Ns & Redesignme: Customer engagement community IdeeCentraal

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Erwin Abbink & Managing Consultant Innovatie - NS Eveline van Eekelen Community Consultant - Redesignme Customer engagement middels online communities Moabouts - Oktober 2012

description

Duopresentatie van NS & Redesignme op de Moabouts over het gezamelijk opgezette online communityplatform "IdeeCentraal".

Transcript of Ns & Redesignme: Customer engagement community IdeeCentraal

Page 1: Ns & Redesignme: Customer engagement community IdeeCentraal

Erwin Abbink &Managing Consultant Innovatie - NS

Eveline van EekelenCommunity Consultant - Redesignme

Customer engagement middels online communities

Moabouts - Oktober 2012

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Even voorstellen

Reizigersvervoer

1,1 miljoen reizigers per dag

4.800 ritten per dag

Beheer van 380 stations

Dagelijks doen 230.000 mensen aankopen in een van de winkels of horecagelegenheden

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Doelstellingen

Service innovation

Customer engagement

Research

Interne betrokkenheid door medeformuleren vraagstelling

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Ondersteunen bij het nuttig en plezierigbesteden van tijd op stations en in de trein

Service innovation

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Faciliteren van klantcommunicatie onderling

De klant centraal zetten in de ontwikkeling van nieuwe diensten

Nieuwe diensten ontwikkelen, samen met de klant

Customer Engagement

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Onderzoek naar verschillen crowdsourcing middels een open en een gesloten fase

Research

Page 7: Ns & Redesignme: Customer engagement community IdeeCentraal

Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Even voorstellen

Opgericht in 2007

Bouwen custom online communities voor innovatie, onderzoek en engagement

Passie om mensen te verbinden middels moderne technologie

Page 8: Ns & Redesignme: Customer engagement community IdeeCentraal

Erwin Abbink & Eveline van Eekelen, Moabouts 2012

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

AanpakNS zet social media in voor de werving

Moderatie en Feedback

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

AanpakRedesignme bouwt IdeeCentraal

Support waar nodig

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Voorbeelden

Nieuwe betaalmethodes

AHtoGO bestellingen plaatsen tijdens de reis

AED in de trein

Elkaar tippen via Apps

WIFI en stroomvoorziening

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Resultaten

117 Reizigers werden communityleden

Zij deelden meer dan 170 ideeën

En plaatsten honderden reacties op vragen en elkaars inzendingen

Beoordelingscriteria: Haalbaarheid, Waarde, Uitwerking, Nieuwheid

9 Concepten zijn beloond

Waarvan de eerste nu opgepakt wordt

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Inzichten

Tijdsbesteding speelt steeds grotere rol

Apps zijn hot

Behoeften om te delen, ook onderling

Gesloten of open onderzoek speelde in dit traject geen rol

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

Learnings

Tijdelijke nieuwe functie: Community manager

Dataverwerken blijft een klus

Interne mindset change is nodig!

Met een community alleen ben je er niet

Stel de goede vragen

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Erwin Abbink & Eveline van Eekelen, Moabouts 2012

“Nobody knows more

than everybody”

Voordelen

A-synchroon reageren

Buitenwereld naar binnen halen

Deelnemen wanneer het uitkomt

Dynamiek

Innoveren door de dialoog aan te gaan

Co-creatie 2.0

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Dank voor jullie aandacht!

Erwin Abbink & Eveline van Eekelen, Moabouts 2012


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