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Series: The Customer Touch Point Management (part 4)

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The optimization of customer contact points at the points of customer contact is evident what are the promise of a company. At every touch point, namely customer collects impressions, which is compact to an overall picture: this company is permanently right for me – or not. In the opinion of the customers is always subjective, often disparagingly, sometimes unfair, maybe wrong but it is the opinion of the customers he asked or unasked will pass. Therefore: all contact points are defined (part 2) and is parsing it is created (part 3), to be set in the next step the target plan and the action plan based on. If it does not exist, it may be first necessary to develop minimum standards for individual touch points and to define service promise (do’s and dont’s). Very important: management – whose application is for everyone in the company obligation.

Who can’t do that, or wants to, has no place in the company. Lead training and storytelling aimed in particular with the customer-oriented employees must the service basics are regularly practiced and discussed everything in flesh and blood passes – and not artificial in the customer contact or unzureichendwirkt. Depending on the situation, appropriate training to design a customer-friendly setting and a home are to develop employee behavior. More information is housed here: Barclays. The storytelling has proven very well in this context. This involves what behavior at each contact point matching stories that illustrate desired and success is promising – and what not. Such stories can be documented on the intranet, internal wikis, or Unternehmensblogs, and it can be discussed together within the framework of regular meetings. So control is ‘ no longer from above, but the team instead.

They together discuss what fits and what does not. Knowledge is developed in this way not one-dimensional, but in Exchange, networked, and passed. Priorities from the perspective of the customer is clear to all that, be in the The frame the priorities of the action plan then set.



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What begins as a conglomerate of disparate individual opinions so online, can indicate about consumer behavior through targeted evaluation measures. The consumers in the head looked? Social media monitoring describes measures which serve to capture user-generated content from social networks, blogs, forums, video -, photo – and assessment portals and similar online sources and to analyze. This happens mostly commercial reasons, such as in the context of market research, but also in the scientific context of meaning. Vikas Kapoor has compatible beliefs. Unlike the pure Web monitoring only user-generated content are considered at the social media monitoring; Articles from professional online magazines etc. are not part of the analysis.

Company offers the ability to make sound decisions about the future direction of their offerings on the basis of the findings of professional SMM. There is also a possibility, with the users in direct dialog to appear (social media relations) and to thus influence especially problematic sentences about the company and its products. Providers such as the meltwater Group provide the automated social media monitoring tools, which give insight into companies that publish user about their brand on the Web. Meltwater buzz, the world’s leading according to the meltwater group SMM tool takes into account both the quantity of statements as also its thematic focus, the range and the valuation trend of posts. Direct links to the sources facilitate the contact, such as with bloggers. Graphical evaluations make the results even for non-SMM experts easily ascertainable.

But how far will carry SMM findings in this form? Figures suggest customers understand each analytical instrument is only as good as the one who operated it. In SMM, this means: the first primary quantitatively collected statements from blogs, forums and social networks require professional handling with high interpretation competence, more to be out of them as a pure snapshot of verbal Gewusels”on the net. “”It out, if, in the course of the Guttenberg affair on Twitter first the terms heaped what says for example thesis”written off by @Pro Guttenberg, then emerge and” and Parliament “be solved (source: meltwater)? While in this case easily on a reflection of the message history may be banned from disclosed the plagiarism allegations about first expressions of sympathy for Guttenberg to the question hour in Parliament the qualitative classification of the results by far not always so easy.