Aantekeningen tentamen CEM - leerjaar 2 hogeschool Rotterdam
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Course
Customer Experience Management
Institution
Hogeschool Rotterdam (HR)
Customer Experience Management aantekeningen van alle SWAY's, Explore More's, gastcollege's, canvassen en modellen. Hogeschool Rotterdam Communicatie leerjaar 2. Het zijn aantekeningen van alle twee de semesters van CEM. Het zijn in totaal 105 pagina's en ik heb een 8,2 gehaald voor het tentamen.
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Sway netwerk (04-10-2021) ............................................................................................................................ 5
Waarde creëren .................................................................................................................................................. 5
Customer Experience model ............................................................................................................................... 5
CEM, voordelen en trends ................................................................................................................................... 6
Wat houdt CEM in?............................................................................................................................................. 6
Customer Experience Maturity model ................................................................................................................ 7
Customer delight ................................................................................................................................................ 8
Trends en ontwikkelingen ................................................................................................................................... 9
Technologie ...................................................................................................................................................... 11
AI....................................................................................................................................................................... 11
Explore more – Consumer Trend Canvas ....................................................................................................... 11
Sway netwerk (11-10-2021) .......................................................................................................................... 14
Spanningsveld waarbinnen CEM opereert ........................................................................................................ 14
Maatschappelijke impact ................................................................................................................................. 15
Waarom is het voor een organisatie best lastig om een standpunt in te nemen en een bijdrage te leveren
binnen maatschappelijke kwesties? ................................................................................................................. 15
Meer werk maken van je maatschappelijke impact ......................................................................................... 16
Twee aspecten .................................................................................................................................................. 16
Connected company ......................................................................................................................................... 16
Customer Engagement Ecosystem ................................................................................................................... 17
Engagement ..................................................................................................................................................... 17
Customer Brand Experience .............................................................................................................................. 18
Explore more – interactie tussen merk en mens ........................................................................................... 19
De menselijke maat – model ............................................................................................................................ 20
Sway merk (25-10-2021) ............................................................................................................................... 21
Wat is een merk? .............................................................................................................................................. 21
“Een merk (brand) is een verzameling van alle expressies waarmee een entiteit (persoon, organisatie,
bedrijf, stad, product, land etc.) zich herkenbaar maakt. (Interbrand, 2019). ............................................ 21
Waarom bestaan merken? ............................................................................................................................... 21
Identiteit vs. logo .............................................................................................................................................. 22
Sterke merken zijn relevant, onderscheidend en geloofwaardig. ............................................................... 22
Brand designmodel ........................................................................................................................................... 23
Brand Design gaat om het ‘vormen en vormgeven van merken’. ............................................................... 23
Het MDC-model van Riezebos en van Grinten (2012) ....................................................................................... 24
Corporate Image & Corporate image – model Birkigt en Stadler ..................................................................... 24
Lesoefening Marlies Dekkers ............................................................................................................................ 25
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,Explore more – merkpersoonlijkheid ............................................................................................................ 27
Brand Personality Model (Aaker, 1997) ............................................................................................................ 27
Archetypen........................................................................................................................................................ 28
Klantrelatie en archetypecommunicatie ........................................................................................................... 30
Archetypes versus Persona’s ............................................................................................................................. 30
Conclusie: .......................................................................................................................................................... 30
Sway merk (09-11-2021) ............................................................................................................................... 30
Klantbeleving/ customer experience ................................................................................................................ 31
Klantbeleving wordt gezien als een essentieel element om onderscheidend te zijn van andere aanbieders
en concurrentievoordeel te verkrijgen. ....................................................................................................... 31
Waarom is Customer Journey Mapping belangrijk? .................................................................................... 31
Algemene opbouw van een persona................................................................................................................. 31
Invloeden op besluitvorming ............................................................................................................................ 32
Empathy map & brand experience ................................................................................................................... 32
Sterke merken zijn steeds vaker gebaseerd op een hoger doel: een aansprekend merkideaal (brand
purpose) en gedeelde waarden (shared values).......................................................................................... 34
Customer value volgens Woodruff ................................................................................................................... 34
Klantwaardehiërarchie ..................................................................................................................................... 35
Customer Value Hierarchy Model ..................................................................................................................... 35
Customer experience à veel hangt af van een sterk concept én een perfecte match tussen merk, activatie en
doelgroep.......................................................................................................................................................... 36
Explore more -- Waarde Propositie Canvas ................................................................................................... 36
Waarde Propositie Canvas................................................................................................................................ 36
Onderdeel 2: Waardepropositie ....................................................................................................................... 39
De fit: de kern van het Waarde Propositie Canvas ........................................................................................... 40
, Bye, bye, human resources? Welcome employer branding! ............................................................................. 48
Emoloyer branding ...................................................................................................................................... 48
Employer Branding elementen ................................................................................................................... 49
The Employee Experience Is The Future Of Work ............................................................................................. 49
Aanleiding voor verandering en investeren in emplpyee experience ....................................................... 49
Meerwaarde Employee Experience ............................................................................................................ 50
Employee Experience Viruous Cycle model ............................................................................................... 51
Quick wins: 3 stappen naar een positieve employee experience.............................................................. 51
Employee Journey ....................................................................................................................................... 52
Explore more – draagvlak ............................................................................................................................. 53
Sway relaties (1) (29-11-2021) ...................................................................................................................... 56
Weet wat er wordt bedoeld met een relatie..................................................................................................... 56
Relaties ........................................................................................................................................................ 56
Alignment .................................................................................................................................................... 57
DET’jes ......................................................................................................................................................... 57
Relatielevenscyclus ..................................................................................................................................... 57
Merkrelaties ................................................................................................................................................ 57
Relaties variëren door een diversiteit aan dimensies ....................................................................................... 57
BRAND RELATIONSHIP QUALITY ................................................................................................................. 57
Customer Engagement Ecosysteem............................................................................................................ 58
Een groot diversiteit aan mogelijke relaties ..................................................................................................... 60
Wat je merk graag wilt? Fans! ......................................................................................................................... 61
Fan Engagement Spectrum ......................................................................................................................... 62
Explore more – Ethische cyclus ..................................................................................................................... 62
Sway relatie (2) 6 december 2021 ................................................................................................................. 65
Van je klanten fans maken ............................................................................................................................... 65
Co-creatie ......................................................................................................................................................... 66
Meten is weten ................................................................................................................................................. 68
Gastcollege Wil Michels fanstrategie ............................................................................................................ 69
Definitie van een fan ......................................................................................................................................... 69
Fan engagement spectrum – fanpiramide & fankwadrant .............................................................................. 71
Fanpiramide...................................................................................................................................................... 71
Fantabel ............................................................................................................................................................ 71
Fankwadrant .................................................................................................................................................... 72
Interne roadmap ............................................................................................................................................... 73
Externe roadmap .............................................................................................................................................. 73
NPS-score .......................................................................................................................................................... 73
Content circle .................................................................................................................................................... 74
Message house ................................................................................................................................................. 74
Major CEM-onderdeel community (1) – 13 december 2021 .......................................................................... 74
Mensen geloven mensen .................................................................................................................................. 75
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, We love communities ....................................................................................................................................... 76
Join the conversation ........................................................................................................................................ 77
Kennisclip conversatiepotentieel ...................................................................................................................... 77
Wat is conversatie potentieel? ......................................................................................................................... 77
Conversation Company in vier C’s..................................................................................................................... 78
Koppeling MARTINI-case .................................................................................................................................. 79
Major CEM-onderdeel community (2) – 20 december 2021 .......................................................................... 80
Community management ................................................................................................................................. 81
P.O.S.T.-model .................................................................................................................................................. 82
Kennisclip 1: intro P.O.S.T.-model .............................................................................................................. 82
Kennisclip 2: People .................................................................................................................................... 83
Kennisclip 3: Objectives .............................................................................................................................. 83
Kennisclip 4: Strategy .................................................................................................................................. 84
Kennisclip 5: Technology............................................................................................................................. 84
Nieuwste trends Social media .................................................................................................................... 85
Explore more – Community bouwen ............................................................................................................. 86
Story behind communicatie (1) – 10 januari 2022 ......................................................................................... 87
Het complexe communicatieproces .................................................................................................................. 88
Definitie communicatie ..................................................................................................................................... 88
ZBMO-model ..................................................................................................................................................... 88
Newcombs ABX-model...................................................................................................................................... 89
Communicatieproces (Van Amerongen, 2019) ................................................................................................. 90
Factoren die invloed hebben op het communicatieproces ............................................................................... 90
Kennisclip perceptie (factoren deel 1)............................................................................................................... 91
Kennisclip ELM, motivatie en betrokkenheid (factoren deel 2)......................................................................... 93
Kennisclip sociale omgeving en referentiegroepen (factoren deel 3) ............................................................... 94
Kennisclip social sharing (factoren deel 4) ........................................................................................................ 94
Social sharing persona’s: .................................................................................................................................. 95
Biases ................................................................................................................................................................ 95
12 voorkomende cognitieve biases ................................................................................................................... 95
Weerstanden .................................................................................................................................................... 96
Major CEM-onderdeel communicatie (2) – 10 januari 2022 ........................................................................... 98
Wat moet er nog gedaan worden?................................................................................................................... 98
Wat is een strategie? ........................................................................................................................................ 98
Waardestrategieën van Bel & Stalfoort............................................................................................................ 99
Contentstrategie ............................................................................................................................................... 99
Kennisclip Wil Michels, content circle ............................................................................................................. 100
Content maken ............................................................................................................................................... 102
Issuekalender en inhakers............................................................................................................................... 102
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