,Inhoudsopgave samenvattingen CEM
Inhoudsopgave samenvattingen CEM ............................................................................... 1
Kick-off major CEM (04/10) ............................................................................................ 8
Het belang van de major CEM voor een smart connector .................................................................... 8
Opbouw major CEM in deelblokken ........................................................................................................ 9
Netwerk (DB 1 – Week 1.6 en 1.7) ........................................................................................................ 9
Merk (DB 2- Week 1.8 en 1.9) .............................................................................................................. 9
Stakeholders (DB 3 – Week 1.10+2.1) ............................................................................................... 10
Relaties (DB 4 – Week 2.3+2.4) ......................................................................................................... 10
Community (DB 5 - Week 2.5+2.6) ................................................................................................... 10
Communicatie (DB 6 – Week 2.7+2.8)............................................................................................... 11
Hoe netwerk - merk - stakeholders zich tot elkaar verhouden ......................................................... 11
Relatie – Community – Communicatie (Relationele omgeving) ...................................................... 11
Storybehind DB 1- Netwerk 1 (04/10) ............................................................................. 11
Onderdeel 1A Netwerk & inhoud Sway .................................................................................................. 11
Vertrekpunt major CEM + Customer Experience Model ..................................................................... 12
Vertrekpunt major CEM ..................................................................................................................... 12
Customer Experience Model .............................................................................................................. 12
Kennisclip ‘Duiding Customer Experience Management’ ................................................................... 13
Definitie CEM (Beeckestijn Business School) ................................................................................... 13
CEM versus CRM (Customer Relation Management) ...................................................................... 14
Maturity model van Forrester ............................................................................................................ 14
Customer Experience Excellence model (KPMG) ............................................................................. 15
Kennisclip ‘De waarde/voordelen van CEM’ ........................................................................................ 15
Model Gedrag van klanten (customer delight).................................................................................. 16
Organisaties verliezen klanten ........................................................................................................... 17
Groundswell: de trend van sociale netwerken & technologische ontwikkelingen .......................... 19
Gartner Hype Cycle: fases van technologie ....................................................................................... 19
EM (05/10): Consumer trend canvas ............................................................................. 20
Trends ......................................................................................................................................................20
Trendpiramide ....................................................................................................................................20
Wanneer is een trend relevant ...........................................................................................................20
Consumer trend canvas ..........................................................................................................................20
1. Analyze .............................................................................................................................................20
2. Apply ................................................................................................................................................ 22
Storybehind DB1 – Netwerk 2 (11/10) ............................................................................ 24
Inhoud Sway ........................................................................................................................................... 24
Spanningsveld waarbinnen CEM opereert .......................................................................................... 24
Kennisclip ‘meer werk maken van je maatschappelijke impact’ ...................................................... 25
Conclusie spanningsveld CEM: je kunt het niet voor iedereen goed doen ...................................... 27
Partijen om een organisatie heen (en het Customer Engagement Ecosystem) en de rol als Smart
Connector ................................................................................................................................................. 27
Connected company: betekenis + actoren ......................................................................................... 27
Rol als smart connector ...................................................................................................................... 27
Kennisclip Customer Engagement Ecosystem .....................................................................................28
Wat is engagement? ............................................................................................................................28
“Customer Engagement Ecosystem" .................................................................................................28
Waarde en nut van het model ............................................................................................................ 29
2
, Onderlinge (machts)verhouding ...........................................................................................................30
Veranderende verhouding ..................................................................................................................30
Theorie Grunig over onderlinge gelijkwaarigheid (1992) .................................................................30
EM (12/10): Interactie tussen merk en mens .................................................................. 31
Moraal van het verhaal .......................................................................................................................... 31
Wat valt op?............................................................................................................................................. 31
Veranderende kijk op interactie tussen merk en klant (mens) ........................................................ 31
Waarom is dit relevant? ......................................................................................................................... 31
Model ‘De menselijke maat’ .................................................................................................................... 32
Merk handelt als merk ........................................................................................................................ 32
Merk behandelt de consument als mens ........................................................................................... 32
Storybehind DB2 – Merk 1 (25/10) ................................................................................ 33
Inhoud Sway ........................................................................................................................................... 33
Wat is een merk? ................................................................................................................................. 34
Waarom bestaan merken? .................................................................................................................. 34
Verschil tussen merkidentiteit en logo .................................................................................................. 34
Het Brand Design-Model van Ruud Boer voor het creëren van sterke merken ................................ 35
Geheimen van sterke merken volgens Ruud Boer ............................................................................ 35
Brand Design model ........................................................................................................................... 35
Beperkingen model ............................................................................................................................. 37
MDC model + positioneringsstatement (Riezebos & Van der Grinten) .............................................. 37
Introductie model ............................................................................................................................... 37
Merk | Stap 1: identiteit van de organisatie .......................................................................................38
Merk | Stap 2: Merkarchitectuur ....................................................................................................... 39
Doelgroep | Stap 3: Doelgroep ...........................................................................................................40
Concurrenten | Stap 4: Concurrentie................................................................................................. 41
Positionering | Stap 5: Positionering ................................................................................................. 42
Recap Sway ............................................................................................................................................. 43
EM (26/10): Merkpersoonlijkheid ................................................................................. 43
Brand personality ................................................................................................................................... 44
Brand Personality Model .................................................................................................................... 44
Archetypes ........................................................................................................................................... 45
Storybehind DB2 – Merk 2 (01/11) ................................................................................. 46
In deze Sway ............................................................................................................................................ 47
DET’je jaar 1: Customer experience, Customer journey mapping, persona building ....................... 47
Wat is klantbeleving (Customer Experience, CX) en CJ mapping ................................................... 47
Persona ................................................................................................................................................48
Invloeden op de besluitvorming ........................................................................................................48
Empathy map ......................................................................................................................................48
Maatschappelijke impact versus sterk merk ........................................................................................48
Kennisclip: Customer Value of brands .............................................................................................. 49
Customer (brand) experience................................................................................................................. 49
Brand experience ................................................................................................................................ 50
EM (02/11): Waarde propositie canvas ........................................................................... 51
Het business model canvas..................................................................................................................... 51
Waarde Propositie Canvas ..................................................................................................................... 51
Veel gemaakte fouten bij het WPC ..................................................................................................... 52
3
, Klantsegment .......................................................................................................................................... 52
Stap 1: Kies een klantsegment ............................................................................................................ 52
Stap 2: Stel klanttaken (klantbehoeftes) vast .................................................................................... 52
Stap 3: Stel de klantpijnpunten vast .................................................................................................. 53
Stap 4: Stel de klantvoordelen vast .................................................................................................... 53
Stap 5: Prioriteer de taken, pijnpunten en voordelen. ...................................................................... 53
Waarde propositie .................................................................................................................................. 53
Stap 1: Producten en diensten ............................................................................................................ 54
Stap 2: bepaal de pijnverzachters ...................................................................................................... 54
Stap 3: bepaal de voordeelverschaffers.............................................................................................. 54
De fit: de kern van het Waarde Propositie Canvas .............................................................................. 55
Storybehind DB3 - Stakeholders 1 (08/11) ...................................................................... 57
In deze Sway ............................................................................................................................................ 57
Belang van stakeholders ........................................................................................................................ 58
DET’je naar stakeholderanalyse ............................................................................................................ 58
Alignment ............................................................................................................................................ 59
Stakeholders rioriteren ....................................................................................................................... 59
Smart Connecting cellenmodel ..........................................................................................................60
Analyzing and Classifying Project Stakeholders model ....................................................................60
Customer delight en connected klanten ................................................................................................ 61
Connected klant .................................................................................................................................. 61
Peer to peer netwerken ....................................................................................................................... 62
Customer Delight Management ......................................................................................................... 62
EM (09/11 en 30/11): Ethische Cyclus ............................................................................ 64
Over ethiek, morele dilemma’s en begrippen ........................................................................................ 64
Onethische marketing ruïneert klantbeleving en merkreputatie ..................................................... 64
Begrippen ............................................................................................................................................ 64
Kenmerken moreel dilemma .............................................................................................................. 65
Waarom handelen mensen moreel .................................................................................................... 65
Ethische Cyclus ........................................................................................................................................ 65
Fase 1 – Morele probleemstelling ...................................................................................................... 65
Fase 2 – Probleemanalyse .................................................................................................................. 66
Fase 3 – Handelingsmogelijkheden ................................................................................................... 66
Fase 4 – Ethische oordeelsvorming ................................................................................................... 67
Fase 5: Reflectie ..................................................................................................................................68
Moreel aanvaarbaar handelen ............................................................................................................68
Storybehind DB 3 – Stakeholders 2 (15/11) .................................................................... 69
In deze Sway ............................................................................................................................................ 69
Employer branding................................................................................................................................. 69
Aspecten van employer branding ....................................................................................................... 69
Employer branding elementen ........................................................................................................... 70
Verschil employer branding en exployer experience ........................................................................... 70
The Employee Experience is the Future of Work .................................................................................. 71
Aanleidingen voor investeren in employee experience .................................................................... 71
Definitie employee experience ........................................................................................................... 72
De 8 van werkgeluk (model) .............................................................................................................. 72
Meerwaarde van employee experience .............................................................................................. 73
Employee experience virtuous circle ................................................................................................. 73
Quick wins: 3 stappen naar een positieve employee experience in de praktijk realiseren ............. 74
Waarom kunnen customer experience (CX) en employee experience (EX) niet zonder elkaar .... 74
Employee Journey: EVP en model ........................................................................................................ 75
4
Inhoudsopgave samenvattingen CEM ............................................................................... 1
Kick-off major CEM (04/10) ............................................................................................ 8
Het belang van de major CEM voor een smart connector .................................................................... 8
Opbouw major CEM in deelblokken ........................................................................................................ 9
Netwerk (DB 1 – Week 1.6 en 1.7) ........................................................................................................ 9
Merk (DB 2- Week 1.8 en 1.9) .............................................................................................................. 9
Stakeholders (DB 3 – Week 1.10+2.1) ............................................................................................... 10
Relaties (DB 4 – Week 2.3+2.4) ......................................................................................................... 10
Community (DB 5 - Week 2.5+2.6) ................................................................................................... 10
Communicatie (DB 6 – Week 2.7+2.8)............................................................................................... 11
Hoe netwerk - merk - stakeholders zich tot elkaar verhouden ......................................................... 11
Relatie – Community – Communicatie (Relationele omgeving) ...................................................... 11
Storybehind DB 1- Netwerk 1 (04/10) ............................................................................. 11
Onderdeel 1A Netwerk & inhoud Sway .................................................................................................. 11
Vertrekpunt major CEM + Customer Experience Model ..................................................................... 12
Vertrekpunt major CEM ..................................................................................................................... 12
Customer Experience Model .............................................................................................................. 12
Kennisclip ‘Duiding Customer Experience Management’ ................................................................... 13
Definitie CEM (Beeckestijn Business School) ................................................................................... 13
CEM versus CRM (Customer Relation Management) ...................................................................... 14
Maturity model van Forrester ............................................................................................................ 14
Customer Experience Excellence model (KPMG) ............................................................................. 15
Kennisclip ‘De waarde/voordelen van CEM’ ........................................................................................ 15
Model Gedrag van klanten (customer delight).................................................................................. 16
Organisaties verliezen klanten ........................................................................................................... 17
Groundswell: de trend van sociale netwerken & technologische ontwikkelingen .......................... 19
Gartner Hype Cycle: fases van technologie ....................................................................................... 19
EM (05/10): Consumer trend canvas ............................................................................. 20
Trends ......................................................................................................................................................20
Trendpiramide ....................................................................................................................................20
Wanneer is een trend relevant ...........................................................................................................20
Consumer trend canvas ..........................................................................................................................20
1. Analyze .............................................................................................................................................20
2. Apply ................................................................................................................................................ 22
Storybehind DB1 – Netwerk 2 (11/10) ............................................................................ 24
Inhoud Sway ........................................................................................................................................... 24
Spanningsveld waarbinnen CEM opereert .......................................................................................... 24
Kennisclip ‘meer werk maken van je maatschappelijke impact’ ...................................................... 25
Conclusie spanningsveld CEM: je kunt het niet voor iedereen goed doen ...................................... 27
Partijen om een organisatie heen (en het Customer Engagement Ecosystem) en de rol als Smart
Connector ................................................................................................................................................. 27
Connected company: betekenis + actoren ......................................................................................... 27
Rol als smart connector ...................................................................................................................... 27
Kennisclip Customer Engagement Ecosystem .....................................................................................28
Wat is engagement? ............................................................................................................................28
“Customer Engagement Ecosystem" .................................................................................................28
Waarde en nut van het model ............................................................................................................ 29
2
, Onderlinge (machts)verhouding ...........................................................................................................30
Veranderende verhouding ..................................................................................................................30
Theorie Grunig over onderlinge gelijkwaarigheid (1992) .................................................................30
EM (12/10): Interactie tussen merk en mens .................................................................. 31
Moraal van het verhaal .......................................................................................................................... 31
Wat valt op?............................................................................................................................................. 31
Veranderende kijk op interactie tussen merk en klant (mens) ........................................................ 31
Waarom is dit relevant? ......................................................................................................................... 31
Model ‘De menselijke maat’ .................................................................................................................... 32
Merk handelt als merk ........................................................................................................................ 32
Merk behandelt de consument als mens ........................................................................................... 32
Storybehind DB2 – Merk 1 (25/10) ................................................................................ 33
Inhoud Sway ........................................................................................................................................... 33
Wat is een merk? ................................................................................................................................. 34
Waarom bestaan merken? .................................................................................................................. 34
Verschil tussen merkidentiteit en logo .................................................................................................. 34
Het Brand Design-Model van Ruud Boer voor het creëren van sterke merken ................................ 35
Geheimen van sterke merken volgens Ruud Boer ............................................................................ 35
Brand Design model ........................................................................................................................... 35
Beperkingen model ............................................................................................................................. 37
MDC model + positioneringsstatement (Riezebos & Van der Grinten) .............................................. 37
Introductie model ............................................................................................................................... 37
Merk | Stap 1: identiteit van de organisatie .......................................................................................38
Merk | Stap 2: Merkarchitectuur ....................................................................................................... 39
Doelgroep | Stap 3: Doelgroep ...........................................................................................................40
Concurrenten | Stap 4: Concurrentie................................................................................................. 41
Positionering | Stap 5: Positionering ................................................................................................. 42
Recap Sway ............................................................................................................................................. 43
EM (26/10): Merkpersoonlijkheid ................................................................................. 43
Brand personality ................................................................................................................................... 44
Brand Personality Model .................................................................................................................... 44
Archetypes ........................................................................................................................................... 45
Storybehind DB2 – Merk 2 (01/11) ................................................................................. 46
In deze Sway ............................................................................................................................................ 47
DET’je jaar 1: Customer experience, Customer journey mapping, persona building ....................... 47
Wat is klantbeleving (Customer Experience, CX) en CJ mapping ................................................... 47
Persona ................................................................................................................................................48
Invloeden op de besluitvorming ........................................................................................................48
Empathy map ......................................................................................................................................48
Maatschappelijke impact versus sterk merk ........................................................................................48
Kennisclip: Customer Value of brands .............................................................................................. 49
Customer (brand) experience................................................................................................................. 49
Brand experience ................................................................................................................................ 50
EM (02/11): Waarde propositie canvas ........................................................................... 51
Het business model canvas..................................................................................................................... 51
Waarde Propositie Canvas ..................................................................................................................... 51
Veel gemaakte fouten bij het WPC ..................................................................................................... 52
3
, Klantsegment .......................................................................................................................................... 52
Stap 1: Kies een klantsegment ............................................................................................................ 52
Stap 2: Stel klanttaken (klantbehoeftes) vast .................................................................................... 52
Stap 3: Stel de klantpijnpunten vast .................................................................................................. 53
Stap 4: Stel de klantvoordelen vast .................................................................................................... 53
Stap 5: Prioriteer de taken, pijnpunten en voordelen. ...................................................................... 53
Waarde propositie .................................................................................................................................. 53
Stap 1: Producten en diensten ............................................................................................................ 54
Stap 2: bepaal de pijnverzachters ...................................................................................................... 54
Stap 3: bepaal de voordeelverschaffers.............................................................................................. 54
De fit: de kern van het Waarde Propositie Canvas .............................................................................. 55
Storybehind DB3 - Stakeholders 1 (08/11) ...................................................................... 57
In deze Sway ............................................................................................................................................ 57
Belang van stakeholders ........................................................................................................................ 58
DET’je naar stakeholderanalyse ............................................................................................................ 58
Alignment ............................................................................................................................................ 59
Stakeholders rioriteren ....................................................................................................................... 59
Smart Connecting cellenmodel ..........................................................................................................60
Analyzing and Classifying Project Stakeholders model ....................................................................60
Customer delight en connected klanten ................................................................................................ 61
Connected klant .................................................................................................................................. 61
Peer to peer netwerken ....................................................................................................................... 62
Customer Delight Management ......................................................................................................... 62
EM (09/11 en 30/11): Ethische Cyclus ............................................................................ 64
Over ethiek, morele dilemma’s en begrippen ........................................................................................ 64
Onethische marketing ruïneert klantbeleving en merkreputatie ..................................................... 64
Begrippen ............................................................................................................................................ 64
Kenmerken moreel dilemma .............................................................................................................. 65
Waarom handelen mensen moreel .................................................................................................... 65
Ethische Cyclus ........................................................................................................................................ 65
Fase 1 – Morele probleemstelling ...................................................................................................... 65
Fase 2 – Probleemanalyse .................................................................................................................. 66
Fase 3 – Handelingsmogelijkheden ................................................................................................... 66
Fase 4 – Ethische oordeelsvorming ................................................................................................... 67
Fase 5: Reflectie ..................................................................................................................................68
Moreel aanvaarbaar handelen ............................................................................................................68
Storybehind DB 3 – Stakeholders 2 (15/11) .................................................................... 69
In deze Sway ............................................................................................................................................ 69
Employer branding................................................................................................................................. 69
Aspecten van employer branding ....................................................................................................... 69
Employer branding elementen ........................................................................................................... 70
Verschil employer branding en exployer experience ........................................................................... 70
The Employee Experience is the Future of Work .................................................................................. 71
Aanleidingen voor investeren in employee experience .................................................................... 71
Definitie employee experience ........................................................................................................... 72
De 8 van werkgeluk (model) .............................................................................................................. 72
Meerwaarde van employee experience .............................................................................................. 73
Employee experience virtuous circle ................................................................................................. 73
Quick wins: 3 stappen naar een positieve employee experience in de praktijk realiseren ............. 74
Waarom kunnen customer experience (CX) en employee experience (EX) niet zonder elkaar .... 74
Employee Journey: EVP en model ........................................................................................................ 75
4
