{"id":36403,"date":"2015-10-15T13:37:45","date_gmt":"2015-10-15T13:37:45","guid":{"rendered":"https:\/\/www.spotonvision.com\/de-toekomst-van-communicatie-en-klant-engagement\/"},"modified":"2024-03-15T09:45:17","modified_gmt":"2024-03-15T09:45:17","slug":"de-toekomst-van-communicatie-en-klant-engagement","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/de-toekomst-van-communicatie-en-klant-engagement\/","title":{"rendered":"De toekomst van communicatie en klant engagement"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c5ea4c720 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c5ea4c720 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c5ea4c720 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c5ea4c720 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c5ea4c720\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>De toekomst van communicatie en klant engagement<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-5-892x477.jpg\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;October 15, 2015            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cWe zullen steeds meer klanten krijgen die steeds veeleisender zijn. Er zullen meer en meer communicatiekanalen komen en er zal telkens nieuwe wetgeving blijven komen.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scott Draeger van GMC Software spreekt over veranderingen in de communicatie tijdens de GMC Inspire Days &nbsp;in Rotterdam. Op hetzelfde podium waar ik even tevoren zelf een keynote presentatie gaf over de veranderende rol van marketing en de impact ervan op technologie. Ik sta versteld van de inzichten die technologie- en softwarebedrijven verzameld hebben om hun producten aan te passen aan de verbetering van de klantbeleving. Er wordt superhard gewerkt door de software-industrie om alles geschikt te maken voor multi- en omnichannel communicatie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-we-zien-steeds-meer-een-trend-waarbij-er-minder-tolerantie-is-voor-fouten\"><em>\u201cWe zien steeds meer een trend waarbij er minder tolerantie is voor fouten<strong>.<\/strong><\/em><strong><em>\u201d <\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>&nbsp;<\/strong>\u201cEn als je dan een fout maakt dan moet je het wel heel snel rechtzetten om de schade beperkt te houden. Iedere dag staan we onder hoge druk en hebben we minder tijd om te ademen,\u201d aldus Scott.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scott spreekt over de communicatiematrix, over hoe verschillende teams in de organisatie zich met communicatie bezighouden, corporate PR, marketing, communicatie, de klantenservice, noem maar op. Hoe kunnen we al die communicatiekanalen op elkaar afstemmen?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We willen het misschien nog niet geloven, met name omdat de trend nog niet heeft ingezet. Maar <a href=\"http:\/\/blogs.gartner.com\/laura-mclellan\/10-proof-points-why-customer-experience-is-the-next-big-thing\/\" target=\"_blank\" rel=\"noopener noreferrer\">volgens Gartner<\/a> zal 65% van de bedrijven over enkele jaren een Customer Experience Officer in dienst hebben. Iemand moet de verschillende communicatiekanalen gaan co\u00f6rdineren zodat afgestemde, georkestreerde communicatie kan plaatsvinden langs alle kanalen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scott: \u201cWeb portals worden meestal gecre\u00eberd en beheerd door interne teams. Meestal in een ander deel van het gebouw, andere communicatieafdelingen zijn verspreid over allerlei andere plekken. We moeten juist de klantbeleving voorop zetten en niet denken vanuit communicatiekanalen. We moeten eerst nadenken over de boodschap en dan voor iedere specifieke klant het best mogelijke kanaal bepalen. Hoeveel teams zijn hiervoor nodig? Drie of vier verschillende teams meestal. Scott: \u201ceen in-huis webteam, een social media team, een extern bureau, etc.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Software kan een hulpmiddel zijn om communicatieboodschappen te ontwerpen die geschikt zijn voor alle kanalen. Al tijdens de bouw van software wordt hier rekening mee gehouden, ontwikkelaars vragen zich bij iedere stap af \u2018wat gebeurt er nu?\u2019 en \u2018waarom?\u2019 <a href=\"https:\/\/www.spotonvision.com\/strategie\/customer-journey\/\">Customer journey mapping<\/a> kan helpen in dit proces.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-als-je-wilt-engagen-met-klanten-dan-kun-je-het-best-doen-wat-mensen-waarderen\"><em>\u201cAls je wilt engagen met klanten, dan kun je het best doen wat mensen waarderen.\u201d <\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Scott vertelt dat wanneer zij aan nieuwe oplossingen werken, dat ze dan beginnen met de oplossing voor het kleinste scherm. Op die manier word je gedwongen om na te denken over de essentie, over de kernboodschap. Of je nu een softwareontwikkelaar bent of een communicatieprofessional. Het best kun je dus beginnen met dat ene kanaal, om vervolgens uit te breiden naar multichannel en dan naar omnichannel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scott: \u201cJe begint dus met het kleinste scherm en in de volgende stap voeg je elementen toe naarmate de ruimte het toelaat. Als je bij het volledige scherm bent beland, dan ben je ook op de plek waar mensen, klanten, er voor gaan zitten. Daar houd je dus rekening mee, en er kunnen wederom elementen aan worden toegevoegd, denk aan banners of sliders bijvoorbeeld. Dit werkt veel beter dan wanneer het in de omgekeerde volgorde doet. In een volgende stap houdt GMC zich nu bijvoorbeeld bezig met Google Glass en de Apple Watch. We moeten mee met de snelheid van de klant.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-gebruik-geen-oude-metrics-voor-nieuwe-strategieen\"><em>\u201cGebruik geen oude metrics voor nieuwe strategie\u00ebn.\u201d<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een andere verandering die Scott benoemt is dat we nieuwe metrics zullen moeten gaan gebruiken. We moeten de manier waarop we gewend zijn te meten gaan kantelen. Resultaten moeten worden gemeten gebaseerd op context. Dat is niet makkelijk omdat alles multidimensionaal wordt, mensen gebruiken meerdere kanalen tegelijk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Door de complexiteit van de de huidige communicatieomgeving hebben we flexibele ontwerptools nodig, afdelingsoverschrijdende samenwerking, multichannel experience design, compliance zonder complexiteit en de mogelijkheid om alle kanalen in te zetten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het is geweldig om te zien hoe de software-industrie het spel van engagement met de klant naar een nieuw niveau brengt. Vanuit mijn marketingachtergrond kan ik het toejuichen, want ja, we hebben de tools en de technologie nodig om de klant beter te bedienen. Dank je wel, Scott!<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u201cWe zullen steeds meer klanten krijgen die steeds veeleisender zijn, er zullen meer en meer communicatiekanalen komen en er zal telkens nieuwe wetgeving blijven komen.\u201d<\/p>\n","protected":false},"author":12,"featured_media":40270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80],"tags":[],"class_list":["post-36403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentmarketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>De toekomst van communicatie en klant engagement | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"We zullen steeds meer klanten krijgen die veeleisender zijn, er 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