Inhoudsopgave
Sway netwerk (04-10-2021) ............................................................................................................................ 5
Waarde creëren .................................................................................................................................................. 5
Customer Experience model ............................................................................................................................... 5
CEM, voordelen en trends ................................................................................................................................... 6
Wat houdt CEM in?............................................................................................................................................. 6
Customer Experience Maturity model ................................................................................................................ 7
Customer delight ................................................................................................................................................ 8
Trends en ontwikkelingen ................................................................................................................................... 9
Technologie ...................................................................................................................................................... 11
AI....................................................................................................................................................................... 11
Explore more – Consumer Trend Canvas ....................................................................................................... 11
Sway netwerk (11-10-2021) .......................................................................................................................... 14
Spanningsveld waarbinnen CEM opereert ........................................................................................................ 14
Maatschappelijke impact ................................................................................................................................. 15
Waarom is het voor een organisatie best lastig om een standpunt in te nemen en een bijdrage te leveren
binnen maatschappelijke kwesties? ................................................................................................................. 15
Meer werk maken van je maatschappelijke impact ......................................................................................... 16
Twee aspecten .................................................................................................................................................. 16
Connected company ......................................................................................................................................... 16
Customer Engagement Ecosystem ................................................................................................................... 17
Engagement ..................................................................................................................................................... 17
Customer Brand Experience .............................................................................................................................. 18
Explore more – interactie tussen merk en mens ........................................................................................... 19
De menselijke maat – model ............................................................................................................................ 20
Sway merk (25-10-2021) ............................................................................................................................... 21
Wat is een merk? .............................................................................................................................................. 21
“Een merk (brand) is een verzameling van alle expressies waarmee een entiteit (persoon, organisatie,
bedrijf, stad, product, land etc.) zich herkenbaar maakt. (Interbrand, 2019). ............................................ 21
Waarom bestaan merken? ............................................................................................................................... 21
Identiteit vs. logo .............................................................................................................................................. 22
Sterke merken zijn relevant, onderscheidend en geloofwaardig. ............................................................... 22
Brand designmodel ........................................................................................................................................... 23
Brand Design gaat om het ‘vormen en vormgeven van merken’. ............................................................... 23
Het MDC-model van Riezebos en van Grinten (2012) ....................................................................................... 24
Corporate Image & Corporate image – model Birkigt en Stadler ..................................................................... 24
Lesoefening Marlies Dekkers ............................................................................................................................ 25
1
,Explore more – merkpersoonlijkheid ............................................................................................................ 27
Brand Personality Model (Aaker, 1997) ............................................................................................................ 27
Archetypen........................................................................................................................................................ 28
Klantrelatie en archetypecommunicatie ........................................................................................................... 30
Archetypes versus Persona’s ............................................................................................................................. 30
Conclusie: .......................................................................................................................................................... 30
Sway merk (09-11-2021) ............................................................................................................................... 30
Klantbeleving/ customer experience ................................................................................................................ 31
Klantbeleving wordt gezien als een essentieel element om onderscheidend te zijn van andere aanbieders
en concurrentievoordeel te verkrijgen. ....................................................................................................... 31
Waarom is Customer Journey Mapping belangrijk? .................................................................................... 31
Algemene opbouw van een persona................................................................................................................. 31
Invloeden op besluitvorming ............................................................................................................................ 32
Empathy map & brand experience ................................................................................................................... 32
Sterke merken zijn steeds vaker gebaseerd op een hoger doel: een aansprekend merkideaal (brand
purpose) en gedeelde waarden (shared values).......................................................................................... 34
Customer value volgens Woodruff ................................................................................................................... 34
Klantwaardehiërarchie ..................................................................................................................................... 35
Customer Value Hierarchy Model ..................................................................................................................... 35
Customer experience à veel hangt af van een sterk concept én een perfecte match tussen merk, activatie en
doelgroep.......................................................................................................................................................... 36
Explore more -- Waarde Propositie Canvas ................................................................................................... 36
Waarde Propositie Canvas................................................................................................................................ 36
Onderdeel 2: Waardepropositie ....................................................................................................................... 39
De fit: de kern van het Waarde Propositie Canvas ........................................................................................... 40
Sway Stakeholders (01-11-2021) ................................................................................................................... 40
Stakeholder ....................................................................................................................................................... 41
Alignment ......................................................................................................................................................... 41
Belang van stakeholders ................................................................................................................................... 41
Draagvlak creëren ............................................................................................................................................ 42
Definitie stakeholdermanagement: ............................................................................................................. 42
Soorten stakeholders: je hebt ze nodig voor: .............................................................................................. 42
Stakeholders prioriteren .............................................................................................................................. 43
Smartconnecting cellenmodel .......................................................................................................................... 43
Customer Delight Management ....................................................................................................................... 44
Connected klant ................................................................................................................................................ 45
Customer delight management ........................................................................................................................ 45
Customer Delight Matrix .................................................................................................................................. 46
Explore more - ethiek ................................................................................................................................... 46
Sway Stakeholders (15-11-2021) ................................................................................................................... 48
2
, Bye, bye, human resources? Welcome employer branding! ............................................................................. 48
Emoloyer branding ...................................................................................................................................... 48
Employer Branding elementen ................................................................................................................... 49
The Employee Experience Is The Future Of Work ............................................................................................. 49
Aanleiding voor verandering en investeren in emplpyee experience ....................................................... 49
Meerwaarde Employee Experience ............................................................................................................ 50
Employee Experience Viruous Cycle model ............................................................................................... 51
Quick wins: 3 stappen naar een positieve employee experience.............................................................. 51
Employee Journey ....................................................................................................................................... 52
Explore more – draagvlak ............................................................................................................................. 53
Sway relaties (1) (29-11-2021) ...................................................................................................................... 56
Weet wat er wordt bedoeld met een relatie..................................................................................................... 56
Relaties ........................................................................................................................................................ 56
Alignment .................................................................................................................................................... 57
DET’jes ......................................................................................................................................................... 57
Relatielevenscyclus ..................................................................................................................................... 57
Merkrelaties ................................................................................................................................................ 57
Relaties variëren door een diversiteit aan dimensies ....................................................................................... 57
BRAND RELATIONSHIP QUALITY ................................................................................................................. 57
Customer Engagement Ecosysteem............................................................................................................ 58
Een groot diversiteit aan mogelijke relaties ..................................................................................................... 60
Wat je merk graag wilt? Fans! ......................................................................................................................... 61
Fan Engagement Spectrum ......................................................................................................................... 62
Explore more – Ethische cyclus ..................................................................................................................... 62
Sway relatie (2) 6 december 2021 ................................................................................................................. 65
Van je klanten fans maken ............................................................................................................................... 65
Co-creatie ......................................................................................................................................................... 66
Meten is weten ................................................................................................................................................. 68
Gastcollege Wil Michels fanstrategie ............................................................................................................ 69
Definitie van een fan ......................................................................................................................................... 69
Fan engagement spectrum – fanpiramide & fankwadrant .............................................................................. 71
Fanpiramide...................................................................................................................................................... 71
Fantabel ............................................................................................................................................................ 71
Fankwadrant .................................................................................................................................................... 72
Interne roadmap ............................................................................................................................................... 73
Externe roadmap .............................................................................................................................................. 73
NPS-score .......................................................................................................................................................... 73
Content circle .................................................................................................................................................... 74
Message house ................................................................................................................................................. 74
Major CEM-onderdeel community (1) – 13 december 2021 .......................................................................... 74
Mensen geloven mensen .................................................................................................................................. 75
3
, We love communities ....................................................................................................................................... 76
Join the conversation ........................................................................................................................................ 77
Kennisclip conversatiepotentieel ...................................................................................................................... 77
Wat is conversatie potentieel? ......................................................................................................................... 77
Conversation Company in vier C’s..................................................................................................................... 78
Koppeling MARTINI-case .................................................................................................................................. 79
Major CEM-onderdeel community (2) – 20 december 2021 .......................................................................... 80
Community management ................................................................................................................................. 81
P.O.S.T.-model .................................................................................................................................................. 82
Kennisclip 1: intro P.O.S.T.-model .............................................................................................................. 82
Kennisclip 2: People .................................................................................................................................... 83
Kennisclip 3: Objectives .............................................................................................................................. 83
Kennisclip 4: Strategy .................................................................................................................................. 84
Kennisclip 5: Technology............................................................................................................................. 84
Nieuwste trends Social media .................................................................................................................... 85
Explore more – Community bouwen ............................................................................................................. 86
Story behind communicatie (1) – 10 januari 2022 ......................................................................................... 87
Het complexe communicatieproces .................................................................................................................. 88
Definitie communicatie ..................................................................................................................................... 88
ZBMO-model ..................................................................................................................................................... 88
Newcombs ABX-model...................................................................................................................................... 89
Communicatieproces (Van Amerongen, 2019) ................................................................................................. 90
Factoren die invloed hebben op het communicatieproces ............................................................................... 90
Kennisclip perceptie (factoren deel 1)............................................................................................................... 91
Kennisclip ELM, motivatie en betrokkenheid (factoren deel 2)......................................................................... 93
Kennisclip sociale omgeving en referentiegroepen (factoren deel 3) ............................................................... 94
Kennisclip social sharing (factoren deel 4) ........................................................................................................ 94
Social sharing persona’s: .................................................................................................................................. 95
Biases ................................................................................................................................................................ 95
12 voorkomende cognitieve biases ................................................................................................................... 95
Weerstanden .................................................................................................................................................... 96
Major CEM-onderdeel communicatie (2) – 10 januari 2022 ........................................................................... 98
Wat moet er nog gedaan worden?................................................................................................................... 98
Wat is een strategie? ........................................................................................................................................ 98
Waardestrategieën van Bel & Stalfoort............................................................................................................ 99
Contentstrategie ............................................................................................................................................... 99
Kennisclip Wil Michels, content circle ............................................................................................................. 100
Content maken ............................................................................................................................................... 102
Issuekalender en inhakers............................................................................................................................... 102
4
Sway netwerk (04-10-2021) ............................................................................................................................ 5
Waarde creëren .................................................................................................................................................. 5
Customer Experience model ............................................................................................................................... 5
CEM, voordelen en trends ................................................................................................................................... 6
Wat houdt CEM in?............................................................................................................................................. 6
Customer Experience Maturity model ................................................................................................................ 7
Customer delight ................................................................................................................................................ 8
Trends en ontwikkelingen ................................................................................................................................... 9
Technologie ...................................................................................................................................................... 11
AI....................................................................................................................................................................... 11
Explore more – Consumer Trend Canvas ....................................................................................................... 11
Sway netwerk (11-10-2021) .......................................................................................................................... 14
Spanningsveld waarbinnen CEM opereert ........................................................................................................ 14
Maatschappelijke impact ................................................................................................................................. 15
Waarom is het voor een organisatie best lastig om een standpunt in te nemen en een bijdrage te leveren
binnen maatschappelijke kwesties? ................................................................................................................. 15
Meer werk maken van je maatschappelijke impact ......................................................................................... 16
Twee aspecten .................................................................................................................................................. 16
Connected company ......................................................................................................................................... 16
Customer Engagement Ecosystem ................................................................................................................... 17
Engagement ..................................................................................................................................................... 17
Customer Brand Experience .............................................................................................................................. 18
Explore more – interactie tussen merk en mens ........................................................................................... 19
De menselijke maat – model ............................................................................................................................ 20
Sway merk (25-10-2021) ............................................................................................................................... 21
Wat is een merk? .............................................................................................................................................. 21
“Een merk (brand) is een verzameling van alle expressies waarmee een entiteit (persoon, organisatie,
bedrijf, stad, product, land etc.) zich herkenbaar maakt. (Interbrand, 2019). ............................................ 21
Waarom bestaan merken? ............................................................................................................................... 21
Identiteit vs. logo .............................................................................................................................................. 22
Sterke merken zijn relevant, onderscheidend en geloofwaardig. ............................................................... 22
Brand designmodel ........................................................................................................................................... 23
Brand Design gaat om het ‘vormen en vormgeven van merken’. ............................................................... 23
Het MDC-model van Riezebos en van Grinten (2012) ....................................................................................... 24
Corporate Image & Corporate image – model Birkigt en Stadler ..................................................................... 24
Lesoefening Marlies Dekkers ............................................................................................................................ 25
1
,Explore more – merkpersoonlijkheid ............................................................................................................ 27
Brand Personality Model (Aaker, 1997) ............................................................................................................ 27
Archetypen........................................................................................................................................................ 28
Klantrelatie en archetypecommunicatie ........................................................................................................... 30
Archetypes versus Persona’s ............................................................................................................................. 30
Conclusie: .......................................................................................................................................................... 30
Sway merk (09-11-2021) ............................................................................................................................... 30
Klantbeleving/ customer experience ................................................................................................................ 31
Klantbeleving wordt gezien als een essentieel element om onderscheidend te zijn van andere aanbieders
en concurrentievoordeel te verkrijgen. ....................................................................................................... 31
Waarom is Customer Journey Mapping belangrijk? .................................................................................... 31
Algemene opbouw van een persona................................................................................................................. 31
Invloeden op besluitvorming ............................................................................................................................ 32
Empathy map & brand experience ................................................................................................................... 32
Sterke merken zijn steeds vaker gebaseerd op een hoger doel: een aansprekend merkideaal (brand
purpose) en gedeelde waarden (shared values).......................................................................................... 34
Customer value volgens Woodruff ................................................................................................................... 34
Klantwaardehiërarchie ..................................................................................................................................... 35
Customer Value Hierarchy Model ..................................................................................................................... 35
Customer experience à veel hangt af van een sterk concept én een perfecte match tussen merk, activatie en
doelgroep.......................................................................................................................................................... 36
Explore more -- Waarde Propositie Canvas ................................................................................................... 36
Waarde Propositie Canvas................................................................................................................................ 36
Onderdeel 2: Waardepropositie ....................................................................................................................... 39
De fit: de kern van het Waarde Propositie Canvas ........................................................................................... 40
Sway Stakeholders (01-11-2021) ................................................................................................................... 40
Stakeholder ....................................................................................................................................................... 41
Alignment ......................................................................................................................................................... 41
Belang van stakeholders ................................................................................................................................... 41
Draagvlak creëren ............................................................................................................................................ 42
Definitie stakeholdermanagement: ............................................................................................................. 42
Soorten stakeholders: je hebt ze nodig voor: .............................................................................................. 42
Stakeholders prioriteren .............................................................................................................................. 43
Smartconnecting cellenmodel .......................................................................................................................... 43
Customer Delight Management ....................................................................................................................... 44
Connected klant ................................................................................................................................................ 45
Customer delight management ........................................................................................................................ 45
Customer Delight Matrix .................................................................................................................................. 46
Explore more - ethiek ................................................................................................................................... 46
Sway Stakeholders (15-11-2021) ................................................................................................................... 48
2
, Bye, bye, human resources? Welcome employer branding! ............................................................................. 48
Emoloyer branding ...................................................................................................................................... 48
Employer Branding elementen ................................................................................................................... 49
The Employee Experience Is The Future Of Work ............................................................................................. 49
Aanleiding voor verandering en investeren in emplpyee experience ....................................................... 49
Meerwaarde Employee Experience ............................................................................................................ 50
Employee Experience Viruous Cycle model ............................................................................................... 51
Quick wins: 3 stappen naar een positieve employee experience.............................................................. 51
Employee Journey ....................................................................................................................................... 52
Explore more – draagvlak ............................................................................................................................. 53
Sway relaties (1) (29-11-2021) ...................................................................................................................... 56
Weet wat er wordt bedoeld met een relatie..................................................................................................... 56
Relaties ........................................................................................................................................................ 56
Alignment .................................................................................................................................................... 57
DET’jes ......................................................................................................................................................... 57
Relatielevenscyclus ..................................................................................................................................... 57
Merkrelaties ................................................................................................................................................ 57
Relaties variëren door een diversiteit aan dimensies ....................................................................................... 57
BRAND RELATIONSHIP QUALITY ................................................................................................................. 57
Customer Engagement Ecosysteem............................................................................................................ 58
Een groot diversiteit aan mogelijke relaties ..................................................................................................... 60
Wat je merk graag wilt? Fans! ......................................................................................................................... 61
Fan Engagement Spectrum ......................................................................................................................... 62
Explore more – Ethische cyclus ..................................................................................................................... 62
Sway relatie (2) 6 december 2021 ................................................................................................................. 65
Van je klanten fans maken ............................................................................................................................... 65
Co-creatie ......................................................................................................................................................... 66
Meten is weten ................................................................................................................................................. 68
Gastcollege Wil Michels fanstrategie ............................................................................................................ 69
Definitie van een fan ......................................................................................................................................... 69
Fan engagement spectrum – fanpiramide & fankwadrant .............................................................................. 71
Fanpiramide...................................................................................................................................................... 71
Fantabel ............................................................................................................................................................ 71
Fankwadrant .................................................................................................................................................... 72
Interne roadmap ............................................................................................................................................... 73
Externe roadmap .............................................................................................................................................. 73
NPS-score .......................................................................................................................................................... 73
Content circle .................................................................................................................................................... 74
Message house ................................................................................................................................................. 74
Major CEM-onderdeel community (1) – 13 december 2021 .......................................................................... 74
Mensen geloven mensen .................................................................................................................................. 75
3
, We love communities ....................................................................................................................................... 76
Join the conversation ........................................................................................................................................ 77
Kennisclip conversatiepotentieel ...................................................................................................................... 77
Wat is conversatie potentieel? ......................................................................................................................... 77
Conversation Company in vier C’s..................................................................................................................... 78
Koppeling MARTINI-case .................................................................................................................................. 79
Major CEM-onderdeel community (2) – 20 december 2021 .......................................................................... 80
Community management ................................................................................................................................. 81
P.O.S.T.-model .................................................................................................................................................. 82
Kennisclip 1: intro P.O.S.T.-model .............................................................................................................. 82
Kennisclip 2: People .................................................................................................................................... 83
Kennisclip 3: Objectives .............................................................................................................................. 83
Kennisclip 4: Strategy .................................................................................................................................. 84
Kennisclip 5: Technology............................................................................................................................. 84
Nieuwste trends Social media .................................................................................................................... 85
Explore more – Community bouwen ............................................................................................................. 86
Story behind communicatie (1) – 10 januari 2022 ......................................................................................... 87
Het complexe communicatieproces .................................................................................................................. 88
Definitie communicatie ..................................................................................................................................... 88
ZBMO-model ..................................................................................................................................................... 88
Newcombs ABX-model...................................................................................................................................... 89
Communicatieproces (Van Amerongen, 2019) ................................................................................................. 90
Factoren die invloed hebben op het communicatieproces ............................................................................... 90
Kennisclip perceptie (factoren deel 1)............................................................................................................... 91
Kennisclip ELM, motivatie en betrokkenheid (factoren deel 2)......................................................................... 93
Kennisclip sociale omgeving en referentiegroepen (factoren deel 3) ............................................................... 94
Kennisclip social sharing (factoren deel 4) ........................................................................................................ 94
Social sharing persona’s: .................................................................................................................................. 95
Biases ................................................................................................................................................................ 95
12 voorkomende cognitieve biases ................................................................................................................... 95
Weerstanden .................................................................................................................................................... 96
Major CEM-onderdeel communicatie (2) – 10 januari 2022 ........................................................................... 98
Wat moet er nog gedaan worden?................................................................................................................... 98
Wat is een strategie? ........................................................................................................................................ 98
Waardestrategieën van Bel & Stalfoort............................................................................................................ 99
Contentstrategie ............................................................................................................................................... 99
Kennisclip Wil Michels, content circle ............................................................................................................. 100
Content maken ............................................................................................................................................... 102
Issuekalender en inhakers............................................................................................................................... 102
4
