Robots are taking over routine tasks. The generation wants to communicate. GDPR is turning personal data into goodwill. Gain new insights and enhance the relationship with Customer Journey Mapping.

– creating the brand communities of tomorrow communication magazine #1 2018

CUSTOMER JOURNEY MAPPING 02 03

We are PostNord A focus on the Stralfors PostNord Stralfors develops and offers communication solutions Which recipient’s experience that provide companies with cover did you many customers and suppliers receive? We’ve produ- with totally new opportunities for ced this edition in two diffe- stronger and more personal rent versions, to show how we customer relations. With our e live in a time of can personalise our communica- digital platform, we deliver change, digitalisa- tion to each recipient based on re- seamless communication, tion has already levant data. This enables us to regardless of which channel the help you create a unique rela- brought a funda- recipient demands. PostNord tionship – with a focus on mental change to Stralfors is part of the PostNord the customer. the way we communicate and interact Group, the leading supplier of with each other. This places new communications and logistics in W the Nordic region. We have demands, and creates new opportunities, operations in , Norway, both for us and our customers. To Denmark and , where our develop, together with our customers, is 750 employees generate reve- the key to success. nues of SEK 2.1 billion (2016). We have never communicated as much as we do today, which makes it MAPPING THE CUSTOMER’S JOURNEY more complex. In a world where we can Every part counts. By starting with the customer’s experience in every single part of the customer journey communicate regardless of time and – from the first curious search term through conversion and completed service – it is possible to identify place and where new channels are opportunities for improvement. Curiosity and consideration in each interaction provide competitive continuously being added, it is increas- advantages in a market with increasingly mobile consumers. So, show that you care and enhance both ingly important for companies to under- effectiveness and customer loyalty! stand how their customers perceive their You can always find the latest news about communication solutions at treatment in all interfaces. Putting the stralfors.com Annemarie Gardshol focus on the recipient’s experience and CEO, PostNord Stralfors Group creating a positive customer journey are decisive. Join our group if you’re looking for a job or doing business with us: 26–29 Consumers have different preferences, Compete with simplicity linkedin.com/company/stralfors 7–9 attitudes and degrees of digital maturity New insights Sergel Kredit- The customer has higher – but what everyone has in common is tjänster has tested PostNord expectations of fast, that people want to decide for them- Subscribe to our newsletter in Stralfors Customer Journey convenient solutions. Mapping method. selves how communication takes place. Swedish, Danish, Norwegian or Nicola Millard explains how. In order to understand how different Finnish – visit stralfors.com/ newsletter consumers think in different situations, we map out the end consumer’s customer journey together with our customers, a method known as Customer Journey Mapping, which you 30–33 16–17 The Internet generation can read much more about in this maga- Reviewed in real time. wants to communicate zine. CRM in the hotel and Ashkan Fardost explains Customer Journey Mapping is tourism industry is being how digitalisation is chan- particularly important in a world where monitored with great Smarter Communication ging behavioural patterns. Magazine is published by digitalisation is changing customer interest by other industries. PostNord Stralfors Group AB behaviour, creating new business models Published by: and making it possible for new operators Elisabeth Wesselson, Head of Staff to move into the market and flourish. [email protected] We at PostNord Stralfors are happy to Text and design: help with customer journey mapping www.valuenotnoise.se exercises, with the aim of creating chan- 20–25 Translation: 38–39 nel-independent communication solu- Will your next colleague Gentle customer www.sprakbolaget.se tions for the best possible customer be a robot? Ditte Wolff- dialogue The credit com- Printed by: Jacobsen designs pany OK Perintä looks PostNord Stralfors, Tandsbyn experience. conversations when AI moves after young people. Cover photo: into customer service. Johan Kalén Pleasant reading! 04 05

When the competitors are just a click away, demands on companies increase. Customer journey mapping has emerged as a popular method of finding out how different interfaces perform and what might increase loyalty and customer satisfaction.

TEXT: CHARLOTTE LUNDQVIST PHOTO: JOHAN KALÉN, JENNY LEYMAN

HOW IT ALL WORKS:

→ A customer journey mapping model is used to identify oppor- tunities in the busi- nesses – existing Customer WHY CUSTOMER touchpoints and pain JOURNEY MAPPING? points are discussed, as well as where there → By starting with the are opportunities for customer’s activities better communica- and how he or she feels Journey tion. at various stages of the → The customer priori- customer journey, you tises between busi- often identify opportu- – the road to better ness opportunities. nities for improvement → PostNord Stralfors that affect the presents suggested customer experience. customer experiences solutions based on the → When you perform Mapping pain points and oppor- the mapping exercise tunities that were in a workshop, together discussed during the with people with workshops. different responsibili- ties and competence, you create a joint view ew business models Stralfors and lead the team that STAGES IN THE and understanding in and changed developed the service together with CUSTOMER JOURNEY the company of the CAN BE: customer’s situation. customer behaviour Henrik Kihlberg, Director → In an age when digi- are increasing the Consulting Communication → Investigate and talisation is creating need to understand Services. discover product/ new customer behav- service what a modern purchasing journey “The customer mapping initia- iour, there is an can look like. PostNord Stralfors has tive came from management at → Choose and buy increased risk of new N → Receive and use competitors and fast- therefore developed a method of Stralfors. It’s a totally new approach → Manage and buy moving customers. By customer journey mapping. In a work- and an opportunity to understand → Evaluate & end performing a mapping shop format, all interfaces with the what consumers demand,” says involvement exercise, the customer consumer are mapped out, together Karin Rydh. acquires knowledge of how the interfaces with with the stages in which there are On the basis of needs, PostNord the end customer can opportunities for improvement. Stralfors can look at the whole be improved. Karin Rydh and Jacob Lindborg customer journey from beginning to are project managers at PostNord end, or just a small part of it. 06 07

“The work method differs between interfaces between the company impact might be. There is often an customers. At an initial meeting we and the customer look like and aha! experience for the customer present the model and our work which activities they contain. Post- when the different departments in method. We then decide which Nord Stralfors’ role is not to tell the the company help each other to customer journey we’ll be looking at. customer what they should do, but complete the picture. It’s best if you can find an area where to guide the discussion forwards. “CJM was an important there’s potential for development,” Positive effects explains Jacob Lindborg. Mapping out the challenges “The customers we’ve worked together step towards understanding During the workshop, participants with have been very positive.” Collaboration between identify the pain points that exist They have, for example, received departments and consider how they can be much faster payments and the customers’ The initial workshop often involves addressed. About two weeks later, increased customer satisfaction, ten or so people from different Stralfors issues a summary of the while at the same time the number emotional journey” departments, who work together to group’s conclusions and convenes a of calls to customer service fell. identify challenges and pain points. new workshop. “In connection with our jointly “This blend of competences is At this point, PostNord Stralfors prioritising the possibilities, it has important in order to understand provides inspiration material in all cases resulted in measures what a customer journey can look showing how other people who faced that the customer has been able to Sergel Kredittjänster was one like. People with a theoretical similar challenges resolved them. implement at once, either them- of the very first companies to perspective can achieve new “We then map out the impact of selves or with assistance from Post- insights from meeting employees different measures,” explains Jacob Nord Stralfors.” test PostNord Stralfors’ who have direct contact with the Lindborg. Positive interactions before, Customer Journey Mapping end customer,” says Karin Rydh. The solutions are graded during and after a purchase The group has a chronological according to how difficult/easy they increase the chance that the model. It resulted in, among discussion about what the are to implement and what the company will retain the customer. other things, improved knowledge of customers and increased traffic to the company’s digital channels.

TEXT: CHARLOTTE LUNDQVIST PHOTO: JENNY LEYMAN

Karin Rydh, Project Manager PostNord Strålfors. Jacob Lindborg, Project Manager PostNord Strålfors. 08 09

Peter Storåkers, CEO at Sergel Kredittjänster.

We want to strengthen our market position as a personal, considerate supplier. Which means resolving cases without complications.

can resolve their cases the digital way. “It’s not unusual for the ques- tions to be simple ones that you shouldn’t need to call customer service about.” resolving cases without complica- They can already see an increase tions,” says Peter Storåkers, CEO at in the number of questions coming Sergel. in via the chat function and Customer loyalty is a major chal- customers logging in to My Pages. lenge in the telecoms industry, as it is easy to compare costs and switch Clear information results in to a competing company. It is fewer calls to customer service important that Sergel does not One of the most common problems reduce the customer loyalty of end that arise is that many people who customers, but rather increases it. receive a debt collection demand do Good contact can be decisive if they not understand why they have got it ergel is the Nordic region’s are to remain. This makes it impor- or which product or service the third biggest operator in tant that Sergel’s customer service purchase relates to. This is when the the field of credit manage- employees are always fast to consumer calls customer service ment services. They cover respond and solution-oriented. and claims that there has been a the whole journey from mistake. credit checks to invoicing and debt Customer Journey Mapping “But in practice the debt collec- Scollection. Customers include resulted in increased traffic tion demand is almost always several banks, municipalities and on the website correct,” says Peter Storåkers. the major telecoms companies such Over the course of four workshops Once the consumer has accepted as Telia, ComHem and Tele2. In total with PostNord Stralfors, all inter- the demand, in most cases the the company handles almost one faces with end customers were invoice is paid without any delay million debt collection demands mapped, from the credit check to – as long as the consumer is able to and 800,000 calls to customer the first reminder being sent and pay – otherwise Sergel can offer help Sergel Kredittjänster service every year. finally a settled invoice. Both in the form of a payment plan. is a credit manage- ment company with The high volume of end customer service and product “Customer mapping was an customers in the customers means that even small management took part in the important step in understanding Nordic region and the improvements can have a major process, and together they managed the end customer’s emotional Baltic States. It was impact on results. When Sergel was to identify the areas where there journey,” explains Peter Storåkers. formed in 1988 by offered the opportunity to try out were opportunities for improve- There are twelve practical Televerket and is now owned by PostNord Stralfors’ new Customer ment. suggested measures on the To Do Marginalen. Stralfors Journey Mapping service, they As a consequence of the customer list for the future, and Peter contributes solutions decided to find out what might mapping process, Sergel decided to Storåkers is satisfied with the for postage, print, improve the customer experience in change its website. It was previously outcome of the customer mapping e-invoices and digitalisation. connection with the sending of a divided between B2B and B2C, now process. debt collection notice. the focus is entirely on the end “We’ve built a partnership and “We want to strengthen our customer. The whole organisation is close collaboration in which Stral- market position as a personal, encouraging more customers to fors can support us on our digital considerate supplier. Which means head for the website so that they journey.” 10 11

TARGET SPECIFICALLY – RATHER THAN BROADLY

“You shouldn’t Segment the target group, specify the messages – and becomewhether obsessed an adwith above all: don’t become obsessed with the number of means of generatesThat lots ’s not of a clicks.good ad clicks. Frank Langva from Innovasjon Norge offers his understanding the best advice on how to survive in an age when the customer ’s process.” traditional campaign is dead.

TEXT: MICHAEL NILSSON PHOTO: FRIDA MARIE GRANDE Frank Langva, Head of at Innovasjon Norge.

o reach the consumer, it attention. So, what do you do to now working to improve the is no longer sufficient make an impact? You must be coor- customer journey in order to give to adopt a shotgun dinated and have a plan, believes customers a more simple way to approach and hope that Frank Langva. access Innovasjon Norge’s services. the right customer is “It means that you must decide The basis of effective communica- hiding somewhere in your sights. whom you want to reach. Because tion is a better understanding of TModern consumers demand more. you must have an understanding of who the customers are and what As a company, you have to show that the target group in order to know characterises them. clicks. That’s not a good means of What will happen with compa- you have earned their attention. where you can reach it – for “For our part, it’s all about under- understanding the customer’s nies and organisations that insist “You have to act differently example, whether it’s on Facebook, standing who is actually looking to process. Contexts are complex – a on continuing with traditional nowadays, and be smarter than in in newsletters or using physical make contact with us. Then we can sponsored article that the recipient marketing campaigns? the past. You have to define your mailings. Be on as many relevant use that insight to prioritise and has viewed may subconsciously “I think that that way of working target group, segment it and finally platforms as possible, but don’t aim improve our communication. By affect a purchasing decision three is dying out. Those that continue specify the messages. And you must at everyone – that’s unmanageable.” sorting out anything that’s not rele- weeks later”. with old campaigns will survive for understand the digital long-term vant, we shorten the path to the Only when the customer needs a little bit longer, but it’s not a effects of the communication,” says Get to know the target group information that the customer the product and is about to make a sustainable business model. Those Frank Langva, Head of Digital Media To be able to work more specifically wants.” purchase does the campaign have that will win are the ones that truly at Innovasjon Norge – a govern- and understand the customer’s an impact on sales. To achieve this understand that data segmentation mental and municipally owned future needs, you need demographic Top of mind with a digital long- affect, it is important that you prior- and target group-based offers are company that supports, among data, everything from gender to term effect itise being visible in several chan- the future.” other things, entrepreneurs and home, industry and browsing Success comes above all from a nels over a long period of time. What advice would you give to innovations. history of websites. Then you have to long-term approach, believes Frank Those who adopt a long-term companies that are currently sift out the data that is not relevant Langva. Far too many people simply approach will be high up in the thinking about future Set your sights for the specific campaign. By way of look at how many clicks a Facebook customer’s consciousness and can campaigns? Some campaigns take off and go example, Frank Langva was working ad generates, and use that to paint a build a positive relationship. “Don’t be afraid to try something viral, but that’s often the result of on a customer project that was picture of how effective their “It’s easier and more reassuring new. You have to try things out in fortunate circumstances. Most aiming to reach startups. They marketing has been. for the customer to choose the one order to learn. But be patient – it’s campaigns go beneath the radar sorted out all companies that were “You shouldn’t become obsessed that’s been visible and earned credi- not certain that you’ll see an imme- without attracting very much more than three years old. They are with whether an ad generates lots of bility.” diate reaction.” 12 13

ay “digital invoice” and many companies still imagine an email invoice in PDF format that the The invoice is one of the most important customer scrolls up and down on their computer screen. communication channels for reaching SWhen PostNord Stralfors B2C Solu- tion Designer Tomas Nilzén talks customers. Daniel Chow, Strategy Director at about the opportunities of digital True Friends Digitalbyrå and Tomas Nilzén, invoices, this is not what he’s thinking about. He works instead B2C Solution Designer Expert at PostNord with dynamic communication, i.e. Stralfors, explain how you should think in communication that can be adapted to both the channel and the recip- order to achieve the best possible impact. ient. With digital invoices in HTML documents, an invoice can be TEXT: CHARLOTTE LUNDQVIST opened and shared in several PHOTO: OFFSET/REELDEALHD, JENNY LEYMAN different channels. “With dynamic HTML docu- ments, the customer can choose to receive the invoice directly in his or her online bank, in a text message, as an email or a QR code,” says Tomas Nilzén.

Let customers define the channel In the past, all customers received information in the same way, for example in the form of a physical letter. Now customers want to decide for themselves, and PostNord Stralfors is breaking new ground. Nowadays consumers are used to choosing for themselves in which channel or channels they want to receive information. As a company, you have to meet these expectations – including when it comes to sending out invoices. This is possible with dynamic communication, in which end customers are given the opportunity in each interaction to control how they want to be contacted. By collecting data and using it smartly, you can also segment your mailings and be more accurate with personalised content, targeted special offers and chat functions DESIGN directly via the invoice. One element FOR BETTER of this is the design solution for digital invoices, which are being developed to become one of the most important instruments in CUSTOMER EXPERIENCES building relationships with customers. The development of invoice design begins once the purpose of Tomas Nilzén, B2C Solution Designer PostNord Stralfors.

feels user-friendly and easy to navigate.”

Sharing for greater FIVE UX TRENDS TO understanding KEEP AN EYE ON

During the winter, PostNord Stral- → QR fors and True Friends Digitalbyrå QR codes are on the way have been sharing knowledge in the back. The service has area of invoice design and UX in experienced a tough order to learn from one another and setback and many have viewed it as dated, but this to discuss how best to put the focus trend now seems to be on on the customer. The link to the the way to a recovery. transaction is of central importance, Since the service has as is a broader understanding of the been increasingly widely customer journey. used in Asia, Apple has taken it under its wings. “It’s not about what we want to iPhone users can scan QR push onto the customer, but what codes directly using the the customer wants to have. Compa- iOS 11 camera app, which nies must understand this perspec- suggests that the service will continue to grow. tive,” says Daniel Chow, Strategy → Chat Director at True Friends Digitalbyrå. Messaging platforms such as Messenger and Accelerating development WhatsApp are growing A good customer journey has to and being augmented work before, during and after the with new customer expe- riences. Banks were quick purchase. When the customer is to make use of them as unable to go into a physical shop customer service chan- and receive personal attention, as a nels. As the design company you need to be prepared to consists in principle of just Daniel Chow, Strategy Director a chat box, a lot of work at True Friends Digitalbyrå. compensate for this with agile has to be done on the customer care. Many e-commerce message design. companies, such as Amazon, give → Voice refunds in the event of a complaint Voice-based services are the communication and the “Everyone who has a continuous without the customer first having growing rapidly in the USA customer data are in place. relationship with the customer has to return the product. and South East Asia. The advantage is that this “Solution design is like building a an interest in making improve- The development of e-commerce opens up the opportunity house, it’s easy once you have a good ments,” says Tomas Nilzén. is moving ahead quickly, thanks to for communication with drawing,” says Tomas Nilzén. This is because they are more the increase in base data. At the customers, even if they inclined to retain loyalty than same time the costs of developing are unable to sit at a The user experience new services have fallen, and it is screen and give it their full companies whose customers only attention. means everything make occasional purchases. possible to try out new solutions on → Smell In only a short time, the mobile a sub-group of customers or just one Smell is being developed phone has changed both expecta- Analyse invoice in real time segment of a product range. and there are already tions and behavioural patterns At PostNord Stralfors, the Access One relevant way of personal- products that have a among customers. Companies have Interactive web portal enables both ising the content when informing smell-based interface. This may be of interest to a lot to gain by keeping up with this administration and segmentation of about the product is always to start services that include VR development. The opening rate for the content, and the solution can be with how the customer’s need arose. and AR in order to text message invoices is, at 98 per used to develop the invoice at the By looking at search and customer enhance the user expe- cent, well above that for email. And same time. behaviour history, e-commerce rience. most text message invoices are “Developing an invoice design operators can capture the context → Augmented Reality opened within four minutes. that works as expected is important. and match the need in a more (AR) In the field of Tomas Nilzén notes that there is With Access Interactive, we can adequate way than before. e-commerce, AR is one a high level of interest in digital measure and analyse in real time. “There are more customers and way of providing better invoices in sectors such as banking, We can also test different outcomes companies have made so much shopping experiences energy, and with the aid of A and B tests,” says progress on their journeys of digi- even for those who do not insurance. The user experience is Tomas Nilzén. talisation that there is a readiness to have a shop nearby. There will be more services that particularly important for these “We can also use the web portal use new solutions and products,” enable customers to try kinds of e-services in which the so see in which channel the says Daniel Chow. products before buying customer has the opportunity to go customer chooses to open the To avoid being left behind, he them, such as IKEA’s new in and make changes to the invoice and whether customers recommends that companies kitchen app, which gives the user an opportunity to services, or when they need to be can access the right information. increase their business intelligence place virtual items of able to look for answers to their The more functions are added, the activities and keep an eye on new furniture in their own questions. more important it is that it still startups. home. Ulf Cato is General Manager at Clarion Hotel Amaranten, 17 one of the very finest hotels in .

The job’s not finished driving in the digitalisation of the hotel industry, but the focus is and always will be on doings things better for our guests.” until you’ve delivered Ulf Cato believes that inviting people is easy. The hard work begins instead when guests arrive at the hotel. what you promised “That’s when we must deliver what we’ve promised. And ideally a little bit more. A brand will quickly be ruined if you don’t The words of Ulf Cato. He is General Manager of Clarion should be served at breakfast to deliver." dinner menus,” says Ulf Cato. “Our success lies in the combi- Hotel Amaranten in Stockholm and works in an nation of thorough preparatory industry that is being watched closely at the moment. Dialogue the key to everything work, well-defined customer “We want to use the time and groups and good delivery. Put “We work with our customers all the time. That’s why resources left over for a customer simply: a smooth customer e-commerce companies are looking at us to learn dialogue in order to be able to meet journey.” the customers where they are. One more about the customer journey,” he explains. example might be to capture ques- tions or dissatisfied customers on TEXT: PETER JOHNSSON PHOTO: JENNY LEYMAN TripAdvisor or similar sites. Any time spent there is in an invest- ment,” says Ulf Cato. lf Cato has had some- “We must always have a high He is convinced that good experi- thing of a meteoric response rate and try to capture ences are the key to success. career in the hotel dissatisfied customers immediately. “A visit to us must be as uncom- industry. He has also We must also take all feedback seri- plicated a journey as possible. We been nominated as ously and of course give our regular must put ourselves out for our manager of the year in Sweden and guests and returning guests that guests as much as we can.” Uwon the “Hotel of the Year” award. little bit extra.” But presence and customer “My driving force is interaction dialogue cost money and resources. with people. That’s why I made the Loyal and returning guests The answer to such an equation move to hotels from restaurants. To Essentially, hotels are an extremely nowadays is usually digitalisation be able to work with what I enjoy simple phenomenon. and automation. most on a bigger scale – customer “We have guests who have to be “The same holds true for us. We interaction. And now I have all the here and guests who want to be must create the same or a better muscles I need to do the job in a here. And of course they fall into result, without affecting the guest’s serious, strategic and well-packaged two totally different customer experience,” says Ulf Cato. way.” groups,” says Ulf Cato. And the goal is always to achieve Technology for a Knowing the customer even more loyal and returning better experience The hotel and tourism industry is guests. He believes that the key to The aim is always to digitalise on being monitored with great interest success is to create an ‘at home’ the basis of the customer’s expecta- by several other industries at feeling. tions. present, especially e-commerce. The “We know a lot about our “New technology must always reason is the high proportion of customers. But we can always learn enable a better customer journey bookings online and the continuous, more.” and an even better experience,” says direct feedback from customers via For the most loyal guests of all, Ulf Cato. sources such as social channels and the hotel organises evenings for In future he does not believe that booking sites. regulars with the aim of getting to the hotel will have a reception as it “Many people are keeping an eye know one another better. It is all does today. on us to learn more about the about identifying needs – both big “If there’s one thing our customer journey. That’s great,” and small. customers don’t like, it’s waiting explains Ulf Cato. “After all, the people in this group times. They want to check in imme- According to Ulf Cato, a good, are the experts. They know better diately, ideally by phone.” sustainable relationship is all about than anyone else what it’s like to But that does not mean that a being receptive, present and always stay with us. So they can help out hotel visit will be more impersonal. giving feedback. with anything from which granola “We must be innovative and 18 19 CHOOSE THE

RIGHT PATH 1. We select a FOR THE CUSTOMER JOURNEY How do we perform customer journey together with the a customer journey customer. In most companies, the customer experience is the key to mapping exercise? profitability. “It’s the biggest challenge facing our customers and process, as we can understand it’s associated with the digitalisation of the market,” explains consumers and their behaviour. Martin Persson, Sales Director at PostNord Stralfors in Sweden. After all, we’ve sent out a great deal of information to them over a very long period of time. We also publish TEXT: PETER JOHNSSON ILLUSTRATION: AURORA KROON the knowledge we’ve built up every year in our insight reports,” 2. We map out all explains Martin Persson. activities and customer journey is proportion of campaigns when the In order to understand the needs interfaces. 3. We map out the based on the compa- customer journey starts, together in more dimensions, PostNord Stral- end customer's ny’s end customers and with more traditional channels fors has also developed analytical thoughts and describes how they such as TV, radio and direct adver- tools such as eye tracking and emotions in all perceive the feel of tising. neuroscience. They are now a interfaces. each activity. “Our strongest offering comes natural element of ongoing deliv- A“If we can improve the customer along later, when companies have eries. journey, so that the message and identified end customers and “We use these aids both when we’re interaction are made clearer and regular communication is up and helping customers with Customer more relevant, we help our running,” explains Martin Persson. Journey Mapping and when we’re HOW TO customers to attract more end developing systems for dynamic COMMUNICATE IN customers and increase their profit- Targeted communication communication in Omnichannel.” OMNICHANNEL ability,” says Martin Persson. The opportunity to work with Why do you work with → Do your home- Thanks to new technology, it is targeted communication is there Omnichannel? work. Customer 4. We identify now easier than ever to market, from the moment when it is time to “Because you don’t know where the Journey Mapping "pain points" for compare and sell products and sign an agreement until the next purchase will be made. You decodes your the end customer services. New operators are purchase has been completed. have contact with your customers in customers’ experi- ences and gives you and the company. appearing all the time. Ongoing targeted communication so very many channels. You also clear paths to follow. “But newcomers often fall short in once the relationship is firmly in have opportunities with all of these Combine this knowl- their customer relationships. There place obviously counts as well. And contacts – if you just know what edge with your own are major opportunities here for in this area PostNord Stralfors is the you’re saying to them. Omnichannel experiences. 5. We develop better business for our customers, biggest operator in the Nordic lets you take control over your → Communicate improvements and wisely. Choose a prioritise these based who often have many existing or market. communication, in all channels,” production platform recently ended customer relation- “We’ll never be the most special- says Martin Persson. that can deliver your on effort and effect. ships that can be reactivated.” ised supplier for every part-delivery, different kinds of but that’s not our job either. We aim messages in all chan- Dialogue the basis of a relationship to be the best choice for large nels. → Send smartly. Administrative communication is companies with a large number of Choose a communi- an important key to improved end customers, by being channel-in- cation partner that communication, as a relationship is dependent and always offering knows targeted already in place. Because a customer communication on the recipient’s communication and journey is essentially about a terms,” says Martin Persson. has access to all the 6. We present a proposed channels you need. solution to the customer. dialogue and about creating aware- → Learn from your ness of a product or service, while at Years of experience mistakes. Take care the same time building a brand. To better understand the end to collect relevant “Companies want to inspire and customer’s needs, the customer data and analyse in activate customers, in order to journey must be decoded. This is relation to your goals. create loyalty and a recurring necessary in order that a company purchasing pattern.” can understand each unique end At present, and the customer. Martin Persson, Sales Director at Internet account for a large “We’re a natural partner in such a PostNord Stralfors in Sweden. 20 21

AI and chatbots create the customer communication of the future

They can send text messages, order a taxi and keep you up to date with the latest news. The market for customer service bots and virtual assistants has grown rapidly over the past year. Programmer Giovanni Toschi, conversation designer Ditte Wolff-Jacobsen and economist Stefan Fölster believe that this trend has only just begun .

TEXT: CHARLOTTE LUNDQVIST ILLUSTRATION: AURORA KROON PHOTO: JENNY LEYMAN

i there, sleepy head! 2016, and there are now just over The weather today is 100,000 bots on the platform. clear with tempera- tures between 2 and The art of designing 8 degrees. An ideal a conversation day to go out and...sit in front of the Ditte Wolff-Jacobsen runs an agency Hcomputer. No matter how hard I try, called iindhold in Copenhagen. For a I can’t think of anything fun to do little over twelve months, she has outdoors." been working almost exclusively on The weather bot Poncho wakes conversation design and digital me up with today’s weather forecast content. Interest in adding a chatbot and a never-ending flow of GIFs and to websites and social channels is bad jokes. growing rapidly. Its simplicity, value and the "It’s a good way of switching personal touch are presumably from informative texts to a conver- some of the reasons for its popu- sation," she explains. larity. Facebook launched support A chatbot can answer standard for chatbots in Messenger in spring questions about products and Ditte Wolff-Jacobsen runs an agency called iindhold just a Italian Giovanni Toschi is one of the founders of the AI company BotSupply. He made his way to Denmark as a stone’s throw from Torvehallerne in Copenhagen. student when he realised that technical developments were moving faster there than in Southern Europe.

services around the clock while with the company’s values. Which routine tasks would it be is new, and a learning processes is response options to advanced AI founders of Danish company collecting data from every single When Ditte Wolff-Jacobsen is helpful to have automated so that required for both customer and user that understands language, books BotSupply. Since 2016, they have interaction. Messaging platforms asked to develop a chatbot, she they have more time for other regarding which questions a bot is meetings and gathers data for the been building chatbots for more also offer an opportunity for contin- starts by confirming the benefit and things? Once this has been done, it’s able to answer. As a general rule, you company’s CCM system. than 20 Danish brands, including uous follow-up. When the customer the expectations. easier to decide where the needs can say that it’s better to create a If the bot is to work optimally, the insurance and pension company is close to a shop that was visited "The first thing you need to do is exist in the business. bot that knows its subject than one you must regularly evaluate, capture Top Denmark, Danske Spil and previously, a bot can offer a discount to identify the right location for the There is then a brand discussion that has witty answers about this errors and correct them. Dansk Supermarket Group. It was coupon to take along or provide interaction," explains Ditte Wolff- to define the tone of voice and and that. ‘You shouldn’t view it as a when they saw the rapid develop- information about new products in Jacobsen. personality, before she designs the If you expect to be able to build product or a channel, but rather as a ment of AI that they decided to store. The result is long-term rela- actual content. something that can answer new colleague. If you don’t want to invest. tionship-building in which Customer service often "Once we have this in place, we everything, you’ll be disappointed. teach the colleague to be a skilled "We’re now a startup with a customer service and marketing has the answers produce a prototype and see what But most people think that this is customer service employee, you network of 15 people working for merge and opportunities increase to One good place to start is to analyse happens," says Ditte Wolff-Jacobsen. an enjoyable format and intuitively shouldn’t have it.’ us," explains Giovanni Toschi. find out more about what customers your data and talk to those When a customer encounters a they want to start interacting. Customers have paid anything want. And just as with Poncho, it’s employees who have personal bot, there are often pretty high The design of the bot can be Chatbot-startup from SEK 30,000 to SEK 300,000 for possible to communicate person- contact with customers. Which expectations of what it can achieve. anything from the simplest possible värvar storkunder the development of a bot. The differ- ality and tone of voice that are line questions keep on cropping up? But at the same time the technology dialogue boxes with predefined Giovanni Toschi is one of the ence in price reflects how 24 Stefan Fölster is Head of the Reform 25 Institute in Stockholm and author of the book ‘Robotrevolutionen’ (‘The Robot Revolution’).

FIVE REASONS TO intelligent it should be and whether doing something you should not, it DEVELOP A CHATBOT it has to be able to interact with the can ask whether you want it to ask 1. Your human employees company’s other systems. If the bot the manager for permission. This will have more time for has to learn how to understand can of course affect the relationship personal service to those language, they need to link in artifi- between employer and employee, customers who really cial intelligence (AI). but also between customer and need it. Put simply, AI sorts how words company, where there is a major 2. The consumer avoids having to queue for belong together. The word ‘man’, for need for more modern personal data routine matters. The example, relates more closely to the legislation. chatbot provides imme- word ‘king’ than ‘queen’. By system- "GDPR will definitely not be the diate answers and is avai- atically analysing language, AI end of the story. My gut feeling is lable around the clock. decides how close together the that there may be such major bene- 3. The bot can be programmed to answer in words are in their meaning. fits in storing personal data that the many different languages "If the bot is to be able to discuss law will become more differenti- and the tone of voice is in specific areas, it must be ated." line with the rest of the programmed for this in a different He cites the two examples of company’s communica- way than for general questions. It healthcare and crime-fighting, tion. 4. You have the opportu- might be, for example, a bot that where the greater storage of nity to collect and analyse knows everything about a range of personal data can bring major bene- customer data after each furniture," explains Giovanni Toschi. fits. IBM’s supercomputer Watson interaction. has shown in tests that it can make 5. When done correctly, it’s A multilingual colleague better diagnoses than doctors. fun and creates a desire to interact over a long period With AI, it’s also possible to have "As diagnostic systems develop, it of time with greater oppor- customer service in several different will be unreasonable to resist." tunities for relationship- languages. Right now BotSupply is building. working with a developer in Dubai The breaking point is close who wants to build AI for Arabic- AI is described as the ‘electricity of Nine companies that speaking users. our age’, and those companies that are dominating the development of AI: "They can use our system to use it smartly will enjoy major → Google, Apple, Face- educate the language engine, and in influence that many experts believe never want to speak to robots, but advantages. For private individuals book, IBM, Microsoft, return we get a new language." we need to be most aware of. many will discover the benefits." it will also be an indispensable way Amazon, Alibaba, Tencent As a startup, it is precisely this The Swedish economist Stefan of finding relief in a stressful and Baidu. joy of innovation that is their Fölster has just issued a book enti- Keeping track of data everyday life. For the time being, Message platforms primary competitive tool. At the tled ‘Robotrevolutionen’ (‘The Robot A robot can feel more reliable, as it Stefan Fölster describes chatbots that use bots: moment they are unable to offer Revolution’). He describes the use of has all the latest information and and digital assistants for private use → Facebook Messenger, Telegram, Slack, employees in the network high robots and AI as a shift in society treats everyone the same. as being fun but a little cumber- WhatsApp and KiK. wages, but they do have the freedom with massive consequences. Swedish bank SEB is one of many some, but we will soon reach a to work on the thing about which ‘Ultimately there are existential major companies that have started breaking point. they are most passionate. issues. In contrast to previous tech- to experiment with digital systems. "Once this has been reached, they As with all new technology, nological shifts, which resulted in a Their customer chat function will spread extremely quickly. Just sometimes things go better, some- high standard of living, we’re now informs visitors that they will be like mobile apps. Initially they were times less so. One example of a bot dealing with the question of what assisted by SEB’s digital customer toys, but then enormous value that really had a bad time was makes us humans unique. Are we service employee, Aida. It’s in the appeared with services such as Microsoft’s TayTweets, which had to needed?’ area of AI where technical progress mobile banking and bank ID." be shut down after 16 hours when it This question is rapidly is moving most quickly, and the For a long time, Apple’s Siri led was transformed into an Internet becoming increasingly relevant in banking sector is believed to be one the way among voice-controlled troll. the workplace. As they become of the areas where it will quickly assistants, but competition is now "A bot is like a child. If you smarter and learn how to ask make a major breakthrough. Not on the increase from many sources. communicate with unpleasant follow-on questions, they will take just in customer service. A robot Google Assistant, for example, has people are first to adopt the tech- people, you become unpleasant. Tay over more of the interaction with such as Aida affects the transfer of developed a memory and can under- nology, and the adults then follow. met users who swore and told racist customers. Robots will be able to do knowledge within the company. The stand references to information Children who grew up with a smart- jokes," says Giovanni Toschi. most of what we can do, even better bot can train new employees and mentioned earlier during a conver- phone in their hand don’t hesitate than we can ourselves. But services human employees can in turn train sation. One clear trend is that we are to ask the voice assistant to play Not like in films need to be flexible so that it’s digital assistants. moving from screen to voice. Lady Gaga’s new single or to read a In science fiction films it’s not usual possible to switch quickly to a "This will also be generating a lot "It’s good not to be walking goodnight story about the robot to have highly intelligent AI units human employee when the need of discussions about integrity in the around staring down at a screen," chicken who sleeps under a banana threatening to take over the world, arises. future," says Stefan Fölster. says Stefan Fölster. leaf (say: ‘Siri tell me a goodnight but in reality it’s the human "There will be customers who When the bot sees that you are As usual, children and young story’ if you want to hear it). 26 27

SIMPLIFY – to be more competitive

Customers demand simplicity and speed. Anyone who fails to meet expectations can lose customers. The solution is opportunities for interaction, for example augmented reality and personalised videos.

TEXT:MICHAEL NILSSON ILLUSTRATION: OFFSET/SIMONE GOLOB

he arrival of the themselves,” says Nicola Millard, the same time, there are opportuni- digital age has Customer Experience Futurologist ties for greater integration through increased customer at the telecommunications this technology.” expectations of speed company British Telecom (BT). The camera in a mobile phone, and simplicity. It must for example, can be used by the also be easy to contact the supplier Reinforce reality customer to show a fault to the Tif something does not work. And the Demands from customers will not supplier, so that it can be assessed person answering questions must be easing in future – if anything, and resolved remotely. At British have knowledge in order to truly they will demand even faster Telecom they have started testing satisfy the customer. service. To be able to deal with this, another area of application: junior Anyone who succeeds in meeting companies need stronger opportu- engineers out in the field are being expectations will have an advantage. nities for interaction than they have helped by senior engineers in the This is because customers who at present. One way is to start using office via AR. experience simplicity are 40 per Augmented Reality (AR). cent less likely to stop being “I’m not yet sold on Virtual Personalise videos customers of an organisation. Reality as a tool for customer rela- Another way of increasing interac- “Expectations are a hygiene tionships, it’s most suitable as a tool tion with customers is to start using Another application is person- attention from customers. This customers to interact better than if factor for modern companies. for collaboration. Augmented films in a new way. According to alised videos, which have become can involve anything from a you send letters or email. People Customers want to have control and Reality, by contrast, is effective in Nicola Millard, video chats, for increasingly popular in the UK. friendly birthday greeting to really do look at these films – and they don’t want to waste their time. making life easier for the customer. example, are an excellent channel By developing a video template contract information or an educa- not just once, but twice. Some One of the major challenges for The reason is that you don’t need for expert advice, as they build up into which you can then automat- tional description of the custom- people have even looked at them 50 companies nowadays is to make it expensive extra equipment for AR, trust. Video can therefore be used to ically insert personal customer er’s pension forecast. times. You can’t achieve that result easy for customers to help all you need is a mobile phone. At offer advice on loans, for example. data, you attract a high level of “Personalised videos enable with a generic video clip.” 28 29

Nicola Millard, Customer Experience Futurologist at the telecommunica- tions company British Telecom (BT).

GAIN AN INSIGHT INTO THE EXPECTATIONS OF YOUR COMPANY

Analyse existing knowledge from customer service. And use one of the many market research methods available. That’s how to gain an understanding of customers’ expectations.

TEXT: MICHAEL NILSSON ILLUSTRATION: AURORA KROON PHOTO: BRITISH TELECOMMUNICATIONS MARKET RESEARCH CNES – CUSTOMER METHODS NET EASY SCORE Development of NPS from British Telecom, with the alternative o be able to meet data, there is one easy way of customer. That’s why it’s useful for and more easily customers’ expecta- getting to know the customer: ask. the operational business.” NPS – NET understood question PROMOTER SCORE tions, you must under- “Think about which data you This survey method makes it ACSI ‘How easy was it to stand what those need to be able to improve the busi- possible to see which part of the (NKI) – AMERICAN Measures long-term get the help you expectations are. And ness, and don’t ask more than two process is failing, for example if the CUSTOMER satisfaction through wanted?’, on a scale of 1–7, where 1 is the fact is that many companies are or three questions.” customer needs to contact the SATISFACTION the question ‘How INDEX (NÖJD KUND extremely easy, actually sitting on the answers As many customers are often company twice about the same likely is it that you T INDEX) would recommend supplemented by the already. asked to take part in surveys, it’s problem. It is also possible to our company to a follow-up question ACSI was originally CSAT – CUSTOMER colleague or friend?’, ‘Why?’. “Customer service is a strategic important to try and keep down the measure whether you found the developed for the SATISFACTION on a scale of 0–10, goldmine for data. If a lot of people number of questions, so that the right fault, sent the right engineer, Swedish market, SURVEY where 10 is extremely are talking about the same thing, for time when you have their attention repaired the right thing and where the method is CES2 – CUSTOMER likely. NPS is a Measures short-term called NKI, and SERVQUAL EFFORT SCORE 2 example, it means that there’s a is used as effectively as possible. whether it went well. popular method that satisfaction through compares customer problem that needs solving. When Nicola Millard also likes to use is considered useful the question ‘How satisfaction between Measures Updating of CES, in in predicting satisfied are you with the data is analysed, you can find CES and CNES CNES, Customer Net Easy Score, companies in the consumers’ expecta- which the question customer behaviour our service?’ on a CES – CUSTOMER patterns in customers’ expectations CSAT, NPS, KPI – there are many which is British Telecom’s own same industry. The tions and perceptions was replaced with the and is used to scale of one to five, EFFORT SCORE customer is normally in five dimensions: statement ‘The and then improve the offering. The different off-the-shelf methods that further development of NPS, Net compare against as well as an open asked to answer reliability, assurance, Asks the question company made it concern is that most companies are offer help in a market research Promoter Score. other companies. follow-on question to three different ques- tangibles, empathy ‘How much effort did easy for me to deal dissatisfied very bad at using their data,” says survey. Nicola Millard likes to use “It’s a popular measure that tions – about satis- and responsiveness. you personally put with my case’. The customers about Nicola Millard, Customer Experi- CES, Customer Effort Score. many companies have started faction with the busi- The survey uses a lot into dealing with your intention is to avoid what can be ence Futurologist at the telecommu- “CES offers fairly sophisticated using. As the method asks the ques- ness, how the busi- of questions, up to 60 case?’, on a scale of any confusion about improved. the word ‘effort’. nications company British opportunities for analysis within tion ‘How easy was it to get the help ness meets expecta- or more, which are 1–5, where 1 is best. put to the customer Telecom (BT). the customer journey so that you you wanted?’, you can easily tions and how the Used to minimise business is compared verbally and take friction in the can take action in time to snap up measure changes, for example with an ideal one – on over an hour for each customer experi- Which data is needed? anyone who’s dissatisfied and is at customers’ experiences before and a scale of 1–10, where respondent. ence. Apart from analysing the existing greater risk of stopping being a after a change on the website.” 10 is the best. 30 31

Making an analogue service digital is simply a technical shift. Proper digitalisation occurs only when companies take on board the Internet generation’s behav- ioural patterns. This is the view of TEDx speaker Ashkan Fardost, expert in digitalisation and disruptive technology.

TEXT: CHARLOTTE LUNDQVIST PHOTO: OFFSET/DAVID PRINCE, JENNY LEYMAN HAVE YOU shkan Fardost is a researcher, TEDx MISUNDERSTOOD speaker and lecturer in the field of innova- tion and digitalisa- THE TERM tion. For those who were checking Aout P2P sites in the early 90s he is also something of a legend – known as the teenager who hacked Napster. As an aspiring musician, he found a gap in the file-sharing program and added his own songs to the albums of world-famous artists. The wider distribution meant that his music reached more people, and soon he DIGITALI- was able to sign record deals with both EMI and Armada Music. 20 years later he still maintains a curiosity about digitalisation, while the music has been put on the back burner. “The basis of digitalisation is not the technology, but its impact on SATION? human behaviour,” says Ashkan Fardost. The nerd culture to which he 32 33

The Internet has linked up three billion human brains to create one single great collective consci- ousness, and this has enormous consequences.

ASHKAN FARDOST

Age: 32 Lives in: Stockholm himself belonged when he went to reviews hotel carpets in detail to a receptive actors who can quickly Occupa- Kista Library and borrowed a manga forum for young people. No identify the customer’s needs. tion: Speaker on computer is something he now sees subject is too narrow or too odd. the impact of digita- on a mass scale, as all children grow Good examples lisation on society, What differentiates a human collaborator at up with a and tablet. To name one example, Max, the Hyper Island and “A lot has happened, but social being from a machine? Swedish burger chain, picked up a investor. institutions haven’t kept up with it. According to Ashkan Fardost, a remixed version of their Oumph! Education: PhD in Making an analogue service digital human being’s driving forces are burger that was circulating among Organic Chemistry is not the same as digitalising.” not found in the classic hierarchy of vegans online. at Uppsala Univer- To emphasise the difference, he needs with its component parts “More and more people were going sity Currently: Nomi- uses the English term digitisation such as food, love, heat, safety and into their restaurants and placing the nated as Speaker of as the name for the technical tran- money. same special order,” explains Ashkan the Year 2017 by sition, while true digitalisation also “That’s what we see on the Fardost. Talarforum, writing covers a social change that requires surface. What people want is to The meal is now a fixed item on his first book about immortality projects new ways of thinking on several resolve the conflict that we have their menu. Their speed of response in the Internet age. levels. Digitalisation at a social level with a consciousness that tells us created a totally different kind of is about how we will reside, create, that we are going to die. People do loyalty than if they had asked a celeb- live and work. The Internet has that by coming up with immortality rity chef to create yet another varia- linked up three billion human projects.” tion on French fries. Consumers brains to create one single great It is here, at the very core of discovered that the company was collective consciousness, and this existence, that Ashkan Fardost listening and that they could have an has enormous consequences. wants to observe the effects of digi- impact. talisation on mankind. To be able to act quickly, compa- Digital tribes spread knowledge In the past, security, stability and nies must be agile. As a teenager, Ashkan Fardost lost a steady income were the most “They must let employees do their respect for the knowledge served up important things we could achieve thing and not have such rigid struc- in the news and at school when he in order to provide for the family tures,” says Ashkan Fardost. could start searching for informa- and contribute to welfare. Now it One company at the forefront of tion online himself, comparing can be a job at Tesla in order to this trend is the British airline and different sources with each other. contribute to kicking out fossil fuels entertainment company Virgin. In An intuitive criticism of source and saving the world. 2014, CEO Richard Branson abolished emerged, as did an ability to imme- “Employers are no longer just regular hours of work and let his diately learn what he needed to issuers of pay cheques. With the employees work where and when instead of waiting for an adult to Internet, we’ve started to look at they wanted. explain it. how others achieve self-realisation. The connected society no longer “People ask me to talk about the That offers another perspective,” requires that we sit at our desks from technical process. But I have my says Ashkan Fardost. 9 to 5, the important thing for the childhood in my head. Everything People still want security, but if employer is what employees have that affects behaviour and expecta- young people don’t feel that they delivered when the week is over. Moti- tions must also be part of digitalisa- can be creative and shine at their vation arises through a shared vision tion.” workplaces, they move on. and the opportunity for employees to This development is in many In the digital society, we create make a creative contribution to it. cases driven forwards by small, with and for each other. Everything Companies that want to go on a informal communities on the is a dialogue. This means that successful journey of digitalisation are Internet. Ashkan Fardost refers to consumers want nothing to do with advised by Ashkan Fardost not to just them as a digital tribal community companies that do not communi- latch on to the latest technological in which you will find like-minded cate. Loyalty arises through co-crea- trends, but also to become aware of people to share information with, tion. Those companies who want to how the members of the Internet whatever you choose to dedicate continue as they always did risk generation want to achieve self-reali- yourself to. From the group that being overtaken by smaller, more sation. 34 35

he dizzying pace of technical developments over the last 20 years has resulted in a greater need for data protection for private individuals. TSince the decision on a new data protection regulation was made by the EU, it is above all the tough penalties that have attracted atten- Good management of tion. But legal expert Niels Dahl- Nielsen from the law firm Synch thinks that companies should instead raise their sights and see how they can use GDPR for their benefit. "Private individuals have now lost control of their data, and they’re not confident that they can disclose information to companies. GDPR PERSONAL DATA aims to safeguard the rights of people who are registered, which can enhance your brand The new data protection regulation will means that people will be happier to disclose information." provide benefits to those companies that Disclosing personal data can provide many benefits that you nurture their customer relationships. want as a consumer in the form of smoother transactions and better customer service. A problem arises That is the view of legal expert Niels when it is passed on to a third party or used for something you do not Dahl-Nielsen from Synch, who has spent want.

the last year helping companies with the Strong pressure on GDPR consultants transition to GDPR. Synch has had GDPR on the agenda since the regulation was adopted. TEXT: CHARLOTTE LUNDQVIST PHOTO: JOHAN KALÉN, JENNY LEYMAN The nearer they come to the 36 37

Niels Dahl-Nielsen is a legal expert at the Synch law firm in Copenhagen. The firm focuses on innovation and tech- nology, and has had a hectic period ahead of the introduction of the data protection regulation (GDPR).

THE EFFECTS OF GDPR INCLUDE: We often view → Anyone who handles transition, the more companies are personal data needs to getting in touch. Many businesses document what the ourselves in Scandinavia are wondering what they can and processes are like and how personal data is as role models. But we’ll cannot do, and the legal experts at handled. Synch are busy in both Sweden and → A risk analysis must Denmark, visiting trade fairs and be conducted that also have to prepare for conferences. includes storage and "I don’t believe that everything transfer via the tougher controls." will be in place in May. But everyone company’s IT systems. → In some cases a is aware and the general level of responsible data data protection will improve." protection advisor may As a company, you have an oppor- need to be appointed. tunity to position yourself as → As a private individual, responsible and consumer-friendly you have the right to access your personal if you have done your work on the data, to take it with you transition. and/or to have it "I believe that customers will go deleted. to those who have prepared them- → Personal data we have low levels of corruption, selves, while those who hoped that includes: name, email, stable democracies and good econo- photos, banking infor- they could wait will lose market mation, medical infor- THE GENERAL DATA mies. Niels Dahl-Nielsen believes shares." mation and IP PROTECTION that this is why we are more relaxed In a business that processes data, addresses. REGULATION in our handling of personal data, as all employees need to be involved → The full text of the → The General Data this is not something we have been and able to show how they work on regulation can be read- Protection Regulation forced to look out for. Many authori- this issue. One initial step is to eugdpr.org. (GDPR) comes into force ties are currently being criticised for review the data you have, what you on 25 May 2018, repla- not having adequate protection. cing the Data Protection do with it and who has access to it. Directive from 1995. This ‘"We often view ourselves in Email also counts as data, and GDPR is the biggest change in Scandinavia as role models. But applies not only to customers, but the field of data protec- we’ll have to prepare for tougher also to suppliers and HR. tion in 20 years. The aim controls." is to give citizens "If you’re a small company the control over their As an example, the person who demands aren’t as tough, but you personal data. There are provided personal data must be able must prepare," says Niels Dahl- tough penalties facing to send an email and quickly receive Nielsen. anyone who fails to all of his or her data. In the past, meet the new require- ments. Companies risk customer data was often seen as Harmonised provisions fines of up to 20 million something that companies own and Legislation is the same in all euros or four per cent of can do more or less what they want member states, and he believes that their global annual with. Now customer data is instead this will make it easier for new turnover. something that companies have business startups to grow. As a borrowed and that they may need to startup now, you have to familiarise give back. yourself with data legislation in 28 Regardless of whether you choose countries. This is a major task that to do the inventory yourself or bring often requires extensive legal assis- in expert help, Niels Dahl-Nielsen tance. As of 25 May, there will only advises businesses not to wait for be one law throughout the whole criticism, but to start now. If you EU. have tried to do the right thing and In Denmark, the new regulation consulted a legal expert or IT expert, represents a significant tightening, this is a benefit, even though you and the same is true for many may be forced to supplement it. Nordic countries. We traditionally "I believe that it can be very have a high level of trust in the helpful to be able to show that you population thanks to the fact that have made an effort." 38 39

Post is distributed less and less frequently in Finland. So it is important for the company to have OK PERINTÄ a channel where they know that letters are sent out quickly and correctly. → OK Perintä was OK Perintä has been using PostNord Stralfors as a founded in 1991 by Kaj supplier for almost a year. The switch went smooth- Ollila and Kennet ly. "We were able to transfer our files straight across Kronman. They have to PostNord Stralfors’ system," says Jennie Flink, OK been part of the Perintä’s Director of Operations. B2Holding Group since 2012. The biggest companies that engage OK Perintä for their debt BETTER collection cases include Securitas Oy, Folksam Skadeförsäkring Ab, Finkraft Oy and Fixura Oy. The company has was performed of the company’s half a million active debt mailings. This meant that they collection cases and found out how the customer 200,000 active DIALOGUE debtors. receives their particular informa- TO PREVENT RECORD OF NON-PAYMENT The solutions used tion and which details were difficult from PostNord to locate on the invoice. The most Stralfors are: important information has now → Eye tracking been positioned more prominently This technology is used by means of small adjustments to Through increased dialogue and adult education, the to measure what customers look at, as the layout. debt collection company OK Perintä aims to help its well as how long and in They have now also chosen to debtors to make better financial decisions. The message which order. This infor- perform some segmentation in their mation is then used to mailings. The first letter sent out ‘the collection company of the new age’ is being analyse, evaluate and looks more or less the same for improve your communi- communicated in many different channels, and the cation. everyone. But in cases where OK → Print & Enclosing Perintä needs to send additional invoice has been given an updated design following an Stralfors takes care of reminders, the letters have been eye tracking analysis from PostNord Stralfors. everything from given an even clearer focus on processing incoming encouraging the customer to make data files to printing and contact with customer service. In TEXT: CHARLOTTE LUNDQVIST PHOTO: CATA PORTIN inserting the consign- ment in envelopes. some cases, a suggested personal settlement plan is also sent. "We get really good feedback on that."

Smooth alternatives ll people must have to focus solely on the creditor, but so that the problem doesn’t esca- settlement plan if you are unable to respond to questions in the The customer now also has an the knowledge this has changed. We’re now just as late," says Jennie Flink. pay the whole debt at once. comments fields. There is also a chat opportunity to receive invoices and required to manage much the debtor’s representative. A good start is to reduce the The aim is that OK Perintä shall function where debtors can ask notifications digitally. As a comple- their private We want to help people to get their threshold for people to be willing to contribute to reducing the number questions about personal matters. ment to paper mailings, OK Perintä finances well,’ says finances under control," she says. ask for help. All communication of records of non-payment in uses both email and text messages. Jennie Flink, Director of Operations targeted at customers involves Finland. The invoice the most This can, for example, involve Aat OK Perintä. The value of money active work to remove the sense of "There’s a major taboo associated important channel reminders when the due date on the She has just given a presentation increasingly abstract shame associated with payment with payment difficulties in many The first contact with the debtor invoice is approaching. of their new profiling approach at In recent years there has been an problems. Jennie Flink believes that countries, and we notice that it’s often takes the form of a reminder Many older people want all the Smarter Communication Day in increase in the number of people many people would be amazed if bigger in Finland than in Sweden, being sent out following an unpaid communication on paper, while the centre of Helsinki. The company experiencing payment difficulties in they knew how common it is to fall for example. Finns are more invoice. This places tough demands young people appreciate being able is described as ‘the collection Finland, not least among young into debt. As one of the biggest reserved and proud. If you experi- on clarity and a good tone of voice, to pay with their mobile. company of the new age’. A more people. One reason is believed to be credit companies in Finland, they ence problems, it can feel as though both to communicate the compa- Jennie Flink believes that at the solution-oriented approach has that the value of money is perceived have more than half a million active you’ve failed." ny’s values and to avoid unneces- moment we have only seen the given them not only more satisfied to be something increasingly debt collection cases. But it is still As a debt collection company, one sary calls to customer service. beginning of the development of customers, but also more settled abstract as cash disappears and something that not many talk of their most important tasks is now If you, like many of the younger mobile payment solutions. For the invoices. more and more payments are made about, even to friends and family. to encourage people to be bold debtors in their register, have never good of young people, she also hopes A hundred or so listeners have electronically. But also that financial enough to get in touch before they before been in contact with debt that the future brings smooth, inte- gathered in Finlandiahuset, many of knowledge is lacking. Flexible solutions end up in the hands of the Enforce- collection, you have to understand grated budgeting tools that make it them wanting to ask questions "The new Finnish curriculum For people who find it difficult to ment Authority. As one element of what it is and how it works. easy to get finances under control. when Jennie Flink has finished places more focus on issues relating pay their bills, they almost always this, they have an active presence in In connection with OK Perintä "If people think that private talking. to private finance, which we believe manage to find a solution. They can, social media, not least on Facebook, engaging PostNord Stralfors as a finances are boring, they must at "Debt collection companies used is good. We need to help each other for example, help to draw up a where they are happy to discuss and supplier, an eye tracking analysis least be easy," says Jennie Flink. How willingness to pay is affected by the customer experience

hen we are model. That’s the person who serves about to you deep fried grasshoppers for make a dinner and is already planning to purchase as buy a solar powered car. And of a consumer, course that person is glued to their we consciously and unconsciously screen for Apple’s launch events. weighW up different variables against Do I have any alternatives? one another in order to find the best Everyone knows the price of a alternative. And price is not always litre of milk. That’s a product with a the deciding factor. An online shop low level of price elasticity. The offering the latest mobile phone at a same applies to services such as lower price than a physical shop doctor’s appointments and bus might still lose out on the sale if the travel. If the price goes up, there’ll customer is going off on a long trip be an outcry for a week or two the next day and needs the phone before you get used to it. The price is right away. Lise Bergman Nordgren expected and the alternative is SEBASTIAN LINDBERG PHOTO: is a PhD in Psychology at Karolinska virtually non-existent. Lise Bergman Nordgren, PhD Psychology Institutet and an expert in human What added value do I get? at Karolinska Institutet. behaviour. She identifies five factors A glass of wine from a Tetra Pak that affect the perception of value might be the finest wine you ever for money. drank if you open it in a beautiful How familiar am place together with someone you Home deliveries and smooth I with the product? like. The context has a direct impact returns can persuade the consumer If we already have a similar item on the experience of value. There not to go to a shop. or a product of the same brand that can be a sense of exclusivity in Ultimately, which factors are we’re happy with, that will increase experiencing personal service in a prioritised is an individual matter. the incentive to buy more of the nice shop or in basking in the The price should be viewed as a same, even if the product has gone reflection of an influencer’s glam- suggestion in an ongoing negotia- up in price a little. The loyal orous existence when we eat the tion. Even if a shirt in a sale was customer places a high value on same yoghurt for breakfast. originally priced at SEK 1,299, there’s peace of mind. How available is it? nothing to say that someone was Is it new? A physical product that you can actually prepared to pay that. At the In direct contrast to the previous feel or try out might cost a bit more end of the day, it’s always the group, we have the colleague who is than if you buy it online. But it’s not consumer who decides the value of always the first to have the latest the only way to create availability. a product.