{"id":3507,"date":"2021-04-06T08:00:58","date_gmt":"2021-04-06T07:00:58","guid":{"rendered":"https:\/\/news.sap.com\/denmark\/?p=3507"},"modified":"2024-08-01T18:01:27","modified_gmt":"2024-08-01T16:01:27","slug":"centraliserede-data-er-vejen-til-at-give-kunderne-frihed","status":"publish","type":"post","link":"https:\/\/news.sap.com\/denmark\/2021\/04\/centraliserede-data-er-vejen-til-at-give-kunderne-frihed\/","title":{"rendered":"Centraliserede data er vejen til at give kunderne frihed"},"content":{"rendered":"

Data er n\u00f8glen, n\u00e5r vi skal levere gode kundeoplevelser. For mange etablerede virksomheder g\u00e5r vejen over it-m\u00e6ssig centralisme, hvis de skal have innovationskraft og man\u00f8vrefrihed til at m\u00f8de kunderne, hvor de er. Her opstiller vi nogle af de vigtigste hj\u00f8rneflag, n\u00e5r du skal arbejde langsigtet med Customer Experience.<\/p>\n

N\u00e5r en global virksomhed som Pandora i disse \u00e5r for alvor kan s\u00e6tte fokus p\u00e5 kunderejsen og p\u00e5 begrebet omnichannel, kan det kun forst\u00e5s som det aktuelle kapitel i en l\u00e6ngere – og uafsluttet – historie. S\u00e5dan m\u00e5 det n\u00f8dvendigvis v\u00e6re i en virksomhed med en 40-\u00e5rig historie, en oms\u00e6tning i omegnen af 20 mia. kr, 26.000 medarbejdere, tilstedev\u00e6relse i 7000 butikker, 2700 egne konceptbutikker og med 650 mio. \u00e5rlige kundekontakter.<\/p>\n

Mange virksomheder har netop r\u00f8dder, tradition og kompleksitet, som er arven fra en tid, f\u00f8r nettet var den altafg\u00f8rende kommunikationskanal, og f\u00f8r e-handel havde sit take-off. St\u00e6rkt forsimplet og i bagklogskabens klare lys har Pandoras it-m\u00e6ssige transformationsrejse rummet i hvert fald tre afg\u00f8rende faser, f\u00f8r virksomheden kunne s\u00e6tte turbo p\u00e5 at bruge data til at optimere kundeoplevelser.<\/p>\n

Samlede koncernl\u00f8sninger<\/strong><\/h2>\n

Fra 2016 oprettede koncernen en global it-organisation, hvis opgave var at samle og uniformere et fragmenteret og adhoc-pr\u00e6get it-landskab i \u00e9n samlet it-infrastruktur. Hurtig global v\u00e6kst havde efterladt virksomheden med et heterogent kludet\u00e6ppe af l\u00f8sninger, og derfor var der brug for samling og centralisering. Prisen var mindre frihed lokalt, mens stordrift gav bedre og mere effektive samlede l\u00f8sninger til kundekontakten \u2013 eksempelvis CRM, email, webshop.<\/p>\n

Egne data og tredjepartsdata<\/strong><\/h2>\n

Fra 2018 kunne Pandora i stedet fokusere p\u00e5 data. I denne fase blev data samlet, ensrettet og struktureret. Normaliseringen havde til form\u00e5l at data skulle kunne bruges til mange forskellige form\u00e5l, hvor man kan forbedre kundeoplevelsen gennem brug af data.<\/p>\n

Her er det relevant at skelne mellem egne, selvgenererede data og eksterne tredjepartsdata. De f\u00f8rste kan komme fra ERP-l\u00f8sningen, CRM-systemet, servicesystemet eller fra webshoppen. Tredjeparts-data kommer fra annoncering og dialog via Facebook, Amazon eller Google. Begge dele er lige relevante for de fleste virksomheder \u2013 i hvert fald i Pandoras tilf\u00e6lde.<\/p>\n

P\u00e5 egne data har virksomheden frihed til at analysere, l\u00e6re og reagere, men det koster naturligvis ressourcer. Omvendt forholder det sig med de s\u00e5kaldte \u201dwalled garden data\u201d p\u00e5 eksterne platforme, som giver en hurtig og smidig salgskanal med et lavt ressourceforbrug. Men her har virksomheden mindre kontrol og risikerer videnstab.<\/p>\n

Omnichannel og kunderejse<\/strong><\/h2>\n

N\u00e5r man i dag taler om at underst\u00f8tte kunderejser, s\u00e5 handler det om, at vi potentielt har masser af data om kundens adf\u00e6rd og pr\u00e6ferencer fra mange forskellige kontaktpunkter med vores virksomhed. Her taler vi prim\u00e6rt om egne data, som vi inden for rammerne sat af etik i kundekontakt og af myndigheders regulering kan bruge til at optimere. Men ogs\u00e5 sociale medier kan v\u00e6re gode kilder, hvis en kunderejse hos eksempelvis Pandora genneml\u00f8ber faserne \u201dopdag\u201d, \u201dunders\u00f8g\u201d, \u201dk\u00f8b\u201d, \u201dlever\u201d og \u201dinspirer\u201d.<\/p>\n

Datafundamentet skal v\u00e6re p\u00e5 plads, hvis virksomheden skal n\u00e5 at bruge og reagere p\u00e5 data fra s\u00e5 forskellige kilder som Facebook, SMS, email, fysisk butik, serviceorganisationen. Men p\u00e5 toppen af denne centralisme skal virksomheder opbygge en sand innovationskultur. Det skal v\u00e6re muligt at udforme sm\u00e5 fors\u00f8g lokalt, og hvis business casen holder kan den innovative lille \u201dspeedb\u00e5d\u201d skaleres op til at g\u00e6lde hele \u201dtankskibet\u201d.<\/p>\n

Trappetrin til at give kunderne frihed<\/strong><\/h2>\n

Strukturelt set er magtforholdet mellem kunde og leverand\u00f8r radikalt \u00e6ndret. Kunden v\u00e6lger timing, kanal og kontekst. Udover at leve op til en sk\u00e6rpet lovgivning skal brugen af data afspejle dette grundvilk\u00e5r, og det s\u00e6tter fokus p\u00e5 hurtighed og relevans. Det bliver naturligvis ogs\u00e5 helt afg\u00f8rende, at virksomheden ikke virker creepy, uetisk eller uansvarlig i sin kundekontakt.<\/p>\n

En central \u2013 gerne cloud-baseret \u2013 platform for kundedata b\u00f8r derfor bygge p\u00e5 nogle basislag af identitetsstyring og styr p\u00e5 tilladelser. Hvem er kunden? Hvordan tillader kunden, at vi kommunikerer? N\u00e5r man har taget disse to trin, kan man forts\u00e6tte med normaliseringen af data, analytisk indsigt i den enkelte kunde og i sidste ende med evnen til at levere personaliserede omnichannel-oplevelser.<\/p>\n

Kroner og \u00f8re<\/strong><\/h2>\n

M\u00e5let er at give kunden frihed til at v\u00e6lge tid, sted, kontaktform og indhold og alligevel v\u00e6re relevant og optimal i kundekontakten. Og det er en god forretning. Mange erfaringer tyder p\u00e5 en decideret win-win-situation, fordi man indledningsvis sparer aktiviteter, som er u\u00f8nskede – m\u00e5ske ligefrem irriterende og st\u00f8jende \u2013 ude hos kunderne. Samtidig \u2019rammer\u2019 virksomheden mere rigtigt og skaber relevans og loyalitet. Vi har set eksempler p\u00e5 business cases i dette felt, hvor break-even er opn\u00e5et p\u00e5 under et halvt \u00e5r og med ROI op til faktor 10!<\/p>\n

Pandora har taget nogle meget vigtige skridt op ad denne trappe, men transformationsrejsen har ikke en endelig destination. Kunder, medier, produkter og marked forandrer sig konstant. Kundekontakten bliver ved med at udvikle sig. En samlet, struktureret og automatiseret tilgang til data er i disse \u00e5r nok det vigtigste fundament for at kunne f\u00f8lge med. Det handler om teknologi, kompetence, kultur og lederskab!<\/p>\n

 <\/p>\n

Af Thue B\u00f8ge S\u00f8rensen, Head of Business Analysis, Pandora &\u00a0<\/em>Henrik Bak, Senior Solutions Sales Executive, SAP CX<\/em><\/p>\n

\"\"<\/p>\n

Oprindelig publiceret i Markedsf\u00f8ring den 22. marts 2021.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Data er n\u00f8glen, n\u00e5r vi skal levere gode kundeoplevelser. For mange etablerede virksomheder g\u00e5r vejen over it-m\u00e6ssig centralisme, hvis de skal have innovationskraft og man\u00f8vrefrihed…<\/p>\n","protected":false},"author":3575,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[8493,4579962],"tags":[5565473,5565470,5562231,5562307,5565472,5564728,5564851,4645592,5565471],"sapn-display":[5566077,5566075,45149,4579516,60294],"sapn-type":[5563396],"class_list":["post-3507","post","type-post","status-publish","format-standard","hentry","category-kunde","category-virksomhedsinformation","tag-centraliserede-data","tag-henrik-bak","tag-kundeoplevelser","tag-kunderejse","tag-omnichannel","tag-pandora","tag-sap-commerce-cloud","tag-sap-customer-experience","tag-thue-boege-soerensen","sapn-display-artikel-hero","sapn-display-artikel-spotlight","sapn-display-homepage-hero","sapn-display-top-stories","sapn-display-hero","sapn-type-artikel"],"yoast_head":"\nCentraliserede data er vejen til at give kunderne frihed - SAP Danmark Nyheder<\/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\/denmark\/2021\/04\/centraliserede-data-er-vejen-til-at-give-kunderne-frihed\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Centraliserede data er vejen til at give kunderne frihed\" \/>\n<meta property=\"og:description\" content=\"Data er n\u00f8glen, n\u00e5r vi skal levere gode kundeoplevelser. 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