This document discusses the transition from activity-based web businesses to customer-based web businesses. An activity-based approach results in separate databases for different online activities like websites and apps. A customer-based approach centralizes the customer relationship through a personal "MY" account. This unified profile database can then be used to improve customer experiences, predict needs, and exceed expectations by analyzing user data and benchmarking individual behavior.

2. UITGANGSPUNT VAN COMMUNITY
FACILITATION
community
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3. Procesflow base
Customer base
Opzet van webactiviteiten van organisaties: activity based webactiviteiten
portalinfosite shop
1st year 2nd year 3rd year 4th year 5th year Xth year
tablet
App
tablet
Responsive
browsable
smartphone
Mob.
site
smartphone
App
• Basic info
• Subscr. newsletter
• Sign on shop
• Subscr. Allerts
• History
• Paymentslog
• Account
• Membership
• Rights + services
• Activity log
• Profiling
• User generated
publishing
• Account
• Membership
• Rights + services
• Activity log
• Profiling
• LBS
• Mobile prefs
• LBS, LB Info
• 24/7 anywhere
• Always on services
• Mobile commerce
E-mailing base
Content dbase
User contentbase
Profiling base
Member services
Member base
Mobile activity
LBS log
Transaction log
User log
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4. Setup of webbased business: activity based webbased business
Procesflow
base
Customer
base
portal
infosite shop
1st year 2nd year 3rd year 4th year 5th year Xth year
tablet
App
tablet
Responsive
browsable
smartphone
Mob.
site
smartphone
App
• Basic info
• Subscr. newsletter
• Sign on shop
• Subscr. Allerts
• History
• Paymentslog
• Account
• Membership
• Rights + services
• Activity log
• Profiling
• User generated
publishing
• Account
• Membership
• Rights + services
• Activity log
• Profiling
• LBS
• Mobile prefs
• LBS, LB Info
• 24/7 anywhere
• Always on services
• Mobile commerce
E-mailing
base
Content
dbase
User
contentba
se
Profiling
base
Member
services
Member
base
Mobile
activity
LBS log
Transactio
n log
User log
Activity based webbased business
A company, starting to use web marketing, web
communication, usually start with a company site, then
develop e-commerce.
Storytelling, content marketing result in portal building. And
last but not least the mobile marketing channels are used. All
these activities result in new databases with large amounts
of information about users, customers, visitors, which are
filed in different databases.
Data combination and analyses is difficult and hardly ever
result in optimizing the customer engagement.
Customer based webbased business
In order to centralize the customer relationship in an
organization, a personal membership environment within the
online platform can be developed. All online, mobile and
interactive services can be initiated from this ‘MY’- account.
The usefull customer data is gathered in a uniform way, available
from one central user profile database. This database can be
connected to third party information sources. Elaborate
customer profiling, new customer information can be used to
improve customer experiences, and helps predict customer
needs, wants and expectations.
portal
infosite
shop
tablet
Responsive
browsable
smartphone
Mob.
site
tablet
App
smartphone
App
MY-account
profiling
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5. Opzet van webactiviteiten van organisaties: customer based webactiviteiten
portal
infosite
shop
tablet
Responsive
browsable
smartphone
Mob.
site
tablet
App
smartphone
App
MY-account
profiling
Singleusersign-on
Adding new services
Job Board
Journal
My-account allows:
One user (customer of member)
database
So, 1 file to keep up to date
So, 1 authentication identification for
multi services
Multi services data, analysed generic
and individual
Drawing conclusions by benchmarking
individual user behaviour to the whole
populations, or to specific segments
Allowing to make business development
plans based on needs of the masses,
differentiated to segments and even
individuals.
Predicting needs, offering products &
services, exceeding expectations.
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6. Opzet van webactiviteiten van organisaties: customer based webactiviteiten
portal
infosite
shop
tablet
Responsive
browsable
smartphone
Mob.
site
tablet
App
smartphone
App
MY-account
profiling
Singleusersign-on
Adding new services
Job Board
Journal
Adding new info
facebook
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Naam: John Wittmaekers
General Manager
Huidig: HEUS?!Marketing
Vorige: USG PEOPLE
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MY-account
profiling
experience
specialities
interests
Providing rich
customer info for
new propositions
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