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Lost in
translation
© Creuna

Or what happened with customer care online?
Arne Hjeltnes
CEO
arne@creuna.com
Twitter.com/arnehjeltnes
instagram.com/arnehjeltnes
facebook.com/hjeltnes

© Creuna

FUCK ART
LET’S FISH

F

Fredrik FM Marcus
CD/AD/2D/3D/HD inte VD
fm@creuna.se
Twitter.com/FM
instagram.com/fm
facebook.com/fredrik.marcus
Together we have over 100
years of customer
experience

© Creuna
Customer care in
the old days

© Creuna
Who
cares
TRADITIONAL NORWEIGANS

© Creuna
Bakkatun in Voss

© Creuna
Something got lost
in the transition

© Creuna
Something got lost
in the transition

© Creuna
Magazines
Newspapers

Music
Pictures
TV/Movies

"Everything that can
be digital will be."

Money
Books
© Creuna

Games

- Jeff Dachis
Two categories
Easy to digitize

© Creuna

Not yet digitizable
If physical shopping was like internet
© Creuna

Source: by Google Analytics
If physical shopping was like internet
© Creuna

Source: by Google Analytics
7585km

0km
Dag 1

Dag 2

Dag 3

Dag 4

Dag 5

Dag 6
AMAZONtransportation
Lost in

© Creuna
Problem
AMAZON
solved

© Creuna
Arne and SAS

© Creuna
Arne and SAS

© Creuna
Scrollsidan

© Creuna
But the app
is good

© Creuna
© Creuna
fm@creuna.se

••••••••••••••••••

© Creuna
fm@creuna.se

••••••••••••••••••

© Creuna
fm@creuna.se

••••••••••••••••••

© Creuna
fm@creuna.se

••••••••••••••••••

© Creuna
For heaven
sake it’s just
facebook!

4 %1 %
18 %

51 %

26 %

© Creuna

Source: Using social netwoks to log in to apps and websites. Data from Gigya 29 october 2013
LinkedIn

© Creuna
Norway
Lights

© Creuna
But what can
we do about it?
© Creuna
Support cost
$20 x 62.000
= $1.240.000
Clipart from shutterstock. Don’t we just love these pictures
A chain is not stronger than
it's weakest link

© Creuna
“Trust is hard to earn and
easily lost; that is why we
are customer centric”
— Jeff Bezos

© Creuna
Customer journey

search
get support
use

find
like
love

trust

investigate

share

compare

advocate

discover
decision

Purchase/
Desired
action
© Creuna
Common tools

© Creuna

Stakeholders
+Site analytics
+Users Needs
+Personas
+User journeys
+Case scenarios
+Storyboards
+Prototypes
+User testing
Photo: Rasmus Andersson Dropbox

© Creuna

The devil is in
the details
Photo: Rasmus Andersson Dropbox

© Creuna

The devil is in
the details
Don’t get lost people!

© 2012 CONFIDENTIAL & PROPRIETARY

20 NOV 2012
Don’t get lost people!
Do your homework (or it can cost you lots of Dollars and trust)

© 2012 CONFIDENTIAL & PROPRIETARY

20 NOV 2012
Don’t get lost people!
Do your homework (or it can cost you lots of Dollars and trust)
Know your pain points

© 2012 CONFIDENTIAL & PROPRIETARY

20 NOV 2012
Don’t get lost people!
Do your homework (or it can cost you lots of Dollars and trust)
Know your pain points
Design/iD + Front End should sit and work together as a team

© 2012 CONFIDENTIAL & PROPRIETARY

20 NOV 2012
Don’t get lost people!
Do your homework (or it can cost you lots of Dollars and trust)
Know your pain points
Design/iD + Front End should sit and work together as a team
Method acting (be your customer)

© 2012 CONFIDENTIAL & PROPRIETARY

20 NOV 2012
Don’t get lost people!
Do your homework (or it can cost you lots of Dollars and trust)
Know your pain points
Design/iD + Front End should sit and work together as a team
Method acting (be your customer)
Don’t forget to have fun

© 2012 CONFIDENTIAL & PROPRIETARY

20 NOV 2012
Don’t get lost people!
Do your homework (or it can cost you lots of Dollars and trust)
Know your pain points
Design/iD + Front End should sit and work together as a team
Method acting (be your customer)
Don’t forget to have fun
The devil is in the details
© 2012 CONFIDENTIAL & PROPRIETARY

20 NOV 2012
THERE IS
NO PLACE
LIKE
127.0.0.1

Tack!
Fredrik FM Marcus
CD/AD/2D/3D/HD inte VD
fm@creuna.se
Twitter.com/FM
instagram.com/fm
facebook.com/fredrik.marcus

All you need is love
© Creuna

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Lost in translation - What happened to customer care online?