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Foredrag 11. mars under frokostmøte til Sandefjord Næringsforening. Tema: Salg, merkevare og kundeopplevelse.
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CREUNA Kommunikasjon som gir resultater! Alain Fassotte - Director of Sales
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creuna.no Selgeren alain.fassotte@creuna.no
AFassotte +47 920 611 16 AFassotte
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Agenda
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1. Kort om Creuna 2. Den nye kundereisen 3. Kommunikasjonsgapet 4. Kundeopplevelse 5. Oppsummering og diskusjon
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342 visjonære mennesker
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Aarhus
Helsinki
Helsingborg
Oslo
Gothenburg
Copenhagen
Stockholm Stavanger
Vi har kontorer i
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Noen kunder
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En unik kombinasjon av tjenester
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merkevarebygging +reklame
+digitale løsninger
Digital og analog markedsføring Innholdsstrategi Merkevarestrategi Digital strategi Kommunikasjonsstrategi Merkevarebygging Visuell identitet Analyse & innsikt Sosiale medier SEO/SEM Tjenesteutvikling eHandel Nettsider Portaler Intranett Kampanjesider
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Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK Creunas struktur
Vår bredde og dybde sikrer en integrert leveranse, fra strategi til implementering.
Branding Employer branding Digitale løsninger Reklame Design Sosiale medier +++
INTEGRASJON
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Kundereisen
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Klassisk kjøpsprosess
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Kjøp
4.
Behov
1.
Løsning
3.
Kriterier
2.
3 % 7 % 30 % 30 %
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of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
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2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
I dag går 97 % av kundene gjennom kjøpsprosessen uten at din bedrift blir involvert!
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Klassisk kjøpsprosess
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Kjøp
4.
Behov
1.
Løsning
3.
Kriterier
2.
3 % 7 % 30 % 30 %
97 %!
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© Creuna ∞ under
før
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Det er en kontinuerlig kundereise
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Behov
Kriterier
Løsning
Kjøp oppdag
søk
utforske sammenligne
valg
ambasadør bruke
support dele
tillit
find like love
Venn Personifisere
- en ny kundereise
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To add pre-formatted bullet text please use the Increase/Decrease Indent
buttons found in the Top-PowerPoint menu
THE WEAKEST LINK
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Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Change colour of numbering 1. Select all text with numbering
2. Choose Format/Bullets and Numbering 3. Select colour from ‘Color’ dropdown.
4. Click OK
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4. Click OK Det handler om å forstå og respektere den makten og de forventningene kunden har til deg og din organisasjon
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the colours, but we still recommend these second to darkest ones
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2. Choose Format Background 3. Select Fill and choose your colour and click OK
Marketing
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i’m a great lover!
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2. Choose Format Background 3. Select Fill and choose your colour and click OK
Reklame
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i’m a great lover! i’m a great lover! i’m a great lover!
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2. Choose Format Background 3. Select Fill and choose your colour and click OK
PR
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believe me, he is a great
lover!
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the colours, but we still recommend these second to darkest ones
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2. Choose Format Background 3. Select Fill and choose your colour and click OK
Branding
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i hear you are a great
lover
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Customers no longer separate markting from
the product.
-it is the product.
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They don´t separate marketing from the in-
store or online experience.
-it is the experience.
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In the era of engagement, marketing is the company.
McKinsey 2011.
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Ferskvare-disk
Hyller
Aktiviteter
Mobil app
Inngangs-parti
Radio
TV
SMS
Mobil
Web
en kontinuerlig kundereise
Pose
Web
Venner
Avis
Nyhetsbrev
Mobil
Parkering
Lojalitets-kort
Automat
Nettbutikk
Ansatte Pante-automat
Demo
Handle-vogn
Parkering PR
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før
etter
Ferskvare-disk
Hyller
Aktiviteter
Mobil app
Inngangs-parti
Radio
TV
SMS
Mobil
Web
Pose
Web
Venner
Avis
Nyhetsbrev
Mobil
Parkering
Lojalitets-kort
Automat
Nettbutikk
Ansatte Pante-automat
Demo
Handle-vogn
Parkering PR
Den totale kundeopplevelsen
en kontinuerlig kundereise
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Den totale kundeopplevelsen
Kundeopplevelsen er merkevaren
Salg Markedsføring
Choose among many Layouts Right-click on slide and select Layout ∞ © Creuna
Den totale kundeopplevelsen
Kundeopplevelsen er merkevaren
Salg Markedsføring
Choose among many Layouts Right-click on slide and select Layout
Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK “Vår organisasjon er så kompleks at den eneste som ser helheten er kunden.” - Creuna-kunde
© Creuna
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«over tid kan det løne seg å vera langsiktig»
Arne Brimi
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kunde
teknologi bedrift
Brukerorientering - Lite fokus på bedriftens
behov
Tradisjonell markedsføring/”branding”
- Lite fokus på kundens behov
Tradisjonell kundedialog - Lite fokus på effektivitet og
innovasjon
Vårt største potensial
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Ferskvare-disk
Hyller
Aktiviteter
Mobil app
Inngangs-parti
Radio
TV
SMS
Mobil
Web
en kontinuerlig merkevareopplevelse - hvor kunden får reell verdi fra oss i alle kontaktpunktene
Pose
Web
Venner
Avis
Nyhetsbrev
Mobil
Parkering
Lojalitets-kort
Automat
Nettbutikk
Ansatte Pante-automat
Demo
Handle-vogn
Parkering PR
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Prioritering
© Creuna
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© Creuna ∞ under
før
etter
Ferskvare-disk
Hyller
Mobil app
Facebook Mobil
Web
en kontinuerlig merkevareopplevelse - hvor kunden får reell verdi fra oss i alle kontaktpunktene
Web
Nyhetsbrev
Mobil
Lojalitets-kort
Handle-vogn
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3. Kommunikasjonsgapet
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Hva gjør markedslederne?
Product leader
Operational excellence
Client intimate
- middle-of-the-market products at the best price with the least inconvenience.
- best product and inovation, period!
- specialize in satisfying, unique needs and relationships
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Forvaltning av kundeopplevelsen
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oppdag
søk
utforske sammenligne
valg
ambasadør bruke
support dele
tillit
find like love
Venn Personifisere
- en ny kundereise
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Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK ∞ © Creuna
Den totale kundeopplevelsen
Kundeopplevelsen er merkevaren
Salg Markedsføring
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© Creuna
concept and design
activities and channels
evaluate and measure
implementation
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© Creuna
concept and design
activities and channels
evaluate and measure
implement TEAM analysis ambition strategic choices
concept and cxm direction
Gjøre de riktige tingene
Gjøre tingene riktig
grunnmuren i en salgsutløsende merkevare
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1. Analysis
• Positive assosiasjoner • Høy markedsandel i Norge og internasjonalt • Høy grad av innovasjon • Høyt volum
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• Lav preferanse for bindinger • Lav kunnskap om bindingens rolle for ytelse • Lave marginer • Mange sub-merker
+
-
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Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Change colour of numbering 1. Select all text with numbering
2. Choose Format/Bullets and Numbering 3. Select colour from ‘Color’ dropdown.
4. Click OK
Change background colour 1. Right click outside slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
© Creuna
1. Analysis
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2. Ambition and strategic choices
• Ta tilbake eierskapet til bindingen • Tydeliggjøre bindingens rolle • Fremheve Rottefellas kvalitet
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”Superior transmission of power from man to ski”
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3. Concept and CXM direction
Brukerfokusert tilstedeværelse og kommunikasjon i digitale og tradisjonelle kanaler.
Menneske i sentrum
og på rollen til bindingen
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Brand strategy, new identity and tons of stuff to tell the world that we’re here to stay
Rottefella
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Level 1 = Introtext Level 2 = Subtext
Level 3 = Bodytext
© Creuna
Choose among many Layouts Right-click on slide and select Layout
Use Increase Indent button to get predefined level and font
Level 1 = Introtext Level 2 = Subtext
Level 3 = Bodytext
© Creuna
Choose among many Layouts Right-click on slide and select Layout
Use Increase Indent button to get predefined level and font
Level 1 = Introtext Level 2 = Subtext
Level 3 = Bodytext
© Creuna
Choose among many Layouts Right-click on slide and select Layout
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Insert image in background 1. Click on Picture icon in the center of the slide
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Use Increase Indent button to get predefined ‘quote-name’ font
4. Results
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“Powered by you. Technology by us.”
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Key pointers 5. Oppsummering og diskusjon
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integrert
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Hva bør du ta med deg hjem? • Salg handler om mer enn kasseapparatet • Selg mer strategisk • Kundereisen er blitt mer kompleks • Husk alle kontaktpunktene • Bestem dere for hva bedriften er • Lag en solid strategi basert på innsikt,
ambisjoner og overordnet konsept • Jobb kryssdisiplinært og på tvers av
siloene • Husk at kunden ser helheten
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2. Choose Format Background 3. Select Fill and choose your colour and click OK
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Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Spørsmål?
creuna.no Selgeren alain.fassotte@creuna.no
AFassotte +47 920 611 16 AFassotte
© Creuna
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
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