Samenvatting Customer Experience
Management
Hogeschool Rotterdam - CMI
27
,Inhoudsopgave
Samenvatting - Customer Experience Management ............................................................................4
Customer Experience trends ..................................................................................................................................................................... 4
Spanningsveld ................................................................................................................................................................................................ 8
Merk, doelgroep & concurrentie ...........................................................................................................12
Soorten merken .......................................................................................................................................................................................... 12
Merkevolutie – Goodyear 6 stages ....................................................................................................................................................... 13
Wat is merkwaarde (brand value)? ...................................................................................................................................................... 13
Wat is merk toegevoegdewaarde (brand added value)? ................................................................................................................ 13
Wat is merkmeerwaarde (brand equity)? ........................................................................................................................................... 14
Merk – identiteit......................................................................................................................................................................................... 14
Onderzoeksmethode: laddering ............................................................................................................................................................. 14
Middel-doelketen (ook wel: ACV-Chain in het Engels) ..................................................................................................................... 15
Attributen ........................................................................................................................................................................... 15
Betekenissen/gevolgen ..................................................................................................................................................... 15
Waarden ............................................................................................................................................................................. 16
Waarden van rockeach ................................................................................................................................................... 16
Waarden van Schwartz ................................................................................................................................................... 16
Het waarde propositie Canvas (Osterwalder & Pigneur) ................................................................................................................ 17
Stap 1: Bepaal klantprofiel in 5 stappen ....................................................................................................................... 17
Stap 2: Bepaal de klanttaken........................................................................................................................................... 18
Stap 3: bepaal de klantpijnpunten (pains) .................................................................................................................... 18
Stap 4: bepaal de klantvoordelen (gains) ..................................................................................................................... 19
Stap 5: Prioriteer (de taken, pijnpunten en voordelen) ........................................................................................... 19
Bepalen waardepropositie in 4 stappen .............................................................................................................................................. 19
Stap 1: Producten en diensten ....................................................................................................................................... 19
Stap 2: bepaal de pijnverzachters .................................................................................................................................. 23
Stap 3: bepaal de voordeelverschaffers ....................................................................................................................... 23
De fit.............................................................................................................................................................................................................. 23
Brand personality (Aaker, 1959) ........................................................................................................................................................... 23
Functie van archetypen (Jung, 1959) ................................................................................................................................................... 24
Archetypes versus persona's.................................................................................................................................................................... 24
Concurrenten ..........................................................................................................................................24
Concurrentieniveau’s ................................................................................................................................................................................. 24
Doelgroep ................................................................................................................................................25
Doelgroep ..................................................................................................................................................................................................... 25
Doelgroepanalyse ....................................................................................................................................................................................... 25
Customer journey ....................................................................................................................................................................................... 25
Persona ......................................................................................................................................................................................................... 25
Mentality model .......................................................................................................................................................................................... 25
De empathy map ....................................................................................................................................................................................... 25
Doelgroepbeschrijving ............................................................................................................................................................................... 25
1
, Algemeen niveau ........................................................................................................................................................................................ 26
Domeinspecifiek niveau ............................................................................................................................................................................ 26
Merkspecifiek niveau .................................................................................................................................................................................. 1
Doelgroepsegmentatie ................................................................................................................................................................................ 1
Waarom segmenteren? ..................................................................................................................................................... 1
Postioneren..............................................................................................................................................28
Positioneringgrondslagen .......................................................................................................................................................................... 28
Organisatie centraal ......................................................................................................................................................... 29
Product/dienst centraal ................................................................................................................................................... 29
Marketing variabele centraal .......................................................................................................................................... 29
Ontvanger centraal........................................................................................................................................................... 30
Inzichten= verbanden leggen .................................................................................................................................................................. 30
Inzichten .............................................................................................................................................................................. 30
Positioneringsstatement .................................................................................................................................................. 30
Profileren ............................................................................................................................................................................ 31
Richtlijnen design en tone of voice; Visuele merkidentiteit .............................................................................................................. 31
Zintuigelijke typeringen ................................................................................................................................................... 31
Taal van het merk ............................................................................................................................................................. 31
Personen rond het merk................................................................................................................................................. 31
Story/ Brand story ...................................................................................................................................................................................... 32
Vormen van brandbook .................................................................................................................................................. 32
Engagement ................................................................................................................................................................................................. 33
Lotte Willemsen – Cold tech, warm contacts........................................................................................................... 33
Gedragingen irt online engagement.............................................................................................................................. 33
Co-creatie .......................................................................................................................................................................... 34
Hoe kan je hierop inspelen als smartconnector? ...................................................................................................... 34
En daarna aan de slag – eerst de medewerkers ........................................................................................................ 34
KPI's (Key Perfomance Indicator OF Kritieke Prestatie Indicator) sterke relatie : 1 NPS (Net Promoter Score)............. 35
Engagement rate ........................................................................................................................................................................................ 35
Commuicatie ...........................................................................................................................................36
Vroeger: ......................................................................................................................................................................................................... 36
Vakliteratuur ................................................................................................................................................................................................ 36
Verschillende communicatieprocessen ........................................................................................................................ 36
Transactie – Perceptie .............................................................................................................................................................................. 37
Welke factoren kunnen interpretatie beïnvloeden? ................................................................................................. 37
Framing ................................................................................................................................................................................ 37
Communicatieproces is niet op zichzelf staand ......................................................................................................... 38
Sociale omgeving ............................................................................................................................................................... 38
Soorten referentiegroepen............................................................................................................................................. 38
Beinvloedingsprincipes............................................................................................................................................................................... 39
Cialdini................................................................................................................................................................................. 39
Contentstrategie .....................................................................................................................................40
Message house ........................................................................................................................................................................................... 40
Content ......................................................................................................................................................................................................... 41
Inhakers ............................................................................................................................................................................... 41
Media kiezen............................................................................................................................................................................................... 42
Contentkalender ......................................................................................................................................................................................... 42
2
, Community ..............................................................................................................................................43
Community ................................................................................................................................................................................................... 43
kostenindicatie ............................................................................................................................................................................................ 44
Ethiek ............................................................................................................................................................................................................ 44
3
Management
Hogeschool Rotterdam - CMI
27
,Inhoudsopgave
Samenvatting - Customer Experience Management ............................................................................4
Customer Experience trends ..................................................................................................................................................................... 4
Spanningsveld ................................................................................................................................................................................................ 8
Merk, doelgroep & concurrentie ...........................................................................................................12
Soorten merken .......................................................................................................................................................................................... 12
Merkevolutie – Goodyear 6 stages ....................................................................................................................................................... 13
Wat is merkwaarde (brand value)? ...................................................................................................................................................... 13
Wat is merk toegevoegdewaarde (brand added value)? ................................................................................................................ 13
Wat is merkmeerwaarde (brand equity)? ........................................................................................................................................... 14
Merk – identiteit......................................................................................................................................................................................... 14
Onderzoeksmethode: laddering ............................................................................................................................................................. 14
Middel-doelketen (ook wel: ACV-Chain in het Engels) ..................................................................................................................... 15
Attributen ........................................................................................................................................................................... 15
Betekenissen/gevolgen ..................................................................................................................................................... 15
Waarden ............................................................................................................................................................................. 16
Waarden van rockeach ................................................................................................................................................... 16
Waarden van Schwartz ................................................................................................................................................... 16
Het waarde propositie Canvas (Osterwalder & Pigneur) ................................................................................................................ 17
Stap 1: Bepaal klantprofiel in 5 stappen ....................................................................................................................... 17
Stap 2: Bepaal de klanttaken........................................................................................................................................... 18
Stap 3: bepaal de klantpijnpunten (pains) .................................................................................................................... 18
Stap 4: bepaal de klantvoordelen (gains) ..................................................................................................................... 19
Stap 5: Prioriteer (de taken, pijnpunten en voordelen) ........................................................................................... 19
Bepalen waardepropositie in 4 stappen .............................................................................................................................................. 19
Stap 1: Producten en diensten ....................................................................................................................................... 19
Stap 2: bepaal de pijnverzachters .................................................................................................................................. 23
Stap 3: bepaal de voordeelverschaffers ....................................................................................................................... 23
De fit.............................................................................................................................................................................................................. 23
Brand personality (Aaker, 1959) ........................................................................................................................................................... 23
Functie van archetypen (Jung, 1959) ................................................................................................................................................... 24
Archetypes versus persona's.................................................................................................................................................................... 24
Concurrenten ..........................................................................................................................................24
Concurrentieniveau’s ................................................................................................................................................................................. 24
Doelgroep ................................................................................................................................................25
Doelgroep ..................................................................................................................................................................................................... 25
Doelgroepanalyse ....................................................................................................................................................................................... 25
Customer journey ....................................................................................................................................................................................... 25
Persona ......................................................................................................................................................................................................... 25
Mentality model .......................................................................................................................................................................................... 25
De empathy map ....................................................................................................................................................................................... 25
Doelgroepbeschrijving ............................................................................................................................................................................... 25
1
, Algemeen niveau ........................................................................................................................................................................................ 26
Domeinspecifiek niveau ............................................................................................................................................................................ 26
Merkspecifiek niveau .................................................................................................................................................................................. 1
Doelgroepsegmentatie ................................................................................................................................................................................ 1
Waarom segmenteren? ..................................................................................................................................................... 1
Postioneren..............................................................................................................................................28
Positioneringgrondslagen .......................................................................................................................................................................... 28
Organisatie centraal ......................................................................................................................................................... 29
Product/dienst centraal ................................................................................................................................................... 29
Marketing variabele centraal .......................................................................................................................................... 29
Ontvanger centraal........................................................................................................................................................... 30
Inzichten= verbanden leggen .................................................................................................................................................................. 30
Inzichten .............................................................................................................................................................................. 30
Positioneringsstatement .................................................................................................................................................. 30
Profileren ............................................................................................................................................................................ 31
Richtlijnen design en tone of voice; Visuele merkidentiteit .............................................................................................................. 31
Zintuigelijke typeringen ................................................................................................................................................... 31
Taal van het merk ............................................................................................................................................................. 31
Personen rond het merk................................................................................................................................................. 31
Story/ Brand story ...................................................................................................................................................................................... 32
Vormen van brandbook .................................................................................................................................................. 32
Engagement ................................................................................................................................................................................................. 33
Lotte Willemsen – Cold tech, warm contacts........................................................................................................... 33
Gedragingen irt online engagement.............................................................................................................................. 33
Co-creatie .......................................................................................................................................................................... 34
Hoe kan je hierop inspelen als smartconnector? ...................................................................................................... 34
En daarna aan de slag – eerst de medewerkers ........................................................................................................ 34
KPI's (Key Perfomance Indicator OF Kritieke Prestatie Indicator) sterke relatie : 1 NPS (Net Promoter Score)............. 35
Engagement rate ........................................................................................................................................................................................ 35
Commuicatie ...........................................................................................................................................36
Vroeger: ......................................................................................................................................................................................................... 36
Vakliteratuur ................................................................................................................................................................................................ 36
Verschillende communicatieprocessen ........................................................................................................................ 36
Transactie – Perceptie .............................................................................................................................................................................. 37
Welke factoren kunnen interpretatie beïnvloeden? ................................................................................................. 37
Framing ................................................................................................................................................................................ 37
Communicatieproces is niet op zichzelf staand ......................................................................................................... 38
Sociale omgeving ............................................................................................................................................................... 38
Soorten referentiegroepen............................................................................................................................................. 38
Beinvloedingsprincipes............................................................................................................................................................................... 39
Cialdini................................................................................................................................................................................. 39
Contentstrategie .....................................................................................................................................40
Message house ........................................................................................................................................................................................... 40
Content ......................................................................................................................................................................................................... 41
Inhakers ............................................................................................................................................................................... 41
Media kiezen............................................................................................................................................................................................... 42
Contentkalender ......................................................................................................................................................................................... 42
2
, Community ..............................................................................................................................................43
Community ................................................................................................................................................................................................... 43
kostenindicatie ............................................................................................................................................................................................ 44
Ethiek ............................................................................................................................................................................................................ 44
3
