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

@ChristiaanWLstg#CSForum1

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You can’t break down silos, but you can connect themChristiaan W. LustigCommunications Architect and Consultancy Director at Sabel Communicatie, The Netherlands


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Breaking down organisational silos is not

going to work


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4@ChristiaanWLstg#CSForum1

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Content = marketingContent = input

Content = asking for attention


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2003 2007 2009 2011 20120

2,000,000

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300,000 400,0001,000,000

3,000,000

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ISBN numbers in the US


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1930 1960 1960 1980 1990 2000 20120

50,000,000

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150,000,000

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1,000,000 3,000,000 10,000,00025,000,000

57,000,000

86,000,000

380,000,000

Photos taken in the US


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100 hours of video


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144,800,000 e-mails800,000 websites1,200,000 WordPress500,000,000 Tweets4,000,000,000 Facebook updates


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90%



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Is it even up to us?


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Customer =dictator

king


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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

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2

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“Statistics are like bikinis. What they reveal is suggestive…”


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“… but what they conceal is vital.”— Aaron Levenstein, 10 November 1951


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4-6 top tasks25% of votes40-60 bottom tasks = 25% of votes


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1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 850.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

5.0%


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Identify Test Impr

ove


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# 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%


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Case: major Dutch telecom operator

# 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%


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Case: NS (Dutch Railways) (intranet)

# 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%


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1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 670.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

Tasks

Vote

In which situation do you most often visit the UMC website? a. From homeb. From my office or practice, or from my work

place in the hospitalc. On my way to the hospitald. In the hospital for an appointment, visit or

admission@ChristiaanWLstg

#CSForum14


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# 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%


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# 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%


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# ‘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


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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?


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# 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%


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# 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%


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# ‘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 =


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Keyn

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Mark

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Customer Task Team


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Mark

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Cu

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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.


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Top task manager

Communications/marketing experts

Sales person

Et cetera



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Benchmark

ImproveMeasure


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Download software, firmware, patches, updates@ChristiaanWLstg

#CSForum14


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7 I’m assuming that one of

these is the one I want.


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There are a lot of steps before

you get to download.


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Download software, firmware, patches, updates@ChristiaanWLstg

#CSForum14


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August 2011 February 2012


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80%Visitors


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348%

Inbound links


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70%One-off donations


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88%Monthly donations


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164%

Registered members


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85%FTEs in content creation


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Danke schön!LinkedIn.com/in/ChristiaanWLustigTwitter.com/ChristiaanWLstgSabelCommunicatie.nl/Christiaan-Lustig


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

Business

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