Liiketoiminnan johtaminen datalla - miten hallitsen asiakaskokemusta?

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Klikin toimitusjohtaja Jukka Sundquist avasi digin myötä muuttunutta asiakaskokemusta ja sen johtamista datan avulla Fastforward-lounasseminaarissa 26.4. 2016.

Données & analyses

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Liiketoiminnan
johtaminen datalla –
miten hallitsen
asiakaskokemusta

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Who am I?
▪ BBA, James Madison University, VA, USA
(Computer Information Systems)
▪ 13+ years of industry related experience
▪ At Klikki since 2005
▪ Active role at IAB Finland:
▪ Board member
▪ Chairman of programmatic buying taskforce
▪ Member of private policy and data protection
taskforce
Twitter: @csoccer
Linkedin: search Jukka Sundquist
Phone: +358 40 587 418
E-mail: jukka.sundquist@klikki.com

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Table of contents
Marketing and customer experience transformation1
Customer journey: how to control it?2
Internal factors: Data & insights3
Internal factors: Capabilities4
How to move forward?5

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
1. Marketing and
customer experience
transformation

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Print
WoM
TV
Radio
Online
€
Store
Reseller
Webstore
Tele sales
outboundCompetitor X
Marketing Transformation
Comparison site X
Discussion forum Y
Competitor site Z…

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Experience Transformation
Store
Transport Usage
Replacement
Planning
Travel Holiday
Dreaming WoM
?= DATA
WoM
SoMe

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
2. Customer journey:
how to control it?

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Marketing transformation Experience transformation
Visibility
Content Business design
Dialog

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
How to control the loop?
TECHNOLOGIES
DATA MANAGEMENT
PROCESSES
ORGANIZATION
CONTENT
BUSINESSDESIGN
VISIBILITY
DIALOG
DATA & INSIGHTS
CAPABILITIES
3.

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
150 logos in 2011  3 500 logos in 2016

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Tech: Web data & insight

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Tech: Instore data & insights

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Tech: Advertising data & insights

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Tech: CRM data & insights

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Tech: 3. party data & insights

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Data management

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
Visibility gap
Experience gap
Content gap
Dialog gapAnalyze your customer journey

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
5. How to move
forward?

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
2. Analyze your current internal and
external status
TECHNOLOGIES
DATA MANAGEMENT
PROCESSES
ORGANIZATION
CONTENT
BUSINESSDESIGN
VISIBILITY
DIALOG
DATA & INSIGHTS
CAPABILITIES

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
3. Create a vision, strategy and
milestones based on found insights

Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com
5.

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Sisältö kasvattaa brändiarvoa, jos se rakentaa brändin ydintarinaa ja tukee asiakaskokemusta. Sisältö on myös tehokkain tapa vaikuttaa siihen, miten asiakkaat kokevat brändin. Sitrus Agencyn Jarkko Vepsäläinen valotti sisällön vaikutusta brändiarvoon Fast forward -lounasseminaarissa Helsingissä 31.5. 2016. Content adds value to the brand if it's aligned with the brand's core story and customer journey - and if the sentiment is treated right. Sitrus Agency Oy's presentation in Nordic Morning's Fast Forward lunch event by Jarkko Vepsäläinen.

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Mikko Räty, Marketing Strategy Director, MARK-seminaari 14.4.2015: Asiakasarvon ja -kokemuksen maksimointi. Markkinoinnin automaatio, mainonnan ohjelmallinen ostaminen, big data sekä attribuutiomallinnus eli konversiopolun tutkiminen tarkemmalla tasolla ovat monen markkinoijan pöydällä olevia ajankohtaisia hankkeita. Jukka Sundquist Klikkicom Oy:stä ja Mikko Räty Seed Digital Mediasta antavat käytännön ideoita siihen, kuinka voit nostaa asiakashankinnan ROI:n uudelle tasolle sekä kuinka maksimoit nykyasiakkaiden elinkaaren arvon systemaattisilla asiakkuudenhoitotoimenpiteillä. Klikki ja Seed pystyvät yhdessä tarjoamaan uniikin palvelukonseptin siihen miten hakukonemarkkinointi ja markkinoinnin automaatio yhdistetään. Moderni asiakashankinta ja mediabudjetin optimointi Miten varmistat, että mediabudjettisi ja muut investoinnit näkyvyyteesi tuottavat parhaalla mahdollisella tavalla? Mitä ratkaisuja ja toimintamalleja menestyvät markkinoijat käyttävät? - Jukka Sundquist, toimitusjohtaja, Klikkicom Oy Asiakkuuden elinkaaren arvon maksimointi Kuinka varmistat, että teiltä ostaneet asiakkaat ostavat uudestaan, kerta toisensa jälkeen? Kuinka markkinointi, myynti ja asiakaspalvelu saadaan työskentelemään yhdessä kohti tavoitteita asiakkaan elinkaaren arvon maksimoimiseksi? - Mikko Räty, Marketing Strategy Director, Seed Digital Media Oy

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1. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Liiketoiminnan johtaminen datalla – miten hallitsen asiakaskokemusta

2. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Who am I? ▪ BBA, James Madison University, VA, USA (Computer Information Systems) ▪ 13+ years of industry related experience ▪ At Klikki since 2005 ▪ Active role at IAB Finland: ▪ Board member ▪ Chairman of programmatic buying taskforce ▪ Member of private policy and data protection taskforce Twitter: @csoccer Linkedin: search Jukka Sundquist Phone: +358 40 587 418 E-mail: jukka.sundquist@klikki.com

3. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Table of contents Marketing and customer experience transformation1 Customer journey: how to control it?2 Internal factors: Data & insights3 Internal factors: Capabilities4 How to move forward?5

4. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com 1. Marketing and customer experience transformation

5. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Print WoM TV Radio Online € Store Reseller Webstore Tele sales outboundCompetitor X Marketing Transformation Comparison site X Discussion forum Y Competitor site Z…

6. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Experience Transformation Store Transport Usage Replacement Planning Travel Holiday Dreaming WoM ?= DATA WoM SoMe

7. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com 2. Customer journey: how to control it?

8. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Marketing transformation Experience transformation Visibility Content Business design Dialog

9. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com How to control the loop? TECHNOLOGIES DATA MANAGEMENT PROCESSES ORGANIZATION CONTENT BUSINESSDESIGN VISIBILITY DIALOG DATA & INSIGHTS CAPABILITIES 3.

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17. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Visibility gap Experience gap Content gap Dialog gapAnalyze your customer journey

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23. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Marketing transformation Experience transformation 1. Understand customer journey

24. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com 2. Analyze your current internal and external status TECHNOLOGIES DATA MANAGEMENT PROCESSES ORGANIZATION CONTENT BUSINESSDESIGN VISIBILITY DIALOG DATA & INSIGHTS CAPABILITIES

25. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com 3. Create a vision, strategy and milestones based on found insights

26. Copyright KliKKi 2015. Confidential. For permissions please contact KliKKi at info@klikki.com Visibility gap Experience gap Content gap Dialog gap4. Analyze your customer journey

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Notes de l'éditeur

81% käyttää hakua ostopäätöksen tukena 83% käyttää arviointipalveluita
81% käyttää hakua ostopäätöksen tukena 83% käyttää arviointipalveluita
Asiakaskokemusta voidaan kuvailla monella tavalla Tässä on yksi viime aikoina aika paljon esillä ollut versio siitä, eli ns. Infinite loop Se mikä meidän mielestä tässä tavassa kuvata asiakaskokemusta on hyvää, on se että se erittelee selkeästi asiakashankinnan ja käyttökokemuksen, näin ei kaikkien mallien osalta ole Nythän jos tätä peilaa tuohon äsken näytettyyn markkinoinnin ja käyttökokemuksen transformaatioon, löytyy nuo tästä kuvasta näin Nordic Morning –konserni on käytännössä toteuttanut oman digitaalisaatioon liittyvän transformaationsa perustuen tähän asiakaskokemuksen hallintaan Meiltä löytyy konsernista yrityksiä jotka ovat erikoistuneet tiettyyn asiakaskokemuksen osaan, on se sitten… Kaikkiaan NM työllistää nykypäivänä yli 700 asiantuntijaa lähinnä pohjoismaissa
Asiakaskokemusta voidaan kuvailla monella tavalla Tässä on yksi viime aikoina aika paljon esillä ollut versio siitä, eli ns. Infinite loop Se mikä meidän mielestä tässä tavassa kuvata asiakaskokemusta on hyvää, on se että se erittelee selkeästi asiakashankinnan ja käyttökokemuksen, näin ei kaikkien mallien osalta ole Nythän jos tätä peilaa tuohon äsken näytettyyn markkinoinnin ja käyttökokemuksen transformaatioon, löytyy nuo tästä kuvasta näin Nordic Morning –konserni on käytännössä toteuttanut oman digitaalisaatioon liittyvän transformaationsa perustuen tähän asiakaskokemuksen hallintaan Meiltä löytyy konsernista yrityksiä jotka ovat erikoistuneet tiettyyn asiakaskokemuksen osaan, on se sitten… Kaikkiaan NM työllistää nykypäivänä yli 700 asiantuntijaa lähinnä pohjoismaissa
Asiakaskokemusta voidaan kuvailla monella tavalla Tässä on yksi viime aikoina aika paljon esillä ollut versio siitä, eli ns. Infinite loop Se mikä meidän mielestä tässä tavassa kuvata asiakaskokemusta on hyvää, on se että se erittelee selkeästi asiakashankinnan ja käyttökokemuksen, näin ei kaikkien mallien osalta ole Nythän jos tätä peilaa tuohon äsken näytettyyn markkinoinnin ja käyttökokemuksen transformaatioon, löytyy nuo tästä kuvasta näin Nordic Morning –konserni on käytännössä toteuttanut oman digitaalisaatioon liittyvän transformaationsa perustuen tähän asiakaskokemuksen hallintaan Meiltä löytyy konsernista yrityksiä jotka ovat erikoistuneet tiettyyn asiakaskokemuksen osaan, on se sitten… Kaikkiaan NM työllistää nykypäivänä yli 700 asiantuntijaa lähinnä pohjoismaissa

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