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Are You Digital Enough? 02 03 Chatbots preventing fraud. Strong finish means 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.
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