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 Sydney Brouwer

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Many organizations want to make fans of customers, but few succeed. Customers don’t just become fans, you really have to do something for that. Providing great service, for example. Service that is so good that customers remember it, tell it and get wildly excited about your organization. Service that really exceeds the expectation of customers because it is personal and tailor-made, and therefore deserves an extra star: a sixth star. That’s Six Star Service. Service that leaves an unforgettable impression on your customers.

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Everything is different and yet it is not. Perhaps the biggest change is that everything takes place even faster digitally. Faster than it already was. You can make even more of a difference with people. I notice that people crave the reconnection with other like-minded people, precisely because we haven’t been able to do that all these months. At the end of the day, we are group animals and we need social interaction. That’s still the way it stays. And that accelerated digitization is a godsend and an addition, but it always goes hand in hand with human interaction. Together, this ensures an optimal customer experience. According to Sydney Brouwer, speaker and specialist in the field of customer focus and customer experience. Sydney Brouwer takes us into his view of customer experience in the light of today. He explains how you as an organization can make yourself aware of the customer experience that you create for your customers. Do you offer top service to your customers? Or is there room for improvement?

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If an organization takes extra time to listen to your situation and helps you in a specific way, you can now make an even bigger impact than for Corona. For the past six months and certainly the year ahead, we as people and organisations are going to have to do things differently than we did before. I see the current period as an opportunity for organisations to do things differently. Because let’s face it: if you have to do things differently, you better start doing things more customer-oriented. If you move one step closer to the customer, in times when organizations are mainly concerned with themselves, you will soon be two steps ahead.

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It’s possible, we’ve seen that over the last period of time

And if there’s one thing we’ve seen in the last period of time, it’s that you can actually make a difference. All initiatives towards care and the elderly from various organizations. Take, for example, the pick-up points jumbo created at healthcare institutions so that caregivers didn’t have to go to the supermarket after work. It’s possible. Unfortunately, this is often an exception rather than a rule. And yet that’s crazy, because providing that service is generally in us as people. It is often the rules, protocols and systems that make us not feel the space to take that extra step to ensure an optimal customer experience. Whereas during Corona we’ve seen that we can.

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From time to time put on a customer experience glasses

I would occasionally recommend organizations to deliberately set up customer experience glasses. I myself may do that a little too much (my girlfriend sometimes goes crazy) but it makes you aware of your own customer experience. The moment you do this, you’re also going to see more quickly what can be done differently in your own organization. An example: I just got back from vacation. We went to Denmark with a stopover in Germany. We had booked a hotel in an Old Town. When we had to pick up the key at the front desk and the employee told us that we had to go to the top floor, I could already estimate that this would be somewhat annoying. It was 29.5 degrees in the room. There was no air conditioning. The windows bordered a square full of terraces. So there’s a noise. I walked downstairs and asked, “do you have another room? The windows can’t open because of the noise and there is no air conditioning.“ Unfortunately all the rooms were occupied. “Do you probably have a mobile air con, a fan?“ Unfortunately these were already used by the other guests. And at that moment, I looked over her shoulder into the office behind her. There was a fan buzzing. I point to it and look at her asking. „I can’t give it to customers, sir, this one’s for the staff.“ That gave me an insight. Customers are not in the first place here, employees are in the first place. This is exactly why you always have to put the customer on one. Eventually, after a threat to leave, we got that fan. But the bad impression had already been aroused.

This awareness of the customer experience you offer your customers is something that many managers find difficult. Similarly, a published study by Capgemini shows. As many as 75% of the managers/companies surveyed say they are customer-oriented, only 30% of customers agree. That gap between the numbers? That’s what I call a problem. It is important that managers are more in touch with customers and not just get their „insights“ from reports or grades. Otherwise, it is impossible to build a customer-oriented organization.

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Let smart technology work for you, so you can take that extra step

My latest book is called Six Star Service. Service that’s so good, your customer remembers it years later. This is not provided by computers and algorithms. This is about making sure that an employee has the space in his calendar and his head to spot opportunities and take that extra step. How do you do that? By making smart technology work for you. Organize your processes in such a way that the employee has the space to provide that optimal service.

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In the digital customer journey exceed expectations

Just before the holidays, I called a web store. She recognized my phone number and the operator answered with: “Are you Mr Brouwer from Amersfoort?“ I didn’t have to pass on all kinds of zip codes and order numbers. She had direct attention to me and my problem. The easiest technology (and already quite old) there is: number recognition. This technology was there even earlier than the answering machines. If we call each other and recognize each other directly, why can’t companies do this? That direct and complete attention to me and my problem, so that the employee has more time and space to spend those 4 minutes on me instead of finding out who I am. That’s an example of what technology needs to do. But why is it so hard to exceed expectations in that digital customer journey? Because we often take the human aspect out of it. It’s a shame because you don’t have to, provided the technology is right.

I believe that there are 2 ways to win in the field of customer experience over the next 20 years:

1. An easy, quick, frictionless customer journey
2. Creating memories

And this has to be put together. Because if you were to focus solely on the first one, you would make customers loyal to the process and not to the organization. If a competitor has set up the process even more easily and more frictionally than you, he switches. That’s why we’re buying from CoolBlue and Bol.com and not from the Blokker. He doesn’t care to come back to the store. So it’s clear, the difference you make is creating memories and the support you get through the use of smart tooling so that as an organization you really get the space to create those memories.

See how to order the book Six Star Service from Sydney Brouwer here.

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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…..

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Integrate Microsoft Office 365 with Jive

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Good news: You no longer have to choose between the social intranet you need and the business applications you depend on. Integrate our social intranet Jive with all your Microsoft applications, such as: Office, Outlook and SharePoint 365. Work together in your intranet/digital workspace while you have access to your Microsoft content or work in Microsoft while your intranet keeps all your materials and colleagues in sync.

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Microsoft SharePoint 365

Our intranet solution unlocks the documents and ideas stored in Microsoft SharePoint 365 and makes them easy to find, share and use. You get the best of both worlds: SharePoint Document management features plus the powerful, open collaboration and social interactions of our intranet Jive.

Jive offers the attractive employee experiences you can expect from the world’s leading social intranet software. SharePoint provides the powerful document and workflow capabilities you expect from a standard content management system. This ready-to-use integration gives you the best of both: a state-of-the-art social intranet that seamlessly leverages your SharePoint content and functionality.

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Collaborate better

You don’t have to work in a closed environment anymore. Bring your content to Jive’s open environment, where it’s easy to collaborate, find and share things. This while your material can continue to ‚ live ‚ in SharePoint.

HR Best friend

Use our onboarding program to support employees by tuning important business information with them and informing them, while keeping relevant documents and other content (such as rewards and policy documents) in SharePoint. Even if they are in different silos.

Seek and thou shalt find

Quickly find the material you need thanks to the special search function – whether in Jive or SharePoint. Users who need access to advanced SharePoint features, such as: workflows and forms, can continue to work in SharePoint. Meanwhile, they still benefit from Jive activity streams, collaborative features and easy access to all of their material.

 

Office 365

It’s easy to integrate SharePoint and Jive, but why stop there? It is possible to link the entire Office 365 package. Using our pre-integrated links, you’ll quickly use Office 365, SharePoint and Jive. Easy for both your employees and the IT departments. The result is a complete digital workplace. No fragmentation, more productivity and higher ROI because you get the most out of your Microsoft investment.

Our social intranet continues where Microsoft stops, and expands Microsoft apps with indispensable functionalities in areas such as:

  • Intranet Capabilities
    Jive is an intranet platform that provides essential features that are missing from Microsoft tools, such as: Distributing company news, support, onboarding, a smoking book, expertise search and more.
  • Personalization
    Our intranet filters noise and ensures that the right information reaches the right people at the right time. This is thanks to the personalized newlines, recent activities, notifications and recommendations.
  • Search
    Anyone who searches with Microsoft will get fragmented results depending on the app you’re looking at. Jive provides a fast, unified search for people, places, and content — in Jive itself and integrated systems, including Microsoft and non-Microsoft products.
  • Analytics
    In itself, Microsoft Stack offers little more than basic metrics. Our social intranet provides the most advanced and comprehensive analysis structure in the industry and provides in-depth insight into people and processes across the enterprise.
  • Experience
    Jive is simple and intuitive. It also makes connected systems like Microsoft easier to use, because everything is in a single environment. This makes everything easier to find, share and collaborate.
  • Integrations
    Office 365 struggles to integrate with other tools in Microsoft Stack, and it’s even harder to integrate Office 365 with non-Microsoft systems. Our social intranet brings it all together, pulls silos apart and brings all your indispensable systems together in one enterprise-wide digital workplace.

By combining Jive, Microsoft and SharePoint 365, you get the best of all worlds. You can continue to use your Microsoft tools, along with all the content you’ve created, but much simpler, more transparent, and more productive than ever before. Your Microsoft Stack becomes part of something bigger: a social intranet and digital workspace in which everything – and everyone – works better.

[/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/microsoft-365-en-jive.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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Case study video improves customer engagement with insurer Geoffrey Insurance

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Faced with the constant challenge to maintain customers and cope with increased competition, many insurance companies are looking to boost sales by strengthening their relationships with existing customers. Geoffrey Insurance Services, a UK-based motor vehicle insurance provider, is proud of its superior customer service. Nearly 70 percent of Geoffrey’s customers close their insurance online, with most of them opting for a quote via a price comparison website and then going to Geoffrey’s site to take out their insurance. „We wanted to offer that personalized service that you get on the phone, but in a more digital world,“ explains Russell Wilson, Direct Operations Manager, Geoffrey Insurance Services.

„We wanted to provide that personalized service that you get on the phone,
But in a more digital world. „

Russell Wilson,
Direct Operations Manager,
Geoffrey Insurance Services

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The challenge

The management behind Geoffrey Insurance also wanted to improve the insight of customers in the details of their policy. Many of the company’s online customers were missing important information, which often resulted in missed payments or failed automatic collections. The management team also made sure that customers who did not fully understand their insurance, were at risk of insufficient coverage. Less than 30 percent of online customers selected additional coverage options, compared to more than half of the customers who bought through other channels. The insurer searched for a technology solution that enabled the important policy information to communicate to online customers, as well as convey the message that Geoffrey cares about their needs.

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The solution

The team of Geoffrey Insurance has opted for the innovative Interactive, personalized video solution. It uses the information that an organization has of its customers to create unique, but personal, videos. These reinforce the service and the relationships of the organization. When a customer concludes a Geoffrey insurance online, he or she will automatically receive an email with a three-minute video. The video shows a man who greets the customer by name and explains his or her specific policy. He explains the payment schedule, indicates which documents the customer should submit, describes the policy’s coverage conditions, answers frequently asked questions and talks about other products and services available from Geoffrey. „Thanks to the software, it takes only a fraction of a second to create a personalized video, compared to a tailor-made video,“ says Wilson. Three weeks before the renewal date of the contract, customers receive another personalized video, summarising the benefits of renewal with Geoffrey. In addition to pointing customers at crucial policy details, the videos at both ends of the purchase process are engagement. Customers who want additional information after watching one of the videos can start an online chat or submit a back-call request to a Geoffrey representative.

„Customers say they now fully understand what their policy covers,
when they have to pay and
what documentation they
need to send to us.“

Russell Wilson,
Direct Operations Manager,
Geoffrey Insurance Services

The benefits

The results were amazing. „Customers say they now fully understand what their policy covers, when they have to pay and what documentation to send to us,“ Wilson said. A study conducted for Geoffrey Insurance by an external research firm found that 74 percent of the customers feel that Geoffrey Insurance cares for them thanks to the videos. 84 percent indicated that the videos help them understand their policy. And perhaps the most striking thing: Geoffrey has 12 percent more retention among customers who have watched their videos compared to customers who haven’t done so. The videos are so successful that the insurer has also sent them to offline customers. „The primary objective was to connect with online customers,“ said Paul Baxter, Head of Direct at Geoffrey Insurance Services. „We realised, however, that the videos would work very well for people who have also completed their insurance through our contact centre. If they speak to one of our employees and take out insurance or make a significant change to their policy, they will also receive the video. “ Baxter expects the organization to find even more new ways to use interactive, personalized videos to get in touch with their customers. „You could do anything with this technology,“ he says. Wilson adds, „I think that interactive, personalized videos fit into every business.“

 

Check out the story of Geoffrey Insurance here:

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Improve internal communication between branches

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Maybe it happened to your organization: Your creative team invented and worked out an insane concept in a few weeks, but then gets marketing to hear that this is totally out of line with the marketing strategy. Frustrating and especially very sin. The problem? The parties involved do not communicate well with each other. Therefore: 8 tips to improve internal communication between departments.

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1. 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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2. Keep each other involved

Schedule a team check-up regularly for anyone involved in a particular project or topic. It does not matter whether it concerns long-term or short-term projects. Put them in the calendars and make them a priority to not shift them. Discuss the progress and the action points. These meetings are also a nice moment to express feedback and compliments to each other.

3. Talk to people individually

Regular talking with employees is enormously important. Talk to them every few weeks or months and ask about their opinion about the project, their tasks and about the organization in general. Employees like to be heard and often they have good insider information that will benefit your project. In addition to internal communication, this improves the involvement of your employees.

4. Make documents and knowledge easily accessible

There is a lot of information available in an organization. Often too much. According to research This does not so much lead to information overload, but too short of knowledge. This is ironically not caused by the absence of knowledge, but by the amount and inaccessibility of it. Therefore, make it possible for your employees to be able to use each other’s documents. A good social intranet platform lends itself very well to this. You can protect confidential documents in groups or per person, but the rest can be held public. Also handy is that with such a social intranet you can easily look up other employees and their skills. Easy if you want to build a team based on skills, or just need someone’s number.

5. Encourage people to create content

Creating content for blogs and websites can have a positive effect on your organization both internally and externally. By encouraging your employees to create good content, you allow them to add a piece of their own personality to the organization. In addition, others can „liken“ their posts and comment – Another effective tool to promote a productive discussion.

6. Resolve Conflicts

Even though there are only two people involved in a disagreement, their dispute affects all processes within the company and can interrupt the entire workflow. Help to solve these conflicts and invest in things like team-building. If the team is disrupted, you can also hire professionals to get things back on track. But do not make the mistake of being overblowing. Persistent conflicts are best tackled as soon as possible, before you can notice the bottom of the line. Nothing is so bad for your internal communication (and organization) as people who do not Want Work together.

7. Create an open workspace

Your marketigcolleague will be less inclined to throw sentence on the fence at IT, when they regularly Meet personally. Therefore, do your best to promote an open workspace. Try to work as small as possible in booths or leave the door open regularly. You may be inclined to think that employees who are chatting the coffee machine cost you money, but give them the space to get to know each other better. That is not a meeting.

8. Make use of a good collaborative environment

Beyond the fact that a Social Intranet You help to do business, it also helps to improve your internal communication between departments. Profiles of employees and chat options make it easy to speak to each other. In addition, they can easily collaborate on projects, documents and presentations, or share best practices with each other. An intranet is According to this research on knowledge management The medium to communicate internally and share knowledge. It’s nice if you have a good office integration and an integral search function.

Conclusion

Getting all noses on the same side will never be easy. Keep in mind that in order to improve internal communication between departments, it is best to apply a mix of the above tips. Feel free to Contact For even more tips or experiences.

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Data in video provides an A+ customer experience

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In many conversations I experience enthusiasm, but also a certain cold-water fear about the use of interactive and personalized video when it comes to data. In my previous blog , I explained that these types of videos use real-time data and what this means for the digital transformation process. This has called for questions such as: ‚ Is my data correct enough? ‚ and ‚ Can we use that customer data? ‚ These questions are understandable and fortunately also quite easy to solve.

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Where do you get the data from?

Due to the GDPR Compliancy, there is currently a lot of attention for the processing of customer data. It will map how data enter the organization, where they are used, and how secure they are stored. A perfect moment to also discuss the wish to better serve customers by making the best use of their data. To use this with a personalized video, I therefore recommend: ‚ Think Big, Start Small and Act Fast. ‚ There are usually already experiences with marketing videos, for which extracts from marketing databases and Excel files of customer data have been used. This works for first projects with personalized, interactive video excellent. By doing experiences, insights and opportunities are created to personalize the deeper or to use other source data.

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„Think Big, Start Small and Act Fast“

Guaranteeing the quality

But what do you do if you are unsure about the quality of your data? Those dates that you know are correct, use your direction to that particular receiver. In A personalized video you can simply ask if this information is still correct. If not, it is updated by the recipient and automatically enters the organization’s system. What you want to avoid in any case is that you do wrong assumptions in the video you offer. However, if you give people the ability to customize their data, you don’t risk being more relevant.

In addition, the data that comes from an interactive, personalized video gives you an even more complete picture. Think of information like: Where has person X clicked on? How long has he looked? Has he gone further or cut off? It always gives you even more information about your customers, so you can enrich their profiles again.

 

Bypass outdated data

To achieve a 10 + customer experience, you want to exclude any risk of using outdated customer data. By making personalized, interactive video part of your infrastructure and linking it to the necessary data sources, you can get real-time data for each unique video. In fact, only after the recipient has started the personalized video will the corresponding customer data be retrieved and processed in the video. More topical can hardly be. In addition, while playing the video, there is a possibility to gather data from the recipient that will be used again at a later time in the video for further personalization. Think of click results from buttons or checkmarks, but also to fields that are filled out by the recipient in the video. For example, it is possible to compose subscriptions in a video and offer them later in the video. Or to propose changes based on consumption data.

„The latest can hardly be“

Dare to use Data

In conclusion: It is time to verify and start using your data, so that you can really help the customer. If the data is good, this definitely results in a positive user experience, but your data is not correct, then you get that hard back. If you have any doubts about the quality of the data, let the recipient make your own choices. That data will become reliable.

So don’t wait until the organization is ready, but send yourself to the digital transformation of your customer approach. You will find that much more has been arranged than you originally thought.

Do you know more? Here you can find Examples of interactive, personalized videos and applications.

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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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