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

1. The Digital Touchpoint
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#Kai Heddergott
#QLUG2016, 22nd June, 2016

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Things have changed.
Like always, to be honest.

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4. St. Peter’s Square, 2005
Photo: Luca Bruno / AP
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5. Photo: Michael Sohn / AP5
St. Peter’s Square, 2013

6. Being connected always und everywhere…
London/
Underground
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7. Shanghai/Metro
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Being connected always und everywhere…

8. Foto: Luca Bruno / AP
White House /
Wahsington D.C.
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Being connected always und everywhere…

9. Meet your clients. Many voices.
Active on many channels.
How to deal with all these mentions,
commentaries, shares?
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The easy way: When „love brands“ do customer care via social media

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A key metric on social media: Response time

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Customer care is about urgent needs of the people out there…

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Solutions found in public conversations lead to news coverage
SEO effects!

14. Speaking about media coverage…

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The ASOS case.
People having questions. Company is answering. In person.

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The ASOS case.
People having questions. Company is answering. In person.

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The ASOS case.
Machine or human being – this is the question.

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The ASOS case.
„Ollie“ just do not really get the point…

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The ASOS case.
Caught in the act. It’s a machine. Not good.

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Learning:
A bad process being digitised
is a bad digitised process.

21. Listening becomes crucial.
Monitoring requests, opinions, tonality
and the spread of information is key.21

22. Expedition housing industry
The digital future of the housing industry
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23. 11,500 Kilometers
Berlin,
Hamburg,
Mainz,
Frankfurt,
Garmisch,
Sonthofen,
Bamberg,
Münster…
and many other
destinations across
Germany
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The expedition:
Research trips to find topics, solutions and interview partners

24. The expedition:
Various topics written down in over 80 blog and dozens of tweets
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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
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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?
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The expedition: Learnings from the interviews
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Prof. Ulrich Bogenstätter
Professor for the university course „Technical facility management“,
University of Applied Sciences, Mainz

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.
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The expedition: Learnings from the interviews
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Axel Gedaschko
President GdW
(Federal association of the housing industry)

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
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The expedition: Learnings from the interviews
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Dr. Frank Schirrmacher (†)
Publicist / Publisher „Frankfurter Allgemeine Zeitung“

29. Key learnings: It’s about…
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#mobile
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#dialogue
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#processes
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#monitoring
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#dataintegration
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#bigdata
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#responsibility
Which channel to use?
And: Are your employees „digitized“?

30. Possible use of platforms
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#Dialogue
Like
Share
Comment
#Dialogue
#News
#BehindTheScenes
#Storytelling
#VisualStorytelling
#EmployerBranding

31. Social media analytics: Measuring the performance of your own activity
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Tool: Fanpagekarma, measuring the number of user reactions in relation to the date and time of postings made

32. Social media monitoring: Measuring in real time what „the internet“ is saying
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Tool: Radarly by Linkfluence

33. Digital solutions should look like platforms people do know from the social web
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34. Digital solutions should be community-focused – like the social web
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Digital solutions should be community-focused – like the social web

36. Mobile solutions: Putting caretakers into the digital age
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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. It’s not (only) about technologies – it’s about (hidden) competencies
and the empowerment of your employees using digital touchpoints
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Baby Boomer, Generation X Generations Y / Z

38. The digital touchpoint: Thinking 360°
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‣ 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

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