Date post: | 09-May-2015 |
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Business |
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You can’t break down silos, but you can connect themChristiaan W. LustigCommunications Architect and Consultancy Director at Sabel Communicatie, The Netherlands
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Breaking down organisational silos is not
going to work
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Content = marketingContent = input
Content = asking for attention
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2003 2007 2009 2011 20120
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
300,000 400,0001,000,000
3,000,000
15,000,000
ISBN numbers in the US
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1930 1960 1960 1980 1990 2000 20120
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
1,000,000 3,000,000 10,000,00025,000,000
57,000,000
86,000,000
380,000,000
Photos taken in the US
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100 hours of video
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144,800,000 e-mails800,000 websites1,200,000 WordPress500,000,000 Tweets4,000,000,000 Facebook updates
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90%
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Is it even up to us?
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Customer =dictator
king
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Team Task Customer
1 Request extract from records
2 Opening hours
3 Waste collection
4 Passport and ID card
5 Report deficiency in public area
6 Driver’s licence
17
6
5
1
2
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“Statistics are like bikinis. What they reveal is suggestive…”
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“… but what they conceal is vital.”— Aaron Levenstein, 10 November 1951
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4-6 top tasks25% of votes40-60 bottom tasks = 25% of votes
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1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 850.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
5.0%
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Identify Test Impr
ove
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# Task %
1 Opinions of the Council 5,4%
2 Asylum policy (Netherlands) 4,3%
3 News 4,1%
4 Procedures (asylum, naturalisation, family reunification)) 3,8%
5 Experiences and stories from refugees 3,6%
6 Jobs 3,3%
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12
3
4
5
6
9
16
49
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Case: major Dutch telecom operator
# Task %
1 Check (digital) invoice 7,1%
2 See my costs/use 5,9%
3 Contact telecom operator 3,9%
4 See my plan 3,4%
5 Invoice explaned, questions 2,7%
6 Product information 2,7%
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Case: NS (Dutch Railways) (intranet)
# Task %
1 Request and check leave (vacation, illness) 7,8%
2 Check and manage e-mail and calendar 6,6%
3 Find a colleague (contact details, directory, expertise) 6,2%
4 News from NS (news and press releases by NS) 6,0%
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1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 670.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
Tasks
Vote
In which situation do you most often visit the UMC website? a. From homeb. From my office or practice, or from my work
place in the hospitalc. On my way to the hospitald. In the hospital for an appointment, visit or
admission@ChristiaanWLstg
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# Task %
1 Treatment 4,6%
2 Disease/condition 4,3%
3 Contact details 4,3%
4 My patient records 3,5%
5 Appointments 3,2%
6 Scientific research 3,0%
7 Referrals procedure 3,0%
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# Task %
1 Appointments 4,1%
2 Admission 4,2%
3 Disease/condition 3,9%
4 Waiting times 4,0%
5 Treatments 3,5%
6 Examination and diagnosis 3,3%
7 Treatment teams 2,9%
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# ‘Static’ ‘Mobile’ Diff.
1 Treatment Appointments +4
2 Disease/condition Admission +28
3 Contact details Disease/condition -1
4 My patient records Waiting times +15
5 Appointments Treatments -4
6 Scientific research Examination and diagnosis +4
7 Referrals procedure Treatment teams +15
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In which situation do you most often us the intranet? a. During work in the office or from home b. During work outside the office
Do you need job-related information when you’re traveling to or from work?
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# Task %
1 Find a colleague 12,27%
2 Write hours 8,83%
3 Personal budget 7,42%
4 Company-wide news 6,43%
5 Leave 5,89%
6 Share documents 5,06%
7 Work instructions and manuals 3,66%
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# Task %
1 Personal budget 12,13%
2 Write hours 7,33%
3 Leave 7,15%
4 Find a colleague 6,78%
5 Remuneration and allowances 6,07%
6 Logistics and materials catalog 4,56%
7 Work instructions and manuals 3,73%
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# ‘Static’ ‘Mobile’ Diff.
1 Find a colleague Personal budget +2
2 Write hours Write hours =
3 Personal budget Leave +2
4 Company-wide news Find a colleague -3
5 Leave Remuneration and allowances +6
6 Share documents Logistics and materials catalog +15
7 Work instructions and manuals Work instructions and manuals =
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Mark
eti
ng
Web
team
Sale
s
Log
isti
cs
Reta
il
Serv
ice
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Mark
eti
ng
Web
team
Sale
s
Log
isti
cs
Reta
il
Serv
ice
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Keyn
ote
Rese
arch
Com
pare
Buy
onlin
e
Pick
-up
Invo
ice
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Mark
eti
ng
Web
team
Sale
s
Log
isti
cs
Reta
il
Cu
stom
er
serv
ice
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Customer Task Team
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Mark
eti
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team
Sale
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Log
isti
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Cu
stom
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serv
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1. Continuously (quantitatively) monitor and periodically
(qualitatively) test (parts of) the task on the media involved,
2. Introduce changes to those media and their contents, as well as
internal and external task processes,
3. In order to continually improve performance of the customer’s
task.
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Top task manager
Communications/marketing experts
Sales person
Et cetera
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Benchmark
ImproveMeasure
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Download software, firmware, patches, updates@ChristiaanWLstg
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65
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7 I’m assuming that one of
these is the one I want.
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There are a lot of steps before
you get to download.
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Download software, firmware, patches, updates@ChristiaanWLstg
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August 2011 February 2012
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80%Visitors
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348%
Inbound links
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70%One-off donations
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88%Monthly donations
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164%
Registered members
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85%FTEs in content creation
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Danke schön!LinkedIn.com/in/ChristiaanWLustigTwitter.com/ChristiaanWLstgSabelCommunicatie.nl/Christiaan-Lustig
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