Samenvatting

CEM samenvatting (kort) - communicatie jaar 2

0 keer verkocht

Instelling
Hogeschool Rotterdam (HR)

Samenvatting van alle theorie van het vak CEM van jaar 2 van de opleiding Communicatie. Ingedeeld op onderwerp: netwerk, merk, stakeholders, relatie, community, communicatie, ethiek. Korte versie -> zie mijn andere samenvatting voor de langere versie.

[Meer zien]

Voorbeeld 4 van de 55 pagina's

Bekijk voorbeeld

Geupload op 30 januari 2022
Aantal pagina's 55
Geschreven in 2021/2022
Type Samenvatting

cem
netwerk
merk
stakeholders
relatie
community
communicatie
ethiek
customer experience management

Volgen

florenbout Lid sinds 3 jaar 11 documenten verkocht

€4,19

In winkelwagen

Op verlanglijstje

100% tevredenheidsgarantie
Direct beschikbaar na je betaling
Lees online óf als PDF
Geen vaste maandelijkse kosten

Communicatie jaar 2 - CEM samenvatting - kort

Inhoud
Netwerk........................................................................................................................................................ 5
CEM......................................................................................................................................................................5
CRM......................................................................................................................................................................5
Maturiteitsmodel (Forester).................................................................................................................................6
Waarde CEM........................................................................................................................................................6
Trends en ontwikkelingen....................................................................................................................................6
Netwerk................................................................................................................................................................6
Groundswell.........................................................................................................................................................7
Gartner Hype Cycle...............................................................................................................................................7
8 customer experience trends (Steven van Belleghem).......................................................................................7
Trends binnen technologie...................................................................................................................................7
Waardecreatie conversational agents.................................................................................................................7
Consumer trend canvas........................................................................................................................................8
Trendwatching trends..........................................................................................................................................8
Spanningsveld CEM..............................................................................................................................................8
Connected company.............................................................................................................................................8
Customer Engagement Ecosystem (Maslowska, Malthouse en Collinger)..........................................................9
Engagement.........................................................................................................................................................9
Onderlinge gelijkwaardigheid (Grunig)................................................................................................................9

Merk............................................................................................................................................................. 9
Merk.....................................................................................................................................................................9
Identiteit.............................................................................................................................................................10
Logo....................................................................................................................................................................10
Brand Design-model (Ruud Boer).......................................................................................................................10
Imago.................................................................................................................................................................11
MDC model (Riezebos & Van der Grinten).........................................................................................................11
Positionering......................................................................................................................................................13
Positioneringsstatement....................................................................................................................................13
Merkentrouw......................................................................................................................................................14
Customer journey...............................................................................................................................................14
Customer Journey mapping...............................................................................................................................14
Persona...............................................................................................................................................................14
Empathy map.....................................................................................................................................................15
Betekeniseconomie............................................................................................................................................15
Customer value for brands.................................................................................................................................15

, Woke marketing.................................................................................................................................................15
Customer (brand) experience.............................................................................................................................15
Beleveniscommunicatie......................................................................................................................................16
Merk als mens....................................................................................................................................................16
De menselijke maat............................................................................................................................................16
Brand personality model (Aaker).......................................................................................................................17
Archetypen.........................................................................................................................................................17
Business Model Canvas (Alex Osterwalder).......................................................................................................18
Waarde Propositie Canvas (Alex Osterwalder)..................................................................................................18
Simplicity: the key to building a successful brand..............................................................................................18
Branding trap.....................................................................................................................................................19
Merk onderscheidend positioneren....................................................................................................................19
Customer Experience Optimalisatie loop...........................................................................................................19

Stakeholders................................................................................................................................................ 19
Stakeholdermanagement...................................................................................................................................19
Alignment...........................................................................................................................................................20
Draagvlak...........................................................................................................................................................20
Acceptatiestrategieën........................................................................................................................................20
Klantcultuur........................................................................................................................................................21
Belangen stakeholders.......................................................................................................................................21
Stakeholders prioriteren.....................................................................................................................................21
Cellenmodel........................................................................................................................................................22
Inspelen op stakeholders....................................................................................................................................22
Connected klant.................................................................................................................................................22
Peer to peer netwerken......................................................................................................................................22
Customer Delight management.........................................................................................................................22
Customer Delight Matrix....................................................................................................................................23
Customer Obsession Maturity Model (COMM)..................................................................................................23
Medewerkers......................................................................................................................................................23
Employer branding.............................................................................................................................................23
Employee experience..........................................................................................................................................24
8 van werkgeluk.................................................................................................................................................24
Employee Experience Virtuous Cycle..................................................................................................................24
Quick wins..........................................................................................................................................................24
Heart model........................................................................................................................................................25
Employee journey...............................................................................................................................................25
Employee lifecycle..............................................................................................................................................25
Employee experience in de praktijk....................................................................................................................25

2

,Relatie......................................................................................................................................................... 26
Relatie................................................................................................................................................................26
Sterke relatie......................................................................................................................................................26
Fanrelatie...........................................................................................................................................................26
Alignment...........................................................................................................................................................26
Merkrelaties.......................................................................................................................................................26
Brand relationship quality (Fournier).................................................................................................................26
Indicatoren relatie..............................................................................................................................................27
Loyaliteitsladder.................................................................................................................................................28
Wet van Snuf (Jos Burgers)................................................................................................................................28
Medewerkers eerst.............................................................................................................................................28
De rollen van de klant (reader CEM 114-118)....................................................................................................28
Co-creatie...........................................................................................................................................................29
Fundamenten co-creatie....................................................................................................................................29
5 vormen van co-creatie (reader CEM 163-164)................................................................................................29
Participatie.........................................................................................................................................................29
Participation ladder (Arnstein)...........................................................................................................................29
Meten is weten...................................................................................................................................................30
Engagement rate................................................................................................................................................30
Doelen opstellen.................................................................................................................................................31
Brand Relationship Space...................................................................................................................................31
Fans....................................................................................................................................................................32
Fanstrategie.......................................................................................................................................................32
Fanpiramide.......................................................................................................................................................34
Fantabel.............................................................................................................................................................34
Fankwadrant......................................................................................................................................................34
Interne roadmap................................................................................................................................................35
Externe roadmap................................................................................................................................................35
Content circle.....................................................................................................................................................35
Message house...................................................................................................................................................36

Community.................................................................................................................................................. 36
Mensen geloven mensen....................................................................................................................................36
Community.........................................................................................................................................................36
6 doelstellingen communities.............................................................................................................................37
Windowdressing.................................................................................................................................................37
Conversation company.......................................................................................................................................37
Soorten conversaties..........................................................................................................................................38
Conversatiehefboom..........................................................................................................................................38

3

, 4 C’s (Van Belleghem)........................................................................................................................................38
Influencers..........................................................................................................................................................39
Effect community...............................................................................................................................................39
Visie community.................................................................................................................................................39
Voordelen community........................................................................................................................................39
Community management..................................................................................................................................39
POST model (Forrester)......................................................................................................................................40
Trends.................................................................................................................................................................42
Typen communities............................................................................................................................................42
10 stappen community building (Blijleven)........................................................................................................42
3 stappen community building...........................................................................................................................43

Communicatie............................................................................................................................................. 43
Communicatie....................................................................................................................................................43
ZBMO model.......................................................................................................................................................43
Newcombs ABX-model.......................................................................................................................................44
Communicatieproces (Van Amerongen)............................................................................................................44
Factoren die invloed hebben op het communicatieproces................................................................................44
Perceptie.............................................................................................................................................................44
Wereldbeeld.......................................................................................................................................................45
Framing..............................................................................................................................................................45
ELM model (Petty & Cacioppo)...........................................................................................................................45
Perifere cues.......................................................................................................................................................45
Complexe context...............................................................................................................................................45
Sociale omgeving...............................................................................................................................................46
Referentiegroep..................................................................................................................................................46
Social sharing persona’s.....................................................................................................................................46
Biases..................................................................................................................................................................46
Weerstand..........................................................................................................................................................47
Persuasion Knowledge Model (Friestad en Wright)...........................................................................................47
Strategie.............................................................................................................................................................48
Waardestrategieën (Bel & Stalfoort).................................................................................................................48
Contentstrategie................................................................................................................................................48
Content circle (Wil Michels)...............................................................................................................................49
Inhakers / issuekalender....................................................................................................................................49
Check je content.................................................................................................................................................49
Fogg behaviour model........................................................................................................................................50
(On)bewuste keuzes...........................................................................................................................................50
Prompt................................................................................................................................................................50

4

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.

Direct to-the-point

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper florenbout. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €4,19. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 69052 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Begin nu gratis

Samenvatting

CEM samenvatting (kort) - communicatie jaar 2

Document informatie

Onderwerpen

Geschreven voor

Verkoper

Ontvangen beoordelingen

Voorbeeld van de inhoud