Current mega trends are pushing companies to become more agile, data centric and customer experienced obsessed.
Delivering outstanding CX has become inevitable.
Our holistic approach to CX is unlocking business value.
The holistic approach to CEM understands the big picture and CEM landscape while developing different end-to-end solutions. Design thinking together with ability to utilise and collect data takes company's CX to totally new level, while ensuring also business value creation.
Building a winning customer experience is on every customer service developer’s to do list. What kinds of changes should you prepare for and what tools should you use? This year it seems that taking control of the mobile channel is the most important development project. However, voice controlled user interfaces and service robotics are already coming around the corner.
What technological changes are going to impact daily customer service in the near future? How can the customer experience be improved by using the methods already used by customer service?
In my opinion, the cornerstones for building a winning customer experience will be:
- An even deeper understanding of the customer and their environment; what does the customer value, in what channels do they have an impact, who are they networked with and what kinds of ecosystem are they in (social CRM)
- The increase of voice controlled user interfaces in both mobile and web applications
- The introduction of service robotics into new business areas and the increase of automation, particularly for routine activities
- The use of virtual reality to integrate solutions into customer service
The companies that will be best able to tap into the customers’ spend will be those that have a better understanding of the customer than competitors. It is not enough that the customer’s name, contact information and segment data is correctly entered into the CRM system. The company must understand what kinds of things the customer values, what they share on social media and what kinds of communities they are a part of. Traditional CRM systems are already being supplemented by social CRM that is used to complement the understanding of the customer. The next step is to utilise this information and use it to personalize customer service based on the customer’s needs.
The importance of the ease of transacting will continue to be grow. A significant share of customer service has shifted to different kinds of mobile devices. We always carry our phone with us everywhere so why open up the computer or even call a service number to access service? Many popular phones already incorporated voice control several years ago. Wouldn’t it be logical, from a customer service perspective, to interact with the customer through a device that is already in their pocket without the need for tapping on a physical menu? The service provider’s user interfaces will also need to meet this demand.
In Finland, the best known service robotics trials are bank service robots and care robots used in nursing work. Chatbots have already been developed to answer basic customer questions in Chat channels. Even though today we are still at the trial phase, the use of robotics in customer service will seem self-evident in the future.
The comprehensiveness of the customer experience presents a challenge for companies as they think about all the possible channels where they meet their customer, beyond those that we already know of. The possibilities of virtual reality seem limitless. Already experiments are underway where you can walk into a brick and mortar shop with your VR glasses and see products in three dimensions. Why wouldn’t it be possible to take care of the customer experience in virtual reality and open up new dimensions of service?
Join the discussion on Twitter @TietoCorp and listen to our podcast Digital Customer Care is transforming business with GetJenny: https://soundcloud.com/tietocorporation/sets/customer-experience-management
Read more on Digital Customer Service
Are fintech companies immune to change? Think again says Fredrik Bergström in a roundup of key talking points at the MCP Nordic conference.
Did you notice something a little different this morning while waiting in line for your usual Cinnamon Latte? Here’s my guess: instead of paying with a card, the 20-something student in front of you at Starbucks or Espresso House just scanned her smartphone and, within a second, was on her way with a coffee and a mini-muffin to go.
“Hey, that’s cool!” it made you think. “How does it work?”
Firstly, you should be aware that the young person in the line has probably been paying for her coffee this way for months. And yes, it may well make you feel hopelessly left behind. Secondly, there was more involved in the transaction than money, coffee and a muffin: she got a 10% discount and loyalty points.
Now, let me take a moment to explain what’s really going on.
Cargo handling solutions and services provider Kalmar, part of Cargotec, has chosen Tieto as its partner in realising a worldwide spare parts eCommerce and service portal. The new solution is built with SAP Hybris technology and it will replace Kalmar’s current eCommerce system.
- This tool is for our customers. They will be provided with a modern, user-friendly experience and an access to well targeted and relevant content to further improve their operational efficiency. The new tool will boost our digital transformation and future online sales. We are confident with the choice of Tieto, as they have a wide experience in digital commerce and a deep knowledge of the SAP Hybris platform, says Seppo Heino, Vice President, Parts and Logistics at Kalmar.
The SAP Hybris eCommerce platform will be integrated into Kalmar’s enterprise resource planning and background systems provided by companies such as SalesForce.
- This is a natural continuation of our long partnership with Kalmar. As a part of Tieto’s Industrial Experience offering, we can help Kalmar in a wider sense in the development and management of the digital customer experience. The manufacturing industry and digitizing the customer experience in a B2B context for online stores are important for us, and our aim is also to grow in these areas. This cooperation will enhance our reputation as the leading operator in the field, says Jaakko Hartikainen, Head of Customer Experience Management, Tieto.
The product range of Tieto covers, in addition to the realisation of eCommerce, field service tools, mobile services, analytics, customer and product information management, as well as customer service, tools, both integrated and as whole concepts.
Tieto’s Industrial Experience (https://www.tieto.com/industries/manufacturing/tieto-industrial-experience) solutions offer an all-encompassing approach to the digitalisation of the customer journey for B2B companies. Combined with the multi-channel digital commerce solution experience of Smilehouse (https://www.tieto.com/news/tieto-acquires-smilehouse-drives-customer-exp...), acquired by Tieto in December 2015, Tieto is able to offer comprehensive tools for managing the digital customer experience.
For further information:
Head of Customer Experience Management, Tieto
Kalmar provides cargo handling solutions and services to ports, terminals, distribution centres and heavy industry. We are the industry forerunner in terminal automation and energy-efficient container handling, with one in four container moves around the globe being handled by a Kalmar solution. We improve the efficiency of your every move through our extensive product portfolio, global service network and solutions for seamless integration of terminal processes. www.kalmarglobal.com
Kalmar is part of Cargotec. Cargotec's (Nasdaq Helsinki: CGCBV) sales in 2015 totalled over EUR 3.7 billion and it employs over 11,000 people. www.cargotec.com
Tieto aims to capture the significant opportunities of the data-driven world and turn them into lifelong value for people, business and society. We aim to be customers’ first choice for business renewal by combining our software and services capabilities with a strong drive for co-innovation and ecosystems. www.tieto.com
Our services cover the full customer journey, enabling a seamlessly rewarding customer experience from vision to value.
The new site is a major step in Indiska's efforts to give customers a better and more adaptive online experience that keeps pace with the increased digitalization of the retail industry. The new site will also enable Indiska to provide their customers with more personalized offers and service.
- E-commerce is evolving and changing the roles of both the traditional physical store and online shopping. Today's customers want the same experience from every channel, including mobile. With our new site we are taking a step toward becoming a strong Omni-Commerce player, says Niclas Hemminger, CDO & Head of Ecommerce at Indiska.
The site includes a completely new design that provides the same online shopping experience for customer both on the web and on the mobile.
- Offering a great mobile experience is critical to staying relevant with our customers as more than half of the traffic comes from the mobile channel and we want to make it easy to both browse and checkout. With the new solution, we believe we have taken a huge leap forward, says Niclas Hemminger.
The new Indiska.com online shop is built by Tieto. The platform upgrade is powered by a newer version of SAP Hybris that better meets the demands of E-commerce 3.0 and the retailer's increased focus on Customer Experience Management (CEM).
Tieto strengthened its position as one of the leading Nordic players in digital CEM with last year's acquisition of Smilehouse, the largest Finnish solution provider of Omni-channel commerce. Smilehouse is one of the most experienced SAP Hybris providers in the Nordics, and the cooperation with Indiska highlights the continued growth of the Tieto Retail Experience concept within the Swedish market.
- This project shows how the combination of Smilehouse’s expertise within high-volume eCommerce and our market-leading CEM solutions can enable retailers to take their online sites to the next level. We look forward to building a long-term partnership with Indiska and continuing to develop their strategy for improving the digital shopping experience, says Jaakko Hartikainen, Director, Customer Experience Management at Tieto.
For more information, please contact:
Jaakko Hartikainen, Director, Customer Experience Management, Tieto
Phone: +35 844 3500445 e-mail: Jaakko.Hartikainen@tieto.com
Fredrik Bergström, Principal Consultant, Customer Experience Management, Tieto
Phone: +46 (0)72-503 51 10 e-mail: Fredrik.Bergstrom@tieto.com
Tieto aims to capture the significant opportunities of the data-driven world and turn them into lifelong value for people, business and society. We aim to be customers’ first choice for business renewal by combining our software and services capabilities with a strong drive for co-innovation and ecosystems. www.tieto.com.
Indiska Magasinet AB is a Swedish retail chain established in 1901 that sells a unique blend of fashion and interior with your own style, Bohemian Modern. Everything is designed in Stockholm by people who love India. INDISKA currently has 91 stores in Sweden, Norway and Finland. www.indiska.com
Oras, which is known for its washbasin and shower faucets, purchased Germany-based Hansa in 2013, thus establishing Oras Group. In order to create a highly functional Group, the companies' procedures had to be standardised. As part of a larger change initiative, Oras Group has implemented a Product Information Management (PIM) project to combine the product information of the two brands into the same system as well as to harmonise the product information management processes of the two organisations.
Tieto delivered to Oras Group modern and easy-to-use inRiver PIM system, where product information is collected from ERP -system and other basic product information systems.
"The user interface is extremely user-friendly. People working in different countries clearly see product information, language versions and links. You can almost touch the material," says Suojanen.
The new system has impacted the employees' daily work. The amount of manual work decreases, for example, when product lists and selections are updated automatically into the customers' systems. All product information can now be processed in one place following similar procedures, which also benefits marketing.
"We always modify basic product information from the point of view of marketing. New texts, descriptions and videos are automatically updated into all materials containing product information. This increases transparency for our customers and within the company," says Oras Group's Digital Marketing Specialist Samuli Holmala.
A well-managed PIM project where everybody was up to speed
During the PIM project's first phase, which lasted for about six months, Tieto analysed the type and origin of Oras Group's product information and created a product information model for the system based on it. Once the foundation for product information had been established, the next steps were technical implementation and deployment. The project went very well, as testified by high customer satisfaction (3.8/4).
"During the project, Tieto led us where we needed to go. They were always in control of the project and were able to keep up to speed also those of our personnel who are not so well-versed in IT," says Holmala.
In the future, Oras Group will add new modules to the PIM system, for example, to manage product information and price lists on the websites of both brands through the system as well as to schedule marketing campaigns. New product information channels will also be added, which is a critical factor for getting ahead of the competition.
"We save time as we can manage our marketing campaigns better than before. Units in different countries can see the work of other units. Therefore, the information flow no longer requires extensive internal communication," says Holmala
Caption: Samuli Holmala, Kari Suojanen and Mika Malo from Oras Group have been satisfied with the new product information management system, which has boosted work efficiency and increased transparency for customers as well as within the company.
Oras Group is the market leader for domestic sanitary fittings in the Nordic countries and a leading company in continental Europe. The company's mission is to make the use of water easy and sustainable. The Group has two strong brands: Oras and Hansa. Oras Group is owned by Oras Invest, a family company and an industrial owner. http://www.orasgroup.com/
Oras Group was established in 2013 with the merger of Oras and Hansa. Oras Group wanted to standardise its procedures and boost work efficiency by combining the product information of the two brands into the same system. Up-to-date product information constitutes a competitive advantage.
Tieto delivered to Oras Group modern and easy-to-use inRiver PIM system, where product information is collected from ERP -system and other basic product information systems. The project consisted of four phases, analysis, product information model construction, technical implementation and deployment.
Thanks to up-to-date product information, customers are more likely to choose Oras' products, which brings a competitive advantage. Shared and automatically updated product information enables Oras Group to save time and money as the amount of manual work decreases and information management is simplified. It is now easier and faster to manage marketing campaigns and enhance basic product information for marketing use.
Pasi Laine, Eija Andström-Saarinen, Ksenia Avetisova,
Simon Panelius, Mikko Leinonen and Sami Sivonen
Starting from Monday 11 March 2016 visitors to two of Fazer Food Services' Amica restaurants have had a unique and engaging new way to leave feedback on the quality of their customer experience.
Specifically, wireless smart buttons will be set up at key touchpoints around the venues so that visitors can leave contextual feedback, sharing their thoughts and feelings on each stage of the customer journey, in real time and based on their immediate context
"Smooth and spontaneous dialogue and a sense of community between our quests and our employees is important for our restaurant success and development. Based on the early trials and testing our solution is addressing this in a nice way. Solution has been easy to use and the tailored questions with smart buttons has created a new fresh way for giving and gathering feedback. It’s not only what we want to ask from our guests, it’s giving possibilty for our quests to share their thoughts and experiences", comments Eija Andström-Saarinen, Senior Manager, Digital Solutions Development, Fazer Food Services.
The innovative feedback solution was developed in just 48 hours as part of Fazer Food Services' and Tieto joint hackathon, CXHack Fazer, in February. Two months later, the winning concept is now undergoing its first real-world pilot for 3 months.
Created by Rahul Abhisek and Laura Leppälä, both students at Aalto University, and Ann Plough, author of the Eat Simply Eat Well blog, the concept was rewarded by Mikko Leinonen, Head of Tieto's Customer Experience Management startup, as having a direct impact on improving the lunch experience at Amica restaurants.
Simon Panelius, Vice President of Operational Development at Fazer Food Services, said of the solution: "Contract catering is all about making a lot of different people happy, but traditionally we've only been able to gather feedback through intermittent questionnaires and focus groups. Having this high quality data available in real time could make a genuine difference to how we manage our customers' experience."
The solution further extends the Tieto Retail Experience portfolio and Tieto's Adaptive Store concept, which combines an interactive customer experience with real-time data so that staff can serve those customers better.
Sami Sivonen, Solution Manager at Tieto, said: "We've now taken the first steps to test the concept in a real-world setting by adapting it to our cloud-based solution accelerator framework. "We believe in an agile and field-proven approach to innovation, and trust that this web-based contextual feedback solution will further enhance Fazer Food Services' lunch experience", says Ksenia Avetisova, Lead CX Consultant at Tieto.
“The launch today demonstrates common commitment and truly agility way of working - taking the raw idea, which was not part of any earlier roadmaps, and defining it in business context and current tech landscape over a very short period of time”, Ksenia continues.
"By putting real customers at the heart of our development process, and by bringing new solutions directly to their business environments, we gain an unprecedented opportunity to create value and accelerate innovation and growth", adds Mikko Leinonen.
For more information on CXHack Fazer and the winning concept, click here.
Download our white paper and read how to create a digital customer experience in retail sector. We concluded over 200 Nordic retail sector decision-makers in Finland, Sweden and Norway to gain insights into their firms’ digital CEM challenges, pain points.
"Interestingly, around 55 per cent and 70 per cent of Norwegian and Swedish firms respectively reckoned that digital CEM was key to increasing current customer spending, compared to around ten per cent of respondents from Finland."
Read how decision makers in Finland, Sweden and Norway see CEM, now and in the coming years. A Tieto commissioned study with 320 c-level respondents in retail and financial services.
"If we want to stay in the competition, we must develop digital.”
Digitalisation is the future of retail and everybody in the industry needs to learn how to turn big data into smart data. This is one of the most important conclusions of the Retail Outlook report carried out by Tieto and Swedish retail research institute HUI Research. Companies all over the world need to face four great challenges and take eight steps without delay - otherwise the future will pass them by.
There is no doubt that the future of commerce goes hand in hand with digitalisation. Every commercial enterprise in the world is looking at how they can use the enormous amount of collected data to give their customers a more enjoyable and relevant shopping experience - through offering them better service and more personalised offers - at the right time, through the right channel and at the right price.
From a retail perspective, big data holds great potential to create stronger customer relations and more effective operations as well as to find new revenue streams. But today the big question isn't about the right way to quantitatively manage large amounts of data, it is about how to best exploit its potential.
"The discussion about big data has mainly focused on how to manage large amounts of data in a correct way. Now the focus has shifted towards the best way to manage and analyse big data so that it can be of direct use and benefit to commercial enterprises, and in this way it becomes smart data," says Jerker Rustan, Head of Global Retail, Logistics and Services business at Tieto.
Four challenges to face
Investing in and working with big data is not without complications, it entails a series of challenges which commercial enterprises need to address. One of the biggest challenges is to identify what data will be directly useful and beneficial to the commercial enterprise, in other words, smart data. There is a lot of data which is not necessarily relevant to the business. Another challenge is security, both in terms of integrity and systems which guarantee that no sensitive information is leaked.
A third challenge with big data is the shortage of and competition over employees with the right skills. A fourth challenge relates to the fact that the investments in infrastructure which are necessary to support digitalisation and big data often come at a high price.
"The high prices are making commercial enterprises wary and we need to find the most cost effective systems and methods to get the best use out of all the generated data. Last but not least there is the substantial challenge of ensuring that business models are sustainable and adapted to both analogue and digital consumer goods", says Jerker Rustan at Tieto.
Eight steps to take immediately
The Retail Outlook report shows without a shadow of a doubt that big data is an absolute necessity and an important tool for increasing profitability. The report identifies the implications of big data on retail over the next three to five years. The following steps need to be taken immediately:
1. Make an inventory of the data assets
2. Identify the areas where big data can support business strategies
3. Review and invest in infrastructure
4. Develop a strategy for big data
5. Invest in skills development
6. Involve big data in the whole company
7. Explore new strategic alliances
8. Develop a policy for security and integrity
You can download the entire report in the right side column.
For more information, please contact:
Head of Global Retail, Logistics and Services business