Customer Experience and Engagement, Stockholm 2022 Takeaways

Be transparent
Explain why we ask for personal information
Earned data
Show intention of your data usage
Preference sharing
Trust
Customer-based Relationship
Polarisation
Modalised online commerce
Step away from extracting data
Treat others as you want to be treated
Amazing conversation, thanks!
Be more human
Trust and transparency, but still be able to use the data from a business perspective.
Be personal, but not too personal!
Letting the users have control
With data collection, there comes a huge responsibility
We need to talk more about data and privacy
How will the future of privacy look?

Do not look at how much revenue, look at what you’re saving
There are common challenges no matter what the business size
PIM is a must for a scalable business
Look at the saved cost instead of the revenue for business case
Growth does not mean selling more products
Improving product information is an investment for the future and CX
Growth = Customer experience = product management = Investment for the future
Customer first
PIM is the single source of truth
Active
Improving customer experience and helping them find more right products
PIM needs work
Make the customer be part of the product’s enrichments
50% want to be inspired and 50% want to find what they’re looking for
Use a PIM as a source of User-generated content
Unlock the possibilities to bring a next level of CX needs requiring a strong foundation of information
User-generated PIM
Integrate PIM with CX
The product information is getting more and more efficient as the relevance of it
One structure

Focus on automated user journeys
Personalisation is key
Segmentations, personalisations, automations
Mobile first
Data collection is a challenge
Using the data within communication
Loyalty
Collect relevant data
Use it to activate customers
Care about CX, communicate right
Personalisation
Focus on existing customers and use their historical data to improve content and customer experience!
All about customer centric along the customer journey. How do we help them to decide what it is that they want to buy?
Singular customer POV is key to be customer centric and drive relevant campaigns and content made for the customer.
Loyalty
Personalised messaging
Be customer centric
Focus on what the customer wants from their interaction
Segment + automate

Think different when it comes to omni-experiences
Great topics, valuable conversations
Channel Diversity can go faster than expected
Returns process adds complexity to inventory management in-store when online returns process is made less easy for the customer
Customer centricity
Try and reduce my own return rate! It’s better for the environment.
Would our customers buy here or shop here?
Dare to try new channels! Different channels work in different markets
To have a sustainable growth it’s important to have a diverse channel mix
External factors can be important in pushing for bold and responsible actions
Brand vs sales, social vs proof
Post pandemic offline experiences are / demand new concepts. People shop / expect a different experience vs traditional retail
You need to be brave and not focus on one channel only
Returns process – online = store – capture on site.
Using channel diversity to create a brand listing experience

Community
How to engage the customer?
Build communities in new markets
Create personal experiences + genuinely connect with customers to improve the post-purchase experience (and overall experience)
Communication with customers – perfect < honest
Post-purchase is a good opportunity to increase branding experience
Community = talk to customers
You buy something – you agree to give a finger & they take your whole hand
Keep up the conversation and remind the customer of a good choice
Don’t “forget” about the customer after their purchase
We should listen to the customer more and not rely on behavioural data only
Keep up the communication with customers post sale!
Engaging the customers in different ways or with the help of different channels to keep up with evolving customer engagement behaviours
Customer experience is more than the product – focus on inspiring your customers!