Web 20 Dutch Railways Teststation Leiden 1228861397788772 8

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Web 20 Dutch Railways Teststation Leiden 1228861397788772 8

  1. 1. The Dutch Railways, Test Station Leiden and Web 2.0 Coen Dirkx
  2. 2. Good morning
  3. 3. I would like
  4. 4. to give you a presentation about:
  5. 5. Mijnproefstation.nl my test station.
  6. 6. This is a website that belongs to the virtual world we’ve just seen
  7. 7. And that’s part of the project World Stations .
  8. 8. The title of my presentation is:
  9. 9. How we try to build a new station together with our customers…
  10. 10. or more modestly:
  11. 11. How the Dutch Railways try to listen more carefully to their customers
  12. 12. and even ask them for help .
  13. 13. First a little history of myself:
  14. 14. My University major was political sciences
  15. 15. with a minor in communication,
  16. 16. which is now my core business.
  17. 17. I started as a journalist,
  18. 18. then I worked as a communication manager in the world of training companies for 15 years.
  19. 19. Two years ago I made a move to the Dutch Railways
  20. 20. as a senior advisor in communication,
  21. 21. always inspired by doing new things
  22. 22. and trying to learn and grow .
  23. 23. Okay,
  24. 24. back to the subject.
  25. 25. How did we begin?
  26. 26. It was a Monday in January last year
  27. 27. when I was asked to join
  28. 28. a small team with a mission :
  29. 29. Build a test station
  30. 30. in Leiden within 1 year:
  31. 31. a test station where 1. the latest ideas about stations are put into effect
  32. 32. and 2. where c ustomers are being challenged to
  33. 33. help think up ideas and join in.
  34. 34. A test station, where we can learn
  35. 35. from implementing new ideas
  36. 36. for the upcoming new international stations.
  37. 37. Such as this one in Rotterdam.
  38. 38. Our management also told us
  39. 39. to dare to -if necessary-
  40. 40. step outside the usual working process
  41. 41. even when it implies taking ‘unusual’ steps.
  42. 42. sometimes it’s easier to ask for forgiveness instead of permission.
  43. 43. in other words:
  44. 44. we were asked to really take responsibility.
  45. 45. So we could do things
  46. 46. instead of mostly talking about things.
  47. 47. And that’s what we did,
  48. 48. and that’s what I did.
  49. 49. I was in charge of the communication
  50. 50. in the process of making this test station.
  51. 51. So far so good.
  52. 52. Well, we started with nothing:
  53. 53. just a small team of enthusiastic people.
  54. 54. I organized a brainstorm session
  55. 55. and then we had a plan ,
  56. 56. or maybe it was more of a dream:
  57. 57. to improve our performance in cooperation with our public
  58. 58. Can we create a site
  59. 59. where we build a new station together with our clients?
  60. 60. And let’s use the latest communication techniques
  61. 61. in order to fulfill this dream.
  62. 62. Let’s build a website
  63. 63. that tries to:
  64. 64. relate to the public,
  65. 65. and test the innovations.
  66. 66. Mijnproefstation.nl was born 9 months later, in December 2007
  67. 67. And this is how we started:
  68. 68. We didn’t succeed to build the real station in 1 year,
  69. 69. it was easier to build the virtual one .
  70. 70. That’s for sure.
  71. 71. One of our first learning points.
  72. 72. Actually, this interactive website is an ongoing learning process.
  73. 73. It’s also – like the test station – one big experiment:
  74. 74. How can we use the new media to our gain?
  75. 75. Our intention with this website was
  76. 76. to inform
  77. 77. to engage
  78. 78. to test
  79. 79. and to entertain.
  80. 80. and above all:
  81. 81. to introduce and improve the station of the future.
  82. 82. And what did we accomplish?
  83. 83. That’s a serious question,
  84. 84. that deserves a serious answer.
  85. 85. So let me give it a try.
  86. 86. We set ourselves 4 targets:
  87. 87. The first target
  88. 88. To inform our customers better and broader than before.
  89. 89. We offer an insight
  90. 90. into the future of stations in The Netherlands.
  91. 91. Like this one in Utrecht.
  92. 92. And we provide information
  93. 93. of the actual building process of the test station in Leiden.
  94. 94. And what are the results?
  95. 95. First of all, the visitors know more about our plans,
  96. 96. not only of Leiden,
  97. 97. but also of the other cities
  98. 98. where the international train will stop
  99. 99. like Amsterdam South.
  100. 100. More knowledge leads to more understanding.
  101. 101. For example, for the inevitable chaos of a building construction.
  102. 102. How many people visited the website during these last months?
  103. 103. We had more than 60.000 visitors,
  104. 104. who could read about the new stations
  105. 105. and experience the new dynamic shops in the virtual world.
  106. 107. They could read about our plans to improve
  107. 108. the perception of a station.
  108. 109. But
  109. 110. we’re not only telling our customers about our innovations
  110. 111. we’re trying to get them involved :
  111. 112. The second target
  112. 113. To get a real and direct opinion of our clients.
  113. 114. We ask them:
  114. 115. ‘ what do you think of this?’
  115. 116. ‘ And do you want to help us?’
  116. 117. following the rules of Web 2.0 :
  117. 118. which means:
  118. 119. information sharing and collaboration of the public,
  119. 120. giving and taking
  120. 121. And how did we get them involved ?
  121. 122. With daily polls,
  122. 123. surveys and tests.
  123. 124. The mere fact that a customer
  124. 125. is asked to share his opinion,
  125. 126. makes him feel appreciated
  126. 127. and also important.
  127. 128. And at the same time
  128. 129. it gives us insights
  129. 130. into the hearts and minds of our public.
  130. 131. What do they really care about?
  131. 132. What’s their perception of the station?
  132. 133. What can and must we do better ?
  133. 134. The fundamental question is:
  134. 135. do our new stations’ concepts work ?
  135. 136. That’s what we hope to find out in Leiden
  136. 137. and that’s what we are already testing virtually,
  137. 138. before everything is realized.
  138. 139. This involvement of our visitors and
  139. 140. insights in the needs of our customers
  140. 141. must lead to more sales in the station area.
  141. 142. It gives us the opportunity to learn
  142. 143. which innovation works and
  143. 144. which one doesn’t.
  144. 145. Results till now?
  145. 146. 12.000 filled in polls
  146. 147. More than 4.000 filled in surveys (with 38 questions!)
  147. 148. 2.500 responses to the Study of Colour and Light
  148. 149. and more than 400 ideas, tips and warnings from the public.
  149. 150. The third target
  150. 151. To work together with the business partners in the station.
  151. 152. In real and in the virtual world.
  152. 153. We come up with activities,
  153. 154. that must lead to more traffic
  154. 155. not only to our site, but also to the site and shops of our partners.
  155. 156. Let me give you 1 example.
  156. 157. The Photography contest Mooi op het station (what’s beautiful in a station?)
  157. 158. Mooi (‘Beautiful’) is our new station perfumery.
  158. 159. With this contest,
  159. 160. which is now running
  160. 161. we inform the public
  161. 162. about the arrival of Mooi in Leiden,
  162. 163. and in the other big international stations
  163. 164. like Arnhem.
  164. 165. That brings us to
  165. 166. The fourth target
  166. 167. To enrich the brand of the Dutch Railways.
  167. 168. Can a website do this?
  168. 169. Yes, I think so.
  169. 170. How?
  170. 171. By showing that we are more than just a company with trains
  171. 172. We want to improve the station, the station area and our service in the station.
  172. 173. And by showing that we try to listen to our customers:
  173. 174. ‘ Give us your opinion’,
  174. 175. ‘ Think and work with us’.
  175. 176. We know that a strong brand
  176. 177. leads to customer loyalty .
  177. 178. and so to more business.
  178. 179. But there’s another relationship between a strong brand and business,
  179. 180. especially in the world of business – to – business .
  180. 181. It’s called trust.
  181. 182. When you’re building or rebuilding a station
  182. 183. there’s one thing crucial:
  183. 184. Cooperation and thus
  184. 185. trusting each other .
  185. 186. How can a website contribute to building a brand ?
  186. 187. We try to be transparent
  187. 188. by telling the public what goes right and what goes wrong.
  188. 189. One of the most visible features of the website
  189. 190. is the daily blog,
  190. 191. which allows people to peep behind the scenes.
  191. 192. This blog gives
  192. 193. a big, anonymous organization
  193. 194. like the Dutch Railways
  194. 195. a human face .
  195. 196. 10 colleagues of mine who are working within this project
  196. 197. write about their daily routine, but also
  197. 198. about their hopes and dreams
  198. 199. and –sometimes- about their fears and furies .
  199. 200. For 2 months now
  200. 201. we have been giving some visitors
  201. 202. this platform to write about their
  202. 203. experiences and opinions.
  203. 204. As far as I know
  204. 205. this is unusual on a corporate blog.
  205. 206. Does this building the brand work ?
  206. 207. Does it have any effect?
  207. 208. We cannot give an answer yet.
  208. 209. But let me tell you this:
  209. 210. in the last years
  210. 211. the Dutch Railways are climbing in the list of
  211. 212. strong brands
  212. 213. and in the list of
  213. 214. most popular employers in The Netherlands.
  214. 215. I’m not implying that this is an effect of
  215. 216. Mijn proefstation.nl
  216. 217. it may well be just a pure coincidence.
  217. 218. Let me finish my presentation with
  218. 219. a case study: the design contest.
  219. 220. It’s an example of co-creation and crowdsourcing
  220. 221. (outsourcing to the crowd )
  221. 222. which means: use the knowledge of your public.
  222. 223. I’m going to tell you what we have done
  223. 224. and what we have learned from this contest .
  224. 225. We invited the public
  225. 226. to design the station toilet areas of the future.
  226. 227. There were two parts to this contest:
  227. 228. 1. Design a logo,
  228. 229. 2. Make a design for all the glass walls.
  229. 230. The public was asked to participate in 2 ways:
  230. 231. 1. by sending in designs and 2. by voting.
  231. 232. The winning design would be realized at Leiden Station
  232. 233. and the winner would receive 5.000 euro.
  233. 234. Choose a serious subject for co-creation, so the people can really join in. So Lesson 1 is:
  234. 235. The next thing we had to do,
  235. 236. was convincing all the internal players.
  236. 237. So that they would cooperate with us. think of the internal designers, the project managers, the builders.
  237. 238. And that is Lesson 2: Focus on selling your idea in your own organization.
  238. 239. The next step was more difficult:
  239. 240. to make the right regulations for this contest.
  240. 241. How can you make sure
  241. 242. that you get serious contestants and serious designs?
  242. 243. You can’t.
  243. 244. but you must anticipate and hope for the best.
  244. 245. We had to think about: which procedure, which upload mechanism, how to vote? etc., etc.
  245. 246. A lot of questions, because some of us
  246. 247. feared fraud
  247. 248. and some of us feared
  248. 249. a lot of non serious contestants.
  249. 250. We devised a procedure with a “way out”.
  250. 251. In short: the public made the short list
  251. 252. and the jury (staffmembers of the Dutch Railways) picked the winner.
  252. 253. And that’s Lesson 3: Think carefully about your procedure.
  253. 254. We decided to inform every Art School in Holland
  254. 255. and we launched a 3D-movie.
  255. 256. So, Lesson 4: Give it the right exposure
  256. 257. And it worked (Yes!)
  257. 258. We received almost 250 designs -in our modest opinion- of good quality.
  258. 261. After that we had some serious discussion with the jury.
  259. 262. They did pronounce a winner for the glass walls.
  260. 263. this one:
  261. 264. But they decided not to choose a winner for the logo,
  262. 265. due to a ‘ lack of quality and applicability’ (as they put it mildly).
  263. 266. Then we had to make sure that
  264. 267. they explained their choices openly and transparently .
  265. 268. That’s Lesson 5: Be transparent and honest at all times.
  266. 269. And this August we opened the new toilet area in Leiden
  267. 270. with this result:
  268. 271. So, let me finish by saying one more thing:
  269. 272. it’s the most important thing I’ve learned these last 2 years.
  270. 273. We must realize that the new media
  271. 274. give our customers more power.
  272. 275. It’s in our best interest
  273. 276. to let them use this power to help us !
  274. 277. And if you take them seriously
  275. 278. they will help you!
  276. 280. Thank you for your attention.
  277. 281. Any questions?

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