{"id":2949,"date":"2020-09-25T12:26:52","date_gmt":"2020-09-25T12:26:52","guid":{"rendered":"https:\/\/news.sap.com\/sweden\/?p=2949"},"modified":"2024-08-07T19:47:15","modified_gmt":"2024-08-07T17:47:15","slug":"upplevelsen-i-fokus-nar-elgiganten-satsar-framat","status":"publish","type":"post","link":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/","title":{"rendered":"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t"},"content":{"rendered":"

Elgiganten \u00e4r en av vinnarna inom detaljhandeln som ser en \u00f6kad f\u00f6rs\u00e4ljning b\u00e5de i butik och p\u00e5 n\u00e4tet. \u00d6kad digitalisering och fler hemarbetare driver p\u00e5 utvecklingen och under \u00e5ret har Elgiganten satsat mer p\u00e5 smarta prylar och nya tj\u00e4nster f\u00f6r att locka kunder. Bakom \u00f6kningen ligger ocks\u00e5 ett strategiskt beslut att satsa mer p\u00e5 upplevelser, bli mer relevanta och sluta irritera kunderna.<\/strong><\/p>\n

\u2013 Det g\u00e5r absolut att tj\u00e4na pengar p\u00e5 b\u00e4ttre kundupplever. Ju b\u00e4ttre kundresa, desto mer lojala blir kunderna. Men vi tappar dem om vi tr\u00f6ttar ut och irriterar dem med alldeles f\u00f6r mycket produktmeddelanden som inte \u00e4r relevanta, s\u00e4ger Therese Pettersen, ansvarig f\u00f6r customer lifecycle and marketing p\u00e5 Elkj\u00f8p som driver varum\u00e4rket Elgiganten i Sverige.<\/p>\n

Elkj\u00f8p \u00e4r marknadsledande i Norden med huvudkontor i Norge och 400 butiker i fyra l\u00e4nder. I Sverige och Danmark drivs verksamheten under varum\u00e4rket Elgiganten och i Finland g\u00e5r kunderna in i Gigantti-butiker. Konsumenterna kan v\u00e4lja mellan \u00f6ver 16\u00a0000 olika produkter \u2013 allt fr\u00e5n tv\u00e4ttmaskiner till skrivare och USB-minnen.<\/p>\n

Sluta irritera kunderna<\/strong><\/h2>\n

Det \u00e4r en utmaning f\u00f6r f\u00f6retag att bli mer relevanta och sluta irritera kunderna samtidigt som man har ett behov att f\u00e5 ut nya produkter. D\u00e4r kan systemst\u00f6det vara till stor hj\u00e4lp \u2013 men det r\u00e4cker inte hela v\u00e4gen.<\/p>\n

\u2013 I ett CRM-system \u00e4r det en utmaning. Har jag k\u00f6pt en tv\u00e4ttmaskin kanske jag vill ha en torktumlare ocks\u00e5 \u2013 men jag \u00e4r inte intresserad av en till tv\u00e4ttmaskin. Vi testar och l\u00e4r oss efter hand, ber\u00e4ttar Therese Pettersen.<\/p>\n

Flexibelt IT-st\u00f6d<\/strong><\/h2>\n

F\u00f6r n\u00e5gra \u00e5r sedan fattade Elkj\u00f8p ett strategiskt beslut att fokusera mer p\u00e5 sina kunder och mindre p\u00e5 att lyfta fram de egna produkterna och enbart konkurrera om pris. Att \u00f6ka kundernas engagemang, analysera tillg\u00e4nglig kunddata och g\u00f6ra allt f\u00f6r att bli \u00e4nnu mer relevanta.<\/p>\n

Men det var inte bara strategin som f\u00f6r\u00e4ndrades \u2013 \u00e4ven IT-st\u00f6det beh\u00f6vde en rej\u00e4l modernisering.<\/p>\n

F\u00f6r att m\u00f6ta kundernas behov valde Elkj\u00f8p att satsa p\u00e5 麻豆原创 Marketing Cloud. Man ville f\u00e5 en flexibel l\u00f6sning och komma bort fr\u00e5n den traditionella modellen med breda utskick av kundinformation. Och systemet kom snabbt p\u00e5 plats.<\/p>\n

\u2013 Vi har bytt ut n\u00e5gra system men fler ska det bli. Mitt r\u00e5d \u00e4r att ha en realistisk plan \u2013 att b\u00f6rja sm\u00e5tt och sedan bygga ut efter hand. Enligt plan skulle det ta 18 m\u00e5nader att implementera 麻豆原创 Marketing Cloud, men vi kom ig\u00e5ng p\u00e5 bara fyra m\u00e5nader med de viktigaste funktionerna. Med det nya systemet har vi nu betydligt b\u00e4ttre datakvalitet och fler m\u00e4tpunkter \u00e4n tidigare, s\u00e4ger Steinar Berger, IT Solution Architect p\u00e5 Elkj\u00f8p.<\/p>\n

Fyra s\u00e4tt att fokusera p\u00e5 kundresan <\/strong><\/h2>\n

Therese och Steinar lyfter fram fyra olika v\u00e4gar till att fokusera mer p\u00e5 kundupplevelsen:<\/p>\n

    \n
  1. Identifiera vad kunderna inte<\/u> \u00e4r intresserade av, t.ex. liknande produkter som de precis har k\u00f6pt. Genom att anv\u00e4nda kundernas k\u00f6phistorik kan vi bli mer relevanta och undvika att irritera dem.<\/li>\n
  2. L\u00f6s problemen innan de uppkommer. Det kan handla om att undvika missn\u00f6jda kunder som inte k\u00f6pt installation av en vara, men som sedan hamnar i problem. L\u00f6sningen \u00e4r att tidigt informera och svara p\u00e5 deras fr\u00e5gor.<\/li>\n
  3. Lyft fram vad andra kunder tycker om en vara eller tj\u00e4nst. Ett tips \u00e4r att locka med presentkort till de som l\u00e4mnar ett kundbetyg. Hos oss har det lett till betydligt fler betyg \u2013<\/li>\n<\/ol>\n

    och de \u00e4r genomg\u00e5ende mer positiva.<\/p>\n

      \n
    1. Rikta viss information enbart till de som ber\u00f6rs och undvik att kommunicera brett om ni inte beh\u00f6ver det. Det kan t.ex. handla om att informera k\u00f6pare av Sodastream hur de ska reng\u00f6ra sina flaskor, eftersom de s\u00e4llan pratar med personalen innan de k\u00f6per.<\/li>\n<\/ol>\n

      N\u00e4r Therese Pettersen blickar fram\u00e5t s\u00e5 \u00e4r hon \u00f6vertygad om att den \u00f6kade n\u00e4thandeln kommer att best\u00e5.<\/p>\n

      \u2013 Vi har satsat p\u00e5 nya l\u00f6sningar under \u00e5ret som slagit v\u00e4l ut. Det \u00e4r klart att en del av dessa initiativ kan stanna av, men kunderna kommer inte att \u00e4ndra sig. De tj\u00e4nster som fungerar och som kunderna vant sig vid kommer absolut att vara kvar, avslutar hon.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Elgiganten \u00e4r en av vinnarna inom detaljhandeln som ser en \u00f6kad f\u00f6rs\u00e4ljning b\u00e5de i butik och p\u00e5 n\u00e4tet. \u00d6kad digitalisering och fler hemarbetare driver p\u00e5…<\/p>\n","protected":false},"author":29,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4545414,4545758,4546034],"tags":[5563506,5563507,5563420,5563270,5563274],"sapn-display":[4544525,5564001,5564000,4547891],"sapn-type":[5562140],"class_list":["post-2949","post","type-post","status-publish","format-standard","hentry","category-kunder","category-losningar","category-moln","tag-elgiganten","tag-elkjop","tag-kundupplevelse","tag-sap-customer-experience","tag-sap-marketing-cloud","sapn-display-hero","sapn-display-artikel-favoriter","sapn-display-artikel-spotlight","sapn-display-homepage-hero","sapn-type-artikel"],"yoast_head":"\nUpplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t - 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\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t\" \/>\n<meta property=\"og:description\" content=\"Elgiganten \u00e4r en av vinnarna inom detaljhandeln som ser en \u00f6kad f\u00f6rs\u00e4ljning b\u00e5de i butik och p\u00e5 n\u00e4tet. \u00d6kad digitalisering och fler hemarbetare driver p\u00e5...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/\" \/>\n<meta property=\"og:site_name\" content=\"麻豆原创 Sweden Nyheter\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-25T12:26:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-07T17:47:15+00:00\" \/>\n<meta name=\"author\" content=\"麻豆原创 News\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Skriven av\" \/>\n\t<meta name=\"twitter:data1\" content=\"麻豆原创 News\" \/>\n\t<meta name=\"twitter:label2\" content=\"Ber\u00e4knad l\u00e4stid\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/\"},\"author\":{\"name\":\"麻豆原创 News\",\"@id\":\"https:\/\/news.sap.com\/sweden\/#\/schema\/person\/53b9854bd790d6f18f3fc4bbb2ad7570\"},\"headline\":\"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t\",\"datePublished\":\"2020-09-25T12:26:52+00:00\",\"dateModified\":\"2024-08-07T17:47:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/\"},\"wordCount\":744,\"keywords\":[\"Elgiganten\",\"Elkj\u00f8p\",\"kundupplevelse\",\"麻豆原创 Customer Experience\",\"麻豆原创 Marketing Cloud\"],\"articleSection\":[\"Kunder\",\"L\u00f6sningar\",\"Moln\"],\"inLanguage\":\"sv-SE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/\",\"url\":\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/\",\"name\":\"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t - 麻豆原创 Sweden Nyheter\",\"isPartOf\":{\"@id\":\"https:\/\/news.sap.com\/sweden\/#website\"},\"datePublished\":\"2020-09-25T12:26:52+00:00\",\"dateModified\":\"2024-08-07T17:47:15+00:00\",\"author\":{\"@id\":\"https:\/\/news.sap.com\/sweden\/#\/schema\/person\/53b9854bd790d6f18f3fc4bbb2ad7570\"},\"breadcrumb\":{\"@id\":\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/#breadcrumb\"},\"inLanguage\":\"sv-SE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/news.sap.com\/sweden\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/news.sap.com\/sweden\/#website\",\"url\":\"https:\/\/news.sap.com\/sweden\/\",\"name\":\"麻豆原创 Sweden Nyheter\",\"description\":\"Nyheter och information om 麻豆原创\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/news.sap.com\/sweden\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"sv-SE\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/news.sap.com\/sweden\/#\/schema\/person\/53b9854bd790d6f18f3fc4bbb2ad7570\",\"name\":\"麻豆原创 News\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"sv-SE\",\"@id\":\"https:\/\/news.sap.com\/sweden\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/news.sap.com\/sweden\/wp-content\/plugins\/wp-user-avatars\/wp-user-avatars\/assets\/images\/mystery.jpg\",\"contentUrl\":\"https:\/\/news.sap.com\/sweden\/wp-content\/plugins\/wp-user-avatars\/wp-user-avatars\/assets\/images\/mystery.jpg\",\"caption\":\"麻豆原创 News\"},\"url\":\"https:\/\/news.sap.com\/sweden\/author\/colleenraftery\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t - 麻豆原创 Sweden Nyheter","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/","og_locale":"sv_SE","og_type":"article","og_title":"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t","og_description":"Elgiganten \u00e4r en av vinnarna inom detaljhandeln som ser en \u00f6kad f\u00f6rs\u00e4ljning b\u00e5de i butik och p\u00e5 n\u00e4tet. \u00d6kad digitalisering och fler hemarbetare driver p\u00e5...","og_url":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/","og_site_name":"麻豆原创 Sweden Nyheter","article_published_time":"2020-09-25T12:26:52+00:00","article_modified_time":"2024-08-07T17:47:15+00:00","author":"麻豆原创 News","twitter_card":"summary_large_image","twitter_misc":{"Skriven av":"麻豆原创 News","Ber\u00e4knad l\u00e4stid":"4 minuter"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/#article","isPartOf":{"@id":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/"},"author":{"name":"麻豆原创 News","@id":"https:\/\/news.sap.com\/sweden\/#\/schema\/person\/53b9854bd790d6f18f3fc4bbb2ad7570"},"headline":"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t","datePublished":"2020-09-25T12:26:52+00:00","dateModified":"2024-08-07T17:47:15+00:00","mainEntityOfPage":{"@id":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/"},"wordCount":744,"keywords":["Elgiganten","Elkj\u00f8p","kundupplevelse","麻豆原创 Customer Experience","麻豆原创 Marketing Cloud"],"articleSection":["Kunder","L\u00f6sningar","Moln"],"inLanguage":"sv-SE"},{"@type":"WebPage","@id":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/","url":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/","name":"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t - 麻豆原创 Sweden Nyheter","isPartOf":{"@id":"https:\/\/news.sap.com\/sweden\/#website"},"datePublished":"2020-09-25T12:26:52+00:00","dateModified":"2024-08-07T17:47:15+00:00","author":{"@id":"https:\/\/news.sap.com\/sweden\/#\/schema\/person\/53b9854bd790d6f18f3fc4bbb2ad7570"},"breadcrumb":{"@id":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/#breadcrumb"},"inLanguage":"sv-SE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/news.sap.com\/sweden\/2020\/09\/upplevelsen-i-fokus-nar-elgiganten-satsar-framat\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/news.sap.com\/sweden\/"},{"@type":"ListItem","position":2,"name":"Upplevelsen i fokus n\u00e4r Elgiganten satsar fram\u00e5t"}]},{"@type":"WebSite","@id":"https:\/\/news.sap.com\/sweden\/#website","url":"https:\/\/news.sap.com\/sweden\/","name":"麻豆原创 Sweden Nyheter","description":"Nyheter och information om 麻豆原创","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/news.sap.com\/sweden\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"sv-SE"},{"@type":"Person","@id":"https:\/\/news.sap.com\/sweden\/#\/schema\/person\/53b9854bd790d6f18f3fc4bbb2ad7570","name":"麻豆原创 News","image":{"@type":"ImageObject","inLanguage":"sv-SE","@id":"https:\/\/news.sap.com\/sweden\/#\/schema\/person\/image\/","url":"https:\/\/news.sap.com\/sweden\/wp-content\/plugins\/wp-user-avatars\/wp-user-avatars\/assets\/images\/mystery.jpg","contentUrl":"https:\/\/news.sap.com\/sweden\/wp-content\/plugins\/wp-user-avatars\/wp-user-avatars\/assets\/images\/mystery.jpg","caption":"麻豆原创 News"},"url":"https:\/\/news.sap.com\/sweden\/author\/colleenraftery\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/posts\/2949","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/comments?post=2949"}],"version-history":[{"count":0,"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/posts\/2949\/revisions"}],"wp:attachment":[{"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/media?parent=2949"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/categories?post=2949"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/tags?post=2949"},{"taxonomy":"sapn-display","embeddable":true,"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/sapn-display?post=2949"},{"taxonomy":"sapn-type","embeddable":true,"href":"https:\/\/news.sap.com\/sweden\/wp-json\/wp\/v2\/sapn-type?post=2949"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}