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Toni Keskinen
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Business Design
1.
Brand Experience Business
Design Focus on customer. © Taivas Business Design
2.
Brand Experience Service
Brand People to people. Every contact to the customer builds the brand experience just as much as all communication – if not more. © Taivas Business Design
3.
Buying Behavior Desicion
Making Mystery Activation / Brand options / Browsing / Configuring / Decision / Purchase / Post purchase © Taivas Business Design
4.
Brand Experience Organisation
Approach Callcenter Web Editorial Retail Advertising Wom Mobile Yet most companies develop their sales channels independently. © Taivas Business Design
5.
Buying Behavior Revealing
Influence and Choices Activation / Brand options / Browsing / Configuring / Decision / Purchase / Post purchase Influence © Taivas Business Design
6.
Master the Purchase
Journey Increase Sales Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Channel 6 Channel 7 Callcenter Web Editorial Retail Advertising Wom Mobile Step 1 Activation Step 2 Browsing Step 3 Configuring Step 4 Desiding Step 5 Purchasing To meet the needs of independent consumers their cross-channel purchase journey must be allowed and mastered. © Taivas Business Design
7.
Brand Experience Across
All Channels Personal interactions Web Advertising One brand, one Print experience Events TV Environments © Taivas Business Design
8.
Brand Experience Across
All Channels The brand is a sum of everything it does – tangible or intangible. In service business the intangible is the key to everything. The role of communications to make us the most known and most wanted in the market. However, the real “moment of truth” is the service experience we deliver. © Taivas Business Design
9.
Who? Why? Where? What?
Actionable insights © Taivas Business Design
10.
Influence Customer Journey
© Taivas Business Design
11.
Influence Customer Journey
© Taivas Business Design
12.
Decision Making Process
Stage by Stage Who? Customer segments by motivation, service or product category, location... Why? What drivers customers have? What they need? Why do they use certain channel? What tasks are they trying to solve? Why customer’s choose your o ering and why they choose to drop it out? Where? Where customers are looking for information, service, support, answers? Where can you influence them and help them buy and choose your solution? Where does your service meet customer’s expectations, where it doesn’t? Where do you lose customers? What? What Customers are doing? What are their expectations? What are they looking for? What can you do about it? Answers to these questions guide all development © Taivas Business Design
13.
Current Customer Journey
Dashboarding Primary motivation (ALL): BRAND activation: Preference SOLD: Preference LOST: Alternatives ALL: 1. Motive A 40% 1. Advertising campaign 40% 1. None 40% 1. None 30% 1. Brand A 40% 2. Motive B 20% 2. Brand website 20% 2. Brand 20% 2. Brand A 35% 2. Brand B 20% 3. Personal service 20% 3. Competitor hunter calls 20% 3. Brand B 20% 3. Brand 20% 3. Brand 20% 4. Was failed by previous Brand 20% 4. Friends advice 20% 4. Brand C 20% 4. Brand B 15% 4. Other 20% Cross channel customer journey CC (IN/OUT) WEB ADS & DM BRANCH WOM Customer’s weight: 15% weight: 35% weight: 2% weight: 45% weigh:t 3% Drop rate task BROWSING participation 89% 70 % 20 % 10 % 10 % looking for… 15 % 10 % 15 % 10 % 15 % 10 % SUPPORT participation 70% 25 % 40 % 25 % 50 % needed help with… 15 % 10 % 15 % 10 % 15 % 10 % DECIDING participation 30% 5% 20 % 10 % 35 % decision was supported by… 15 % 10 % 15 % 10 % 15 % 10 % BUYING 37 % 43 % 20 % 5% most importantly… 15 % 10 % 15 % 10 % 15 % 10 % Using Win / Lose reasons Competition dynamics Conversion Post purchase experience: Reasons for winning: 2nd best brands (WON): WON (no preference) 15% 1. Good 40% 1. Customer service 40% 1. Brand B 40% WON (preferred other) 10% 2. Neutral 20% 2. Brand trust 20% 2. Brand A 20% KEPT (preferred Brand) 40% 3. Negative 20% 3. Not available by competitors 20% 3. None 20% LOST (preferred Brand) 35% Recommendation: Reasons for losing: 2nd best brands (LOST): 1. Has recommended 25% 1. Perception of Brand 40% 1. Brand B 40% 2. Would recommend 60% 2. Competitors actions xxxx 20% 2. Brand A 20% 3. Would not recommend 15% 3. Pricing structure 3. None 20%
14.
Brand Experience Designing
Value Business Design. © Taivas Business Design
15.
Brand Experience Designing
Value Relevance = 2 generosity x ½ Tash Whitmey, EHS Brann Tesco’s Clubcard Philosophy © Taivas Business Design
16.
Brand Experience Designing
Value PULL Relationship PUSH Relevancy © Taivas Business Design
17.
Brand Experience Designing
Value Solution to customer’s need Relationship Commodity Relevancy © Taivas Business Design
18.
Brand Experience Designing
Value ll Pu To Company Customers sh Pu From Thin interface – relevance – emotion – relationship © Taivas Business Design
19.
Brand Experience Designing
Value Company Collaboration Customer behavior Business drivers Behaviour drivers THIS IS ME, PUSH A PERSON PULL Relevancy Interaction: Person to Person Strategy Contact Center Motives Operations Mass customisation Intentions Channels Open innovation Drivers O ering Co-creation Needs Peer support Dialogue Social media Tasks, expectations, role in life © Taivas Business Design
20.
Brand Experience Designing
Value Scalability, flexibility, productability, motivation Company, organization and procedures Awareness Reputation Targets and Preference Image Business Design KPI-meters Markets Catalyst Customer experience of the brand Value, personality, respect, commitment, recommendation © Taivas Business Design
21.
Brand Experience Recipe
for Success A unique o er and a superior service. Service is the key di erentiator and a source of competitive advantage. © Taivas Business Design
22.
Brand Experience Business
Design One brand, one experience. © Taivas Business Design