This chapter explores the intersection of creativity, leadership, and technology, featuring insights from Hannah Kohlberg, a leader in strategy and data. We discuss how creativity extends beyond traditional forms like film to include areas such as coding and programming, emphasizing the importance of using data strategically to fuel innovation. Hannah shares how her passion for horseback riding provides a meditative balance and inspiration for her leadership approach, drawing parallels between guiding a horse and leading a team. We also examine the role of AI in enhancing business efficiency, freeing up time for human-centric interactions where creativity and personal touch are irreplaceable. Hannah's journey through diverse industries highlights the synergy between data, technology, and creativity in driving impactful change and innovation.

(05:04) Balancing Creativity, Leadership, and Execution

This chapter explores the intersection of creativity and strategic leadership, emphasizing the importance of balancing innovative ideas with practical execution. We discuss the necessity for leaders to prioritize and guide creative thinkers to ensure progress and impact, without stifling their innovative spirit. The conversation touches on the critical role of honesty and open dialogue in motivating team members, drawing from personal experiences across diverse industries such as entertainment, retail, and telecom. We also examine how early lessons in handling difficult conversations helped shape an effective leadership style. Additionally, the chapter highlights the significance of team diversity, combining high performers and team players to create a balanced and dynamic work environment.

(10:18) Embracing Efficiency and AI in Innovation

This chapter explores the journey of creating an in-house AI tool named Optimus at Telia, highlighting the drive for efficiency and personalization in content production. Hanna, who has a passion for change and innovation, shares insights into balancing individual strengths and team dynamics, emphasizing the importance of maintaining a dialogue to enhance both performance and teamwork. We discuss the challenges and rewards of being a team leader, likening it to being a psychologist who understands team and individual dynamics. Hanna's commitment to optimizing processes, like reducing coding times and utilizing AI for content creation, is rooted in the belief that time is a finite resource and should be used wisely. Optimus was born out of necessity to handle the high demand for personalized content, and while currently operating in Swedish, there are plans to incorporate more languages, ensuring not just translation but also the right tonality. The ultimate goal is to allow more time for creativity by automating routine tasks, which aligns with Hanna's vision of constant movement and improvement.

(21:29) Customer Experience and Innovation in Telecom

This chapter explores the challenges and opportunities in the telecom industry, particularly focusing on how companies like Telia can leverage data to enhance customer experiences. We discuss the importance of seamless integration between digital-first strategies and traditional customer touchpoints, emphasizing the need for a solid data foundation. The role of AI and automation is highlighted as crucial for improving efficiency and service, while maintaining a human touch to ease customer apprehensions about new technologies. I also address the necessity of embedding AI development within the core business operations rather than treating it as a separate entity. Looking to the future, we consider potential shifts in the telecom industry, such as improved customer understanding and engagement, which could redefine the sector over the next five to ten years.

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This chapter explores the dynamic intersection of technology and automotive marketing with Morten Fries Olsen, the Chief Marketing Officer at Sembler Group. We discuss the growing trend of ROPO (Research Online, Purchase Offline) and its implications for businesses, especially those dealing with full-time group brands. Morten shares insights into his passion for combining technology with the automotive industry, sparked by his early interest in cars and his professional experiences in Copenhagen. We also touch upon his personal adventures in cross-country skiing, particularly in Italy, highlighting the unique skiing culture and races there. Morten’s journey from promoting Copenhagen as a business hub to leading marketing initiatives for Audi underscores the innovative strategies that are reshaping the automotive landscape.

(05:15) Customer Centric Approach in Automotive Marketing

This chapter explores the transition from promoting Copenhagen to a role in the automotive industry at Semmler, highlighting the cross-industry transfer of skills and insights. We discuss how digital trends, particularly AI, are reshaping consumer expectations in the automotive sector, with a focus on Semmler's strategy to enhance digital customer experiences and build stronger relationships. The conversation touches on the challenge of placing customers at the center of business operations, bridging fragmentation across various touchpoints, and the complexities of centralized customer data. By aiming to provide mobility solutions that add value, we emphasize the importance of overcoming organizational silos to achieve growth and customer satisfaction.

(20:54) Leveraging AI for Enhanced CX

This chapter provides an insightful exploration into how businesses leverage data and technology to enhance customer engagement and marketing effectiveness. We discuss the use of 23 brand mutual questions to gather feedback on customer behavior, which aids in creating valuable insights and providing personalized offers. The conversation highlights the role of Sales Wings as a SaaS platform that tracks digital behavior, saving money by sending relevant messages. We also examine the integration of AI tools, such as Salesforce Marketing Cloud and sentiment analysis, which automate tasks and analyze customer interactions to refine marketing strategies. Moreover, we explore the concept of Next Best Action and Next Best Offer, using data to determine the most effective ways to engage customers and convert interest into action. Overall, the focus is on bridging digital and analog touchpoints, maintaining consistency, and enhancing the customer experience.

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This chapter explores the intersection of AI, technology, and human connection within the context of Scania, a leading commercial vehicle manufacturer. Patrick Hedjung, AI Catalyst at Scania, shares his insights on how democratizing AI can lead to innovative ideas and use cases that have yet to be discovered. We also touch on the challenges of integrating digital transformations into traditional industries, such as transitioning to autonomous and connected vehicles. Patrick recounts a personal anecdote about spontaneously buying a house in Italy, drawing parallels to embracing new opportunities without a set plan. Additionally, we discuss Patrick's bold move of changing his LinkedIn title to reflect a future role in AI adoption before it was official, highlighting the importance of aligning one's personal brand with professional aspirations. Finally, we address how Scania supports its diverse workforce in adapting to AI, acknowledging the varied levels of familiarity and comfort with the technology among employees.

(17:41) AI Integration in Company Culture

This chapter focuses on the integration of AI within organizations, emphasizing the importance of aligning AI initiatives with existing company culture and processes. We explore the significance of human connection amid technological advancements and how AI can enhance rather than replace it. Additionally, we discuss the challenges traditional industries, like truck manufacturing, face in adapting to digital changes, particularly with the introduction of AI, electric, and autonomous technologies. Exciting AI developments, such as potential hyper-personalization, are highlighted, alongside the transformative impact AI could have on leadership by automating administrative tasks, allowing leaders to focus on more strategic, value-adding activities.

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Topics Discussed:

Future of AI in Customer Experience (0:00:00 - 0:04:21):

• The evolving landscape of AI in telecom.
• Tele2's strategic transformation focusing on value over volume.
• Balancing professional ambitions with personal well-being.
• Jenny's passion for running and her dream of a tech-free getaway in Fiji.

Strategic Transformation in Telecom Industry (0:04:21 - 0:13:39):

• Convergence of business, HR, and communication.
• The role of digitalization in customer experience.
• Challenges of IT legacy systems and AI integration.
• Importance of data in shaping future telecom success.

Enhancing Customer Experience in Telecom (0:13:39 - 0:28:39):

• Embedding customer experience (CEX) into organizational culture.
• Signature practices and their impact on customer interactions.
• The role of AI in automating tasks and maintaining human empathy.
• Case study: AI chatbots at Teletubbies.

Useful Timestamps:

• 0:00:00 - Introduction to the future of AI in customer experience.
• 0:04:21 - Discussion on strategic transformation and digitalization.
• 0:13:39 - Enhancing customer experience and AI's role in telecom.

Additional Notes:

• Jenny emphasizes the importance of upskilling talent to meet digital demands.
• The necessity of balancing technology with a human touch in customer service.
• Tele2's efforts in creating a customer-centric approach and nurturing long-term relationships.

Connect with Us:

LinkedIn

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Topics Discussed:

• Lina Hasic's career and impact on customer and sales development.
• The role of personal experiences in shaping customer engagement.
• Challenges in e-commerce and the power of AI and data analytics.
• The importance of team diversity and synergy in innovation.
• Future predictions for AI and AR in e-commerce and retail.

Useful Timestamps:

• [00:01] - Introduction to Lina Hasic and her professional background.
• [01:29] - Lina's personal journey and her approach to innovation.
• [06:08] - Strategies for aligning team goals with customer expectations.
• [09:32] - Key challenges in e-commerce customer experience.
• [11:24] - Effective measures for overcoming e-commerce challenges.
• [12:49] - Predictions for AI and personalization in e-commerce.
• [17:31] - Discussion on live shopping trends in Sweden.
• [21:58] - Benefits and limitations of video bots and AI in retail.
• [26:15] - Adapting to changes in e-commerce and digital platforms.

Additional Links:

• Explore our Website
• Follow us on LinkedIn

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Venture with us into the future of pharma marketing, where storytelling prowess meets the precision of AI-driven product development. We peel back the layers of AI's potential to compress drug development timelines and revolutionize go-to-market strategies through rapid content creation. Discover how AI can alleviate healthcare professionals' administrative burdens, thus enriching patient care quality. Moreover, we contemplate the profound impact AI could have on patient outcomes, from promoting treatment adherence to extending a helping hand to those in underserved healthcare areas. Join the movement of pioneering the integration of AI to enhance the customer journey, undeterred by the challenges and keen on the uncharted territories of opportunity AI brings to the table.

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Robin has some compelling thoughts on the future of AI assistants. He believes they're set to revolutionize productivity, paving the way for a new breed of entrepreneurs and innovators who work smarter, not harder.

Join me as I explore the essence of leadership in today's tech-savvy world. I'll break down the complex web of the corporate ladder, focusing on growth, precision in prioritization, and the art of pursuing ambitions with IkaGuy—a strategy that fuses passion, skill, and market demand seamlessly.

Our conversation also highlights the intricate relationship between the telecom sector and AI, emphasizing the necessity of clean data and the hurdles old systems can pose. We'll discuss the indispensable need for stringent data security and a team adept in giosg.

We wrap up by pondering the environmental responsibilities of the telecom industry, underscoring the balance between eco-conscious choices and maintaining high standards of quality and customer happiness. As we look towards the future, Robin shares his insights on the shift from traditional customer service methods to digital platforms, powered by AI to create personalized experiences for users everywhere. It's a fascinating peek into meeting the diverse needs of customers in the digital age.

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But it's not just about the shiny new gadgets and interfaces. As we navigate through the conversation, we uncover the challenges that accompany this digital revolution—think data privacy, the nuances of GDPR, and the call for transparency. Initiatives like Volkswagen's Cariad are pushing the envelope, and with young visionaries like Mercedes-Benz's Magnus Östberg steering the tech helm, the industry's future is as exciting as it is unpredictable. Umar's perspective is a goldmine for anyone looking to thrive in this evolving landscape, highlighting the crucial balance between innovation and safety. So buckle up and tune in for a masterclass on the fluidity of automotive careers, the skills to keep you at the forefront, and the mindset to adapt to an industry in constant evolution.


(00:44 - 01:22) Award-Winning Engineer's Diverse Career Path

(05:25 - 06:23) Global Perspective on Digital Customer Experience

(19:45 - 21:50) The Future of Software Productization

(26:39 - 28:22) Importance of Leadership in Company Transformation

(30:50 - 32:24) Magic Wand Solution for Automotive Communication

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This chapter welcomes Jessica Spahn, Managing Director of Volvo Cars in Sweden, where I explore her unique journey from aspiring to work in law to leading a major automotive brand. We touch upon Jessica's personal interests, including her love for skiing, golf, fashion, and the balance between travel and home life. The Swedish tradition of 'Fika' is introduced, highlighting its significance in social culture. Jessica shares insights about Gothenburg, Volvo's birthplace, and how its people contribute to the city's charm. Furthermore, I discuss with Jessica the importance of surrounding oneself with a knowledgeable team to stay abreast of digital trends and how her daughter keeps her updated with the latest happenings in the world of social media. Lastly, Jessica emphasizes the value of a human-centric work culture for maintaining a healthy work-life balance.

(14:20) Digital Transformation in Customer Relations

This chapter unpacks the transformation of customer relationships in the digital age and its impact on a traditional car company like Volvo Cars Sweden. We explore the shift towards real-time interaction with customers and retailers, highlighting the importance of instant feedback in identifying and addressing breaks in the customer journey. Emphasizing the significance of dealership relationships, we discuss the integration of direct sales into traditional business models and how this evolution benefits the customer experience. The conversation also touches on the necessity of effective change management, transparency, and the balance between direct sales and the essential services provided by retail partners. Finally, we share personal insights on how embracing digital sales and the move towards electric vehicles has been a catalyst for innovation within the company.

(22:14) Transformation and Future of Volvo Cars

This chapter examines the challenges and opportunities presented by change management in the automotive industry, particularly during a time of significant transformation. I discuss the necessity of reevaluating every aspect of the customer journey and the importance of transparency within large organizations during these changes. The conversation highlights Volvo Cars' successful introduction of the EX30 model, which targets a new market while maintaining the brand's premium identity. Additionally, I touch on the broader vision of Volvo being part of a customer's life at various stages, and the commitment to sustainability, with goals for electrification by 2030 and climate neutrality by 2040. Finally, the chapter wraps up with my hypothetical solution to making cars sustainable and part of the solution to climate issues, emphasizing the industry's role in the climate problem and the need for swift action towards sustainability.

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As we navigate the intricate pathways of Volvo's digital transformation, the discussion illuminates how the tactile charm of showrooms is merging with the convenience of online sales. It's a dance between the traditional and the modern, with retailers reinventing their roles to keep pace with consumer expectations. And just when you think the plot couldn't get any richer, enter the realm of electric vehicles—where Danish tax policies, sustainability, and the sleek allure of the EX30 play starring roles. Rikke Aagaard Petersen's insights are not just about cars—they're a testament to the shifting cultural and market landscapes that challenge and inspire the Volvo ethos.

The grand finale of our journey with Rikke Aagaard Petersen showcases Volvo's century-long commitment to quality through the prism of digital customer interactions. Every click, swipe, and chat is an opportunity to uphold the trust that has been the cornerstone of the brand. We discuss crafting a customer journey that matches the electrifying innovation of their vehicles, ensuring that every digital touchpoint is as genuine and dependable as the Volvo name itself. So buckle up and prepare for an auditory ride that's as much about the heart and soul of the car industry as it is about its gleaming machines.

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Our conversation also navigates the road ahead for the automotive industry, where AI doesn't replace but enhances the human touch in car sales, and the necessity of cybersecurity in protecting customer data. Joe and I discuss the push towards electric vehicles, the integration of AI with customer service exemplified by Gloria, the AI chatbot, and the challenges facing traditional dealerships in the wake of direct-to-consumer sales models. Learn about the importance of a unified data system and the value of maintaining customer relationships over time. Buckle up for an insightful ride into the future of the automotive industry, where the rubber of tradition meets the digital road of tomorrow.

(02:14 - 03:40) Legacy of Love

(11:02 - 12:31) The Power and Pitfalls of AI

(16:04 - 17:27) The Impact of AI Chatbot, Gloria

(22:38 - 23:37) Reducing Negotiation in Vehicle Pricing

(28:17 - 30:28) Automotive Sector's Billionaire Solution

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This episode isn't just a rundown; it's an expedition into the future of strategy and innovation, where Mario's brainchild, Genie, stands poised to redefine the norm. We tackle the sluggish pace of innovation in the corporate world, dissecting the need for speed without sidestepping quality. Delving into the evolution from concept to customer testing, this dialogue crystallizes the strategic might of a customer-centred approach and the embrace of omnichannel tactics in the pharma sector. And suppose you're curious about the AI horizon. In that case, Mario's optimism and foresight provide a glimpse into a future where artificial intelligence isn't just a tool but a transformative force in business.

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(13:27) Medical Sector Potential and Misconceptions

(21:15) Differentiating Omni-Channel and Multi-Channel Engagement

This chapter welcomes Carlos Eid, Executive Medical Director Cardiovascular at Novartis International Medical Affairs, who shares his unique journey blending medicine, leadership, and the arts. I explore how Carlos's roles as a father, doctor, musician, and industry leader interplay to shape his approach to life and professional endeavors. We discuss the synergy between these aspects and how each contributes to a harmonious leadership style. Carlos emphasizes the significant impact he can make in the pharmaceutical industry, affecting millions of patients worldwide, compared to the more limited scope of clinical practice. His musical background, from singing in choirs to composing and DJing, also comes into play, underscoring the rhythm and harmony he brings to all facets of his life, although he modestly dismisses the idea of releasing an album. Overall, Carlos's story is a testament to the power of integrating diverse passions and skills into one's career and personal growth.

(13:27) Medical Sector Potential and Misconceptions

This chapter unpacks the potential for innovation and improvement within the medical field as I reflect on my experiences and insights from working with medical science liaisons (MSLs). We explore the importance of early resource investment in MSL roles to better prepare markets for new drugs, the need for a patient-centred engagement journey beyond strategy and tactics, and the integration of technology and AI to enhance MSLs' capabilities. I also discuss the critical role of developing, upskilling, and retaining MSL talent, highlighting the value they bring to a company, and emphasising the necessity to move beyond quantitative measures to truly assess the impact of MSLs. Lastly, we tackle the myths surrounding OmniChannel strategies, asserting that while helpful, they are not the sole determinant of success in the industry.

(21:15) Differentiating Omni-Channel and Multi-Channel Engagement

This chapter unpacks the common misconception that omni-channel and multi-channel strategies are interchangeable, emphasizing the importance of a seamless customer journey through various touchpoints. We explore how omni-channel strategies can be implemented without exorbitant costs and that a blend of technology and other methods should always keep customer needs at the forefront. Additionally, I discuss the integration of AI in healthcare, stressing that it should enhance, not replace, human elements in professional engagement. By sharing vivid examples, we underscore the irreplaceable role of empathy and personal interaction in healthcare, and the need to find the right balance between human expertise and AI to truly benefit patients and the healthcare industry.

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This chapter welcomes Paul Prior, a renowned digital strategist and speaker, who shares his journey from a self-conscious teen to an acclaimed professional keynote speaker. I discuss with Paul the importance of mentorship and continuous learning, drawing from his own experiences of overcoming fear through a humorous and humbling first speaking engagement and the significance of seeking knowledge from experts like his mentor, Alan Moss. Paul emphasizes the perpetual quest for knowledge and the role of mentorship in personal and professional growth, offering listeners insights into the mindset of a lifelong learner and the organic path that led him to success in the digital strategy world.

(11:39) Telecom Industry Shift and AI Integration

This chapter addresses the evolving challenges and strategies within the telecom industry amidst societal shifts and commoditization of technology. We explore the necessity for telecom companies to innovate in a market where products like smartphones have become as common as electricity. Emphasizing the importance of customer centricity, operational model shifts, and the integration of AI, I discuss the top five issues facing the telecom sector: accepting commoditization, adapting organizational behavior for the future, revamping operational models, truly embedding customer-centric practices, and ensuring resilience and relevance in a rapidly changing market. Additionally, I touch on the potential of AI to enhance productivity, consistency in customer experience, and the convergence of digital and physical retail spaces in the telecom realm.

(25:29) Brand, Experience, and Making a Difference

This chapter we explore the integral role of branding in creating the initial connection with customers, bridging the gap from unawareness to recognition of a need for a solution. I highlight the importance of an exceptional customer experience, one that goes beyond the promise of the brand to foster genuine excitement, much like a child's joy in receiving a new Nintendo Switch. We touch on the nuances of customer motivations and the need for a brand's actions and values, including sustainability and corporate citizenship, to be authentically embedded in the company's DNA, rather than superficial add-ons. Lastly, I reflect on personal aspirations outside of the digital and telecom field, expressing a desire to make a difference through charitable enterprises and philanthropy, with a focus on creating positive impacts on individual lives.

(31:30) Podcast Gratitude and Future Plans

This chapter we explore the significant insights and entertaining stories shared by our guest on digitalization and the telecom industry. I, Daniel Paul, along with Giosq, express our gratitude for the valuable expertise our guest brought to the table. We encourage our listeners to keep pushing the boundaries in these fields and remind everyone to engage with us through likes, shares, and subscriptions for more enriching discussions on digital customer experiences. We eagerly anticipate another opportunity to bring such informative sessions to our audience and invite everyone to contribute their thoughts and questions for future episodes. Stay curious and keep innovating with us here at Giosq.

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We will also journey through the significant role of employee engagement in elevating customer satisfaction. Maria shares her successful strategy of dual roles for employees, attributing to clear ownership and commitment in e-commerce and in-store channels. She will reveal her journey of restructuring the customer service team, which led to reduced queue times and enhanced employee satisfaction. The episode is topped with Maria's inspiring mantra of "there are no problems, only solutions," and the empowering effect of treating employees as equals. By the time we conclude, you’ll see how valuing employees can lead to better customer engagement. So, tune in, absorb, and come away with actionable strategies for creating a top-notch digital customer experience. Don't forget to share and subscribe for more insightful episodes!

Highlights:

(13:34 - 15:54) Growing With an Omnichannel Approach

(20:15 - 21:13) Customer Service Empowerment and Appreciation

(27:22 - 29:16) Career Restart

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As we step into the world of digital transformation, we explore its impact on various generations in the workplace. Change management is a dance we all need to learn, and Paulo explains why it's crucial to engage everyone in understanding the value of digital solutions. From AI-driven Next Best Action in customer engagement to the role of artificial intelligence in pharmaceutical companies, this conversation underscores the importance of embracing new technologies for staying competitive in a digitized world.

Finally, we delve into the challenges faced by the pharmaceutical industry in customer engagement. Paulo draws comparisons with companies like Amazon, emphasizing the significance of understanding and solving real customer problems. From regulations to diversifying markets, we navigate the complexities of the industry before we wrap up with a treasure trove of career advice from Paulo that is sure to leave you inspired. Tune in to this episode for an amalgamation of culture, technology, and the art of building a successful career!

(06:21 - 08:18) Superstar Teams and Shared Responsibility

(10:31 - 11:47) Change Management and Digital Transformation

(17:28 - 18:33) AI's Impact on Decision-Making

(20:52 - 21:35) Measuring Actions vs. Words

(26:10 - 28:27) Pharmaceutical Companies in the Digital Age

(32:18 - 34:22) The Importance of Patient Career Planning

(00:04) Digital Customer Experience and Brazilian Culture

This chapter welcomes Paulo Gentil, the digital solutions manager at ABV, to discuss his journey and insights on customer engagement and digital solutions. Paulo shares his perspective on the importance of carnival in Brazilian culture and his dream football team. He also discusses the similarities between building a successful football team and a successful company, emphasizing the importance of teamwork and shared responsibility. Paulo gives his thoughts on hiring a footballer as a digital solutions manager and shares two possible answers. Overall, this chapter provides a unique global perspective on customer engagement and digital solutions from a seasoned expert in the field.

(11:03) Digital Transformation and Change Management

This chapter explores the impact of digital transformation on different generations in the workplace. We discuss the importance of change management when implementing new technologies and the need to demonstrate the value of digital solutions to all team members. Additionally, we touch on the role of AI in customer engagement for pharmaceutical companies, specifically highlighting the concept of Next Best Action (NBA) driven by AI to personalize interactions with customers. Overall, the conversation emphasizes the necessity of embracing change and adopting new technologies to remain competitive in the ever-evolving digital landscape.

(23:06) Pharmaceutical Industry Customer Engagement Challenges

This chapter explores the challenges faced by pharmaceutical companies in achieving effective customer engagement, such as complex regulations and the need to adapt to different markets. We draw parallels to companies like Amazon and discuss the importance of understanding and solving real problems for customers rather than simply offering solutions. We also touch on the role of data in driving digital transformation and improving customer experience. The chapter ends with a question about what the speakers would do differently if they were starting their careers in the industry 20 years ago.

(29:04) Career Advice and Reflections

This chapter features a conversation with Paulo, a digital solutions manager and director who shares his journey from starting as a trainee in Volkswagen to working for some of the biggest companies in the world. Paulo discusses the importance of building connections and listening to people, as well as the value of patience in career planning. He also emphasizes taking smaller steps and learning before attempting ambitious goals. The conversation ends with Paulo's advice for those looking to follow a similar career path.

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Turning the page, we step into the realm of healthcare, specifically dissecting human interactions within the pharmaceutical sector. The impact of these interactions on healthcare professionals can't be overstated. Helge enlightens us on the myriad factors influencing physicians' decision-making process and the need for change leadership to reevaluate customer assumptions. We then shift gears to talk about the magic of aligning organizational goals to optimize the omnichannel experience.

Wrapping things up, we ponder on the immense potential of omnichannel marketing in the pharmaceutical industry. As Helge rightly points out, understanding customer needs and differentiating between products, channels, and customers is crucial to success. We wrap up with some golden advice for aspiring heads of customer service - Helge's top three mistakes to avoid. And remember, it's not just about getting answers, but asking the right questions. Join us on this fascinating journey, share your thoughts, and stay curious!

(00:00) Customer-Centricity in the Digital Experience

(11:20) Improve Customer Experience in Healthcare

(19:02) Omnichannel Strategy in Marketing

(27:49) Pharmaceutical Industry Insights and Future Questions

(00:00) Customer-Centricity in the Digital Experience

This chapter explores the world of digital customer experience with guestHelge Tennø, a leading expert in customer strategy. Teder shares his insights on how companies can become customer-obsessed and discusses the role of AI in transforming customer support and experience. He also explains how his interest in customers was sparked by a failed user testing experience and a master class on change. Teder's passion for understanding the customer and driving change in organizations is evident throughout the conversation.

(11:20) Improve Customer Experience in Healthcare

This chapter explores the topic of human interactions within the pharmaceutical sector and its impact on healthcare professionals. Our guest, Helge, shares insights from recent articles in Norway where physicians expressed their struggles with workload and the need for better support. He also discusses his research on the 45 factors that influence a physician's decision-making process, emphasizing the importance of understanding the system and context surrounding the customer. We delve into the need for change leadership in organizations to unlearn assumptions about customers and relearn their needs. Helge also shares his views on optimizing the omnichannel experience by aligning organizational goals and outcomes. Overall, this chapter highlights the importance of gaining a deeper understanding of customers and their needs in the pharmaceutical industry.

(19:02) Omnichannel Strategy in Marketing

This chapter explores the potential for success in the pharmaceutical industry through omnichannel marketing. We discuss how omnichannel can be used to sell complex decision making, such as vaccines, and emphasize the importance of putting the customer at the center of this cross-functional approach. Understanding customer needs and differentiating between products, channels, and customers is crucial. The chapter concludes with the guest sharing their top three mistakes for aspiring heads of customer service to avoid.

(27:49) Pharmaceutical Industry Insights and Future Questions

This chapter explores the digital customer experience in the pharmaceutical industry. Hosts and guest Helge emphasize the importance of asking the right questions when engaging with industry professionals. They highlight the valuable insights gained from their conversation and how it can inform future discussions. Viewers are encouraged to like, share, and subscribe for more in-depth explorations of the topic. The hosts also invite viewers to leave comments with questions for Helge or future guests. The chapter concludes with a reminder to stay curious and continue innovating.

(06:57 - 07:47) Customer Centricity in the Pharmaceutical Sector

(10:08 - 11:20) Improving Efficiency in Healthcare System

(13:53 - 15:03) Improving Interactions With Physicians

(22:14 - 23:13) Asking the Right Question's Importance

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Remember for more interesting conversations on digital, your feedback helps us deliver the content you transform, customer service, and want to hear. Stay tuned leadership. Until next time! 
 

(15:41 - 16:03) Executing Company Transformation With Diverse Individuals

(25:11 - 28:07) Opportunities for AI in Digital Transformation

(31:15 - 32:36) Global Leadership and Language Translation Potential

(36:10 - 36:52) Persistence and Investing for Success

(00:00) Pharmaceutical Industry Customer Experience

Malinn Parkler from Pfizer Sweden and I chat about her background, her love of music, and her inspiration from global CEOs. We also explore how digitalization has revolutionized the way medicines are discovered and the customer experience expected by healthcare professionals, patients, and government agencies. Lastly, we discuss the disruption caused by the pandemic and how Pfizer has adapted to meet customer needs.

(18:32) Pfizer's Omnichannel Approach and AI Potential

We discuss the different types of content and channels that Pfizer utilizes to create learning journeys, and how the company tracks customer satisfaction to measure the impact of its efforts. We also explore how artificial intelligence can help accelerate digital transformation and the potential opportunities it brings.

(25:58) Exploring AI's Impact and Leadership Advice

Malin and I explore how generative AI can be used to benefit the healthcare industry. We discuss how AI can improve the way proteins fold to reduce cycle time for patients and provide qualitative content for healthcare providers. We also touch on the challenges, such as fake things, and how to handle ethical considerations. The conversation ends with Malin's leadership style and advice for young leaders to embrace change and transformation.

(37:45) Inspiring Chat on Digital Customer Experience

Malin Parkler from Pfizer Sweden and I discussed the significance of innovation in the healthcare sector and how generative AI is being employed to benefit the industry. We discussed the potential of using AI to enhance the way proteins fold and how this could lower costs and enable more personalized medicine. We also examined how Pfizer is creating learning journeys through different content and channels to make customer experiences more engaging.

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Welcome to Digital Customer Experience podcast by Kiosk. I'm Daniel Fall and I'm thrilled to bring you stories, insights and expert opinions from the ever-evolving world of digital customer experience. Today, we have an excellent guest. We're joined by Stan Karbowsky, a pharma digital marketing consultant and strategist with 18 years of impressive experience. Stan has led global initiatives, delivering 100 plus marketing campaigns and working at over 50 marketing agencies. Now he runs his own consulting business, helping pharma companies navigate the digital landscape. Stan isn't just a marketing crew. He's also a PhD in applied linguistics. And, guess what? He's a personal development enthusiast and a nature lover. Stan, we are thrilled to have you here to share your journey and insights. Welcome.

00:51 - Stan Karwowski (Host)

Hello Daniel, thank you for having me. I'm really glad to join your video, your podcast, perfect.

00:56 - Danny (Host)

Thank you so much, Stan. I really love the experiences and the differences and the varieties that you have in your profession. But I want to know Stan a little bit more outside of the consulting realm. Who is Stan outside of the marketing and consulting realm?

01:11 - Stan Karwowski (Host)

Well, the things you may not know about me, which are maybe interesting to some of you, is that I love nature, as you say, and I love collecting mushrooms. That's a very peculiar hobby, but I really adore that. And now I must say that in the past actually before I start, before I became a digital marketer I wanted to become a scientist. I did the PhD in applied linguistics, as you say, and even worked at the university for quite a few years, but then I realized that maybe academics is not the thing for me. Moving forward, it's more that entrepreneurial spirit that woke up and said, hey, you need to work with people, right, you need to connect, you need to build something, create things. And then that is how I went into business. And then, because business is such a wide thing and it has so many domains to me, digital marketing and strategies are the things that talk to me the most and that's why I focused on them and that's why I'm here today.

02:11 - Danny (Host)

Nice and I kind of feel. Also, you've laid foundation by doing PhD in linguistics, because you love working with people from different countries, so why linguistics?

02:23 - Stan Karwowski (Host)

Well, I always love to investigate things and understand how things work, and language is a phenomenon. It's a super complex system, probably one of the most complex you can imagine, and then, because I was able to, I had the chance to connect it with neuroscience as well and look at language from, like you know, neurobiology perspective and how our brain acts and behaves when we produce language, when we consume, etc. Then that was exceptionally interesting to me because, you know, I learned a lot about myself, about others and how people basically function. So that is why I went into linguistics and I need to say, danny, it's still in me, yeah.

03:03 - Danny (Host)

I'm a little bit curious, because you are into or you have a PhD in linguistics. How many languages do you speak?

03:10 - Stan Karwowski (Host)

I speak three languages fluently and one on a communicative level.

03:16 - Danny (Host)

Nice and because we are on the same path now. Language people, because you work with people from different marketing agencies. So who is the most fun to work with? When I mean who? People from which countries are most fun to work with? People from which countries are really creative? People from which countries are like you know something that you don't expect from them. Can you give us a little bit of your experience with working with people?

03:42 - Stan Karwowski (Host)

Danny, I love the question. I really love the question. I did indeed work with multiple representatives of multiple countries and every country and every person has their own kind of mindset, spirit, if you like, mentality, experience and how they react to things, how they communicate and how they emotionally even interact with you and, for example, I've always liked working with colleagues from Spain or Italy because they're very emotional, they're very open, transparent, like you know. It's really fun, it's super fun. So, as you said, I would say those guys are like tremendous in that aspect not only them, but that's very outstanding.

04:27

Then you mentioned creativity and I noticed that people I've worked with that come from Turkey were extremely creative. Those guys always found solutions to things that were thought that are not solvable, for example, but they always did something interesting, like have different type of kind of problem solving, etc. So that was really interesting. I think the biggest surprise to me throughout my career was working with people from the Nordics and Norway, sweden, denmark and Finland, because they are very different from in terms of how they can interact with others. They're more calm, but they're super professional and there are people that you can count on. Whatever they say, they're gonna do that, so we can feel extremely confident and comfortable that whatever you do with them, it's gonna end up with some sort of a success. It's only a matter whether it's smaller or bigger, so I really adore working with them from that comfort perspective.

05:29 - Danny (Host)

I need to say it's amazing how your experience of working with different countries have brought this perspective of people. But have you ever had in one room people from Spain and Italy, people from Turkey and people from the Nordic? Have you had a chance to have people of these different personalities or cultures in one place?

05:50 - Stan Karwowski (Host)

Wow, yes, absolutely. And you probably know that phenomenon called town halls, when you work for big customers and you've got that town hall and suddenly you have like 50, 100 people arriving from different countries and because I worked for global units, primarily in my experience then those situations happened a lot and what I learned is that the dynamics of every person is totally different and you need to be able to prepare in advance the whole flow of that meeting, basically, and take into account that every of those people have to have some kind of value specific for them. So that's very, that's very demanding. But once you've got that flow, once you get into that and you basically run the whole show, then that diversity coming from their different mindset, different ways of behaving is actually building like an extremely valuable experience. So I really like those situations, Dani.

06:50 - Danny (Host)

And I can see that you have to shift your or transform your mind according to the needs and the personalities of the people in the room, which takes me to the next question, which is about transformation, digital transformation. So what are the three things to avoid during digital transformation in pharmaceutical industries?

07:13 - Stan Karwowski (Host)

That is a very tricky question, dani, but also one that is very close to my heart, because I went through multiple transformation processes in pharma and not only, and the thing I would start with, the top thing I would start thing is avoid focusing on updating technology. Right, I'm not saying technology is bad, it's really good, it's a perfect activator of a change. But I've seen too many times people focused on updating technology, extending, adding some fancy things you know, but without processes, without capabilities of people that work with that technology, technology doesn't work. It's like you have a Ferrari and you don't have a driver and you've never been to a racetrack.

07:56 - Danny (Host)

Right it can't work.

07:58 - Stan Karwowski (Host)

It just can't work, and I've seen that too many times. Second thing is that do not expect that people wait for your transformation, for the change that comes with the transformation. Again, I saw that so many times that, let's say, a global unit deploying that transformation throughout all the local business units think that those guys are actually waiting for that, but the reality is that they are focused on their daily work, especially commercial part of it, right, and they do not have any time blocked for doing more of the things, right. So before you think that anybody can or is going to be kind of waiting or working on what you deliver, you have to be sure that people, you have their buying and people are ready, they know how to do that. They are with you, basically.

08:48

And the last thing I would say is that too many times I've seen leaving adoption element to the very end of the project, right.

08:56

So you've got initially people collect requirements, then designers create some kind of wireframes and everything.

09:05

Then you've got production guys developing things for you and then everything goes into production and it looks so great. And then the day when you hear the go live, the ring bells, and then the day after you look into how people react and sometimes you see nothing right, because people are like, oh great, but hey, why didn't you come to us earlier? Why didn't we have a plan? How are we going to use that transformation and how it actually talks to our plans that we already have right, because we're not waiting for anything. We have operational plans, we have strategic plans and all those elements what you come to us with, has to be embedded into that right. We will not do that job for you because we don't know what you're delivering right that will suit you. So I would say the last thing don't wait with the adoption element for the end. Do it or start it even before the start of the project. Take the buying and understand how people operate, how they plan and how you can embed what you're going to deliver, that value, into their daily work.

10:07 - Danny (Host)

Makes sense, makes sense and it's also very nicely put down into three different categories so people can understand how to fix the errors, or three things to avoid during digital transformation.

10:19 - Stan Karwowski (Host)

Yeah, absolutely. And then can I tell you one short story about adoption.

10:26 - Danny (Host)

Yes.

10:26 - Stan Karwowski (Host)

It'll take like 30 seconds. One of my customers. There was a situation where they jumped onto transformational journey and they had really nice budgets, so they decided to build several apps some for HDP, some for patients and then everything went well. The apps were live and after a while the sponsor came and said hey guys, can you tell me how many logins we have to our apps? And then the guys from analytics went into the stats and they checked that one of the apps meant for HCPs had zero logins and the sponsor went like, why zero logins? It's impossible. They checked the logs and everything right and apparently even the product owner didn't log in to the app. That's a perfect example of you can't wait with adoption. You have to think about it in advance.

11:20 - Danny (Host)

That's a good story for people to realize that you know, build the product, everyone will come by. Oh, you have to adopt early. So very well said. So the next question that I have is actually about the pharmaceutical industry, Because pharmaceutical industry innovation is not new. Pharmaceutical industry is constantly innovating, constantly growing with regards to evolving with technologies. But how has digital marketing evolved in pharmaceutical industry?

11:50 - Stan Karwowski (Host)

Wow, very good question, danny, again, and a very serious one this time. I'm not feeling like I want to laugh a lot and I would say I would maybe divide that sort of evolution into three phases. The first one would be digital basics. Second one would be digital transformation, the thing we talked about. And the last one, the one we're in currently, I would call, maybe, digital acceleration.

12:19

So, when it comes to digital basics, those were the times where sales representatives in pharma and MSLs went to HCPs with PDF presentations and then e-detail presentations. So e-detailers brought that element of interactivity and Era continues until now, those e-detailers. I don't know if you know, but I read a report from IQ, I guess, where it said that 60% of marketing investments go into developing e-detailers. Right, even now, even today. So that era continues until today. But from technology perspective or advancement perspective, I would call it digital basics because it's super basic.

13:05

Then Big pharma companies were the first one to say, hey, we want to have more, we now want to be very digital, we want to interact with our 8cps through digital channels. And that was there was that huge movement in the industry where giant suddenly created huge programs, invited hundreds of different experts and Start in delivering digital transformation. That meant that they came with an with, with an idea of Implementing the whole digital ecosystems into every local business affiliate right. That ecosystem consisted of, or consists of, crm, marketing, automation, websites, analytics, webinars, emailing systems Practically everything and and customer databases, which is probably one of the most important ones.

13:51

And that era, or that face I have associations with it, like it's an era of a bit of a failure or disappointment disappointment, I would say. Unfortunately. What I noticed and what what we faced in the industry, is that those programs were delivered in a very water Waterfall type manner from project management perspective, so the program lasted for a year or longer and before we arrived at the moment where we could deploy things, the situation in the market has changed and the adoption element wasn't ready, so the success of those transformations was very limited, I would say, and that brought us to another phase, which I would call digital acceleration. And these days, just open LinkedIn and there's going to be a question to you, danny what is the topic that is currently the most popular from your perspective when it comes to pharma, technology-wise? What is it?

14:52 - Danny (Host)

I'm assuming AI. I'm not sure, but AI.

14:55 - Stan Karwowski (Host)

Yeah, exactly, I mean, every day I open LinkedIn, at least one post talks about AI, and it's great. But on the other hand, I see that this is very, very high level and I very rarely see that providers of those AI solutions have very specific micro use cases that can be implemented in a pharma company. We need to remember that this is an industry where regulations are super strict, first of all, where the ways of working is still quite traditional, I must say so you can't just come and say, hey, I've got a fancy tool, now, if you implement it, something will change. That never happens. But so today we've got AI, we've got personalization, we've got omnichannel, and I already expected that omnichannel soon will evolve into something else. It came from multichannel into omnichannel, and now let's see what's going to be the next buzzword if I can say that way.

15:58

And again, I think this is an phase where I see a bit of a digital fatigue, maybe, and maybe a bit of disappointment still, because I'm not finding it that many of pharma companies are actually practically having any benefits of adding new technologies like AI or personalization, or that they are even able to implement proper personalization. I see that there are companies that are struggling with this. There are companies that are making bold moves and they're going in the right direction, but it's a journey. So I would say digital acceleration is something we're in now. It's going to evolve and let's see where we go with this, where we end up.

16:44 - Danny (Host)

Yeah. One question or big doubt that I have is you said omnichannel, you said AI, you said many digital tools. They are constantly evolving, they are constantly being introduced into the pharmaceutical industry, industry, and you said they necessarily need not work In order for them to work. What needs to be done? Well, whoa.

17:09 - Stan Karwowski (Host)

Very nice, danny, to answer your question. Can I give you an analogy, please? Yeah, I did that because it's a very the answer, I think, is very complex and that analogy, I hope, is going to be giving us a segue into very simple and quick understanding of how it can be approached. So imagine you have a grand orchestra. Let's call it pharma music, right? Grand orchestra. In that orchestra you've got many musicians some play violin, others cello, percussion flutes and all that stuff. Right?

17:42

I'm not a musician, I can't give you any more instrument names, but there are many more than that and you've got that conductor, an orchestrator, that is trying to look into everybody in person and then the whole thing together, right? So now every musician has to have an instrument, they have to have notes right and they have to be able to play their instrument. Right Now, imagine we have that situation that the concert starts right, everybody plays, An orchestrator just gives the rhythm and everything and shows what they need to do, and if everybody works together, they play music, the audience listens, they come closer to the orchestra in that metaphorical sense, right? They? You feel the pool. Now, danny, what happens if at least one of the musicians doesn't play the same notes, I have different notes or their instrument is out of tune. What happens? What do you think?

18:50 - Danny (Host)

I think from music it turns into noise.

18:53 - Stan Karwowski (Host)

It turns into noise. I love your answer. I love your answer and I think that's what unfortunately quite often happens in pharma companies when it comes to omnichannel implementation. Because those musicians, to me, stand for individual departments, right, medical affairs, commercial department, marketing, digital, even IT, pharma, co-villagens, compliance. They all need to, in a way, play together the same song, the same notes, and to me, those notes are content, right, it's content. If they have the same content, they go to the customer with the same content, then the customer knows, you know, it's very, it's simple and it's easy and it's consistent, consistent as a keyword. I would say here yeah. Now also, if they know how to play, meaning that they have capabilities right, then the experience of the customer is a lot better. If they didn't know that, and also if they have the right instrument and the instrument is in tune right, that, to me, is an analogy to all those digital tools we have marketing automation, crms and websites and everything right. If those instruments are in tune right, then again customer experience is a lot better, right, yeah.

20:07

So to me, in order for Omnichannel to work, you have to first of all align everybody, and that's probably the biggest, the most difficult, yet the most important element of Omnichannel implementation, I would say. Then I would say, when you have that alignment, you need to think about how to pull customers into your experience that you want to deliver, right? Forget about pushing things to customers like you know, like another email webinars on product-related information, right? I'm not sure that that ACPs are interested in that. I actually read a report recently where it said that when you have a new treatment, acps are interested in three things the most. The first one is clinical data on efficacy. Then you have clinical data on safety and then comparison of that treatment method with current treatment methods, not product to product, it's not a head-to-head comparison, but treatment options. Right.

21:11

And what pharma companies focus on? They focus on comparing their product with another product, right? They focus on providing expert's opinion, and expert's opinion in that report came tens only. Can you imagine it's only tens. Peer opinion came only 12, right. And again, that's what pharma companies think is super important. So they're trying to bring together ACPs so that they can exchange, and all those elements are important.

21:38

But if you don't listen well enough to the customer, then you're delivering things that maybe do not matter the most for them, right? And I guess maybe in pharma we have to think a lot more about pull, a lot more about inbound compared to outbound and push, and the last element I would say is about measuring your success and then optimizing. I see a lot of vanity, so-called vanity measures that pharmas focus on, for example, impressions from banners or displays, right. That don't really talk about customer satisfaction, right. They don't talk about how customer converts, right.

22:26

So I would say that focus on what you want to measure and think about very creative way of connecting patient experience with HCPS experience and measure through that what I mean by that. There's an interesting KPI I've heard of recently which I really love, and it's called number of customer, number of patients cured, right. So if you measure success of your product through how many patients have been cured with your product and then backwards, from that you can count prescriptions and from prescriptions you can count all the interactions you've done to achieve that right, you've got a perfect way to measure the success of your product launch, right, and you're very close to the mission of the company. You're very close to the patient centricity aspect, which should be the core of it.

23:20 - Danny (Host)

Thank you for breaking it down really well, because I actually went into a musical orchestra into Austria by your story. I was there and then when I came out I was wearing a lab coat as a pharmaceutical expert, because the analogy that you gave with music and connecting that to how people gauge the need of a platform or need of a service or need of a specific channel, comes down to the result produced. So that was beautifully explained. Thank you very much, tan, for that. I'm really happy you liked it. So we're coming pretty much close to the end of our podcast, but there's a couple of things that I want to ask you before we wind up. So how crucial is change management in the context of digital transformation within pharmaceutical industry?

24:11 - Stan Karwowski (Host)

Well, that's a killer question, Danny. You know that. Can I give you a short story? Yes, sorry.

24:20

So I in the past I worked for a customer. I was a big farmer, let's call it pharma X and then pharma X decided to jump on a digital transformation journey. They had secured budgets, they had brilliant brains brought to the program. Everything went well. I was actually one of the guys that was globally leading implementation of the transformation in local business units and I did that for probably around 20 different local business units across the whole globe. I was really proud of doing that. We're delivering the whole digital ecosystem processes, trainings and everything. So it was a brilliant experience.

25:04

I was working with multiple countries all those meetings where you have people from I don't know four Nordic countries or everybody together, like Spain, italy, france and the UK those mixes. I really love those interactions and that diversity. And then I was offered an opportunity to join one of the local business units and lead their digital marketing efforts, manage their digital marketing efforts. So I first delivered to them the whole solution, the whole transformation, as a delivery lead so let's call it. And then I was supposed to use that. The whole value that I brought to them was supposed to be used basically in practice. And then how surprised I was when I realized that, first of all, nobody was really waiting for that. As I said before, nobody was like anticipating yeah, it's coming. So now we're gonna change the ways of working. Right, everybody continued their ways of working. How surprised I was that the trainings delivered were not sufficient, they weren't practical enough, that the process we had were too high level and basically that it didn't land. So what I had to do is spend several months drafting processes for emailing, for how to CRM needs to be used, market automation, how to build analytical reports for campaigns and all that stuff. I had to spend months literally on working with representatives of commercial unit, of marketing, of IT, medical, and explain them the value again, basically Bring them to the table, offer some small like quick pilots where we could generate the value in a very efficient manner without too much effort and basically start the whole journey again.

27:00

So my lessons learned from that experience was that maybe not necessarily have we thought about change management enough, and without that the whole work didn't land practically. So now I know that before you do anything, first of all go to the people you wanna work with and deliver something. Ask them what you need, what they need Now, what are their obstacles and what are the opportunities we can embark on, and only then start designing something that really works for them. Those global implementations where you have the same thing for everybody, one size fits all. They don't necessarily work right, because everybody's different, even from mindset perspective, right?

27:43

So with that story in mind, danny, I would say that change management is of paramount importance. I would say that's the first thing you need to think about when delivering a transformation, something to start with, and something that I mean you need to be aware that people should be at the forefront of your thinking, their ideas, their challenges, their opportunities, everything. When you have them on the board, then you can do whatever you like. If you don't have them, maybe you need to forget about the success, but it is possible, right? It's just a reverse in a bit, the order of actions.

28:22 - Danny (Host)

Yeah, and thank you for insisting on the importance of the change management. Thank you so much, Stan. It was a pleasure to have you.

28:31 - Stan Karwowski (Host)

Thank you so much, and likewise I really enjoyed the podcast.

28:36 - Danny (Host)

Thank you and to our viewers if you enjoyed today's podcast, remember to like, share and subscribe for more in-depth discussions of digital customer experience. Please drop us in the comment below with your thoughts or any questions that you might have for Stan or a future guest. Until next time, stay curious and keep in a baby.

https://www.giosg.com/podcast

Your feedback matters to us, so feel free to leave your comments and suggestions. If you enjoyed this episode you enjoyed, please subscribe episode, to our podcast and share it consider leaving us a review with your network. Stay tuned by subscribing to our podcast. 

Remember for more interesting conversations on digital, your feedback helps us deliver the content you transform, customer service, and want to hear. Stay tuned leadership. Until next time! 
 

(0:00:18) - Challenges and Personalization in Digital Sales

(0:08:44) - E-Commerce Boosts Telia Sweden's Omni-Channel Sales

--------- EPISODE CHAPTERS WITH SHORT KEY POINTS ---------

(0:00:18) - Challenges and Personalization in Digital Sales

Ellen shares her experience in NY and Stockholm, exploring digital sales challenges in Swedish B2C telecom, website personalization, and data protection.

(0:08:44) - E-Commerce Boosts Telia Sweden's Omni-Channel Sales

Ellen Lundstrom shares her experience with initiatives to improve customer experience, potential of AI and personalization, and advice for aspiring e-commerce personnel.

--------- EPISODE CHAPTERS WITH FULL SUMMARIES ---------

(0:00:18) - Challenges and Personalization in Digital Sales (8 Minutes)

We discuss the changing digital customer experience with our guest, Ellen Mellon Lundstrom, Head of E-commerce at Telia. Ellen shares her experience working in New York and Stockholm and the cultural differences between them. We explore the top challenges in digital sales in the Swedish B2C telecom sector and how Telia Sweden approaches website personalization. Ellen explains website personalization and the importance of protecting customer data.

(0:08:44) - E-Commerce Boosts Telia Sweden's Omni-Channel Sales (11 Minutes)

Ellen Mellon Lundstrom, Head of E-commerce at Telia, shares her experience with initiatives like the Store to Home Initiative and video calls to stores, which make the customer experience smoother and more consistent. We explore the potential of AI and personalization to revolutionize the customer experience in the future. Finally, Ellen provides insight into what aspiring head of e-commerce personnel should avoid in order to be successful.


--------- HIGHLIGHTS ---------

0:01:23 - Cultural Differences in Work Environments (105 Seconds)

0:07:02 - Explaining Website Personalization (101 Seconds)

0:13:34 - AI in Customer Service (73 Seconds)

0:16:55 - Testing and Leadership in E-Commerce (96 Seconds)

--------- HIGHLIGHTS WITH TRANSCRIPT ---------

* Cultural Differences in Work Environments | 0:01:23 - 0:03:07 (105 Seconds)

0:01:23 Daniel Paul

So because I was thinking like you've worked in New York and you've worked in Stockholm, so are there any cultural differences or shock that you had when you were actually working in New York?  

0:01:38 Elin Melin Lundström

Yeah, absolutely. I think, like the first one, that was the most obvious to me was that I was definitely the early bird. I think that, working in Scandinavian countries, we tend to show up at the office 8.30 sharp, and when I did that in the New York office I was turning on the lights, there was no one else there and I had the first hour to myself, so that was definitely a difference. Then, I think another thing that I really appreciated was that they had lots of snacks in that office. So, there were Friday bagels, there were a lot of these very nice things that I really appreciated. And then, finally, I think that Americans, they are very nice and they are very open and friendly, and that is something that was a difference, because I think that the Scandinavian culture is a little bit, might be a little bit, more restricted sometimes. So all in all, that was a big difference as well and I think that actually impacted me, and I've seen this from other times that I've travelled as well, but when I come back, I am more open and social and might start talking to strangers, and that's not really part of the Scandinavian culture. So that's interesting.  

0:03:00 Daniel Paul

The travelling changes your perception, doesn't it? Definitely it gives you like I can do this back home, right?  

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* Explaining Website Personalization | 0:07:02 - 0:08:43 (101 Seconds)

0:07:02 Daniel Paul

Yeah, this is something that I want to ask because you know and I know what is website personalization. But for people that are listening to this, if you could explain that in simple words, what is website personalization? Looking for a customer like the difference between an unpersonalized and non-personalized website and then a personalized website, Can you explain this a little bit please?  

0:07:27 Elin Melin Lundström

Well, this is basically that we make sure that, especially when you're logged in or an authenticated customer on our website, we make sure that you get the right solution for you presented. So, basically, the big difference is that, instead of getting the generic messages, you get the message adapted to you, and I think that this is something that customers are actually quite used to these days, but maybe they don't think about it. But just thinking about all the different different places where you might have an account For instance, spotify is doing this really well where they have personalized playlists so this is really just translating that into a website world where we try and make sure that you get the relevant recommendations for you.  

0:08:17 Daniel Paul

And you, as the head of headcomers, do you track these datas to personalize it even more and grow that over a period of time?  

0:08:26 Elin Melin Lundström

Yes, I mean, obviously this is again. We want to take this from the customer perspective. So this is that we're looking at how can we improve the customer experience all the time and make it more personalized and relevant for you. So obviously we're doing that. Yes, Brilliant.  

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* AI in Customer Service | 0:13:34 - 0:14:48 (73 Seconds)

0:13:34 Daniel Paul

Piggybacking on the word AI, because AI is a buzzword and a terminology that every company is using these days. So, let's say, another five years. Do you think hypothetically, because it's future? Do you think like if I'm a customer of telia, I can just use AI voice recognition or AI recognizes what I need and suggest me personalized product based on my last five purchases and say that, hey, this is for you and you get this today. You have a special discount. We deliver in the next six hours. Is that possible with AI?  

0:14:16 Elin Melin Lundström

I think it's really hard to know what the future will look like in five years, because we're seeing such rapid development right now and I think a lot is happening. I think we're going to see a lot happening already within a year. So hard for me to answer that question, but I mean, obviously we have a lot of new opportunities to really improve the customer experience here and we will experiment and make sure that we do use these opportunities in the best way.  

0:14:48 Daniel Paul

Love it.  

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* Testing and Leadership in E-Commerce | 0:16:55 - 0:18:32 (96 Seconds)

0:16:55 Elin Melin Lundström

And thirdly, I think that the cool thing about working with digital in general is that it's so easy to test. So I would really encourage to to do a lot of testing, test everything and try not always to test doesn't always have to be so perfect. You can also try and test things and it's just to really quickly learn, because it's a really, really powerful method and also really fun method to work with. So I would really encourage to do a lot of testing.  

0:17:32 Daniel Paul

And the part that you said about you know, get the experts who are really good at what they're doing. It kind of reminded me of what Steve Jobs and Apple said we hire you not to, you know, take orders from us. We hire you to tell us what to do. So that's the mindset that I see in here. So, which also comes to another question, you, as a head of e-commerce, you manage a lot of people, so how important is people management skills when it comes to this role?  

0:18:00 Elin Melin Lundström

I think it's very important. Of course, I think that, as I said, we really need to make sure that we bring forward our experts and that they are the ones leading the way, because they have the knowledge I come from. So my leadership has developed in an agile setting and that's really how I view leadership, so I think that those skills are really important, definitely.  

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