Post on 13-Apr-2017
transcript
TheDigitalTouchpoint
1
!!!!!!!!!!#KaiHeddergott#QLUG2016,22ndJune,2016
2
Things have changed. Like always, to be honest.
3
St. Peter’s Square, 2005
Photo: Luca Bruno / AP4
Photo: Michael Sohn / AP5
St. Peter’s Square, 2013
Being connected always und everywhere…
London/Underground
6
Shanghai/Metro
7Being connected always und everywhere…
Foto: Luca Bruno / AP
White House / Wahsington D.C.
8Being connected always und everywhere…
Meet your clients. Many voices. Active on many channels.
How to deal with all these mentions, commentaries, shares?
9
10
Theeasyway:When„lovebrands“docustomercareviasocialmedia
11
Akeymetriconsocialmedia:Responsetime
12
Customercareisabouturgentneedsofthepeopleoutthere…
13
Solutionsfoundinpublicconversationsleadtonewscoverage
SEOeffects!
Speakingaboutmediacoverage…
15
TheASOScase.
Peoplehavingquestions.Companyisanswering.Inperson.
16
TheASOScase.
Peoplehavingquestions.Companyisanswering.Inperson.
17
TheASOScase.
Machineorhumanbeing–thisisthequestion.
18
TheASOScase.
„Ollie“justdonotreallygetthepoint…
19
TheASOScase.
Caughtintheact.It’samachine.Notgood.
20
Learning:Abadprocessbeingdigitisedisabaddigitisedprocess.
Listening becomes crucial. Monitoring requests, opinions, tonality and the spread of information is key.
21
ExpeditionhousingindustryThedigitalfutureofthehousingindustry
22
11,500Kilometers
Berlin,Hamburg,Mainz,Frankfurt,Garmisch,Sonthofen,Bamberg,Münster…andmanyotherdestinationsacrossGermany
23
Theexpedition: Researchtripstofindtopics,solutionsandinterviewpartners
Theexpedition: Varioustopicswrittendowninover80bloganddozensoftweets
24
Theexpedition:Varioustopicswrittendowninover80blogposts
ITsolutions
Mobilesolutions
AAL
SharingEconomyProcesses
CRM
SmartHome
Internetofthings
25
#dataintegration
Ourresearchfocusesonfindingtheperfectsettingofdataforthefacilitymanagement–whichstandardsshouldbeusedordefinedandcanbeintegratedintodigitalprocessesinthehousingindustry?
„
“
Theexpedition:Learningsfromtheinterviews
26
“
Prof.UlrichBogenstätterProfessorfortheuniversitycourse„Technicalfacilitymanagement“,UniversityofAppliedSciences,Mainz
#bigdata
Tenantsshouldhaveconfidenceintheprocessofdatacollection.Thecrucialpreconditionisthatthehousingcompaniesfollowgermanlawsondataprotection.
„
“
Theexpedition:Learningsfromtheinterviews
27
“
AxelGedaschkoPresidentGdW(Federalassociationofthehousingindustry)
#responsibility
Thehousingindustryisabranchwherethedigitizationleadstoahugeamountofdata.Gatheringandanalyzingalltheseinformationswhichcanberelatedtothedailylifeandbehaviorofthousandsofpeopleshouldhaveanethicalbase.It’saboutresponsibility
„
“
Theexpedition:Learningsfromtheinterviews
28
“
Dr.FrankSchirrmacher(†)Publicist/Publisher„FrankfurterAllgemeineZeitung“
Keylearnings:It’sabout…
29
“
#mobile!
#dialogue!
#processes!
#monitoring!
#dataintegration!
#bigdata!
#responsibilityWhichchanneltouse?
And:Areyouremployees„digitized“?
Possibleuseofplatforms
30
“
#Dialogue
Like
Share
Comment
#Dialogue
#News
#BehindTheScenes
#Storytelling
#VisualStorytelling
#EmployerBranding
Socialmediaanalytics:Measuringtheperformanceofyourownactivity
31
Tool:Fanpagekarma,measuringthenumberofuserreactionsinrelationtothedateandtimeofpostingsmade
Socialmediamonitoring:Measuringinrealtimewhat„theinternet“issaying
32
Tool:RadarlybyLinkfluence
Digitalsolutionsshouldlooklikeplatformspeopledoknowfromthesocialweb
33
Digitalsolutionsshouldbecommunity-focused–likethesocialweb
34
35
Digitalsolutionsshouldbecommunity-focused–likethesocialweb
Mobilesolutions:Puttingcaretakersintothedigitalage
36
Propertyinspectionsandapartmenthandoversbyusingmobilesolutionsconnectedwiththedigitaltenantfileleadtobetterprocesses.
Butwhataboutemployeesworkingfordecadesforahousingcompany?Will„their“processesmatchwiththerequirementsofamobileapp?
It’snot(only)abouttechnologies–it’sabout(hidden)competenciesandtheempowermentofyouremployeesusingdigitaltouchpoints
37
BabyBoomer,GenerationX GenerationsY/Z
Thedigitaltouchpoint:Thinking360°
38
‣ It’snotimportanttohaveonebigsolujon–it’simportanttobecapabletocombinedifferenttouchpoints,plalormsanddatasourcesinordertogatherandhandlecustomerrequests‣ Toolsshouldbeabletocoverallprocessesseamlessly–andtointegratecommunicajonviasocialmedia,inboundaswellasoutbound
39
Off