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Aareon UK QLUG2016 Digital Touchpoint

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Presentation given on annual QL User Group Meeting 2016 in Kenilworth, UK, June 22, 2016

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Aareon UK QLUG2016 Digital Touchpoint

  1. 1. The Digital Touchpoint 1 ! ! ! ! ! ! ! ! ! ! #Kai Heddergott #QLUG2016, 22nd June, 2016
  2. 2. 2 Things have changed. 
 Like always, to be honest.
  3. 3. 3
  4. 4. St. Peter’s Square, 2005 Photo: Luca Bruno / AP 4
  5. 5. Photo: Michael Sohn / AP5 St. Peter’s Square, 2013
  6. 6. Being connected always und everywhere… London/ Underground 6
  7. 7. Shanghai/Metro 7 Being connected always und everywhere…
  8. 8. Foto: Luca Bruno / AP White House / Wahsington D.C. 8 Being connected always und everywhere…
  9. 9. Meet your clients. Many voices. 
 Active on many channels. How to deal with all these mentions, commentaries, shares? 9
  10. 10. 10 The easy way: When „love brands“ do customer care via social media
  11. 11. 11 A key metric on social media: Response time
  12. 12. 12 Customer care is about urgent needs of the people out there…
  13. 13. 13 Solutions found in public conversations lead to news coverage SEO effects!
  14. 14. Speaking about media coverage…
  15. 15. 15 The ASOS case. People having questions. Company is answering. In person.
  16. 16. 16 The ASOS case. People having questions. Company is answering. In person.
  17. 17. 17 The ASOS case. Machine or human being – this is the question.
  18. 18. 18 The ASOS case. „Ollie“ just do not really get the point…
  19. 19. 19 The ASOS case. Caught in the act. It’s a machine. Not good.
  20. 20. 20 Learning: A bad process being digitised
 is a bad digitised process.
  21. 21. Listening becomes crucial. Monitoring requests, opinions, tonality and the spread of information is key.21
  22. 22. Expedition housing industry The digital future of the housing industry 22
  23. 23. 11,500 Kilometers Berlin, Hamburg, Mainz, Frankfurt, Garmisch, Sonthofen, Bamberg, Münster… and many other destinations across Germany 23 The expedition: 
 Research trips to find topics, solutions and interview partners
  24. 24. The expedition: 
 Various topics written down in over 80 blog and dozens of tweets 24
  25. 25. The expedition: Various topics written down in over 80 blog posts IT solutions Mobile solutions AAL Sharing Economy Processes CRM Smart Home Internet of things 25
  26. 26. #dataintegration Our research focuses on finding the perfect setting of data for the facility management – which standards should be used or defined and can be integrated into digital processes in the housing industry? „ “ The expedition: Learnings from the interviews 26 “ Prof. Ulrich Bogenstätter Professor for the university course „Technical facility management“,
 University of Applied Sciences, Mainz
  27. 27. #bigdata Tenants should have confidence in the process of data collection. The crucial precondition is that the housing companies follow german laws on data protection. „ “ The expedition: Learnings from the interviews 27 “ Axel Gedaschko President GdW (Federal association of the housing industry)
  28. 28. #responsibility The housing industry is a branch where the digitization leads to a huge amount of data. Gathering and analyzing all these informations which can be related to the daily life and behavior of thousands of people should have an ethical base. It’s about responsibility „ “ The expedition: Learnings from the interviews 28 “ Dr. Frank Schirrmacher (†) Publicist / Publisher „Frankfurter Allgemeine Zeitung“
  29. 29. Key learnings: It’s about… 29 “ #mobile ! #dialogue ! #processes ! #monitoring ! #dataintegration ! #bigdata ! #responsibility Which channel to use? And: Are your employees „digitized“?
  30. 30. Possible use of platforms 30 “ #Dialogue Like Share Comment #Dialogue #News #BehindTheScenes #Storytelling #VisualStorytelling #EmployerBranding
  31. 31. Social media analytics: Measuring the performance of your own activity 31 Tool: Fanpagekarma, measuring the number of user reactions in relation to the date and time of postings made
  32. 32. Social media monitoring: Measuring in real time what „the internet“ is saying 32 Tool: Radarly by Linkfluence
  33. 33. Digital solutions should look like platforms people do know from the social web 33
  34. 34. Digital solutions should be community-focused – like the social web 34
  35. 35. 35 Digital solutions should be community-focused – like the social web
  36. 36. Mobile solutions: Putting caretakers into the digital age 36 Property inspections and apartment handovers by using mobile solutions connected with the digital tenant file lead to better processes. But what about employees working for decades for a housing company? Will „their“ processes match with the requirements of a mobile app?
  37. 37. It’s not (only) about technologies – it’s about (hidden) competencies and the empowerment of your employees using digital touchpoints 37 Baby Boomer, Generation X Generations Y / Z
  38. 38. The digital touchpoint: Thinking 360° 38 ‣ It’s not important to have one big solujon – it’s important to be capable to combine different touch points, plalorms and data sources in order to gather and handle customer requests ‣ Tools should be able to cover all processes seamlessly – and to integrate communicajon via social media, inbound as well as outbound
  39. 39. 39 Off