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€rinomainen asiakaskokemus

25.2.2016

BrandWorxx Oy

Perttu Pöyhönen

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Canada

India

Brazil

USA

Spain/

Portugal Germany

Poland

Russia

China Japan

South Korea

UK

France

Benelux Scandinavia

Turkey

Singapore

Australia

New Zeeland

South Africa Chile

Argentina

Mexico

Baltic’s

Hong

Kong

Italy

Austria/

Switzerland

BrandWorxx Oy – Kannattavan kasvun kumppani

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Brand is not a logo Neither is it a colour or a smell

Brand is not a

product or service But is created from all the actions done by the company. It

goes beyond just marketing and sales and into all processes of the organization

Brand is customer experience

Which is built from touchpoints between the brand and the

consumer

Not all touchpoints are created equal

Wise brand-investments benefit both the customer as well as

company’s growth

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BKT-kehitys: Suomi 1988–1996

BKT=yksityinen kulutus + julkinen kulutus + investoinnit + vienti – tuonti

Lähde: OECD

BKT-kehitys: Suomi 2008–2014

Hyviä uutisia: ihmettä ei tule

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5

Mihin perustuu?

2011, Finland

• Finnish Brand Survey - Helsinki Stock Exchange Companies

• Brand Values – Helsinki Stock Exchange Companies

• IPR evaluations – Helsinki Stock Exchange Companies (Roschier)

2012, Finland

• Finnish Brand Survey - Helsinki Stock Exchange Companies

• Brand Values – Helsinki Stock Exchange Companies

• IPR evaluations – Helsinki Stock Exchange Companies (Roschier)

2013, Finland

• Finnish Brand Survey - Helsinki Stock Exchange Companies

• Brand Values – Helsinki Stock Exchange Companies

• IPR evaluations – Helsinki Stock Exchange Companies (Roschier)

2014, Finland

• Finnish Brand Survey - Helsinki Stock Exchange Companies

• Brand Values – Helsinki Stock Exchange Companies

• IPR evaluations – Helsinki Stock Exchange Companies (Roschier)

• Finnish top management leader survey

2014, Sweden

• Swedish Brand Survey -Stockholm Stock Exchange

• Brand Values – Stockholm Stock Exchange Companies

• IPR evaluations – Stockholm Stock Exchange Companies (Roschier)

• Swedish top management leader survey

2015, Finland

• Finnish Brand Survey - Helsinki Stock Exchange Companies

• Brand Values – Helsinki Stock Exchange Companies

• IPR evaluations – Helsinki Stock Exchange Companies (Roschier)

• Finnish top management leader survey

2015, Sweden

• Swedish Brand Survey -Stockholm Stock Exchange

• Brand Values – Stockholm Stock Exchange Companies

• IPR evaluations – Stockholm Stock Exchange Companies (Roschier)

• Swedish top management leader survey

2015 Global Brand Survey - 14 countries

- Australia

- China

- Dubai

- Finland

- France

- Germany

- India

- Japan

- Brazil

- Russia

- South Africa

- Sweden

- United Kingdom

- USA

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Keskiarvojen tasolla pientä kehitystä havaittavissa

100

91 93 96

104 100

81

93

110

118

75

85

95

105

115

125

135

145

155

165

175

2011 2012 2013 2014 2015

Brand Value - top 50 Enterprise Value - Top 50

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9

Peruslähtökohta: Miten kehitetään asiakkuuksista

kannattavampia

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Joka kahdeksas yritys johtaa asiakaskokemustaan

liiketoiminnan ehdoilla

100 98

108

135

177

100

84

96

123

139

75

85

95

105

115

125

135

145

155

165

175

2011 2012 2013 2014 2015Brand Value - Voittajat Enterprise Value - Voittajat

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Suurin osa ei

100 98 108

135

179

84 77

58 51

20

45

70

95

120

145

170

2011 2012 2013 2014 2015

Brand Value - Voittajat Brand Value - Menettäjät

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Ero näiden välillä näkyy EBIT%:ssä

9,0 % 9,2 % 9,3 % 9,1 % 9,7 %

8,1 % 8,0 % 8,0 %

6,4 % 6,1 %

0%

2%

4%

6%

8%

10%

12%

2010 2011 2012 2013 2014

EBIT% - Voittajat EBIT% - Menettäjät

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MICROFOUNDATIONS OF CUSTOMER EXPERIENCE

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I’m aware of milk

I develop a need

for milk

I look for options

of getting milk

I select a method

of getting milk

I select a milk

I transport

milk

I use milk

I get rid of waste

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I select a milk.

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I’m aware of milk

I develop a need for

milk

I look for options of

getting milk

I select a method of

getting milk

I select a milk

I transport milk

I use milk

I get rid of waste

How much do you need to improve a

single touchpoint to improve your

chances of getting selected?

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Constituents of a choice

I notice it …

It fits my

need … I feel

it’s the better value

… I trust

that it’s good …

I’m aware of milk

I develop a need for

milk

I look for options of

getting milk

I select a method of

getting milk

I select a milk

I transport milk

I use milk I get rid of

waste

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On the microfoundations

Estimated effects

And how lucrative is this effect?

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I’m aware of milk

I develop a need for

milk

I look for options of

getting milk

I select a method of

getting milk

I select a milk

I transport milk

I use milk

I get rid of waste

MISSÄ WALDO

LUURAA?

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THANK YOU!

Perttu Pöyhönen Senior Consultant BrandWorxx +358400539786