Chatbots preventing fraud. Strong finishmeans more satisfied customers.Html invoices increase freedom of choice. Neuroscience measures the effect of your communication.

– creating the brand communities of tomorrow communication magazine #2 2018

ARE YOU DIGITAL ENOUGH? 02 03

We are PostNord It takes courage Strålfors PostNord Strålfors develops and provides communications solutions that give companies with numerous customers and to change suppliers completely new oppor­ tunities to establish stronger and more personal customer relation- ships. With our digital platform, we deliver seamless communication, n many cases, the position we regardless of which channel the Which cover did take on digitalization is a matter recipient requires. PostNord ­Strålfors is part of the PostNord you get? We have of attitude. Some people follow Group, the leading supplier of ­prepared three different ver- developments in the technical communications and logistics sions for this issue, to demon- universe with excitement and services in the Nordic region. strate how we can use relevant see endless opportunities opening up We run operations in Denmark, data to personalize our communica- tion for specific recipients. This is before them, while others take a more Finland, Norway and Sweden, I where our 750 employees generate ARE YOU DIGITAL ENOUGH? just one of the ways we can help cautious approach to everything new sales of SEK 2.1 billion (2016). you establish individual rela- and would rather change as little as Only the customer can determine if your range is in synch with the market. tionships – with the focus However, in an increasingly digital society, we know that freedom of choice on the customer. possible. Something we at PostNord brings competitive advantages and those companies that manage their customer Strålfors have learned is that a digital data most smartly have the greatest chances of being relevant. way of working has just as much to do with creating a positive mindset as with actually implementing new technology. As Thomas C. Redman says in the inter- You can always find the latest news about communication solutions at view on page 34, it is oftentimes manage- stralfors.com ment that determines the extent to Ylva Ekborn which the customer data collected affect Join our group if you’re looking for a 6–9 10–17 CEO, PostNord Strålfors Group decision making, and the impact they Neuroscience measures Freedom of choice have on the business. Being open to new job or doing business with us: linkedin.com/company/stralfors the effect of administrative led to greater customer ways of doing things demands courage – communication satisfaction for no-one goes from 0 to 100 overnight. – this is what goes on in your Skellefteå Kraft. But at the end of the day, neither you Subscribe to our newsletter brain. Karin Nilsson is respon- Eva-Lena Berglund nor I decide what is a suitable level of in Swedish, Danish, Norwegian sible for the initiative. explains how. digitalization. The customer does. As or Finnish – visit stralfors.com/­ newsletter competition becomes tougher, and the goods and services on offer become increasing similar, the companies that will succeed are the ones that are most 18–19 26–29 familiar with the customer. As a Take a stand against Communication for company, you need to know how poor customer service every step of the customers want you to interact with Good customer experiences customer journey them and through which channel – and boost business value, says Margareta Boström Daniel Ewerman. on how to set up a Smarter Communication Magazine which needs exist in every stage of the is published by PostNord Strålfors Group AB customer journey. Only then can you channel strategy. Responsible publisher: shape your range and communication Elisabeth Wesselson, to make it truly relevant. Head of Staff [email protected] And we’re happy to help! Production: www.valuenotnoise.se 32–33 34–35 Art Director: Multiple invoicing options Digital courage Kim Alm/Ingrediensen AB Freedom of choice is The right management is Translation: ­important to Ikano’s custom- essential to make the most Translator ers, explains Tuuli Lehmusto. of your data, explains Printed by: Thomas C. Redman. PostNord Strålfors, Tandsbyn Cover illustration: Erik Nylund 04 05

Best at digitalization Nordic people’s views BOOK TIPS in the Nordic region on advertising mapped Requirements on digital maturity are rising as What would you do if you had a brand that needed to achieve maximum visibility? This is the question PostNord, in partner- SHAPING THE FOURTH global competition becomes progressively ship with Ungdomsbarometern (The Youth Barometer), put to INDUSTRIAL REVOLUTION tougher. A new survey indicates that Swedish around 4,500 people in Denmark, Finland, Norway and Sweden. By Klaus Schwab (2018) The answer was not one channel, but several; 9 out of 10 respon- A fourth industrial revolution companies are lagging behind when it comes dents stated they would use a combination of physical and is about to wash over us, with to digital development, while Finland and digital communication to boost the chances of getting the revolutionary consequences for message out. Among millennials, the figure was 8 out of 10. our working lives. So argues Norway are at the head of the field. Lisa Farrar. PHOTO: NORDIC CHOICE HOTELS “This study clearly shows that today there is no single Klaus Schwab, founder and exec- channel or method that holds all the aces. The logical conclusion utive chairman of the World of this is that you have to combine physical and digital channels Economic Forum. His new book Finland and Norway are home to companies that have come to achieve a good effect,” says Karin Nilsson, Nordic Insight is a sequel to The Fourth Indus- farthest in their digital development. This is one of the findings in Nordic Choice Hotels Manager at PostNord. trial Revolution (2016). The emphasis in his the report from the consultancy company BearingPoint, which has previous work was on how AI, biotechnology studied the biggest companies in the Nordic region. The report use block chain to and cryptocurrencies are changing how we live states that the gap between domestic companies and international and work. In his new book, he develops his FIVE FIGURES digital leaders is widening. Staple goods and energy are the areas eliminate middlemen reasoning and shows how business managers FROM NAC that are making the biggest gains in the sector rankings, while can prepare for the future in order to ensure media companies are losing ground. The media industry was previ- Nordic Choice Hotels is looking to sidestep the Read the study (in Swedish): positive change. http://dm.postnord.se/ladda- 28 percent ously one of the leaders, but is now finding it hard to keep pace dominance of the hotel heavyweights by using hem-nordic-­advertising- of millennials with development. a new platform based on block chain tech- compass-har/ have been positively DIGITAL DARWINISM: “First and foremost, these companies have not yet embraced nology. surprised by advertising Survival of the Fittest in the Age new digital opportunities such as chatbots, AR and AI solutions. The international booking chains admit- they have received of Business Disruption They seem rather to be focusing on what was considered ‘cutting tedly hold a strong position in the industry, but in their mailbox By Tom Goodwin (2018) edge’ a few years ago,” relates Louise con Blixen-Finecke, Partner they also take up to 25 percent of the sales over the past at BearingPoint. price for a booking. Petter Stordalen’s Nordic month. How can your company survive This is the third year that BearingPoint has examined how Choice Hotels are now looking to break the new digital challenges? As digi- mature the biggest Nordic companies are with regard to their oligopoly of the booking sites. talization is progressively digital interaction with customers. The report, entitled Digital “We’re working to get all guests to make 70 percent changing society, the new leaders in the Nordics examines the performance of 80 Swedish, their second booking with us directly,” says of Finns use reality is also affecting compa- 70 Norwegian and 53 Finnish companies in the fields of digital Lisa Farrar, Digital Manager at Nordic Choice WhatsApp. nies and their strategies from marketing, digital product perception, ecommerce, e-CRM, mobile Hotels in an interview with the newspaper the bottom up. Tom Goodwin is services and social media. Dagens Industri. a lecturer, consultant and head Among the digital leaders, the telecom industry tops the list Nordic Choice Hotels has elected to join the of innovation at Zenith Media. By explaining with a score of 7.25 on a scale of 4 to 10. Telia is the company that Windingtree platform – an open platform what we can learn from companies that have has achieved the greatest success in digitalization in Sweden. based on block chain technology. It is financed 59 percent changed the world, he sets out ideas for ways to “We can see that some of the industries that were previously through token sales, which is a popular trend of Norwegians survive in our post-digital universe. among the leaders in our study – such as media – are now unable in the field of cryptocurrencies. Nordic Choice use Snapchat. to keep pace with development, which is quite surprising,” says Hotels and other companies can offer bookings Louise von Blixen-Finecke. directly from the platform, which functions as DRIVING DIGITAL: a database from where third-party suppliers The Leader’s Guide to Business Transformation Through Technology can collect information for their own websites By Isaac Sacolick (2017) and apps. 44 percent By using a block chain, they can run trans- of Finns say As a company, it is easy to direct mail campaigns THE COMPANIES THAT TOP THE 2018 LIST actions that do not pass through a central are a good way become stuck in a rut. And operator which, like the big booking sites, to reach them. without innovation, many DNA, Finland (8) Telia B2B, Sweden (7.5) takes a large bite out of each transaction. companies risk being overtaken Telia, Finland (7.75) Qliro Group, Sweden (7.5) by young start-ups. So what FINN.no, Norway (7.5) Tele2 B2C, Sweden (7.5) Today, hotels pay a lot of money to interme- Telia, Norway (7.5) Tele2 B2B, Sweden (7.5) diaries who link the booking system up with should you do to create digitali- Telenor, Norway (7.5) Clas Ohlson, Sweden (7.5) third parties. If the block chain technology 22 percent zation that lasts? The new book takes off, they stand to save up to SEK 50 of Finns watch from IT Director Isaac Sacolick million a year on technical costs alone. linear TV almost is intended to help companies adapt to the And if it results in them becoming less exclusively. digital era. With a firm action plan for business BEARINGPOINT dependent on the booking sites, they will have leaders, he explains skills such as how to formu- BearingPoint is an international consultancy company with Swedish offices in opportunities to save even more. late a digital strategy, how to assimilate new Stockholm and Malmö. The company specializes in management and technology, Windingtree is currently used by operators technology, and how to make your company and is represented in 22 countries. including Lufthansa and Air New Zealand. competitive both now and in the future. 06 07

Tobii 2 Pro Glasses, which register visual atten- tion, are used for eye tracking, while an ABM X-10 EEG, whose electrodes measure brain response, WITH A SENSE is used for brain scanning. FOR COMMUNICATION

Using technology that was previously reserved for the world of research, PostNord has taken a look at how our subconscious reacts to administrative communication. The study reveals that hard-copy information still attracts a high level of attention, while the digital mailbox remains a challenge.

TEXT: CHARLOTTE LUNDQVIST PHOTO: SPOON

pportunities to via administrative communication communicate with such as bills and civic information. customers are Karin Nilsson, Nordic Insight increasing in step Manager at the PostNord business with the appearance area “Communication Services,” is of new channels. At the same time, responsible for the initiative. Ocompanies are finding it increas- “A lot of companies run market ingly difficult to determine what surveys to find out more about atti- produces the greatest effect. There is tudes and trends. With neuromar- therefore more than a little interest keting, however, we look at a deeper in being able to “look inside the level; we can measure how the brain mind” to establish how recipients reacts to different types of commu- actually react to communication. nication, which gives us a better This is one of the reasons why understanding of both the neuromarketing is currently gaining conscious and the subconscious.” momentum as a survey method. In collaboration with Neurons Inc Eight million measuring points and Ipsos, PostNord has conducted One of the questions PostNord two of the biggest neuromarketing wanted to look into with Behind the studies in the Nordic region. In 2016, mind 2 was the issue of whether fully 200 people took part in the first administrative communication can study – entitled “Behind the mind” – be used to build relationships. A which examined how recipients total of 63 people took part in the reacted to advertising in both phys- study, jointly generating more than ical and digital channels. It was the eight million measuring points and first study of its kind to use real providing a solid base of data from brands and real campaigns. The find- which to draw conclusions. ings indicated that a combination “For qualitative studies of this produced a stronger effect than the kind, you usually start to identify separate channels on their own, general patterns after just 15 inter- especially if the combination started views.” with physical advertising and Karin Nilsson was herself on site followed it up with a digital and tested the technology. campaign. “The subjects were given a pair of In February 2018, the follow up – eye tracking glasses to wear, then a “Behind the mind 2” – was number of electrodes were fastened conducted, focusing instead on to their heads using a cream.” opportunities to build relationships The equipment registers what the 08 EEG brain scanning and eye tracking are used to measure participants’ emotional and cognitive responses while pinpointing precisely what they are looking at.

person is looking at while simulta- generally produces the highest FIVE INSIGHTS FROM neously measuring stress, motiva- emotional response. One explana- BEHIND THE MIND 2 tion and involvement with a cogni- tion for this is that stress levels are 1. Printed material tive curve. “The test took about an lower for physical communication generates positive hour per person, and left everyone than for communication via digital emotional engagement with a bad hair day,” shesays with a channels, and this makes the and is read carefully. laugh. respondent more receptive to the 2. The digital mailbox is information. primarily appreciated by Greater knowledge young people, who read “Paper increases the likelihood of the information just as about the brain the message being read in its carefully as on paper. Neuroscience is the study of the entirety. The reader is more focused 3. Email via cell phones nervous system – i.e. the system that and has longer observation values,” makes high demands sends signals from the brain to says Karin Nilsson. on ensuring that the message is a good different parts of the body. The Printed material is also appreci- match for the channel, science is applied in a variety of ated for making the information because stress levels areas to improve knowledge of easier to store. are high. “Concise infor- emotions, mental processes and However, it is not the only mation and one message at a time” is a behavior. In the context of neuro- channel that generated good results. necessary strategy if the marketing, researchers study how The digital mailbox produces lower information is to reach the brain reacts to communication. cognitive stress than other digital the recipient. The method was previously channels, and is appreciated first 4. Choice of channel almost the exclusive preserve of and foremost by young respondents. depends on the content; the more scientific researchers, but as the The message is read just as closely sensitive the informa- technology has become more readily as on paper, and it generates both tion, the higher the like- available, it has become possible to motivation and emotional engage- lihood that the recipient use it for commercial purposes. ment. will choose printed There is an old saying: “People material or a digital mailbox. don’t say what they’re thinking, Cell phones cause stress 5. The design of the don’t know what they’re feeling, and Emotional information received via message affects how it don’t do what they say.” To put it a cell phone produces high levels of is received. Personal- rather bluntly, this is the reality stress, which makes it hard for the ized and shaped marketers have to deal with. The big recipient to focus on the message, messages boost moti- vation; this applies in advantage of neuromarketing is the and in many cases, the design is not particular to email read reliability of being able to see how adapted optimally to the channel on computers and to the respondents react and behave. either. For the message to reach the printed material. This makes it possible to dive down recipient, it is important to shorten beneath the surface in a way that is the volume of text and process one almost like something out of topic at a time. It is only when you How the study science fiction. succeed in lowering the cognitive “It’s tough to argue against this stress that the chances of emotional was conducted kind of insight,” says Karin Nilsson. engagement increase. 63 people in the age range 18–70 were asked to study Thanks to these surveys, Post- Responses also differed three different types of administrative communication: Nord has built up a better image of depending on the gender and age of how the brain reacts to different the recipient. Email, for instance, is → A credit card statement types of communication. Under- a channel that is more likely to → A bill from a telecoms company standing the recipient makes it stimulate a response among men → A direct mail shot containing civic information possible to target communication as aged 56+ than among women and accurately as possible with regard to other age groups. The interview subjects were presented with channel and recipient alike. Young people make stronger the communication in three channels: “This means that both our demands than older people on how → Print customers and their customers will the information should be designed → Email be more satisfied.” in digital channels. If it is poorly → Digital mailbox The intention with Behind the suited, they lose interest. mind 2 was to understand how Design is another factor which Results were measured on the basis of four factors: administrative communication affects how the information is influences the brain on the basis of received. When you add in relation- → Cognitive load → Motivation how sensitive the information is, ship-generating messages, both → Emotional engagement how it is designed, and which motivation and the emotional → Visual attention channel is used to communicate it. response increase. Printed material The findings indicate that in particular makes big gains from To find out more and download the report (in Swedish), printed material is the channel that personalizing the message. Karin Nilsson, Nordic Insight Manager at PostNord. see: dm.postnord.se/behind-the-mind-2 10 11 GREATER CUSTOMER SATISFACTION thanks to digitalization

Skellefteå Kraft is aiming to become the best energy company for Sweden. With the most satisfied customers in the industry, they’re well on their way.

TEXT: PETER JOHNSSON PHOTO: KASPER DUDZIK

kellefteå Kraft has internal resources. At the same time, switched from almost 100 it makes customer dialogue quicker percent hard-copy infor- and more direct. mation to a digital volume “It’s easier for us to run an of around 55 percent. The economical and efficient customer trigger was the new invoicing service department today. We talk to Ssystem that was launched almost customers where they are and want ten years ago and provided Skellefteå to be. SKELLEFTEÅ KRAFT Kraft with a scalable, channel-inde- “The tool we have with Strålfors pendent solution to build on. (Access) also makes it simple to Skellefteå Kraft is one of the five largest electricity “We made the first huge leap refine the setup and modify the generators in Sweden and when we introduced e-invoices for communication all the way up to the largest municipally our customers,” says Eva-Lena deadline,” says Eva-Lena Berglund. owned power company in Berglund, Head of Invoicing. the country. The digital journey is firmly Freedom of choice boosts loyalty Production is concen- deployed at group level, laid out in a According to the Swedish customer trated in northern Sweden, where the strategy with clear goals. And there survey ServiceScore, Skellefteå Kraft company has its own are many processes to digitalize. is the energy company that provides production facilities for “Simply put, it has to do with the best service in the industry. wind power, hydropower, three things,” explains Eva-Lena They have actually won this distinc- heat and bioenergy. Berglund. tion six years in succession. To find out more (in “We want to have the most satis- “I’ve just found out that we’ve Swedish), see skekraft.se fied customers in the industry, we been nominated this year as well, so want to be a completely green we have our fingers crossed for the company, and we want to become seventh time,” adds Eva-Lena more efficient as a business.” Berglund. “We want to learn more For a sustainable company, “I think the main reason why we about our customers and become even better,” says digital communication is an have such satisfied customers is that Eva-Lena Berglund, Head obvious choice. It protects the we’re hands-on and focused on of Invoicing at Skellefteå external environment and saves solving everyday problems. It’s not a Kraft. 12 13

Skellefteå Kraft was founded in 1906 when the city of Skellefteå was awarded a permit to build a power plant in Finnforsen. The business has expanded apprecia- bly since then.

Coordinating all the communication initiatives within the company means that cus- tomers encounter the same message in all parts of the customer journey. As digitaliza- tion partners, Hans Astermark and Jerry Johansson from PostNord Strålfors have a close working relationship with Eva-Lena Berglund and Skellefteå Kraft.

dead straight journey, but we demon- communication to all our customers and becoming even strate commitment, customer focus customers.” better,” adds Eva-Lena. and will, and confidence develops The objective is to view every- positively over time as a result.” thing from the customer’s perspec- A digitalization partner Hans Astermark, Key Account tive. This means that all communi- Skellefteå Kraft issues almost Manager at Post Nord Strålfors, cation must be run on the custom- 130,000 invoices every month, of concurs. er’s terms and be simple, identical which around 55 percent are digital. “Skellefteå Kraft is coming out on and cohesive – no matter which part The majority of these are e-invoices, top because they let the customer of the Skellefteå organization the but the number of digital mailboxes choose. They’ve understood that customer encounters. is increasingly quickly, and 11,000 ‘recipient power’ generates loyalty “We are constantly striving to invoices are now issued through and faithful customers.” improve, and this involves always this channel. The digitalization process has listening to our customers, for Skellefteå Kraft has also launched also paid off financially. For instance, and simultaneously mobile invoices as a service in part- example, Skellefteå Kraft has finding our more about who we are nership with PostNord Strålfors. succeeded in boosting its customer and how we are viewed,” says “We’re a pilot customer in stock without a corresponding Eva-Lena Berglund, who continues, Sweden, and thanks to a great increase in postage expenses. “We want to power the entire working relationship, we’re now in a “As an added bonus, it’s harder industry in a more customer-ori- position to automate this part of the for customers to avoid a digital ented direction.” flow as well,” says Eva-Lena invoice. Both our traceability and Berglund, who explains, our hit percentage have increased,” The entire customer journey “With such large volumes, it’s explains Eva-Lena Berglund. Skellefteå Kraft has identified a important to build up a good, tight great need for communication that working relationship. When it Speaking with one voice covers the entire customer journey. comes to sending out the files, we Another driving force behind the “Thanks to digitalization and all don’t have to do much at all. Post- digitalization of the group is the the new social channels, it’s possible Nord Strålfors takes care of all the desire to have Skellefteå Kraft to implement this. Moreover, it deliveries and always gets back to us viewed as a single unit by makes it easier for us to improve our with information about what has customers. This can be quite a chal- internal coordination.” been sent, how, when and where.” lenge for a company with multiple Over time, the company has also PostNord Strålfors has been business areas, especially when you noted that customer loyalty has involved as a supplier. throughout look at the internal processes. increased on account of the the journey from physical to digital “We deliver all kinds of products improved customer dialogue. customer communication. and services: electricity agreements, “It’s actually quite simple: we “There can be no doubt that electricity grid services, district listen and then meet our customers’ they’re one of our key digitalization heating and broadband to name but expectations as far as we can. partners. Without their customer a few. So you can see that it’s a real The next step has to do with us focus, we could never have come so challenge to maintain uniform learning much more about our far,” says Eva-Lena Berglund. 14 15

KNOWLEDGE generates good customer dialogue

New habits among consumers are blurring Customer Journey Mapping is a key FIND OUT MORE step,” explains Hans Astermark. the boundary between digital and physical He emphasizes the importance To find out more (in Swedish) about communication. of having all processes and flows in communication on the place before starting to communi- recipient’s terms, see: “We expect the same experience from the cate broadly with customers. https://www.postnord. “If you’ve done your homework se/foretag/foretags­ companies we communicate with, irrespective losningar/affarskommu- properly you can, for example, use nikation/kommunika- of whether we interact with them via our PostNord Strålfors’ scalable plat- tion-pa-mottagarens- cellphones, in the store, on our laptops or through form for distribution and dialogue villkor alike. This allows our customers to a tangible letter,” concludes Hans Astermark from do everything they want to – and Find out more (in Swedish) even things they haven’t yet identi- about Omnichannel PostNord Strålfors. communication: fied.” http://stralfors.se/ TEXT: PETER JOHNSSON PHOTO: KASPER DUDZIK omnichannel The recipient has the power At the same time as there are many oday, both design and area. It could be the marketing channels to choose between for communication have to department, the IT department or customer communication, recipi- be built up in one and the sales organization.” ents are increasingly demanding to the same way – so that In many cases, it results in choose for themselves how, when functionality is the companies trying to tackle the chal- and where they want to receive same in all channels. lenges too narrowly, without different messages. TCustomers must recognize you looking at the big picture. A majority even expect to be and get the same experience in all “In this situation, I always asked for their preferences. areas. At the same time, all the recommend running a workshop “This means that companies and company’s systems need to be able where the customer gathers all authorities that adapt to the recipi- to interact with each other in real departments that have a stake in ent’s wishes and adopt an omni- time. the solution to define areas of channel mindset have great poten- “It also means that the range of responsibility and the respective tial both to increase customer satis- services, functions and products challenges they’re facing,” says faction and to reinforce their brand. must be the same – regardless of Hans Astermark. It can actually prove decisive in whether the customer is using an “This is where I can help by iden- whether or not the company retains app or a website, or visiting a phys- tifying solutions that weren’t visible the customer,” says Hans Astermark. ical store.” previously.” There is no single communica- In his work as Key Account tion channel that is right for all Manager, Hans Astermark often Identify the customer journey messages to all people in all situa- Hans Astermark, encounters companies facing The next step is to turn the atten- tions. Communicating in multiple Key Account Manager at PostNord Strålfors, comprehensive organizational chal- tion to the outside and review all channels with partially differenti- helps customers to find lenges. the contacts customers have with ated content is a sure way to boost the right solutions. “They have to look at customer the company. loyalty. Some information has to be communication in a whole new “Both internal and external readily available, irrespective of way. It’s not unusual for a company understanding are required to sort where the recipient happens to be, to have one department that’s out these challenges and adopt full- while other information has to be stronger than the others in this scale omnichannel communication. easy to save. 16 17

DIGITAL TOOLS AND Are you OUTGOING CHANNELS → eInvoice is usually the first digital outgoing channel PostNord Strål- digital fors customers encounter. Customers choose this service primarily to save enough? costs and/or for environ- mental reasons. → Digital mailboxes (e-Boks, Kivra, etc.) are used to store all docu- Opponent, explorer or THE OPPONENT THE EXPLORER “THE PLAYER” THE PURPOSEFUL ONE THE INNOVATOR ments in the same safe place. This provides your You fight tooth and nail against digital You are testing digital solutions and You have a purpose and a goal for your All your initiatives are synchronized You’re always first to bring in all the perhaps pure innovator? recipients with full control projects, and almost all your customer feel comfortable communicating with digital presence and your customer and updated in line with the latest new, creative communication solu- and improved overview. Test how far you have communication is physical. A few your customers in this way. Unfortu- communication, but you still haven’t technology. Your customers enjoy tions. And, of course, your customers customers request digital deliveries, nately, you haven’t noted the same achieved the progress you aimed for. fully functional communication solu- have access to state-of-the-art → Email invoices mainly come in your digital so you let them have them through enthusiasm among your customers. The main reason for this could be poor tions in an omnichannel setup. You systems. You always have the right serve as a supplement for e-Invoices. This is probably because you are internal synchronization between the have everything in place, but don’t focus, but the solutions sometimes companies that have not journey. lacking a strategy and goals for your different departments, or because you dare test the latest innovations until appear a little too early, which makes it yet set up links to Kivra or digital presence. need to invest time and/or resources you know they’re worth it. hard for you to reap the full benefits. e-Boks. Digital mailboxes in your business system. have recently taken over a large share of these volumes. → Mobile invoices are first and foremost about simplicity. The system lets you take care of all your payments via your cell phone. You receive an SMS about a new invoice, log in using your BankID, check The dynamic model the invoice and then pay it straight away. This results in improved customer Jerry Johansson is a Customer Developer at PostNord experiences, a higher will- ingness to pay and shorter Strålfors, who works with all the company’s payment reception times. → Access Interactive is a communication solutions on a daily basis. web portal for customer communication which “We have a range of digital deliveries, spanning the provides full control of all full spectrum from simple, black and white PDF administrative routines and, at the same time, invoices to omnichannel communication solutions makes it possible to personalize the message. that support dynamic HTML documents,” he explains. → Dynamic communica- tion transforms customer information and invoices TEXT: PETER JOHNSSON PHOTO: KASPER DUDZIK Jerry Johansson. into interesting, interactive documents. The solution is he invoice is more than you simply make the necessary fully flexible and supports example, we can let them examine omnichannel delivery. just a document that details of their consumption or adjustments in a single place in our → Customer Journey tells your customers balance today, and use interactive tool. You then run the proofing Mapping is an effective how much they have to diagrams to present statistics. process automatically everywhere method for identifying pay for the products or This is called dynamic and in all channels – at the same improvement opportuni- services you supply. communication. Why? time. It’s easy to call up a preview on ties in each section of the customer journey. T“In many cases, it’s the only “Because you can send all types the screen for all platforms and The invoice is often an under-used channel for building relationships with customers. contact they have with your of messages adapted to match channels. Quite simply, it’s To find out more company in their everyday precisely the channel and device dynamic,” says Jerry Johansson. about solutions from lives. This makes the invoice an (cell phone, computer or tablet) the This, in turn, means that end ­PostNord Strålfors, see incredibly important part of your customer prefers – for example to a users can choose when and where BENEFITS OF DYNAMIC COMMUNICATION. stralfors.se/en communication as a whole,” digital mailbox, directly to their cell to receive the message. → You can add in a responsive and channel-in- → You can create interac- → As all digital material is explains Jerry Johansson. phone as an SMS, or to a mobile “You transform all information campaign dimension in dependent. tive elements such as built in HTML5, it is readily Jerry is a strong advocate of app.” and all invoices into interesting and parallel with the regular → You can include payment messages about consump- accessible on all platforms, mailings. tion, statistics and account and it eliminates the need making administrative communica- It also means that end users can interactive documents that your methods – such as click- → You can let partners able links in mobile details, as well as links to for customers to build tion more interactive. receive all administrative commu- customers are keen to read and participate in your mailings. invoices – in the communi- other websites. campaign sites them- “It’s all about giving customers a nication on their cell phones. explore. Dynamic communication → All communication is cation. → You can personalize all selves. more meaningful experience. For “When you set up your mailings, also supports omnichannel delivery.” communication. 18 19

ON THE CUSTOMER’S SIDE

Daniel Ewerman, author and lecturer, is one of the leading conventional roles upside down and It turned out that the auto-gen- more and more common. Thresh- opened the door to disruptive chal- erated messages were not func- olds have been worn down, and Swedish advocates of good customer experiences. He has lengers. If the customer is dissatis- tioning as they should. customers can easily switch devoted the past ten years to trying to root out poor service. fied and the company fails to react, When goods and services are without being bitter or angry. the disrupter will take a bite of the becoming increasingly similar to “There’s been a change in pie. your competitors’, the customer mindset, which results in a greater TEXT: CHARLOTTE LUNDQVIST PHOTO: VOLANTE “If I buy something from Elec- experience may have a crucial role tendency to switch.” trolux and Bring provides poor to play in how well you succeed. If a Daniel Ewerman believes we will service, there’s a domino effect.” supplier runs a better ecommerce see more personalized and better Who wins from a poor customer experience? orking as an organisationer lyckas – och andra inte The transport solution, too, solution, that will become a strong adapted services in the future. The Daniel Ewerman is standing up for better industrial (Customer experience: why some becomes a touchpoint bearing the advantage. success factor for finding out what service. designer at organizations succeed – and others supplier’s brand. the customer wants is to involve the beginning don’t). It is a book based on his own When it comes to customer Customers are more everyone in the organization. of the new experiences, and it is intended to focus, efficient data processing is a inclined to switch “Invite, involve and create millennium, Daniel Ewerman’s eyes serve as a tangible tool rather than a key factor for success. A lot of people The past ten years have witnessed together. If you’re just a small group, wereW opened to customer-oriented pompous, academic thesis. focus more on what they them- major changes to the landscape. you won’t succeed,” says Daniel development. While many compa- It took three years from the time selves don’t like rather than on Players who fail to work with the Ewerman. nies at that time viewed “the he wrote the first sentence to the what the customer says is customer journey risk being over- Good customer experiences must customer experience” as something time the book was published. He is important. One example of this is taken. be a priority in all areas of the busi- they could have a look at if they had now working on the fourth edition, long waiting times. It may be more We have not yet seen all the ness. time, he realized that there was and praise has rained down from all important to be put the customer consequences of the shift in power business value to be gained by sides. His objective has been, in his through to the right person who can from company to customer. Daniel showing consideration for the own words, “to root out sadistic solve the problem than simply to Ewerman expects them to appear customer. Today he runs the customer experiences.” provide a quick response. over the coming 5–10 years. company Custellence – a digital tool “People have long claimed that A thirty-minute wait where users Customer apathy – rather than for mapping the customer journey. the customer is always right, but can choose to have the company call loyalty – may well be the reason why “There were several of us who they generally only pay lip service to them back often proves to generate development is not progressing started taking an interest in the the concept. Companies have tended a better reputation among more quickly. There is such a thing customer journey at about the same to take the approach that ‘we in customers than a one-minute wait as false loyalty, which has nothing time. It was like the way cheese here are right, and the customers that leads to frustration when the to do with customer satisfaction, originally appeared simultaneously are stupid.’ It’s very much the wrong person takes the call. and everything to do with old in several places around the world. elephant in the room,” states Daniel “I must admit that I take my habits. DANIEL EWERMAN We were quite simply ready for it,” Ewerman. work home with me and study When Daniel Ewerman switched he says with a chuckle. customer experiences even when banks, he had the opportunity to Profession: lecturer, Social media give power study how both his old and his new CEO and founder of I’m shopping for myself,” says Custellence Every step counts to the customer Daniel Ewerman, and relates that he bank acted. Latest: Fourth edition of One of his important insights was Thanks to social media, that attitude recently ordered a snowboard “My old bank hasn’t been in the book: Kundupplev- that the customer’s journey often is now dying out. A shift in power online. touch at all.” else: varför vissa organi- isn’t linked to a specific transaction has taken place, which means that The board was delivered when he This means they missed the sationer lyckas – och – it may have started much earlier. just one dissatisfied customer can wasn’t home, because the order opportunity to win back a customer andra inte [Customer experience: why some Perhaps during a visit to a store, or wreak havoc. form did not contain a field where and prevent the customer talking organizations succeed in a conversation with friends. Every “Before, if you wrote a letter, the he could write that they should them down. – and others don’t] phase from then on – including the customer service department would press the intercom by the door. “It’s common to talk about (Volante) after-purchase phase – counts simply throw it out. But now even “So I had to pick it up from a loyalty and to say that customers toward the customer’s overall management teams have to start collection office. And it wasn’t there. who leave are disloyal, but I perception of the company. answering mail from customers. As At the same time, I received a switched because it was a little His ideas about the customer a customer, you can even mail the message informing me that the more practical. There were no hard journey resulted in his writing the CEO if you want to.” package would be sent back to feelings on my part.” book Kund­upplevelse: varför vissa This development has turned Germany if I didn’t collect it.” This type of action is becoming 20 21

Where are we heading?

In the Nordic countries, it is becoming less and less common to pay cash. The growth of digital payment solutions is developing at an almost explosive pace, and Mats Lewan, futures researcher, predicts that even greater changes in the world of finance are in the cards.

TEXT: OSCAR HJELMSTEDT ILLUSTRATION: JENNY LEYMAN AND KIM ALM 22 23

Our payment system has remained unchanged for a remarkably long time. FinTech is turning the industry upside down.

Futures researcher Mats Lewan PHOTO: JULIANA WIKLUND

n a contribution to a debate performed. All they care about is crisis situation. We have to think in February, Stefan Ingves, that it happens quickly.” carefully about what a cash-free Governor of Sveriges Riks- According to Mats Lewan, every- system could cost us.” bank (the central bank of thing that makes the transaction AI and machine learning are Sweden) warned that we are less visible is better for the user. He nothing new in the world of finance, heading toward a situation where believes that the actual act of but the technology has built up a Ipeople’s means of payment are payment will become a moment bigger and stronger foothold in increasingly being controlled by that will attract as little notice as recent years – making it possible to commercial players. As a safety possible, regardless of whether it automate financial decisions, for measure, he argues that the special involves ID identification or example. This can cover everything position the Riksbank enjoys should biometric solutions. from automatic saving to tips for be protected in law. This says quite a Cell phones are attracting a lot of investing in shares and taking out lot about the level of stress the attention at the moment, but he loans. Mats Lewan is sure we will traditional banking world is feeling does not think these are the devices see even more AI in the world of in the face of the wave of new we will be using to make payments finance – apps that help us keep payment solutions appearing in the with in the future. better check on our private finances, field of finance technology “The cell phone will have been for instance – and explains that AI – FinTech. allocated a different role in the is already being used to prepare Mats Lewan, futures researcher future. The payment mechanism personalized offers. and author of the book The Rise and can be supported by any connected “In exactly the same way as Development of FinTech, has identi- device – all that’s needed is identifi- Google strives to do, this is a tech- fied both benefits and drawbacks cation.” nology that will answer your ques- linked to the arrival of the private tion before you ask it.” operators. There is a risk that use of Cash-free can become a problem Mats Lewan believes that finan- hard cash in the form the Swedish Mats Lewan states that the question cial technology is on the verge of krona will decline as the private of a cash-free society is a political making a change with conse- THREE TRENDS IN THE FIELD operators’ control increases and we issue. quences even more far-reaching move toward a system that is As the Governor of Riksbanken than those in the transport industry. increasingly less dependent on the pointed out in his article, Mats Self-driving vehicles will affect a lot OF PAYMENT SOLUTIONS banks. At the same time, a lot of Lewan emphasizes the fact that it is of people, but not everyone has a people would probably say that user a matter of national security. driving license. The way we make APPS OVERTAKING CASH THE USE OF CREDIT CARDS IS DECLINING DIGITAL INVOICES GAINING GROUND friendliness has improved. “In crisis situations where the elec- payments and handle our money, on According to the Sverige betaler (Sweden It is not just in Sweden that payment apps are The use of mobile invoices is increasing, due tronic system has been knocked out, the other hand, is something that pays) survey conducted by Insight intelli- becoming more popular; a corresponding in no small part to the short payment times. Payment solutions of the future there has to be a physical system in affects everybody. gence, the proportion of Swedes who say they development can be traced throughout the According to Mobile Marketing Watch, the According to Mats Lewan, there are place as a backup. Now that the “Our payment system has have used payment apps for their cell phones Nordic region, and the cash-free society is opening frequency for SMS messages is all kinds of scenarios for how we world has become increasingly remained unchanged for a remark- for the first time has overtaken the proportion closer to becoming a reality. Credit cards around 98 percent, while the corresponding who say they use cash. Apps are preferred in account for around 39 percent of the transfers figure for email is 20 percent. In addition, 97 will pay for goods and services in digital, it is essential that senior citi- ably long time. FinTech is on the situations such as buying from online markets in Sweden, but this figure is expected to drop percent of all SMS messages are read within the future – but a common trait is zens, children and people without point of turning the industry upside and parking. The demographic group that has to 25 percent in 2020, in favor of new finance four minutes. that the spotlight will be on the cell phones can all use public trans- down, and may prove to be more the greatest confidence in the new payment technology. user. port and make purchases in stores. revolutionary than many people solutions, and which uses them most frequently, is women aged 16–29. Fully 43 “Users have little interest in It’s a matter of thinking about think. Letting go of the cash system percent state that they use payment apps precisely how payment and the everyone and taking into account entails challenges that are tough to every week or more frequently, compared to associated transactions are the issue of security in a potential predict.” 33 percent of men in the same age group. 24 25

MORE INTERNET FRAUD

According to the credit AI AND CHATBOTS company Experian, internet fraud in the United States rose by 33 percent in 2016. A survey by the finance company STOPPING FRAUD Wells Fargo returned similar findings, with 74 percent of all companies Rikard Lindgren, Professor With the advent of mobile wallets, fast digital solutions and means of payment asked saying they had of Informatics at the such as Swish and Apple Pay, more payments are being made than ever been affected. ­University of Gothenburg. before – but the new payment methods open the doors to more cases of fraud. The banks are now using chatbots and AI to counter the threat.

TEXT: OSCAR HJELMSTEDT ILLUSTRATION: ERIK NYLUND PHOTO: PRIVATE

ikard Lindgren is “By offering benefits to progres- – assuming that people post such professor of infor- sive customers, the company is data and that it is legal. matics at the Univer- gaining access to data that allows “This also applies to combatting sity of Gothenburg, prediction at a level far beyond fraud.” and head of research anything achieved before,” says The data a person shares can be at the Swedish Center for Digital Rikard Lindgren. used to find signs that things are RInnovation. He can see great poten- The American company PayPal is not as they should be. tial in how AI can be used to combat another example of how using AI IBM is right at the cutting edge fraud. can produce results. Only 0.32 when it comes to helping banks “Many banks today rely percent of their profits are lost to combat fraud. The company has on analysis of digital footprints to fraud, compared to the industry produced a number of solutions that identify fraud. Studying a user’s average of 1.32 percent. These may use analyses to make it easier for behavior can help you spot inappro- seem like paltry sums considering banks to identify and combat money priate use.” PayPal handles payments totaling laundering and the financing of In the world of finance, an around USD 28 billion per month, terrorism. Using the data to be found increasing amount of focus is being but 0.32 percent of this means that on databases and on users’ cell devoted to prediction, where AI is fully USD 89.6 million a month are phones, IBM’s system can display being used to detect non-con- lost to fraudulent activities. information about users and predict forming patterns in a user’s Banks and finance companies whether they have any criminal behavior. that can reduce the level of fraud intentions. One example is MasterCard, therefore have much to gain. which uses the Decision Intelligence Chatbots helping security platform. This collects data More complex flows in future Chatbots can also be used to prevent from the user’s transactions and Development is progressing quickly, fraud, although in a different way. A flags any behavior that indicates and Rikard Lindgren believes that chatbot can be programmed to fraud. we will see more automatically check for and identify suspicious generated information in the activities and then notify the AI identifies non-conformances future. customer in question via his/her By learning how a real person “Around ten years from now, we’ll message service, such as Facebook makes purchases and performs see a broader mix of people and Messenger or WhatsApp. In this way, transfers, it is easier for artificial machines. Companies’ under- a customer can quickly verify suspi- intelligence systems to detect standing of their customers will be cious transfers and deal with poten- attempts at fraud. More users means based on more innovative and tial problems before they develop. more data, which provides the AI creative data flows,” he says. A chatbot can also help if a solution with a broader base to According to Rikard, banks will customer does get into difficulties. study. be able to collect data from sources For example, it can be programmed One example from the Nordic other than purely financial informa- to notice if a customer is about to region is Länsförsäkringar insur- tion in the future. By looking at input his/her card data or other ance, which is investing in digitali- information on social media such as sensitive information, and then zation and digital innovation to interactions and relationships, a encrypt the conversation online so generate data about customers and bank will be able to collect new as to protect the customer’s infor- understand them in more depth. clues and pick out patterns mation. 26 27 DO THE RIGHT THING – in every part of the customer journey

One example is to present the In order to build up a relevant channel strategy, you need terms and conditions of purchase as a list of FAQs. Another way could be to adapt the communication to match the phases in the to let customers decide which chan- nel(s) they wish to use to receive customer journey. So says author Margareta Boström, their invoices, and then adapt the message accordingly. who has just published a new book. “If you send out invoices as SMS texts, you have to think about how MARGARETA BOSTRÖM the recipient will read them and TEXT: CHARLOTTE LUNDQVIST PHOTO: NIKLAS BRANDIN consider what’s most important to Profession: Expert in communicate. It doesn’t have to be consumer behavior, works as a business developer and the same message everywhere, but insight supervisor at Jula AB. veryone is talking about There are also phases before and the purchase generates. For a partic- the customer must always recognize Latest: The book entitled the customer journey after a purchase that play a key role ipant in the London Marathon, you.” Kundresan – din guide till but what does this in the contexts of knowledge, pref- simply taking part can endure as a Only by understanding what hållbara kundrelationer entail for your commu- erences and added sales – without major victory for many years to drives customers do you have the (The customer journey – your guide to durable nication strategy? In leaving traces in the sales or web come. chance to communicate the right customer relationships) her book entitled Kundresan – din statistics. “You could talk about it at message in the right channel. So as which she has written jointly Eguide till hållbara kundrelationer (The Christmas parties, and tell the story a company, you have to ask yourself with Stefan Friberg. customer journey – your guide to The need controls the customer to your grandchildren. A century the following question: How do durable customer relationships), journey down the road, the race could still customers want to use my Margareta Boström has taken an In order to illustrate what she be a touchpoint,” adds Margareta company? in-depth look at how customer jour- means, Margareta Boström makes a Boström. neys actually function. comparison with the London Mara- It results in the runners them- Loyalty not always the objective One of the insights she is keen to thon. In most cases, the process of selves and their nearest and dearest From the perspective of concepts share is that the company’s signing up does not begin with a maintaining a relationship with the such as Customer Lifetime Value communication must be better burning desire to run 26 miles London Marathon brand for the rest (CLV), it may come across as a defeat adapted to the different phases of along the streets of London. The of their lives. if the customer only stays for a the customer journey. A customer decision is defined by completely short time. However, long relation- journey is often defined incorrectly different considerations. For The phases of the customer ships are not necessarily better than as the period from the point where example, it may stem from a desire journey short ones. a customer identifies a need and to get fitter, or to prove a point to Customer communication has “The company may not be rele- begins to seek out information oneself or others. These initial different objectives in different vant to the customer any more, no about a product, to the time when a thoughts could just as easily result phases of the customer journey. As a matter what we do. In this case, it’s purchase is made. This is actually in a decision to sign up for a company, you therefore need to quite simply a waste of time and the definition of the classic triathlon or start practicing yoga. build up an image of which phase of resources to try to get them to stay.” purchasing process. In the same way, the decision to the customer journey the commu- If you can honestly identify a “However, the customer journey purchase a new barbecue may nication is to support. The message benefit to the customer in buying and the purchase process are two come from wanting to get better at changes depending on the function. more from you, run with it. But if different things,” explains Marga- inviting people over for dinner Even though it is impossible to you’re only relevant on a given occa- reta Boström. than the desire to own the latest adapt the communication to match sion, don’t try to force the issue. When companies see the model with its pizza insert. each and every customer exactly, “Try to work out why the purchase itself as crucial to the To gain insight into what form you can make sure that the same customer is buying your product.” beginning and end of the journey, the individual customer journey information is available in different It is often said that digitalization they’re missing out on all kinds of takes, we have to understand what ways so customers can choose the has resulted in customers becoming opportunities to build relationships. drives the customer, and what value format they prefer. less likely to buy multiple times 28 29

from the same company. According have to go against the prevailing Choosing channels for the customer journey to Margareta Boström, however, trend. People aren’t watching as loyalty has often been more a ques- much TV, but if the ad screened Which phase is the communication to support? Needs and focus differ tion of locking in customers and a suits the context and exerts influ- depending on which phase of the customer journey the customer has reached. lack of options. The advent of digita- ence in the right phase, then lization has resulted in an infra- investing time and money in TV Function determines channel and message. structure where the customer has advertising need not be a misstep. the opportunity to “chop and The most reliable way to assess change.” Customers can be loyal to a impact is to check correspondence group or to a product without neces- between the ad and visits to the sarily being loyal to a given reseller. website and/or sales. You can test, If the cell phone you were planning assess and question both past and to buy is no longer available with present choices. one operator, it’s only natural to “Media agencies are often zeroed move on to the next. One conse- in on x channels, but even they quence of this is that customers need to be able to think differently.” today maintain ongoing relation- Margareta Boström thinks that ships with several companies. This the companies should do more means that it is more realistic to research themselves rather than focus on the level of repurchasing simply handing all decisions over to than on loyalty in and of itself. external consultants. They need to be active and dare to test their own Identify your best argument ideas, because an agency simply One way to get to the heart of the cannot know the customers in the matter with regard to communica- same way as the company does. tion and business concept is to start However, there is no need to keep with the customer’s need in relation on reinventing the wheel over and to the company. It is often possible over again. According to Margareta to find a common denominator. Boström, something as simple as a Margareta Boström mentions PR giveaway is an underestimated Apotea as a good example. channel. For example, if you accept Customers want to do business a reflector from a company and there, but not because they stock a attach it to your dog’s collar, you’ll unique range – you can buy phar- see it three times a day when you’re macy products everywhere today; out walking your dog. And it thus rather, their popularity is based on becomes a touchpoint, too. THE LATENT PHASE SEARCH AND SELECT PHASE THE PURCHASE PHASE POST-PURCHASE PHASE their customer service. “Simply seeing a brand in a “Pär Svärdson, CEO of Apotea, context that isn’t negative means Before a purchase comes into question, When the customer moves into the Once customers have made up their Finally, customers are interested in quickly identified that repeat that your familiarity with the brand a “no demand” relationship exists search and select phase, it becomes minds, flexible payment and delivery confirmation they have chosen the where customer and company get to more relevant to focus on marketing options can prove crucial to whether right product, and may need help purchases are determined by naturally expands – as does the know one another in more depth. via search engines and advertise- the customer makes the purchase from getting started. This means it is comfort and the opportunity to chance of this brand being top of Having the company close at hand here ments that should include information you rather than going to one of your important to use clear communication choose the delivery method. This is mind when you next make a makes sure it is top of mind when the about price and product. Customers competitors. with few question marks so as to mini- what makes them successful.” purchase.” need arises. A “no demand” relation- are keen to read reviews and results mize the number of calls to customer As a company, it is therefore a ship is established, customer and from different ratings sites so they Examples of channels: service. company get to know each other in can make a considered decision – question of finding the parameters Look after your customer data → Own website When a relationship has been estab- more depth and become pals. ­especially when it comes to expensive lished, there are more chances to be that help you stand out, and then Today, a great deal of information is → Price comparison sites goods. relevant. Offer help getting started, focus on them intensively. This available through the company’s → Push messages via apps, ideally Examples of channels: The need that leads to a purchase can share tips about product care and based on geographic location means that the mental work needs own systems, and this provides → Social media – behind the scenes, be either palpable or abstract. Find out complementary products, invite → Direct advertising to be done first, and that you need to plenty of opportunities to examine get to know the staff, competitions whether it is simply a matter of needing customers to come back, and provide a new barbecue, or if the decision is inspiration for continued use. answer questions regarding what the same issue from multiple → Catalogues and brand-building direct based on a desire to be a better cook at you want to achieve in the customer perspectives. advertising home. How is the communication Examples of channels: relationship and which customer “A lot of organizations have → Promotion affected if it is one or the other? → Sponsorship → Customer service needs exist in relation to your excellent resources in their → Social media brand. customer data, and can test all kinds → Outdoor advertising Examples of channels: → Targeted mailings of things – but this takes thought. → Movie advertising → Search engines Dare to think innovatively The same channel may be right for → Ratings sites → Campaigns featuring information “It pays to think innovatively and to several different phases, but with Examples of channels are drawn be creative and inquisitive when different messages. Companies about price and product from Kundresan – din guide till → Personal reactivation via SMS, email, hållbara kundrelationer (The planning your communication,” therefore need to start checking out apps and/or digital coupons customer journey – your guide to says Margareta Boström. what works,” concludes Margareta → Reviews and independent tests durable customer relationships) This means that you sometimes Boström. 30 31 A PUSH IN THE RIGHT DIRECTION

Stressful, disruptive, irrelevant? Push messages have a bad reputation, but used correctly they can actually help to strengthen customer relationships. E-retailers and finance companies are breaking new ground with proactive push messages that help us make smarter choices.

TEXT: OSCAR HJELMSTEDT ILLUSTRATION: ERIK NYLUND

ost people today behavioral science and the design of European Journalism Observatory live their lives the user interface. There is a reason indicate that people are positively with their cell why the notification symbol is red – disposed toward push messages phone within this is a color that signals haste, about information they consider easy reach at all which is one way to attract your worthwhile. times, and it is quite usual for them attention. The same applies to push Mto pick it up 150 times a day on messages; they are designed in such Proactive push messages average. It is often messages from a way that they all appear to be Instead of not realizing there is no various apps that demand our atten- equally important. money on your payment card until tion. A study conducted by the Euro- Chris Marcellino was one of the you take out your wallet to pay at pean Journalism Observatory (2016) developers who worked on push the checkout, you can be made revealed that cell phone users messages for Apple. In a 2017 inter- aware that you are low on funds and receive an average of 10–40 view with the British newspaper be offered help to deal with the situ- messages per day. Fully 23 percent of The Guardian, he explains that the ation. Several banks and finance those asked stated that they had technique has a range of advantages, companies also run services to deleted an app because they found but that the impact is also founded remind customers about invoices the messages either disruptive or in our reward-based behavior – “the that will soon fall due for payment. irrelevant. same thing that makes us seek out Proactive push messages can food, comfort, warmth and sex.” help us stay up to date and make The psychology behind In recent years, however, push smarter choices. There is also a push messages messages have gained a reputation tendency to individualize content to The perception of push messages for raising stress levels and breaking a greater extent. Proactive push messages dips from interesting to irrelevant concentration. But they need not be For messages to be relevant, they can help us stay up to date when messages are sent too often. used in a way that makes us lose have to provide added value and and make smarter choices. In that case, they stop fulfilling an focus on what is important. There give the user the chance to act on There is also a tendency to informative function and become are messages, and then there are the information directly. Using the individualize content to a greater extent. disruptive and stress-inducing, messages. For consumers, push data that banks and e-retailers especially if they are accompanied messages can make everyday life collect, users can, for example, get by an audio alert. easier, inspire a change of behavior, help in making better decisions The attraction power of the and give a nudge in the right direc- regarding loans and forecasting messages is founded in both tion. Findings from the study by the risks in their share portfolio. 32

IKANO BANK AB

Ikano Bank is based in Älmhult, in the Småland region of Sweden. The We try to use the company is part of the Ikano Group and oper- ates in the financing sector, where they simplest channels. provide banking and financing services for retail companies. For private individuals, this Flexible interaction and allowing customers to important to ensure the mailings translates into services run smoothly. such as credit cards, loans, loyalty cards and choose how they want to receive their communi­ Ikano Bank has a long relation- saving accounts. cation are important aspects for Ikano Bank. Today, ship with PostNord Strålfors in the The company employs field of printed material, and work around 1,000 people in PostNord Strålfors helps the finance company issue was being done as early as in 2008 nine European countries. invoices both on paper and electronically. to determine whether the physical invoice could be digitalized. Today, Solutions from Ikano customers can go to the ­PostNord Strålfors: → eArchive TEXT: CHARLOTTE LUNDQVIST PHOTO: CATA PORTIN internet banking site and choose → Print & Enclosing whether to receive invoices on → eInvoice paper or electronically. kano Bank’s head office is risk and customer experience When a purchase is made, Ikano located immediately outside fairly,” relates Tuuli Lehmusto. Bank sends a file to PostNord Strål- the city center in Helsinki. fors, which in turn distributes the The red logo is clearly visible An eye on the customer journey invoice in the manner chosen by in the entrance hall, set As newcomers, they want to make it the customer. against a background of dark wood. easier to get in touch with Ikano “In our experience, PostNord IJust like Ikea, Ikano Bank has the than with a conventional bank as Strålfors is extremely reliable, punc- stated aim of meeting the needs of regards both services and commu- tual and flexible,” says Tuuli the general public. nication. Lehmusto. “We want to give ordinary people “We’re trying to maintain a Another advantage she thinks the opportunity to live their simpler image, where it’s easy to PostNord Strålfors has is that it is a dreams,” says Tuuli Lehmusto, Head understand us.” Scandinavian company with opera- of Business to Consumer. Forming an impression of the tions in several countries. She relates that the business was customer groups’ purchase journeys “It’s easier and more efficient to a part of Ikea until 1988, and that it is important if the bank is to tailor work with a partner who can act in is still owned by the Kamprad its services and meet its customers’ several countries. It also makes the family. needs. working relationship smoother as “Ikano Bank’s largest market is “The world is changing quickly we can easily understand one in the Nordic region, but the group today. So it’s something of a another.” is also represented elsewhere in balancing act to understand what’s Europe, in a total of nine countries.” most important to the customer. We Rapid changes in the world In spite of its size, the group has try to use the simplest channels and of finance no traditional bank offices. Instead, communicate with customers in a The financial sector is changing it provides its services through way that suits them. To make it rapidly. At present, it is focusing in digital channels and via working simple, we need to understand what particular on developing its mobile relationships with the retail sector. they need.” services. “Ikano is to be found where there Some customers appreciate One challenge in this regard is to is a need for us,” explains Tuuli things staying the way they are, and identify all touchpoints with the Lehmusto. continuing to function just like customer – including the retail sector In some cases, this means that always; others expect digital contact – and to offer a cohesive customer they are actually represented in the interfaces and new technology. journey in all channels. And to do so stores. Financing is always linked to When it comes to communi- within the framework of the strict purchases of one kind or another, cating with customers, it is there- laws, rules and regulations that apply and it usually takes the form of fore important to let customers within the finance sector. small, unsecured consumer loan. choose how they want to receive “For us, it’s important that Post- Anna-Leena Hakuli, Digital Sales and Marketing Manager and Tuuli Lehmusto, “We strive to take responsible mailings and information. The Nord Strålfors has the capacity to Head of Business to Consumer both decisions at the same time as being invoice handles much of the contact help us with whatever issues arise, work at Ikano’s head office of use to many people by balancing with debtors. This makes it large or small,” says Tuuli Lehmusto. in Esbo just outside Helsinki. 34 35

Thomas C. Redman. THOMAS C. REDMAN FIVE TIPS FOR HOW TO MAKE BETTER USE OF Doctor Thomas C. DATA Redman – aka “the Data Doc” – is CEO of Data 1. Encourage employees Quality Solutions and to incorporate customer helps start-ups, multi­ data in their deci- national companies, sion-making. managers and heads of 2. Include data from information services to multiple sources and see navigate through a how well they match. data-powered future 3. Do the facts you have with a focus on quality access to reinforce or and analysis. Tom’s most clash with your intuition? significant article is 4. Check the quality Data’s Credibility – how reliable are the Problem (Harvard Busi- data? Is there anything ness Review, December you can do to improve 2013). He holds a the quality? doctorate in statistics 5. Learn from your and two patents. mistakes; you may sometimes make the wrong decision, but this is a necessary part of the process of developing. GET A GRIP ON THE DATA The challenge facing companies was previously to collect A computer system such as IBM’s develop new services. However, competitors are investing in innova- Watson can only make good deci- daring to act and think along new tion, there is a serious risk that customer data; today, it is more a question of having a corporate sions as long as the data it is fed are lines takes not only knowledge, but they’ll leave you behind.” culture that manages them appropriately and generates correct. In contrast, if you try to base also courage. At the moment, we are in the advanced decisions on poor-quality This is necessary at both the transfer phase, and there is both business value. Thomas C. Redman advocates better data, it can have catastrophic conse- organizational and individual level uncertainty and expectation with management for greater efficiency. quences on the analysis – especially if you want to change firmly rooted regard to what is to come. in areas such as health care. behavior. “It’s a fundamental change we’re “Irrespective of what your depart- In order to create a corporate witnessing at workplaces right now, TEXT: CHARLOTTE LUNDQVIST ILLUSTRATION: ERIK NYLUND PHOTO: PRIVATE ment works with, I would recom- culture looking to the future, you just like when industry took over mend reviewing the last hundred need to be able to adapt customs from agriculture,” says Thomas C. assignments you completed. Take a and make tough decisions. Redman. ust south of New York is “View it as a protracted process. red pen and circle everything that’s One way of doing this is to keep A lot of assignments are set to where Thomas C. Redman, Add something today and a little wrong in the associated documents. track of the changes taking place in disappear, while others will start to the Data expert, has his more tomorrow until it has become How many rings do you see?” asks the business sector in which you are appear. Fundamentally, he thinks this office. Better known by his a part of the daily routine.” Thomas C. Redman rhetorically. working, and to study the associated is a positive development that will nickname – “the Data Doc” A good place to start can be to find The human factor is probably forecasts. If the challenges are lead to more interesting jobs. When – his face is a familiar sight to out if the data reinforce or contradict responsible for more mistakes than significant, you may need to invest it comes to analysis and taking deci- Jreaders of the Harvard Business your own intuition. Then compare you would hope. in an innovation lab and take on sions, it may turn out to be a dead Review. multiple sources and see what insight In a survey involving 75 respon- staff with different types of skills to heat between man and machine. Thomas C. Redman is a staunch that produces. As a manager, you have dents that Thomas C. Redman handle the change-over process. “People with authentic experi- advocate of the view that digitaliza- a responsibility to take the lead. conducted in partnership with Most innovations do not generate ence should naturally make use of tion leads to higher profitability – “Encourage your employees and Tadhg Nagle and David Sammon income from the start, and it can be it. It’s not a case of either/or. The but only if the data it generates are give them time to try new ways of from Cork University, only three tempting to let your competitors smart operators learn to combine of good quality and used correctly. integrating digital sources into their percent of the companies examined make the mistakes while you stand data with human intuition.” Creating a digital corporate work.” maintained a level of at least 97 back and watch from the sidelines. culture where data form a natural percent correct data. However, remember that they are part of the decision-making process Check the data quality The consequence are poorer anal- also learning from their mistakes. can be quite a challenge if you are For a company to be able to use data yses and, by way of extension, lower “If you’re the biggest player in working with people who have been successfully, the data have to be customer satisfaction. the sector, a ‘wait and see’ attitude in the same job for the past 20 years good quality. This is the foundation can pay off. It’s then simply a matter and are more used to relying on of a development where AI and Use data for innovation of buying up the companies whose their intuition than on some robots are becoming increasingly The incentive to us data for innova- business concepts are working. But new-fangled analysis tool. important. tion may be to reduce costs or to if you’re not the biggest and your SWEDEN PORTO BETALT PORT PAYÉ

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All’s well that ends well In the same way as a play often keeps some surprises through, the purchasing experience will be negative – and there is a risk back until the closing scene, the experience at the that it will not actually lead to a end of the customer journey often becomes a lasting purchase. This means it is essential to remove as many obstacles as impression. A good ending can even help wipe away possible from the path. the memory of previous irritations. One company that has taken this to heart is the e-commerce giant Amazon. Many of us have become TEXT: OSCAR HJELMSTEDT ILLUSTRATION: KIM ALM used to scanning our purchases ourselves when we leave the local grocery store. But the newly opened ave you ever heard Laureate Daniel Kahneman, who Amazon store has taken this to a of the concept of described the concept in his thesis whole new level by removing the peak-end rule? This “When More Pain Is Preferred to checkout terminals completely. refers to how people Less: Adding a Better End” from 1993. Customers who have the Amazon often evaluate an Daniel Kahneman also discovered app can simply pick up their goods experience on the basis of how it that the length of the experience had and leave, which naturally makes Hends. Unconsciously, people are not little impact on the overall impres- the purchasing process easier and assessing the delivery as a whole, sion – if it is positive. Customers who more flexible. but rather their experience toward like what they see will often come By being attentive to negative the end, when the narrative reaches back again. The optimal result is to comments from customers and its climax. This is an experience create a narrative and an experience making sure they are dealt with, you every company would do well to that flow smoothly without stum- can create lasting positive experi- study. By making sure that the end bling or becoming boring. ences that drown out the negative of the process leaves the customer New payment solutions are ones. If you are aware of customers’ with a positive feeling toward the helping to streamline e-commerce, emotions in every stage of the brand and the experience, it is also but this does not mean that the customer journey, you can identify likely that general customer satis- purchasing experience is faultless. strengths and weaknesses. The faction will increase. If a potential customer has diffi- objective is to give customers a The peak-end rule was shared culty finding where to go on the whole host of memorable experi- with the general public by the Nobel website or gets stuck halfway ences and a happy outcome.