As a trainer of HBO students in the field of e-commerce, I see a friction developing between the demand of the students and the supply of future jobs. Beautiful student just back from an equally beautiful internship at a large travel agency: “It was really nice, that internship in the e-commerce department, but I don't want to work there. I want much more contact with customers”. During their training, students learn, among other things, that the possibilities to talk to customers online are numerous, precisely because that customer is active online. The gift and the will to get in touch with people, with customers, will therefore have to be stimulated above all.
Obama's Dashboard
The customer journey as a starting point for the design of your organization is a much-discussed but not yet often applied starting point. President Obama has done this, he is known as the first president who successfully used digital possibilities. Now he continues the battle online. Nrc next (October 17, 2012) headlines “Obama maps everyone”.
Physical party offices are being supplemented by thousands of virtual mini-offices, called Dashboard. Dashboard is a kind of Facebook for volunteers. The goal is to collect data from all voters in pakistan phone data America and use it to direct the volunteers of the campaign team. The volunteer who is going to call voters receives a script for the conversation with Dashboard and also the possibility to enter the answers. The person called then receives highly personalized messages via e-mail, Facebook, Google ads, door-to-door conversations and (even more) telephone. All this with one goal: Obama for president. In 2008 it was a success.
An example of a pure customer-oriented approach was also applied at KLM during the ash cloud. KLM employees ran with questions from stranded passengers from the booking department to the customer service (forgive the incorrect names) to maintain contact with the passenger via social media and offer solutions. No listening to the operator first and being put on hold.
Customer-oriented approach
These are examples that show that terms like front and back office have had their day. The receptionist at the hotel no longer needs to ask how you found the hotel, because she can tell you. “Nice that you found us via Booking.com”. Picking up the clothes bought online at a Bijenkorf branch should be much more than a technical pick-up moment. It is not an end point, but rather a starting point of an offline order, if the customer is also well advised at that moment.
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