In dit document vind je aantekeningen van het vak Customer Experience Management (CEM) dat gegeven wordt in het eerste semester van het tweede studiejaar van de opleiding Communicatie aan de Hogeschool Rotterdam. De aantekeningen gaan over kennisclips (Story Behinds en Explore Mores) uit de Sways m...
,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
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
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