{"id":2931,"date":"2020-07-09T11:56:06","date_gmt":"2020-07-09T11:56:06","guid":{"rendered":"https:\/\/news.sap.com\/sweden\/?p=2931"},"modified":"2024-08-07T19:47:17","modified_gmt":"2024-08-07T17:47:17","slug":"dags-att-tanka-om-och-omforma-kundupplevelsen","status":"publish","type":"post","link":"https:\/\/news.sap.com\/sweden\/2020\/07\/dags-att-tanka-om-och-omforma-kundupplevelsen\/","title":{"rendered":"Dags att t\u00e4nka om och omforma kundupplevelsen"},"content":{"rendered":"

Allt snack om viktigheten kring aff\u00e4rsf\u00f6r\u00e4ndringar och lyh\u00f6rdhet har blivit betydligt starkare under de senaste m\u00e5naderna. Hoppet om att allt ska \u00e5terg\u00e5 till det vanliga \u00e4r troligtvis bara en fantasi. Efter \u00f6verlevnad b\u00f6r n\u00e4sta prioritering bli att omforma kundkontakten \u2013 f\u00f6rmodligen fr\u00e5n grunden.<\/p>\n

Mitt liv har varit annorlunda de senaste m\u00e5naderna. Det nya normala har inneburit mycket mer tid med min hund \u00e4n med mina kollegor. P\u00e5 mitt f\u00f6retag har vi haft en brant inl\u00e4rningskurva n\u00e4r det kommer till att prata med kunder i digitala m\u00f6tesrum snarare \u00e4n i fysiska och l\u00e4ra oss nya redskap f\u00f6r att underl\u00e4tta det helt digitala m\u00f6tet.<\/p>\n

M\u00e5nga f\u00f6retag har sett mycket st\u00f6rre f\u00f6r\u00e4ndringar i det dagliga arbetet inom organisationen och djupg\u00e5ende f\u00f6r\u00e4ndringar i de kundorienterade processerna. Vissa f\u00f6retag har f\u00f6rlorat traditionella kunder, somliga har f\u00e5tt nya kunder, andra f\u00f6retag har sett sina produkter anv\u00e4ndas p\u00e5 helt nya s\u00e4tt och m\u00e5nga har varit tvungna att hantera en dramatisk f\u00f6r\u00e4ndring av kanaler och ber\u00f6ringspunkter n\u00e4r det kommer till kundkontakten.<\/p>\n

Kalibrera om kompassen<\/strong><\/h2>\n

En del av dessa f\u00f6r\u00e4ndringar kommer sakta f\u00f6rsvinna i takt med att pandemin \u00e4r under kontroll, medan andra kommer f\u00f6rbli det nya normala f\u00f6r f\u00f6retagen. Vad h\u00e4nder om dina antaganden kring kunder och produkter inte l\u00e4ngre \u00e4r aktuella? Vad kommer nya anv\u00e4ndningss\u00e4tt f\u00f6r dina produkter, nya ber\u00f6ringspunkter och nya m\u00e5lgrupper att betyda f\u00f6r ditt f\u00f6retag och din v\u00e4rdekedja?<\/p>\n

Naturligtvis \u00e4r f\u00f6rsta prioritet, \u00f6verlevnad. Men strax efter kommer behovet av att kalibrera om kompassen och s\u00e4ttet att navigera p\u00e5 n\u00e4r det g\u00e4ller kundupplevelsen. Det \u00e4r dags att st\u00e4lla fler fr\u00e5gor och inte ta n\u00e5got f\u00f6r givet. Det \u00e4r dags att t\u00e4nka om och f\u00f6rmodligen omforma din inst\u00e4llning till kunderna, inom f\u00f6rs\u00e4ljning, marknadsf\u00f6ring, e-handel och eftermarknad. Nu \u00e4r det viktigare \u00e4n n\u00e5gonsin att samla in feedback fr\u00e5n kunderna, eftersom mycket av det som tidigare varit givet kommer bli ifr\u00e5gasatt, f\u00f6r\u00e4ndras eller helt enkelt f\u00f6rsvinna.<\/p>\n

Aperol Spritz-upplevelsen <\/strong><\/h2>\n

L\u00e5t mig ge ett exempel.<\/p>\n

Liksom f\u00f6r m\u00e5nga andra har pandemin inneburit mer tid hemma och mer umg\u00e4nge med familjen \u00e4n med v\u00e4nner, alltid med en viss oro f\u00f6r ett potentiellt virus. L\u00e4mpligt till den soliga v\u00e4derrapporten inf\u00f6r helgen fick jag och min fru f\u00f6r oss att dricka sommardrinken Aperol Spritz.<\/p>\n

N\u00e4r det g\u00e4ller vin har vi l\u00e4rt oss att olika glas passar f\u00f6r olika druvor, och vi har vanligtvis k\u00f6pt dessa glas i fysiska butiker. Vi b\u00f6rjade kolla p\u00e5 n\u00e4tet om det kunde finnas specifika glas ocks\u00e5 f\u00f6r Aperol Spritz, s\u00e5 var fallet och i ett pandemiskt f\u00f6rh\u00e5llningss\u00e4tt k\u00f6pte vi dem s\u00e5klart online. Leveranskostnaden p\u00e5 39 kronor f\u00f6r att slippa k\u00f6ra 30 minuter in till stan, verkade som en rimlig extra kostnad.<\/p>\n

Paketet kom dagen efter med diverse m\u00f6jliga tj\u00e4nster jag bara kunnat dr\u00f6mma om. Ville jag betala 39 kronor extra f\u00f6r att ha det levererat en viss tidpunkt? Ville jag klimatkompensera frakten f\u00f6r 39 kronor? Utm\u00e4rkt sp\u00e5rning av paketet via en app d\u00e4r jag kunde se bilen i realtid och ett meddelande n\u00e4r min leverans var fem adresser bort. Efter leveransen fick jag tv\u00e5 relevanta fr\u00e5gor via appen kring min leverans som jag glatt svarade p\u00e5. Allt gjordes digitalt, men resulterade i en enast\u00e5ende kundupplevelse.<\/p>\n

K\u00e4nslan av att dricka Aperol Spritz i glas st\u00f6rre \u00e4n vinglas var s\u00e5klart ytterligare en full\u00e4ndad smakupplevelse, jag uppskattade dessutom shopping- och leveransupplevelsen s\u00e5 mycket att jag f\u00f6rmodligen aldrig kommer att k\u00f6pa glas i en fysisk butik igen.<\/p>\n

Lyssna efter f\u00f6r\u00e4ndring <\/strong><\/h2>\n

Min personliga Aperol-upplevelse \u00e4r naturligtvis helt underl\u00e4gsen i j\u00e4mf\u00f6relse med alla de omv\u00e4lvande f\u00f6r\u00e4ndringar vi har sett under de senaste m\u00e5naderna. Microsoft Teams g\u00e5r fr\u00e5n 13 till 75 miljoner anv\u00e4ndare p\u00e5 ett \u00e5r. Flygbolag minimeras och g\u00e5r p\u00e5 ekonomiskt tunn is. IKEA erbjuder hemleverans f\u00f6r 39 kronor. H&M annonserar pl\u00f6tsligt i TV. Aff\u00e4rsmodeller med bepr\u00f6vad framg\u00e5ng i \u00e5rtionden har \u00e4ndrats p\u00e5 endast 12 veckor. Kommer dessa f\u00f6retag kunna \u00e5terg\u00e5 till hur dom gjorde aff\u00e4rer innan?<\/p>\n

Min nya online leverant\u00f6r av glas imponerade med enast\u00e5ende digitala funktioner redan p\u00e5 plats. Mest lovande ser jag deras dialog med mig som kund. Alla f\u00f6retag borde \u00e5terkoppla med fr\u00e5gor till sina kunder f\u00f6r att komma n\u00e4rmare dom och f\u00f6r att l\u00e4ra sig mer om den nya normala verklighet vi befinner oss i.<\/p>\n

Kunskapen om kundernas upplevelse ig\u00e5r kan vara v\u00e4rdel\u00f6s imorgon. Nu handlar det om att f\u00e5nga upp de nya signalerna, tolka dem och \u00f6vers\u00e4tta dem till handling.<\/p>\n

 <\/p>\n

Av Johan Nilsson
\n<\/em><\/strong>S<\/em>enior Customer Advisor, 麻豆原创 Customer Experience<\/em><\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Allt snack om viktigheten kring aff\u00e4rsf\u00f6r\u00e4ndringar och lyh\u00f6rdhet har blivit betydligt starkare under de senaste m\u00e5naderna. Hoppet om att allt ska \u00e5terg\u00e5 till det vanliga…<\/p>\n","protected":false},"author":3276,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4545758],"tags":[5563467,5563469,5563471,5563468,5563270,5563472,5563470],"sapn-display":[4544525,5564001,5564000,4547891],"sapn-type":[5562140],"class_list":["post-2931","post","type-post","status-publish","format-standard","hentry","category-losningar","tag-johan-nilsson","tag-kund-beroringspunkter","tag-kundupplevelsen","tag-nya-normala","tag-sap-customer-experience","tag-shopping-och-leveransupplevelsen","tag-vardekedja","sapn-display-hero","sapn-display-artikel-favoriter","sapn-display-artikel-spotlight","sapn-display-homepage-hero","sapn-type-artikel"],"yoast_head":"\nDags att t\u00e4nka om och omforma kundupplevelsen - 麻豆原创 Sweden Nyheter<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/sweden\/2020\/07\/dags-att-tanka-om-och-omforma-kundupplevelsen\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dags att t\u00e4nka om och omforma kundupplevelsen\" \/>\n<meta property=\"og:description\" content=\"Allt snack om viktigheten kring aff\u00e4rsf\u00f6r\u00e4ndringar och lyh\u00f6rdhet har blivit betydligt starkare under de senaste m\u00e5naderna. 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