Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

You can’t break down silos, but you can connect them

4,600 views

Published on

As online professionals you want to break down organisational silos. But it’s not going to work. Not if you keep talking about “content”, and keep mistaking “strategy” for tactics and operations. Besides, if you did succeed, you’d end up with one big, inflexible and non-scalable silo.

Organisational processes are there for good reasons, anyway. But still, more often than not they get in the way of your customers. That’s why your organisation — be it commercial, government or non-profit — should rigorously prioritise your customer’s process over your own. But how?

Identify what your customer’s top tasks are, and continuously optimise their related (online and offline) processes. This enables cross-silo teams to work on a common goal, resulting in better products and services, happier customers, and higher revenues and/or lower costs.

And you’ll be able to show management that you did that.

Published in: Business, Health & Medicine

You can’t break down silos, but you can connect them

  1. 1. @ChristiaanWLstg #CSForum14 You can’t break down silos, but you can connect them Christiaan W. Lustig Communications Architect and Consultancy Director at Sabel Communicatie, The Netherlands @ChristiaanWLstg #CSForum14
  2. 2. @ChristiaanWLstg #CSForum14 Breaking down organisational silos is not going to work @ChristiaanWLstg #CSForum14
  3. 3. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14 Content = marketing Content = input Content = asking for attention
  4. 4. @ChristiaanWLstg #CSForum14
  5. 5. @ChristiaanWLstg #CSForum14 300,000 400,000 1,000,000 3,000,000 15,000,000 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 2003 2007 2009 2011 2012 ISBN numbers in the US
  6. 6. @ChristiaanWLstg #CSForum14 1,000,000 3,000,000 10,000,000 25,000,000 57,000,000 86,000,000 380,000,000 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 400,000,000 1930 1960 1960 1980 1990 2000 2012 Photos taken in the US
  7. 7. @ChristiaanWLstg #CSForum14 100 hours of video @ChristiaanWLstg #CSForum14
  8. 8. @ChristiaanWLstg #CSForum14 144,800,000 e-mails 800,000 websites 1,200,000 WordPress 500,000,000 Tweets 4,000,000,000 Facebook updates @ChristiaanWLstg #CSForum14
  9. 9. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  10. 10. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  11. 11. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  12. 12. @ChristiaanWLstg #CSForum14 Is it even up to us? @ChristiaanWLstg #CSForum14
  13. 13. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  14. 14. Customer = dictatorking @ChristiaanWLstg #CSForum14
  15. 15. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  16. 16. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  17. 17. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  18. 18. @ChristiaanWLstg #CSForum14 Team Task Customer 1 Request extract from records 2 Opening hours 3 Waste collection 4 Passport and ID card 5 Report deficiency in public area 6 Driver’s licence 17 6 5 1 2 7 @ChristiaanWLstg #CSForum14
  19. 19. @ChristiaanWLstg #CSForum14
  20. 20. @ChristiaanWLstg #CSForum14
  21. 21. @ChristiaanWLstg #CSForum14 “Statistics are like bikinis. What they reveal is suggestive…” @ChristiaanWLstg #CSForum14 “… but what they conceal is vital.” — Aaron Levenstein, 10 November 1951
  22. 22. @ChristiaanWLstg #CSForum14 4-6 top tasks 25% of votes 40-60 bottom tasks = 25% of votes @ChristiaanWLstg #CSForum14
  23. 23. @ChristiaanWLstg #CSForum14 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 @ChristiaanWLstg #CSForum14
  24. 24. @ChristiaanWLstg #CSForum14 Identify Test Improve @ChristiaanWLstg #CSForum14
  25. 25. @ChristiaanWLstg #CSForum14 # Task % 1 Opinions of the Council 5,4% 2 Asylum policy (Netherlands) 4,3% 3 News 4,1% 4 Procedures (asylum, naturalisation, family reunification)) 3,8% 5 Experiences and stories from refugees 3,6% 6 Jobs 3,3% @ChristiaanWLstg #CSForum14
  26. 26. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14 1 2 3 4 5 6 9 16 49
  27. 27. @ChristiaanWLstg #CSForum14 # Task % 1 Check (digital) invoice 7,1% 2 See my costs/use 5,9% 3 Contact telecom operator 3,9% 4 See my plan 3,4% 5 Invoice explaned, questions 2,7% 6 Product information 2,7% @ChristiaanWLstg #CSForum14
  28. 28. @ChristiaanWLstg #CSForum14 # Task % 1 Request and check leave (vacation, illness) 7,8% 2 Check and manage e-mail and calendar 6,6% 3 Find a colleague (contact details, directory, expertise) 6,2% 4 News from NS (news and press releases by NS) 6,0% @ChristiaanWLstg #CSForum14
  29. 29. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 1 6 11 16 21 26 31 36 41 46 51 56 61 66 Vote Tasks
  30. 30. In which situation do you most often visit the UMC website? a. From home b. From my office or practice, or from my work place in the hospital c. On my way to the hospital d. In the hospital for an appointment, visit or admission @ChristiaanWLstg #CSForum14
  31. 31. @ChristiaanWLstg #CSForum14 # Task % 1 Treatment 4,6% 2 Disease/condition 4,3% 3 Contact details 4,3% 4 My patient records 3,5% 5 Appointments 3,2% 6 Scientific research 3,0% 7 Referrals procedure 3,0% @ChristiaanWLstg #CSForum14
  32. 32. @ChristiaanWLstg #CSForum14 # Task % 1 Appointments 4,1% 2 Admission 4,2% 3 Disease/condition 3,9% 4 Waiting times 4,0% 5 Treatments 3,5% 6 Examination and diagnosis 3,3% 7 Treatment teams 2,9% @ChristiaanWLstg #CSForum14
  33. 33. @ChristiaanWLstg #CSForum14 # ‘Static’ ‘Mobile’ Diff. 1 Treatment Appointments +4 2 Disease/condition Admission +28 3 Contact details Disease/condition -1 4 My patient records Waiting times +15 5 Appointments Treatments -4 6 Scientific research Examination and diagnosis +4 7 Referrals procedure Treatment teams +15 @ChristiaanWLstg #CSForum14
  34. 34. In which situation do you most often us the intranet? a. During work in the office or from home b. During work outside the office Do you need job-related information when you’re traveling to or from work? @ChristiaanWLstg #CSForum14
  35. 35. @ChristiaanWLstg #CSForum14 # Task % 1 Find a colleague 12,27% 2 Write hours 8,83% 3 Personal budget 7,42% 4 Company-wide news 6,43% 5 Leave 5,89% 6 Share documents 5,06% 7 Work instructions and manuals 3,66% @ChristiaanWLstg #CSForum14
  36. 36. @ChristiaanWLstg #CSForum14 # Task % 1 Personal budget 12,13% 2 Write hours 7,33% 3 Leave 7,15% 4 Find a colleague 6,78% 5 Remuneration and allowances 6,07% 6 Logistics and materials catalog 4,56% 7 Work instructions and manuals 3,73% @ChristiaanWLstg #CSForum14
  37. 37. @ChristiaanWLstg #CSForum14 # ‘Static’ ‘Mobile’ Diff. 1 Find a colleague Personal budget +2 2 Write hours Write hours = 3 Personal budget Leave +2 4 Company-wide news Find a colleague -3 5 Leave Remuneration and allowances +6 6 Share documents Logistics and materials catalog +15 7 Work instructions and manuals Work instructions and manuals = @ChristiaanWLstg #CSForum14
  38. 38. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  39. 39. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  40. 40. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14 Marketing Webteam Sales Logistics Retail Service
  41. 41. @ChristiaanWLstg #CSForum14 Marketing Webteam Sales Logistics Retail Service @ChristiaanWLstg #CSForum14
  42. 42. @ChristiaanWLstg #CSForum14 Marketing Webteam Sales Logistics Retail Customerservice @ChristiaanWLstg #CSForum14 Customer Task Team
  43. 43. @ChristiaanWLstg #CSForum14 Marketing Webteam Sales Logistics Retail Customerservice 1. Continuously (quantitatively) monitor and periodically (qualitatively) test (parts of) the task on the media involved, 2. Introduce changes to those media and their contents, as well as internal and external task processes, 3. In order to continually improve performance of the customer’s task. @ChristiaanWLstg #CSForum14
  44. 44. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14 Top task manager Communications/marketing experts Sales person Et cetera
  45. 45. @ChristiaanWLstg #CSForum14@ChristiaanWLstg #CSForum14
  46. 46. @ChristiaanWLstg #CSForum14 Download software, firmware, patches, updates @ChristiaanWLstg #CSForum14
  47. 47. @ChristiaanWLstg #CSForum14 1
  48. 48. @ChristiaanWLstg #CSForum14 2
  49. 49. @ChristiaanWLstg #CSForum14 2 6 5 4 3 @ChristiaanWLstg #CSForum14
  50. 50. @ChristiaanWLstg #CSForum14 7 I’m assuming that one of these is the one I want.
  51. 51. @ChristiaanWLstg #CSForum14 8
  52. 52. @ChristiaanWLstg #CSForum14 9
  53. 53. @ChristiaanWLstg #CSForum14 10
  54. 54. @ChristiaanWLstg #CSForum14 11
  55. 55. @ChristiaanWLstg #CSForum14 12
  56. 56. @ChristiaanWLstg #CSForum14 13
  57. 57. @ChristiaanWLstg #CSForum14 14 @ChristiaanWLstg #CSForum14
  58. 58. @ChristiaanWLstg #CSForum14 15 There are a lot of steps before you get to download.
  59. 59. @ChristiaanWLstg #CSForum14 Download software, firmware, patches, updates @ChristiaanWLstg #CSForum14
  60. 60. @ChristiaanWLstg #CSForum14 1 2 34
  61. 61. @ChristiaanWLstg #CSForum14 August 2011 February 2012
  62. 62. @ChristiaanWLstg #CSForum14
  63. 63. @ChristiaanWLstg #CSForum14
  64. 64. Visitors @ChristiaanWLstg #CSForum14
  65. 65. Inbound links @ChristiaanWLstg #CSForum14
  66. 66. One-off donations @ChristiaanWLstg #CSForum14
  67. 67. Monthly donations @ChristiaanWLstg #CSForum14
  68. 68. Registered members @ChristiaanWLstg #CSForum14
  69. 69. FTEs in content creation @ChristiaanWLstg #CSForum14
  70. 70. @ChristiaanWLstg #CSForum14
  71. 71. @ChristiaanWLstg #CSForum14 Danke schön! LinkedIn.com/in/ChristiaanWLustig Twitter.com/ChristiaanWLstg SabelCommunicatie.nl/Christiaan-Lustig @ChristiaanWLstg #CSForum14

×