Managing this complex journey

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The customer journey is becoming increasingly complex
The conversation you have with the customer is cross-channel. An example of a customer journey is a customer who comes into contact with your product via Facebook, then goes to the website at work behind his laptop and leaves his email address, receives an offer from you by email on his smartphone on the train back home, visits your store to view the product, reads a review and finally orders the product at home on the couch on the iPad. And of course the journey does not stop after an initial order.


Using the presented model, you can 'plot' the different target groups (from 'searching' to 'loyal customer') on the different channels (offline, websites and blogs, e-mail, social business, mobile and search). You then look at how the customer journeys can run across all these channels.

Finally, you check whether you have used all the resources optimally. An example is a standard newsletter that the entire customer base receives, without looking at who you have in front of you (persona) and in which 'phase' (suspect, prospect, customer, loyal customer) that person is. There is still a lot to be gained there.

Allard Janssen

Practical case: the launch of a central intranet at Nuon
It's always fun to look at other organizations to see what their intranet looks like, how the project went and how the editorial team is organized. This time a look behind the scenes at Nuon, part of Vattenfall, with Nathalie Hogendoorn .

Nuon sees the intranet as part of their workplace. poland phone data Everything you need digitally for your work, you should be able to find on the intranet. In 2009, there were 25 different intranets and 6 different content management systems. In 2011, the central intranet was launched in phases (per language variant). Quite a few content pages had to be removed. Nuon did this content migration based on statistics, among other things. Since this month, a small social component has been added to the intranet.

Editorial structure
Nathalie explains how the editorial team has been set up in recent years. In 2011, this was fully structured, in a way that many communication advisors dream of (from content expert to communication advisor to internal journalist to online advisor), but Nuon has come back to this in recent years. In addition to the advantages (high quality), this also has quite a few disadvantages. It takes up a lot of time (you keep each other busy), compromises are sometimes made because so many people are involved and personal contact is lost.