Interview Nicole van den Heuvel about power of change

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In my view, the change to a customer-focused organisation is greatly underestimated

‘We want to put the customer first‘. Numerous organisations shout it and most undoubtedly want to do so. But between dream and deed, practical objections stand in the way. Find Nicole van den Heuvel, formerly Customer Experience Manager at VodafoneZiggo : „Becoming a customer-oriented organisation is really transforming your company. It requires the power to change. Too often I see organisations thinking they can do this in a jiffy, in addition to the usual routine. In my view, however, changing into a customer-focused organisation is seriously underestimated“.

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Change = people, processes + resources

According to Nicole, this underestimation lies mainly in the comprehensive nature of such a transformation. „Suppose the management decides that the organisation needs to become more digital and they only start working with the technology, for example. Or they teach their employees to work agile and only do so with part of the organisation. But you can only achieve lasting change if you involve 3 axes: people, processes and resources. Usually, when change occurs, the focus is only on one of these axes and that is not enough to succeed“. In Dialog Group, she recognises an organisation that focuses on more than just technology (and therefore resources). „They also look at the world from the point of view of people and processes. A good example is a recent online event of theirs, The Future of Customer Interaction. Among other things, it was about how important it is to involve the customer in digital transformation. Instead of just looking at digital KPIs“.

Playground for change

Nicole considers her period at VodafoneZiggo as a ‚playground for change‘. As CX Manager she has experienced that ‚putting the customer first‘ is not something you can leave to a project group, but should be an integral part of an organisation’s strategy. And yes, you need a willingness to do that at the top of your company. „I have also noticed a difference in this. One director really wanted to make a difference when it came to customer service. The other actually thought turnover and costs were more important than customers. The latter will undoubtedly be recognisable to many organisations. Then it requires flexibility and persuasiveness to demonstrate that a better customer experience has everything to do with turnover and costs. So it’s not about either costs or customer experience, it’s an and-and, where relevance is crucial for every manager/department“.

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What tips do you have for CIOs, CMO’s and CEOs?

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What tips do you have for CIOs, CMO’s and CEOs?

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Stick with yourself

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Nicole now works as Value Delivery Manager at VANAD Engage. With a CX model she has developed, she helps organisations in the transformation to customer focus. She is happy to share practical first steps, because how do you tackle this transformation, how do you create the power to change? „It really starts with seeing who you are as an organisation. What is your raison d’être, what distinguishes you from the rest? A pitfall here is that you start mirroring yourself to a well-known existing company. For many years I have heard Coolblue being mentioned as a shining example. A beautiful organisation, of course, but above all, don’t copy them. Stick to yourself. After you have done this, go and identify your client. Who is your client and what are his needs? Finally, add your strategic plans. Only when all this is clear, you actually get to work with your people, processes and resources“.

 

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Photo caption: Nicole van den Heuvel

 
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The Dutch market vs. Europe

Nicole also sees quite a lot of differences between the Dutch market and that of other countries. „When I look at The Netherlands within the world, we are absolutely at the forefront. That, in turn, is also related to urgency. Competition is fierce due to the favorable business climate and a population with an average high level of education and available resources. So you always have to stay ahead of the ball. In addition, The Netherlands is an ideal environment to try out innovations, which are then rolled out in the larger countries such as the UK, France and Germany. If we compare ourselves to Germany and France, we see that our culture and employee training enable us to show much more decisiveness. Management can and dares to give confidence in its employees. After all, change does not only happen in the boardroom.“
Nicole also points out that customer needs differ from country to country. „The Dutch focus mainly on convenience, more than in other countries“. However, Nicole does indicate that change within The Netherlands is quite slow. Consider, for example, the implementation of chat for Customer Service.“ We spoke about this 6 years ago and now organisations label this as a revolutionary organisation. And think, for example, of working from home for Customer Service and office staff. In my experience, we have been doing this for at least 10 years. But when I see how much homeworking has taken off in the past year, we really came from the classic model. Then you also see how quickly changes can happen when there is an urgency. Under pressure, everything becomes fluid.“

The course for 2021

According to Nicole, 2021 really is the year of the digital transformation. But in combination with customer service or digital omni-channel transformation. „If you don’t have your website, delivery and customer service in order now, you have a serious problem. Business Intelligence is crucial in this, because where and why does it go wrong?“ That is the second focus for 2021. Continue to invest in Business Intelligence where you also look ahead and predict instead of just analyzing what happened to us. And the third focus is relevance. Why is the customer and therefore the customer experience relevant to your job? „For a time, there was a commercial on the radio in which the question was asked,“ Did you earn your salary today?” In fact, everyone should be asking themselves the question: Have I earned our customers’ money today? Your customers are not a cost item. So service (and for me that also includes sales, which is a form of service after all) is a value and not a cost center.

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Digital Interaction Made Easy according to Nicole:

%22For me, Dialog Groep is the club that understands that customer service is part of the digital transformation. That there is always a connection between people, processes and technology. Only then do you make digital interaction easy. Easy for the customer and for the internal users. It becomes easy when it is relevant and valuable to people.%22

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Digital Interaction Made Easy according to Nicole:

„For me, Dialog Groep is the club that understands that customer service is part of the digital transformation. That there is always a connection between people, processes and technology. Only then do you make digital interaction easy. Easy for the customer and for the internal users. It becomes easy when it is relevant and valuable to people.“

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Take a look at this page if you want to know more about our vision on digital customer communication.

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Take a look at this page if you want to know more about our vision on digital customer communication.

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Interview Nicole van den Heuvel over veranderkracht

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In mijn ogen wordt het veranderen naar een klantgerichte organisatie zwaar onderschat

‘Wij willen de klant centraal stellen’. Talloze organisaties roepen het en de meeste wíllen het ongetwijfeld ook. Maar tussen droom en daad staan in elk geval praktische bezwaren in de weg. Vindt ook Nicole van den Heuvel, voorheen Customer Experience Manager bij VodafoneZiggo. “Een klantgerichte organisatie worden is écht een transformatie van je bedrijf. Het vergt veranderkracht. Te vaak zie ik dat organisaties denken dat ze dat wel eventjes erbij doen. In mijn ogen wordt het veranderen naar een klantgerichte organisatie echter zwaar onderschat.”

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Verandering = mensen, processen + middelen

Die onderschatting zit hem volgens Nicole vooral in het veelomvattende van zo’n transformatie. “Stel de directie besluit dat de organisatie digitaler moet worden en ze gaan dan alleen aan de slag met bijvoorbeeld de technologie. Of ze leren hun medewerkers agile werken en doen dat slechts met een deel van de organisatie. Maar je kunt alleen blijvende verandering realiseren als je 3 assen betrekt: mensen, processen en middelen. Meestal richt men zich bij verandering slechts op een van deze assen en dat is te weinig om te slagen.” In Dialog Groep herkent ze een organisatie die zich richt op meer dan techniek (en dus middelen) alleen. “Zij bekijken de wereld ook vanuit mensen en processen. Een mooi voorbeeld is een recent online event van hen, The Future of Customer Interaction. Daar ging het onder meer over hoe belangrijk het is om bij digitale transformatie ook de klant te betrekken. In plaats van alleen maar te kijken naar digitale kpi’s.”

Speeltuin voor verandering

Nicole beschouwt haar periode bij VodafoneZiggo als ‘speeltuin voor verandering’. Als CX Manager heeft ze daar ervaren dat ‘de klant centraal’ stellen niet iets is wat je kunt overlaten aan een projectgroepje, maar dat het integraal deel moet uitmaken van de strategie van een organisatie. En ja, daar heb je bereidheid voor nodig bij de top van je bedrijf. “Ik heb daar ook wel verschil in gemerkt. De ene directeur wilde echt onderscheid maken op het gebied van customer service. De andere vond eigenlijk omzet en kosten toch belangrijker dan klanten. Dat laatste zal ongetwijfeld herkenbaar zijn voor veel organisaties. Dan vereist het flexibiliteit en overtuigingskracht om aan te tonen dat een betere klantbeleving alles te maken heeft met omzet en kosten. Dus het gaat niet om óf kosten óf klantbeleving, het is en-en, waarbij de relevantie voor iedere manager/afdeling cruciaal is.”[/et_pb_text][et_pb_text _builder_version=“4.7.5″ text_font_size=“16px“ text_line_height=“1.8em“ min_height=“538px“ custom_margin=“||-160px||false|false“ custom_margin_tablet=“||160px||false|false“ custom_margin_phone=“-142px||147px||false|false“ custom_margin_last_edited=“on|desktop“ custom_padding=“||7px||false|false“]

De Nederlandse markt vs. Europa

Ook ziet Nicole nog best veel verschillen tussen de Nederlandse markt en die van andere landen. ‘’Als ik kijk naar Nederland binnen de wereld lopen we absoluut voorop. Dat is ook weer gerelateerd aan urgentie. Vanwege het gunstige ondernemersklimaat en een bevolking met gemiddeld hoge opleiding en beschikbare middelen is de concurrentie groot. Je moet dus altijd voor de bal blijven lopen. Daarnaast is Nederland een ideale omgeving om innovaties te proberen, die daarna in de grotere landen worden uitgerold zoals de UK, Frankrijk en Duitsland. Als we onszelf vergelijken met Duitsland en Frankrijk zien we dat we door onze cultuur en opleiding van medewerkers veel meer daadkracht kunnen tonen. Management kan en durft vertrouwen te geven in haar medewerkers. Immers, verandering gebeurt niet alleen in de boardroom.’’
Ook zijn de klantbehoeftes per land verschillend geeft Nicole aan. ‘’Nederlanders richten zich toch voornamelijk op gemak, meer dan in andere landen’’. Wel geeft Nicole aan dat veranderingen binnen Nederland best traag gaan. Denk bijvoorbeeld aan de implementatie van chat ten behoeve van Customer Service. ‘’Hier spraken we 6 jaar geleden al over en nu bestempelen organisaties dit als een revolutionaire organisatie. En denk bijvoorbeeld aan thuiswerken voor Customer Service en kantoorpersoneel. In mijn beleving deden we dit al zeker 10 jaar. Maar als ik zie welke enorme vlucht thuiswerken afgelopen jaar heeft genomen, kwamen we echt nog van het klassieke model. Dan zie je ook weer hoe snel veranderingen kunnen gaan als er een urgentie is. Onder druk wordt alles vloeibaar.’’

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Welke tips heb jij voor CIO’s, CMO’s en CEO’s?

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Blijf bij jezelf

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Blijf bij jezelf

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Inmiddels werkt Nicole als Value Delivery Manager bij VANAD Engage. Met een door haar ontwikkeld CX-model helpt ze organisaties bij de transformatie naar klantgerichtheid. Graag deelt ze praktische eerste stappen, want hoe pak je die transformatie aan, hoe zorg je voor veranderkracht? “Het begint echt met scherp zien te krijgen wie jij als organisatie bent. Wat is je bestaansrecht, wat onderscheidt je van de rest? Een valkuil daarbij is dat je je gaat spiegelen aan een bekend bestaand bedrijf. Zo hoor ik al jarenlang Coolblue als lichtend voorbeeld genoemd worden. Een mooie organisatie, natuurlijk, maar ga ze vooral niet kopiëren. Blijf bij jezelf. Ga nadat je dit hebt gedaan je klant in kaart brengen. Wie is je klant nu eigenlijk en wat zijn z’n behoeften? Ten slotte voeg je daar je strategische plannen aan toe. Pas als dat allemaal duidelijk is, ga je daadwerkelijk aan de slag met je mensen, processen én middelen.”

 

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Fotobijschrift: Nicole van den Heuvel

 

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De koers voor 2021

2021 is volgens Nicole dan toch echt het jaar van de digitale transformatie. Maar dan wel in combinatie met customer service oftewel digitale omnichannel transformatie. ‘’Als je nu je website, levering en klantenservice niet op orde hebt, heb je serieus een probleem. Daarbij is Business Intelligence cruciaal, want waar en waarom gaat het mis.’’ Dat is dan ook de tweede focus voor 2021. Blijven investeren in Business Intelligence waarbij je ook vooruit kijkt en voorspelt in plaats van alleen maar analyseert wat ons overkomen is. En de derde focus is relevantie. Waarom is de klant en dus klantbeleving relevant voor jouw baan? ‘’Er was een tijd een commercial op de radio waarin de vraag gesteld werd: ‘’ Heb jij je salaris vandaag verdiend? Feitelijk zou iedereen zich iedere de vraag moeten stellen: Heb ik vandaag het geld van onze klanten verdiend? Je klanten zijn geen kostenpost. Dus service (en daar valt voor mij sales ook onder, dat is immers een vorm van service) is een value en geen cost center.

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Digital Interaction Made Easy volgens Nicole:

‘’Voor mij is Dialog Groep de club die snapt dat customer service onderdeel is van de digitale transformatie. Dat er altijd een verband bestaat tussen mensen, processen en technologie. Alleen dan maak je digital interaction easy. Easy voor de klant en voor de interne gebruikers. Het wordt easy als het voor mensen relevant en waardevol is.’’

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Digital Interaction Made Easy volgens Nicole:
 

‘’Voor mij is Dialog Groep de club die snapt dat customer service onderdeel is van de digitale transformatie. Dat er altijd een verband bestaat tussen mensen, processen en technologie. Alleen dan maak je digital interaction easy. Easy voor de klant en voor de interne gebruikers. Het wordt easy als het voor mensen relevant en waardevol is.’’

[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=“4.7.4″ _module_preset=“default“ background_color=“#3468d0″ height=“1000px“ height_tablet=““ height_phone=“auto“ height_last_edited=“on|phone“ max_height=“100px“ custom_margin=“-39px||0px||false|false“ custom_margin_tablet=““ custom_margin_phone=“||0px||false|false“ custom_margin_last_edited=“on|desktop“ custom_padding=“||0px||false|false“][et_pb_column type=“4_4″ _builder_version=“4.7.4″ _module_preset=“default“][et_pb_text content_tablet=““ content_phone=“

Neem een kijkje op deze pagina als je meer wilt weten over onze visie op digitale klantcommunicatie.

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Neem een kijkje op deze pagina als je meer wilt weten over onze visie op digitale klantcommunicatie.

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Laat een bericht achter voor ons

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Interview Hen Snackers

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Today’s customers expect organisations to include digital capabilities in their service offerings. In fact, they expect digital self-service, and therefore in the most efficient and easy way, without barriers. But to what extent do we take sufficient account of this in our customer communications? Dialog Groep discussed this question with Mr. Hen Snackers, former CEO of QNH. Today, Hen is an investor with several participations in (IT) companies and owner of his own consultancy firm Löss Consulting around Digital Business issues.

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It is almost cliché to say that everything happens almost digitally these days. But the fact that all communication and interaction also happens smoothly and silently is something of a completely different order. What do you mean by customer interaction? “For me, these are all contact moments with a customer. In any way. Controlled, planned and spontaneous. Approached from one person or a group. So also the people on the work floor who enter organisations. And even more important: `as easy and personal as possible’“.

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Easy and personal

Snackers sees that digital customer interaction often lacks the easiest and most personal way to interact with customers. He indicates that by using and having much more data, it should be more personal. The rule here is: you have all the data at your disposal, but what do you do with it in concrete terms? How can you ensure that you continue to add value for your customers?

What is he thinking about at Digital Interaction Made Easy? The motto of Dialog Groep. “At ‚Digital Interaction Made Easy‘, I think mainly of ‚Made Easy’… so that the logic is OK, that you have a simple tile to click on and don’t have to go through all the difficult steps or read a lot of text”.

Despite the fact that we in the Netherlands think that we have already come a long way when it comes to smooth customer interaction, he thinks differently. „I think we overestimate ourselves in the Netherlands. Take Spain, for example. Getting connected to the power grid or getting a new subscription with a power supplier are much more flexible to realize there. They may not yet speak the English language perfectly, but they are early adaptors“. Too often he sees a focus in the Netherlands on winning new customers instead of customer retention. For example, by using giveaways. „I’m not waiting for a bar of chocolate, I prefer to be helped well or to be able to arrange things well and easily myself. That loyalty needs to be rewarded. That is always cheaper in the end“.

Mental readiness

Nevertheless, Snackers also sees positive examples of organisations that are fully committed to smooth customer interaction. Passing on the meter readings for water or electricity is very easy these days. With a few presses of a button. But think also of Transavia vs. Ryanair. The price difference between the two is significant, which makes it easy to choose Ryanair. Still, the Dutch consumer’s empathy with Transavia is better, while Ryanair reflects on something somewhere in Pakistan. The whole customer experience at Transavia makes me prefer to pay a little more and fly with Transavia.“

“But it starts with all organisations with mental readiness. The will to transform into a service-driven organisation. According to Snackers, the crucial success factor is ‚mental accessibility‘: the ability to listen attentively, both to customers and to employees.”

You can’t go from the basement to the attic

Why is it so difficult for companies to improve customer interaction? With QNH, Snackers has gained a lot of experience with large (enterprise) organisations. To what extent are companies driven by Compliancy & Security officers and/or processes?

“There are still many traditional decision makers. As a result, you see less adoption of innovation. They are often busier with the shareholders. The new generation that will form boards of directors will probably give more priority to this. But even now you can really see that clients are important and are on the agenda of board meetings. But they are linked to money flows. It has a major impact on IT (budget). But IT is really willing. It’s more up to the executive board and the choices and increasing awareness. The fear with ‚The Business‘ of letting go of customer contact also plays a role. Small steps are needed to break through this. You can’t go from the basement to the attic“.

 

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What tips do you have for CIOs, CMOs and CEOs?

“ content_phone=“

What tips do you have for CIOs, CMOs and CEOs?

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What tips do you have for CIOs, CMOs and CEOs?

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„Don’t look up to directors. They also think operationally and they are also customers somewhere. But for them, plans and ambitions do need to be translated into financial flows. ‚How do I achieve targets‘ is the most important question. Take ING versus Achmea, for example. ING is further and faster than Achmea. Vision and guts seem to be decisive in this. They quickly decided to close branches and take a different course. Even though this meant an investment of billions“.

 

Hen Snackers
Löss Consulting

 

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Photo caption: Hen Snackers

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Take a look at this page if you want to know more about our vision on digital customer communication.

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Read our other blogs here:

[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=“3.25″][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_blog fullwidth=“off“ posts_number=“3″ include_categories=“10″ show_pagination=“off“ _builder_version=“3.21″][/et_pb_blog][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“3.22″ custom_padding=“0px|||||“][et_pb_row module_class=“custom_row“ _builder_version=“4.6.5″][et_pb_column type=“4_4″ module_class=“second-on-mobile“ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.7.4″ text_font_size=“16px“ text_line_height=“1.8em“ custom_margin=“||-6px|||“]The fact that everything is happening almost digitally nowadays is almost cliché. But the fact that all communication and interaction is also smooth and silent is something of a completely different order. What do you mean by customer interaction? “For me, these are all touching moments with a customer. One way or the other. Controlled, planned and spontaneous. Approached from one person or a group. So do the people in the workplace who come in to organizations. And more importantly; ‚as easy and personal as possible.“
[/et_pb_text][et_pb_text _builder_version=“4.7.4″ text_font_size=“16px“ text_line_height=“1.8em“ min_height=“1190px“ custom_padding=“||0px|||“] 

Easy and personal

Snackers sees that digital customer interaction is still lacking in as easy and personal as possible. He indicates that by using and having much more data it should be more personal. “This applies: you have all the data at your disposal but what do you do in concrete terms with it? How can you keep adding value to your customers?“
What he’s thinking about at Digital Interaction Made Easy? The motto of Dialog Group.
“At ‚Digital Interaction Made Easy‘ I think of ‚Made Easy’… so that the logic is okay, that you have a simple tile that you click on and don’t have to go through all the difficult steps or read a lot of text.
Although we in the Netherlands think that we are already very far when it comes to smooth customer interaction, he thinks otherwise. “I think we overestimate ourselves in the Netherlands. Take Spain, for example. The power connections are much smoother to achieve. They may not speak the English language perfectly yet, but they are early adaptors. In the Netherlands, he too often sees a focus on winning new customers instead of customer retention. For example, by using giveaways. “I’m not waiting for a bar of chocolate, I prefer that I get well helped or can arrange things well and easily myself. That loyalty must be rewarded. In the end, it’s always cheaper.

Mental readiness

Nevertheless, Snackers also sees positive examples of organizations that are fully committed to smooth customer interaction. “Passing on the meter readings is very easy nowadays. With a few pushes of the button. But think of Transavia vs. Ryanair. The price difference between the two is large and so you are quickly tempted to opt for Ryanair. Nevertheless, the empathy for the Dutch consumer at Transavia is better, while Ryanair is coming up with something somewhere in Pakistan. The whole customer experience at Transavia makes me prefer to pay a little more and fly with Transavia.
But it starts with all organizations with spiritual readiness. The will to transform into a service-driven organization. According to Snackers, the crucial success factor is ’spiritual accessibility‘: the ability to listen carefully. To customers and to employees.

You can’t go from the basement to the attic.

Why is it so difficult for companies to improve customer interaction? With QNH Snackers has gained a lot of experience with large (enterprise) organizations. To what extent are companies controlled by Compliancy & Security officers/processes? “There are still many traditional decision makers. As a result, you see less adoption of innovation. They are often busier with the shareholders. The new generation that will form managements is probably giving more priority to this. But even now you can see that customers are important and are on the agenda of board meetings. But it’s linked to money flows. It has a lot of impact on IT (budget). But IT is really willing. It’s more up to the chief executive and the choices and awareness. Business’s fear of letting go of customer contact also plays a role. Small steps are needed to break this. You can’t go from the basement to the attic.

Don’t look up to directors

What tips do you have for CIOs, CMO’s and CEOs? „Don’t look up to directors. They also think operationally and are often customers somewhere. But for them, plans and ambitions have to be translated into money flows. How do I meet targets is the most important question? For example, look at ING versus Achmea. ING is further and faster than Achmea. Vision and guts seem decisive in this. They quickly decided to close offices and take a different course. Even if this meant a billion-dollar investment.
 
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Read more about our vision on digital customer communication here.
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Interview Hen Snackers over succesfactor van digitale klantinteractie

[et_pb_section fb_built=“1″ fullwidth=“on“ _builder_version=“3.22″][et_pb_fullwidth_header title=“De cruciale succesfactor van digitale klantinteractie “ subhead=“‘’Dat is geestelijke bereikbaarheid, het vermogen om goed te luisteren naar je klanten’’“ _builder_version=“4.7.4″ title_font=“||||||||“ title_font_size=“40px“ title_line_height=“1.4em“ custom_margin_tablet=““ custom_margin_phone=“0px||||false|false“ custom_margin_last_edited=“on|phone“ custom_padding=“0px||0px||false|false“ title_font_size_tablet=““ title_font_size_phone=“23px“ title_font_size_last_edited=“on|phone“][/et_pb_fullwidth_header][/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.7.4″ _module_preset=“default“ min_height=“271px“ custom_padding=“||0px|||“][et_pb_row _builder_version=“4.7.4″ _module_preset=“default“][et_pb_column type=“4_4″ _builder_version=“4.7.4″ _module_preset=“default“][et_pb_testimonial portrait_url=“https://dialoggroep.eu/wp-content/uploads/2020/12/Hen-Snackers2.jpg“ _builder_version=“4.7.4″ _module_preset=“default“]De klant van tegenwoordig verwacht van organisaties dat er binnen hun serviceaanbod ook digitale mogelijkheden zijn. Sterker nog, men verwacht digitale selfservice, en dan ook op de meest efficiënte en makkelijke manier, zonder drempels. Maar in hoeverre houden we hier voldoende rekening mee in onze klantcommunicatie? Dialog Groep ging over deze vraag in gesprek met Hen Snackers, voormalig CEO van QNH. Tegenwoordig is Hen investeerder met verschillende deelnemingen in (IT) bedrijven en eigenaar van zijn eigen adviesbureau Löss Consulting rondom Digital Business vraagstukken.
[/et_pb_testimonial][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“3.22″ custom_padding=“0px|||||“][et_pb_row module_class=“custom_row“ _builder_version=“4.6.5″ custom_margin=“|auto|-216px|auto||“][et_pb_column type=“4_4″ module_class=“second-on-mobile“ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.7.4″ text_font_size=“16px“ text_line_height=“1.8em“ custom_margin=“||-6px|||“]Dat alles tegenwoordig bijna digitaal gebeurt, is bijna cliché te noemen. Maar dat alle communicatie en interactie ook soepel en geruisloos gebeurt, is iets van een heel andere orde. Wat versta jij onder klantinteractie? ‘’Voor mij zijn dit alle raakmomenten met een klant. Op welke manier dan ook. Beheerst, gepland en spontaan. Benaderd vanuit één persoon of een groep. Dus ook de mensen op de werkvloer die bij organisaties binnenkomen. En nog belangrijker; `zo makkelijk en persoonlijk mogelijk.’’
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Makkelijk en persoonlijk

Snackers ziet dat het in digitale klantinteractie toch vaak nog ontbreekt aan zo makkelijk en persoonlijk mogelijk. Hij geeft aan dat het door het gebruik en hebben van veel meer data het juist persoonlijker zou moeten zijn. ‘’Hierbij geldt: je hebt alle data tot je beschikking maar wat doe je er nu concreet mee? Hoe kun je zorgen dat je waarde blijft toevoegen voor jouw klanten?’’

Waar hij aan denkt bij Digital Interaction Made Easy? De lijfspreuk van Dialog Groep.
‘’Bij ‘Digital Interaction Made Easy’ denk ik dan met name aan ‘Made Easy’…dus dat de logica oké is, dat je een simpele tegel hebt waar je op klikt en niet allemaal moeilijke stappen moet doorlopen of veel tekst moet lezen.’’

Ondanks dat we in Nederland denken dat we al heel ver zijn als het gaat om soepele klantinteractie denkt hij daar toch anders over. ‘’Ik denk dat we ons in Nederland overschatten. Neem nu bijvoorbeeld Spanje. De stroomaansluitingen zijn daar veel soepeler om te realiseren. Zij spreken misschien de Engelse taal nog niet perfect maar zijn wel early adaptors.’’ Hij ziet in Nederland te vaak een focus op het winnen van nieuwe klanten in plaats van klantbehoud. Bijvoorbeeld door het inzetten van giveaways. ‘’Ik zit niet te wachten op een reep chocola, ik heb liever dat ik goed word geholpen of zelf zaken goed en makkelijk kan regelen. Die loyaliteit moet juist beloond worden. Dat is uiteindelijk altijd goedkoper.’’

Geestelijke bereidbaarheid

Toch ziet Snackers ook positieve voorbeelden van organisaties die wel volop inzetten op soepele klantinteractie. ‘’De meterstanden doorgeven gaat wel heel makkelijk tegenwoordig. Met een paar drukken op de knop. Maar denk bijvoorbeeld ook aan Transavia vs. Ryanair. Het prijsverschil tussen die twee is groot en dus ben je snel geneigd voor Ryanair te kiezen. Maar toch is het inlevingsvermogen voor de Nederlandse consument bij Transavia beter, terwijl Ryanair ergens in Pakistan wat bedenkt. De hele klantbeleving bij Transavia maakt dat ik liever wat meer betaal en met Transavia vlieg.

Maar het begint bij alle organisaties met geestelijke bereidbaarheid. De wil om te transformeren naar een servicegedreven organisatie. De cruciale succesfactor is volgens Snackers de ‘geestelijke bereikbaarheid’: het vermogen om goed te luisteren. Naar klanten én naar medewerkers. 

Je kunt niet van de kelder naar de zolder

Waarom is het toch zo moeilijk voor bedrijven om klantinteractie te verbeteren? Met QNH heeft Snackers veel ervaring opgedaan met grote (enterprise) organisaties. In hoeverre worden bedrijven gestuurd door Compliancy & Security officers/processen? ‘’Er zijn nog veel traditionele beslissers. Daardoor zie je minder adoptie van vernieuwing. Die zijn vaak drukker met de aandeelhouders. De nieuwe generatie die directies gaat vormen, geeft hier waarschijnlijk meer prioriteit aan. Maar ook nu zie je echt wel dat klanten belangrijk zijn en op de agenda van directievergaderingen staan. Maar wel gekoppeld aan geldstromen. Het heeft veel impact op IT (budget). Maar IT is echt wel bereidwillig. Het ligt meer aan de hoofddirectie en de keuzes en bewustwording. De angst bij Business voor loslaten van klantcontact speelt ook een rol. Er zijn kleine stapjes zijn nodig om dit te doorbreken. Je kunt niet van de kelder naar de zolder.’’ 

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Welke tips heb jij voor CIO’s, CMO’s en CEO’s?

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Welke tips heb jij voor CIO’s, CMO’s en CEO’s?

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Welke tips heb jij voor CIO’s, CMO’s en CEO’s?

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‘’Kijk niet tegen directeuren op. Die denken ook operationeel en zijn ook vaak ergens klant. Maar voor hun moeten plannen en ambities wel vertaald worden naar geldstromen. Hoe haal ik targets is de belangrijkste vraag? Kijk bijvoorbeeld naar ING versus Achmea. ING is verder en sneller dan Achmea. Visie en lef lijkt hierin doorslaggevend. Ze hebben al snel besloten om kantoren te sluiten en een andere koers te varen. Ook al betekende dit een investering van miljarden.’’

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Fotobijschrift: Hen Snackers

 

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Neem een kijkje op deze pagina als je meer wilt weten over onze visie op digitale klantcommunicatie.

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Laat een bericht achter voor ons

[/et_pb_text][et_pb_code _builder_version=“4.9.7″ _module_preset=“default“ hover_enabled=“0″ sticky_enabled=“0″ background_color=“#FF770A“ custom_padding=“15px|15px|15px|15px|false|false“] [/et_pb_code][/et_pb_column][/et_pb_row][et_pb_row _builder_version=“3.25″][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“3.27.4″]

Lees hier onze andere blogs:

[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=“3.25″][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_blog fullwidth=“off“ posts_number=“3″ include_categories=“10″ show_pagination=“off“ _builder_version=“3.21″][/et_pb_blog][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“3.22″ custom_padding=“0px|||||“][et_pb_row module_class=“custom_row“ _builder_version=“4.6.5″][et_pb_column type=“4_4″ module_class=“second-on-mobile“ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.7.4″ text_font_size=“16px“ text_line_height=“1.8em“ custom_margin=“||-6px|||“]Dat alles tegenwoordig bijna digitaal gebeurt, is bijna cliché te noemen. Maar dat alle communicatie en interactie ook soepel en geruisloos gebeurt, is iets van een heel andere orde. Wat versta jij onder klantinteractie? ‘’Voor mij zijn dit alle raakmomenten met een klant. Op welke manier dan ook. Beheerst, gepland en spontaan. Benaderd vanuit één persoon of een groep. Dus ook de mensen op de werkvloer die bij organisaties binnenkomen. En nog belangrijker; `zo makkelijk en persoonlijk mogelijk.’’
[/et_pb_text][et_pb_text _builder_version=“4.7.4″ text_font_size=“16px“ text_line_height=“1.8em“ min_height=“1190px“ custom_padding=“||0px|||“] 

Makkelijk en persoonlijk

Snackers ziet dat het in digitale klantinteractie toch vaak nog ontbreekt aan zo makkelijk en persoonlijk mogelijk. Hij geeft aan dat het door het gebruik en hebben van veel meer data het juist persoonlijker zou moeten zijn. ‘’Hierbij geldt: je hebt alle data tot je beschikking maar wat doe je er nu concreet mee? Hoe kun je zorgen dat je waarde blijft toevoegen voor jouw klanten?’’
Waar hij aan denkt bij Digital Interaction Made Easy? De lijfspreuk van Dialog Groep.
‘’Bij ‘Digital Interaction Made Easy’ denk ik dan met name aan ‘Made Easy’…dus dat de logica oké is, dat je een simpele tegel hebt waar je op klikt en niet allemaal moeilijke stappen moet doorlopen of veel tekst moet lezen.’’
Ondanks dat we in Nederland denken dat we al heel ver zijn als het gaat om soepele klantinteractie denkt hij daar toch anders over. ‘’Ik denk dat we ons in Nederland overschatten. Neem nu bijvoorbeeld Spanje. De stroomaansluitingen zijn daar veel soepeler om te realiseren. Zij spreken misschien de Engelse taal nog niet perfect maar zijn wel early adaptors.’’ Hij ziet in Nederland te vaak een focus op het winnen van nieuwe klanten in plaats van klantbehoud. Bijvoorbeeld door het inzetten van giveaways. ‘’Ik zit niet te wachten op een reep chocola, ik heb liever dat ik goed word geholpen of zelf zaken goed en makkelijk kan regelen. Die loyaliteit moet juist beloond worden. Dat is uiteindelijk altijd goedkoper.’’

Geestelijke bereidbaarheid

Toch ziet Snackers ook positieve voorbeelden van organisaties die wel volop inzetten op soepele klantinteractie. ‘’De meterstanden doorgeven gaat wel heel makkelijk tegenwoordig. Met een paar drukken op de knop. Maar denk bijvoorbeeld ook aan Transavia vs. Ryanair. Het prijsverschil tussen die twee is groot en dus ben je snel geneigd voor Ryanair te kiezen. Maar toch is het inlevingsvermogen voor de Nederlandse consument bij Transavia beter, terwijl Ryanair ergens in Pakistan wat bedenkt. De hele klantbeleving bij Transavia maakt dat ik liever wat meer betaal en met Transavia vlieg.
Maar het begint bij alle organisaties met geestelijke bereidbaarheid. De wil om te transformeren naar een servicegedreven organisatie. De cruciale succesfactor is volgens Snackers de ‘geestelijke bereikbaarheid’: het vermogen om goed te luisteren. Naar klanten én naar medewerkers. 

Je kunt niet van de kelder naar de zolder

Waarom is het toch zo moeilijk voor bedrijven om klantinteractie te verbeteren? Met QNH heeft Snackers veel ervaring opgedaan met grote (enterprise) organisaties. In hoeverre worden bedrijven gestuurd door Compliancy & Security officers/processen? ‘’Er zijn nog veel traditionele beslissers. Daardoor zie je minder adoptie van vernieuwing. Die zijn vaak drukker met de aandeelhouders. De nieuwe generatie die directies gaat vormen, geeft hier waarschijnlijk meer prioriteit aan. Maar ook nu zie je echt wel dat klanten belangrijk zijn en op de agenda van directievergaderingen staan. Maar wel gekoppeld aan geldstromen. Het heeft veel impact op IT (budget). Maar IT is echt wel bereidwillig. Het ligt meer aan de hoofddirectie en de keuzes en bewustwording. De angst bij Business voor loslaten van klantcontact speelt ook een rol. Er zijn kleine stapjes zijn nodig om dit te doorbreken. Je kunt niet van de kelder naar de zolder.’’

Kijk niet op tegen directeuren

Welke tips heb je voor CIO’s, CMO’s en CEO’s? ‘’Kijk niet tegen directeuren op. Die denken ook operationeel en zijn ook vaak ergens klant. Maar voor hun moeten plannen en ambities wel vertaald worden naar geldstromen. Hoe haal ik targets is de belangrijkste vraag? Kijk bijvoorbeeld naar ING versus Achmea. ING is verder en sneller dan Achmea. Visie en lef lijkt hierin doorslaggevend. Ze hebben al snel besloten om kantoren te sluiten en een andere koers te varen. Ook al betekende dit een investering van miljarden.’’
 
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=“4.7.4″ _module_preset=“default“ custom_margin=“-59px|auto||auto||“][et_pb_column type=“4_4″ _builder_version=“4.7.4″ _module_preset=“default“][et_pb_text _builder_version=“4.7.4″ text_font_size=“16px“ text_line_height=“1.8em“]Fotobijschrift: Hen Snackers
 
Lees hier meer over onze visie op digitale klantcommunicatie.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row column_structure=“3_5,2_5″ _builder_version=“3.25″][et_pb_column type=“3_5″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_contact_form captcha=“off“ email=“nally@cloudselling.nl“ title=“Neem contact met ons op“ use_redirect=“on“ redirect_url=“/contact-bedankt/“ submit_button_text=“Verzenden“ _builder_version=“3.21″ custom_button=“on“ button_text_color=“#ffffff“ button_bg_color=“#29c4a9″ button_font=“||||||||“][et_pb_contact_field field_id=“Name“ field_title=“Naam“ _builder_version=“3.16″ button_text_size__hover_enabled=“off“ button_one_text_size__hover_enabled=“off“ button_two_text_size__hover_enabled=“off“ button_text_color__hover_enabled=“off“ button_one_text_color__hover_enabled=“off“ button_two_text_color__hover_enabled=“off“ button_border_width__hover_enabled=“off“ button_one_border_width__hover_enabled=“off“ button_two_border_width__hover_enabled=“off“ button_border_color__hover_enabled=“off“ button_one_border_color__hover_enabled=“off“ button_two_border_color__hover_enabled=“off“ button_border_radius__hover_enabled=“off“ button_one_border_radius__hover_enabled=“off“ button_two_border_radius__hover_enabled=“off“ button_letter_spacing__hover_enabled=“off“ button_one_letter_spacing__hover_enabled=“off“ button_two_letter_spacing__hover_enabled=“off“ button_bg_color__hover_enabled=“off“ button_one_bg_color__hover_enabled=“off“ button_two_bg_color__hover_enabled=“off“][/et_pb_contact_field][et_pb_contact_field field_id=“Email“ field_title=“E-mailadres“ field_type=“email“ _builder_version=“3.16″ button_text_size__hover_enabled=“off“ button_one_text_size__hover_enabled=“off“ button_two_text_size__hover_enabled=“off“ button_text_color__hover_enabled=“off“ button_one_text_color__hover_enabled=“off“ button_two_text_color__hover_enabled=“off“ button_border_width__hover_enabled=“off“ button_one_border_width__hover_enabled=“off“ button_two_border_width__hover_enabled=“off“ button_border_color__hover_enabled=“off“ button_one_border_color__hover_enabled=“off“ button_two_border_color__hover_enabled=“off“ button_border_radius__hover_enabled=“off“ button_one_border_radius__hover_enabled=“off“ button_two_border_radius__hover_enabled=“off“ button_letter_spacing__hover_enabled=“off“ button_one_letter_spacing__hover_enabled=“off“ button_two_letter_spacing__hover_enabled=“off“ button_bg_color__hover_enabled=“off“ button_one_bg_color__hover_enabled=“off“ button_two_bg_color__hover_enabled=“off“][/et_pb_contact_field][et_pb_contact_field field_id=“Message“ field_title=“Bericht“ field_type=“text“ fullwidth_field=“on“ _builder_version=“3.16″ button_text_size__hover_enabled=“off“ button_one_text_size__hover_enabled=“off“ button_two_text_size__hover_enabled=“off“ button_text_color__hover_enabled=“off“ button_one_text_color__hover_enabled=“off“ button_two_text_color__hover_enabled=“off“ button_border_width__hover_enabled=“off“ button_one_border_width__hover_enabled=“off“ button_two_border_width__hover_enabled=“off“ button_border_color__hover_enabled=“off“ button_one_border_color__hover_enabled=“off“ button_two_border_color__hover_enabled=“off“ button_border_radius__hover_enabled=“off“ button_one_border_radius__hover_enabled=“off“ button_two_border_radius__hover_enabled=“off“ button_letter_spacing__hover_enabled=“off“ button_one_letter_spacing__hover_enabled=“off“ button_two_letter_spacing__hover_enabled=“off“ button_bg_color__hover_enabled=“off“ button_one_bg_color__hover_enabled=“off“ button_two_bg_color__hover_enabled=“off“][/et_pb_contact_field][/et_pb_contact_form][/et_pb_column][et_pb_column type=“2_5″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][/et_pb_column][/et_pb_row][et_pb_row _builder_version=“3.25″][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“3.27.4″]

Lees hier onze andere blogs:

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4 tips om je digitale klantbeleving te verbeteren

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De nieuwe maatregelen van onze regering om de steeds maar stijgende aantallen Corona- besmettingen snel terug te dringen, betekenen voorlopig weer meer thuiswerken en minder face-to-face contact met elkaar. Persoonlijk begrijp ik alle maatregelen en doe ik mijn best om die te volgen en te bewaken binnen mijn gezin. Zakelijk betekent dit voor mij nog meer thuiswerken en vooral weer veel online meetings via MS Teams. Het betekent dat we eigenlijk weer een beetje terug in de tijd gaan. Naar eerder dit jaar.

Corona bracht een hoop veranderingen met zich mee. Ook voor organisaties. Ik heb me erg verbaasd over al die organisaties die juist in tijden van onzekerheid en vragen -waarop klantbeleving de grootste prioriteit zou moeten hebben- hier juist van weg bewegen. In onderstaande blog geef ik graag 4 tips waarvan ik heb gezien dat het werkt. Hiermee doe jij wat klanten van jou verwachten als het gaat om klantbeleving.

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Waarom jagen bedrijven hun klanten weg?

Ik heb me eerder dit jaar enorm verbaasd over al die organisaties die op homepages direct al websitebezoekers confronteerden met berichten dat ze beter maar geen contact op konden nemen omdat het zo druk was. Je bent klant, je wordt geconfronteerd met overheidsmaatregelen. Dit resulteert in onzekerheid en vragen. Je zoekt op de website naar hoe je het beste je vraag kunt stellen, en dan zegt het bedrijf waar je al jaren klant bij bent; benader ons maar niet, want we zijn te druk om ons met jou bezig te houden. En als je een beetje pech hebt, dan wordt je nog gevraagd om daar vooral begrip voor te hebben. Ik snap daar helemaal niets van.

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Verlies alsjeblieft je bestaande klanten niet uit het oog

In gesprekken die ik zelf voer, merk ik dat veel organisaties nog op traditionele KPI’s sturen. Vaak tot grote frustratie van mensen die daadwerkelijk met klanten bezig zijn en klantcontact onderhouden of klantinteractie proberen te verbeteren. Het is algemeen bekend dat klanten winnen ongeveer 6x zo duur is dan klanten behouden. Kan iemand mij dan bijvoorbeeld uitleggen dat als ik klant wil worden bij een internetprovider ik gratis super-wifi kan krijgen, maar als ik al tien jaar klant ben bij diezelfde organisatie ik ervoor moet betalen?experience gap 

De zogeheten ‘experience gap’ is helaas nog steeds van toepassing. Onderzoek heeft enkele jaren terug al uitgewezen dat 80% van de CEO’s denkt dat ze met hun organisatie een superieure beleving bieden terwijl maar 8% van hun klanten het daar mee eens is. Ondanks alle digitale transformaties en experience-initiatieven van de afgelopen jaren is dit helaas nog steeds van toepassing. Simpelweg omdat veel organisaties zich eerst hebben gericht op alles wat met acquisitie te maken heeft. Klanten winnen dus. En alle KPI’s daarop zijn gericht. Kijk maar naar NPS als KPI. Gericht op de bereidheid om dit als ambassadeur aan te bevelen bij anderen. Dat heeft naar mijn mening niets met klanttevredenheid te maken, maar met als doel om bereik te vergroten en ook anderen klant te maken.

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Herken je klant digitaal

Ongetwijfeld herken je dit vanuit je persoonlijke ervaringen. Je wordt dagelijks overspoeld met e-mails vanuit e-mailmarketingcampagnes om maar klant te worden of om meer te kopen. Alles mooi digitaal en geschikt om op mobiele devices te bekijken en dan online te doorlopen. Maar zodra je klant bent, lijkt het wel alsof je in een andere wereld terecht komt. Zelf zaken snel regelen of ‘live’ contact krijgen met iemand in een organisatie is een uitdaging. Zeker als je verwacht dat dit in luttele minuten kan worden geregeld. Ik kom daar de gekste voorbeelden tegen. Ik snap niet dat als ik bijvoorbeeld bij mijn verzekeraar in een ‘’Mijn Omgeving’’ zit waar een chat wordt aangeboden, ik dan vragen krijg over wie ik ben en of ik mijn klantnummer of adresgegevens wil invullen.. Hoezo? Ik ben toch al lang ingelogd in de ‘’Mijn Omgeving’’? Je weet toch wie ik ben? Je houdt elke maand mijn premie in.

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Klanten willen snel antwoord, zeker online

Dat herhaaldelijk vragen naar mijn gegevens, terwijl die allemaal bekend zijn binnen een organisatie,  is onnodig tijdverlies. En dat is niet het enige waar kostbare tijd aan verloren gaat. Uit een Harvard Business Review blijkt dat maar liefst 62% van de klanten herhaaldelijk contact moeten zoeken met een organisatie om een probleem opgelost te krijgen.

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 4 Tips voor het plannen van goede klantbelevingen

Uit ervaring weet ik dat het allemaal nog veel beter kan dan waar we nu dagelijks zelf als klant of consument mee worden geconfronteerd. Goede klantbelevingen ontstaan niet toevallig, die zijn gepland. Een paar tips deel ik graag met je:

  1. Richt je aandacht meer op klantbehoud en het verbeteren van digitale selfservice. Vervang NPS als KPI door de CES (it was easy to use), de CSAT (I had a great experience) en de GCR (I reached my goal) als KPI in doelstellingen met betrekking tot klantcontact en klantinteractie. Ook de CX Index score (Effectiveness, Ease, Emotion) van Forrester is een goede, moderne KPI die meet hoe succesvol organisaties zijn met klantbeleving als middel voor verbeterde klantloyaliteit.

  2. Onderzoek feedback van klanten om kansen binnen customer journeys in kaart te brengen waar klanten nu over struikelen en waar je zelf van vind dat deze niet zouden mogen voorkomen. Dit zijn vaak de quick wins. Zoek naar achterliggende oorzaken en oplossingen en betrek vooral IT collega’s en (strategische) leveranciers van customer-facing technologie daarbij. Ik heb zelf goede ervaringen met open brainstormsessies tussen bedrijf en leverancier.

  3. Ga zoeken naar manieren om pro-actieve communicatie richting klanten te versturen. Niet alleen via geautomatiseerde e-mails, want die leest bijna niemand, maar ook via SMS en online kanalen zoals app en de Mijn Omgeving. Kijk naar de mogelijkheid om gepersonaliseerde video’s in te zetten, want die spreken veel beter tot de verbeelding en zetten veel sneller aan tot actie. . Naast de procesinformatie die vaak geautomatiseerd wordt verzonden naar klanten kun je met pro-actieve communicatie klanten vaak geruststellen en/of aanmoedigen.

  4. Ga nadenken over de stap na procesautomatisering en e-mail marketing automation: data-driven journeys! Deze geautomatiseerde stappen zijn altijd relevant voor de klant en begeleiden de klant door je proces heen. Door gebruik van persoonlijke data maar ook door heel goed om te gaan met context van de specifieke fase in een proces of een communicatiekanaal. Dit helpt je nog beter bij het sturen op klantbeleving en klantbehoud.

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Op dit moment zijn wij druk met de voorbereidingen van ons jaarlijkse event The Future of Customer Interaction dat dit jaar op 19 november volledig online plaatsvindt.

Op het programma staan onder andere trends & ontwikkelingen op het gebied van (digital) customer experience, case studies, een paneldiscussie en verschillende break-out sessies van diverse internationale gastsprekers.

Natuurlijk ben je van harte welkom. Meer informatie kun je hier vinden.

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Lees hier onze andere blogs:

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4 speerpunten waarmee je bij de implementatie van een chatbot wél de klant centraal stelt

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Zowel zakelijk als privé zie ik dat in deze bizarre periode heel duidelijk naar voren komt welke organisaties echt goede stappen hebben gezet in hun digitale transformatie. En vooral ook vanuit welke argumentatie deze is ingezet. Is dit vanuit een klant-DNA denken of toch een verkapte doelstelling om kosten te besparen? Ik zie in ieder geval veel voorbeelden voorbijkomen waaruit blijkt dat de klant toch echt nog niet centraal wordt gesteld. Ik noem dat het ‚van-het-kastje naar de muur-verschijnsel’ waarbij klanten gedwongen worden om naar een ander communicatiekanaal over te gaan om iets gedaan te krijgen. Een herkenbaar voorbeeld hiervan is chat. En wat blijkt? Klanten worden een beetje chatbot-moe. Zo blijkt ook uit een recent gepubliceerd onderzoek van CGS op CustomerFirst.

 

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4 speerpunten waarmee je bij de implementatie van een chatbot jouw klant wél centraal stelt.

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Contextueel

Geen frustrerende start waarbij mensen voor de zoveelste keer hun gegevens moeten invoeren. Alle gegevens van de klant zijn beschikbaar in de chat. Door de juiste contextuele aanroep komen mensen ook meteen in de juiste plek in de chatervaring terecht, bijvoorbeeld bij informatie over- of afhandeling van een betaling.

Gestuurde conversatie
Geen frustrerende ervaring met het intikken van zinnen die vaak onvoldoende herkend worden maar een gerichte gescripte ervaring waarbij klanten heldere keuzes krijgen, die met een paar simpele kliks ook op een mobiele telefoon snel doorlopen kunnen worden, inclusief gebruik van gepersonaliseerde data.

Transactioneel 
Het is mogelijk om snel data in te voeren of op te vragen of zelfs om een transactie te voltooien. Een verzekering afsluiten of schade melden of meer uitleg bij een rekening, geen probleem. Via de chat kan men e-mails of SMS ontvangen, foto’s of documenten ontvangen of versturen, of zelfs interactieve video’s kijken. Kortom: vanaf 1 plek niet alleen converseren maar ook interacteren en zaken regelen.

Live takeover
Zodra de gerichte chat niet leidt tot een bevredigende klantervaring, kan deze met 1 druk op de knop een menselijke agent aanroepen. Deze agent heeft meteen alle data van de klant bij de hand, waarna snel menselijk contact tot stand kan komen en niet opnieuw begonnen moet worden met bespreken waarom de klant contact opneemt.

De combinatie van bovenstaande effecten zorgt voor een veel  gerichtere en efficiëntere ervaring voor klanten, waarbij je als klant snel je doel kan bereiken en compleet digitaal zaken kunt doen. Indien nodig is er via de live takeover snel contact met een persoon die de niet-standaard vragen kan afhandelen. Dat noemen we een slimme klantervaring met de juiste menselijke maat.

Mocht je meer willen weten over wat de inzet van technologie voor jouw digitale klantinteractie kan betekenen?

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Lees hier onze andere blogs:

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6 trends for customer communication in 2019

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The digital transformation is in full swing at many companies. IT systems are rapidly being modernised or even ignored and replaced by completely new systems and processes. In 2019, Digital transformation is still high on the management agenda. The big question: will we really get closer to the customer by this digital transformation in 2019? The answer is not a simple yes or no. That depends on it. If the digital transformation is ‚ only ‚ an IT project, where the focus is on the further digitisation of the internal organisation, then I fear that customers will not be really hot. But companies that take the digital transformation of customer approach into their innovation program will soon come out of the battle as winners.

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Together with my colleagues I work innovations to make our clients even better in contact with their customers. At every stage of the customer journey, from a central control. Based on our experiences in 2018 and the international successes of our partners, I expect 2019 the following innovations in customer communication in the Netherlands:

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1. Mobile First

Most customer communications are not yet suitable for mobile use. For many organizations, in 2019 the outgoing correspondence is better aligned with the expectations of the customer and therefore also more suitable for use on mobile devices. A PDF or ‚ flat ‚ email no longer meets. Re-Design of messages results in better layouts of communication. For example, using tabs and dynamic tables.

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2. Focus on context instead of content

Personal and relevant communication is still a big challenge for many companies. In some cases, this even results in fines because, for example, accounts are not clear enough. In 2019, I expect a shift from the focus of content to context (viewed from the recipient). Messages that are matched to the recipient and in which they recognize themselves. Integration of customer communication systems with channels such as video, social media and Chatbots offer plenty of opportunities for 2019.

 

3. Real-time use of data

In the time of Hurricane Irma, an insurer in the US sent her customers a very personal message announcing that their dwelling was on the route of the hurricane. It also included the time when the hurricane would arrive and tips for protection and reachability during the hurricane. A nice combination of clever use of customer data, location data and the message. Links from data sources to customer communication systems make this possible.

4. Chatbot Integration

According to experts, 2019 is the year of Chatbots in the Netherlands. The first experiences that have been gained in the results hopefully result in better quality. Not the level of Artificial Intelligence should be central, but the way in which you are enabled as an organisation to set up structured conversations based on data, business logic and the human being. Only then will customers appreciate this positively.

 

5. Interactive Personalized Video

Video is fun and works many times better to reach people. So, in 2018, a huge amount of (campaign) videos were produced. Often informative or enticacious, with a strong focus on the quality of the video and here and there some personal data or interactive buttons. Nice to stand out but less managed to actually turn people into action. Structural video wagering in your customer communication is a trend that will undoubtedly also break through in the Netherlands. No linear videos that are equal for everyone, but videos that are unique to each recipient. And which can be used at every stage of the customer journey. For activation or on-boarding for example. Or to explain an annual account. But also for the renewal of a contract. With opportunities for integration into chatbots and social media, there are plenty of opportunities to get closer to the customer in 2019.

 

6. Centralization: Road with silo communication

Customers expect a consistent experience in all contact moments with an organization. Many organisations underestimate their importance. An innovation program can best result in a nice digital process, for example, to conclude your mortgage online. If the Web environment in which this process is provisioned is not connected to the customer communication environment, from which all correspondence about the current mortgages is sent, then there is a great chance that a huge difference in experience arises. By managing customer communications from a central location in the organization and connecting them to all primary processes, it can be better managed to achieve a consistent experience.

 

Early Adoption Program

The year 2019 is going to be an exciting year in the field of customer communication. Visions about improvements to make customers really central and better to achieve are sufficient. The technology also makes it possible, so improvement opportunities are available. It is now especially important to choose where to start. Customers are not waiting.

I am also looking for participants for an early adoption program with Chatbot in the Netherlands. If the integration of chatbot into a customer communication system within your organization is a topic of discussion and you are interested to discuss this, please contact me via dennis.koorn@dialoggroep.eu.

Finally, you can see another example of the integration of Chatbot and personalized interactive video.

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Email and customer engagement, how it works

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In Many conversations I enter, it appears that a lot is still being sent via email and post and that there is insufficient response. For years I have been amazed at the huge amount of e-mails and e-mailings that are still being sent where organizations 100 are struggling, while at most 1-2 responds. Due to insufficient personalized sending (a personal greeting and gender are no longer sufficient) and avoiding too few relevant ‚ incentives ‚ in the e-mails, the result remains low. Customers do not recognize themselves sufficiently and ignore this communication perfectly. Or even worse, they are ‚ triggered ‚ in negative terms and say subscriptions or contracts. Customer experience and customer engagement are not improved in this way.

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Personalization that goes beyond personal data

With an insurer, we recently started a project to use interactive personalized video to improve this ‚ engagement ‚ with customers. A central platform uses a video template that presents real-time personal data in the video. This ensures that each recipient gets a unique video with his or her personal data. For example for explaining an account. Or about the termination of a policy and alternatives that the insurer has to offer specifically for this customer. By making messages from the same platform with links in letters (via QR code), by referring e-mails or via push notifications to digital communication channels such as app or my environment, recipients are much better stimulated to view the message. The use of personal data in interactive, personalized video ensures better customer engagement. And thus better results. In a similar example case, this integral approach resulted in many more contact moments and over 30 response. That quickly goes over a lot of money and a much better return on investment!

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Content alone is not sufficient, context is ‚ king ‚

The idea that good content is decisive for success is a misleading mindset. Of course, very nice striking campaigns can get me on the move but too often I catch up that the campaign itself is stuck but the product does not. Too often this has the same effect for me as that pushy telemarkeer trying to push a product at the wrong times, while I don’t need it at all. I am overwhelmed with marketing messages that are automatically spewed out with the help of marketing automation systems. I don’t have to wait for it at all and have to empty my email inbox regularly to make matters worse. Unfortunately, the spam filters have not been able to match the power of the NO-NO sticker on physical mailings for a long time. The GDPR legislation has made a positive contribution to this and reduced the amount of spam, but I would rather see organizations changing faster from a Push-to-pull marketing where marketing messages are tailored to specific actions of consumers or customers themselves. In those cases, Marketing Automation works very well. Organizations that are able to react automatically to online interactions of consumers and customers usually do so from the context of the recipient, thereby achieving much higher results than those few percent response to email marketing. You’ll need more than just Marketing Automation.

You love me, you don’t like me…

In the field of e-mail I encounter organisations where one is convinced of the operation of e-mail as a means. But I also come across organizations that completely shut down e-mail as a communication channel and from a security thought only send notifications by e-mail with references to messages.

It is often asked about my vision of customer communication and how customer engagement can be improved. E-mail I personally still find a fine means to send and receive messages, of which I find it necessary to keep them. I cannot keep a answered question to a call center and use it later as a ‚ burden of proof ‚. E-mails, if provided with reply option, have for me certainly still value. The real change I expect to come across quickly will affect customer engagement much stronger.

Customer communication in 2020……..?

The only constant is change, the big retarding factor is man often himself. Offering personalized messages from the context of the consumer or customer (through clever use of available data) on the basis of the interaction of the consumer or customer itself is for a long time possible in terms of technology. We only do so long to change to technology-driven processes. With a 360 degree customer image and the use of the right technology, you are able to offer the right messages in automated processes. Online and offline and at the right time. Yet this is close for companies that understand that the traditional customer communication environment is a valuable engine. Integrations (for personalization and context), workflow for automated content creation and good analytics innovate this environment to a central omnichannel platform for valuable online and offline customer contacts.

For 2020, Gartner predicted that 85 would expire from customers ‚ contact with organizations without employees ‚ involvement. Harvard Business Review believes that bringing back the efforts that customers have to do is the number 1 factor for customer loyalty. Will email 2020 survive? I think so, but more in the form of notifications with referrals to online environments, whether or not along with referrals via apps or chat. To better engage customers in your organization, providing Digital self-service much more attractive.

To 2020. I can’t wait…..

[/et_pb_text][/et_pb_column][et_pb_column type=“2_5″ _builder_version=“3.0.47″][et_pb_image src=“https://dialoggroep.eu/wp-content/uploads/2018/12/email-en-customer-engagement.jpg“ _builder_version=“3.21″ custom_padding=“||32px“][/et_pb_image][/et_pb_column][/et_pb_row][et_pb_row _builder_version=“3.21″][et_pb_column type=“3_5″ _builder_version=“3.0.47″][et_pb_contact_form captcha=“off“ email=“nally@cloudselling.nl“ title=“Contact us“ use_redirect=“on“ redirect_url=“/contact-bedankt/“ submit_button_text=“Send“ _builder_version=“3.21″ custom_button=“on“ button_text_color=“#ffffff“ button_bg_color=“#29c4a9″ button_font=“||||||||“][et_pb_contact_field field_id=“Name“ field_title=“Name“ _builder_version=“3.16″ border_radii=“on||||“ button_text_size__hover_enabled=“off“ button_one_text_size__hover_enabled=“off“ button_two_text_size__hover_enabled=“off“ button_text_color__hover_enabled=“off“ button_one_text_color__hover_enabled=“off“ button_two_text_color__hover_enabled=“off“ button_border_width__hover_enabled=“off“ button_one_border_width__hover_enabled=“off“ button_two_border_width__hover_enabled=“off“ button_border_color__hover_enabled=“off“ button_one_border_color__hover_enabled=“off“ button_two_border_color__hover_enabled=“off“ button_border_radius__hover_enabled=“off“ button_one_border_radius__hover_enabled=“off“ button_two_border_radius__hover_enabled=“off“ button_letter_spacing__hover_enabled=“off“ button_one_letter_spacing__hover_enabled=“off“ button_two_letter_spacing__hover_enabled=“off“ button_bg_color__hover_enabled=“off“ button_one_bg_color__hover_enabled=“off“ button_two_bg_color__hover_enabled=“off“][/et_pb_contact_field][et_pb_contact_field field_id=“Email“ field_title=“Email address“ field_type=“email“ _builder_version=“3.16″ border_radii=“on||||“ button_text_size__hover_enabled=“off“ button_one_text_size__hover_enabled=“off“ button_two_text_size__hover_enabled=“off“ button_text_color__hover_enabled=“off“ button_one_text_color__hover_enabled=“off“ button_two_text_color__hover_enabled=“off“ button_border_width__hover_enabled=“off“ button_one_border_width__hover_enabled=“off“ button_two_border_width__hover_enabled=“off“ button_border_color__hover_enabled=“off“ button_one_border_color__hover_enabled=“off“ button_two_border_color__hover_enabled=“off“ button_border_radius__hover_enabled=“off“ button_one_border_radius__hover_enabled=“off“ button_two_border_radius__hover_enabled=“off“ button_letter_spacing__hover_enabled=“off“ button_one_letter_spacing__hover_enabled=“off“ button_two_letter_spacing__hover_enabled=“off“ button_bg_color__hover_enabled=“off“ button_one_bg_color__hover_enabled=“off“ button_two_bg_color__hover_enabled=“off“][/et_pb_contact_field][et_pb_contact_field field_id=“Message“ field_title=“Message“ field_type=“text“ fullwidth_field=“on“ _builder_version=“3.16″ border_radii=“on||||“ button_text_size__hover_enabled=“off“ button_one_text_size__hover_enabled=“off“ button_two_text_size__hover_enabled=“off“ button_text_color__hover_enabled=“off“ button_one_text_color__hover_enabled=“off“ button_two_text_color__hover_enabled=“off“ button_border_width__hover_enabled=“off“ button_one_border_width__hover_enabled=“off“ button_two_border_width__hover_enabled=“off“ button_border_color__hover_enabled=“off“ button_one_border_color__hover_enabled=“off“ button_two_border_color__hover_enabled=“off“ button_border_radius__hover_enabled=“off“ button_one_border_radius__hover_enabled=“off“ button_two_border_radius__hover_enabled=“off“ button_letter_spacing__hover_enabled=“off“ button_one_letter_spacing__hover_enabled=“off“ button_two_letter_spacing__hover_enabled=“off“ button_bg_color__hover_enabled=“off“ button_one_bg_color__hover_enabled=“off“ button_two_bg_color__hover_enabled=“off“][/et_pb_contact_field][/et_pb_contact_form][/et_pb_column][et_pb_column type=“2_5″ _builder_version=“3.0.47″][/et_pb_column][/et_pb_row][et_pb_row _builder_version=“3.21″][et_pb_column type=“4_4″ _builder_version=“3.0.47″][et_pb_text _builder_version=“3.21″]

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A better customer approach thanks to video

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In Our mobile era, it’s not enough to know who your customer is. It is also important to know this is so that you can offer a truly personalized experience. Where in the world, but also in a digital context. On which social media platform is the customer most active? And what is their preferred communication channel? Context determines the experience. Unfortunately, most digital transformations are now over. If you want to make the customer truly central, you need a transformation of customer approach. Video here is an excellent resource for this.

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One video is the other not

At the moment, video content is very popular. Several blogs and vlogs with tips come over daily. Also, there are many different technologies available to make a video. It is often about making a ‚ regular ‚ linear video. Another step further is the interactive video. It allows you to add additional information, or follow a storyline with a few clicks. However, these types of videos have nothing to do with digital transformation and customer approach. They deliver a slightly better customer experience, but have not been transformed, at most, at most.

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Video with Customer data

An interactive, personalized video offers much more. It is fully integrated with the business systems. This enables a complete digital process. Data entered into the video automatically appears in your (marketing) database. The same is true of course for statistics. An interactive, personalized video is partly video production and partly user experience. And precisely that is important. It’s like the web; Navigable and steering on a positive experience for the customer. Ideal for customer approach.

Interactive, personalized video for in-depth engagement

Another big difference with ‚ regular ‚ online video is that an interactive, personalized video gives you the opportunity to conduct a conversation. This succeeds because the receiver recognizes itself in what is offered, thanks to the personalization with its own, realtime, data. In addition, the viewer can make interactive choices in the video, which in fact makes the perception of the video automatically personalized. The video thus adapts itself to the receiver. Each interaction in the video enriches the data associated with the receiver. This results in a profound commitment and the possibility of self-service. Useful for, for example, an explanation of an account, an explanation of the terms of a contract or the conclusion of a policy. The latter can also be included in the video, because an interactive, personalized video is fully integrated with the company’s systems. And that yields beautiful figures again.

Positive ROI

The Return on Investment of interactive, personalized video is many times higher than a general online marketing video. For instance, a English insurer Nice results measured. After the video was committed, there was a growth in sales productivity (44), NPS Score (10) and 32 calls less to the call center after an account has been sent.
How does that come about? The recipients get really relevant content based on personal data, an example canbe found here. Research has shown that precisely this influences the perception greatly. Stronger than, for example, the quality and professionalism of the video. In addition, the organization gets a deeper understanding of who the recipient is. It will return data that helps the organization to make choices about how this particular recipient can be helped even better. With much better results when it comes to retention, conversion and customer experience, satisfaction and approach.

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