms
Emulate a
human-face
Create motivating
experiences
Empoweryour
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 showyou…”
”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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Strategic principles
of self-service
Build scalable
platforms
Emulate a
human-face
Create motivating
experiences
Empoweryour
customers

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VestasOnline Partner Portal

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Complexand extensive data flows

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With a multitude of user roles
Spare part
provider
Internal service
technician
Service
technician
Construction
leader
Purchaser
Sales repService
coordinator
Asset
manager
Lawyers
Data
analyst
Site
managers

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…that all have different needs
Third-party
documentation
Weather
forecasts
Purchase of
Spare partsService
coordination
Power
forecasts
Stakeholder
management
Service
documentation
Contract
negotiations
Technical
documentation
Appplying for
approvals
Ad hoc
communication
Planning of service
activities
Invoicing

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The creation of an app store
concept that enables scalability
while ensuring easy adaption
to customer needs
The solution

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App
App
App
App
App
App
VestasOnline
App
Customer platform
App
App
The app store concept

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The app store concept
App
App
App
App
App
App
App
App
App
Purchaser

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The app store concept
App
App
App
App
App
App
App
App
App
Service
technician

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Strategic principles
of self-service
Build scalable
platforms
Emulate a
Human-face
Create motivating
experiences
Empoweryour
customers

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

51. © Creuna

52. 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

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Strategic principles
of self-service
Build scalable
platforms
Emulate a
Human-face
Create motivating
experiences
Empoweryour
customers

54. © Creuna

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Provide a desirable presentation and self-
education about different types of cheese

57. Traditional formats were not detailed enough
© Creuna

58. … and the detailed formats were
neither easily accessible nor engaging.
© Creuna

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62. Agenda
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1 From service to self-service
2 Strategic principles of self-service
3 How to get started
4 Key take-aways

63. Get the right approach
© Creuna

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Establishing
the right level
of focus
Service
experience
Customer
experience
User
experience

65. User experience
Service
experience
Customer
experience
User
experience
© Creuna
• Single touchpoints
• Usable interfaces
• Convenientaccess

66. Service
experience
Customer
experience
User
experience
© Creuna
• Customer journeys
• Multiple touchpoints
• Understanding key contexts
Customer experience

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• Holistic approach
• Identify businesspotentials
• Assess maturity
SupportStage UsePurchaseDecisionAwareness
Action
Thoughts
Feelings
Actions
System
BusinessCustomer
Service
experience
Customer
experience
User
experience
Service experience

68. © Creuna
The holistic approach is a vital part of
identifying potentials and evaluating
organizational maturity.
Eco-system approach

69. Prototyping as a driver
in the strategic process
© Creuna

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Image Courtesy of Vestas Wind Systems A/S
Prototyping the vision…
150 hours15 days

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Collected
insights
Customers, data,
specialists…
Organizational
maturity
Business, tech,
marketing, data
Strategic
principles
Empower, Scalable,
Human-face, Desirability
Validated through…

73. […] 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

74. Agenda
© Creuna
1 From service to self-service
2 Strategic principles of self-service
3 How to get started
4 Key take-aways

75. Meet the customers ever rising expectations
Self-service is pivotal in creatingdifferentiatingcustomerexperiencesinthe
age of the customer
Use self-service when customer journeys are unpredictable
Consider self-service incomplex contextswhere it is impossible to predict your
customersneedsand next step
A personal interaction and great design beat your competitors
Efficiency is hygiene – a self-service solutionwith an emotionalimpact and a
desirable experience will increase revenue and customerpreference
Visualize and validate the potentials at an early state
Use a visual prototype to highlightthe potentials and close the gaps in terms
of data, technology,organization,customersandbusiness.
Key take-aways
© Creuna
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2
3
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76. Thanks!
Lene Thirup, Team Lead & ClientDirector
Morten Barkholt, SeniorUser Experience Consultant

77. © Creuna