rinomainen asiakaskokemus - technopolis€¦ · © brandworxx oy 2015 | confidential. not to be...
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© BrandWorxx Oy 2015 | CONFIDENTIAL. NOT TO BE SHARED.
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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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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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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