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Quo vadis?

Die Spatzen pfiffen es schon eine ganze Weile von den Dächern. Ich bin dann mal weg. Oder so. Gönne mir die Auszeit, die ich eigentlich erst hätte in 2-3 Jahren nehmen wollen. Quasi als Belohnung für die Dissertation, die dann hoffentlich im Trocknen ist. Und gleichzeitig als Sabbatical nach harter, zum Teil kräfteraubender aber immer befriedigender Aufbauarbeit von Social CRM bei Helsana.

Im Herbst 2010 begann ich mit der Konzeptionierung einer innovativen Kundenservice-Idee, welche bereits am 1. Februar 2011 als Pilotprojekt “Avanex-Kundenforum” live ging. Und der Pilot war noch nicht mal zur Hälfte vorbei, hat man sich in der Helsana Konzernleitung davon überzeugen lassen, doch das gleiche auch für die Hauptmarke zu tun. Begleitet jeweils von einem eigenen Twitter-Kanal für den Kundenservice. Der Erfolg, oder vielmehr der Beweis, dass der Teufel (dieses ach so böse Social Media Zeugs), welcher an die Wand gemalt wurde, nicht im Feuer und auch nicht im roten Kleid daher kam, gab mir recht.

Die eigentliche Nagelprobe folgte aber erst im Herbst 2011. Busy season im Krankenversicherungsgeschäft. Und seither habe ich das Projekt stetig weiterentwickelt. Neue, innovative Ideen umsetzen dürfen. Kunden wurden fortan nicht mehr nur mit Botschaften bespielt sondern im Expertenblog begleitet. Die Helsana-Family macht(e) Helsana für andere Kunden und Nicht-Kundinnen erlebbar (darf ich ein Buzzword bringen? Customer Experience). Mit Benefit PLUS Telemedizin, einem (langweiligen) Versicherungsprodukt, zeigte ich auf, dass sich Kunden selbst dafür begeistern lassen: 100 echte Testimonials (in DE und FR) sind der Beweis. Mit dem Expertenblog für KMUs taten wir einen weiteren mutigen Schritt: neben dem etablierten Individualkundengeschäft bekamen auch die Firmenkunden einen Raum für den Austausch. Notabene auf der gleichen Plattform. Im gleichen GUI. Es gibt eben auf Social Media nicht B2C oder B2B sondern nur H2H, also human to human. Der #Pflegeblog mit Autorin Zora Debrunner wurde im Rahmen einer Produkteinführung lanciert und die Helsana-Vitalgruppe schliesslich ist ein weiteres Projekt, welches den Spagat zwischen der realen (offline-) Welt und der virtuellen (online-) Welt auf bravouröse Art und Weise schafft.

Helsana Community

Neben all den crossfunktionalen, operativen Projekten mit strategischem Bezug zur Unterstützung von Kundenservice, Kundenbindung, Marketing, Vertrieb, Unternehmenskommunikation und PR gab es auch noch zwei Forschungsprojekte mit Hochschulen und weiteren Wirtschaftspartnern, in denen ich mich für Helsana engagierte: das Competence Center Social CRM der HSG zusammen mit AXA, Zurich und Swisscom sowie das KTI-Forschungsprojekt SustEn (SUSTainable ENgagement) mit der HSLU und SBB, Homegate, Lithium und The Relevent. Und weil das reine Wirtschaftspartner-Dasein im akademischen Umfeld nicht genug war, hab ich mich entschlossen, selber nochmals forschend tätig zu werden und promoviere aktuell als externer Doktorand bei Prof. Dr. Reinhard Jung an der HSG zu Multikanal-Management in Social CRM.

Und auch die Öffentlichkeit wurde auf den Helsana Case aufmerksam. So kam es, dass ich im deutschsprachigen Raum rund 30 Referate vor unterschiedlichstem Publikum (von 160 Social Media Professionals über 40 CIOs zu ebensovielen Kundenservice-Experten aus der Assekuranz) zu Themen des Dialogs (Social Media), der Service Excellence, der Customer Experience oder ganz allgemein der Digitalisierung hielt.

So. Nach der langen Nabelschau (aber irgendwo muss das doch auch mal zentral festgehalten werden) zum eigentlichen Thema dieses Bogbeitrags zurück: am 26. Mai war es dann klar.

Es wird eine Veränderung geben. Helsana und ich gehen getrennte Wege. Während Helsana mit einer Reorganisation das Marketing und die Kundenbetreuung harmonisiert, harmonisiere ich das, was in den letzten Jahren immer mal wieder zu kurz gekommen ist: die life balance. Meine life balance. Hier ein Auszug aus meinem internen Abschieds-E-Mail:

Abschiedsmail Helsana

Die ersten beiden Punkte nehm ich einfach mal als gegeben, den schönen Sommer konnte ich nun schon eine ganze Woche geniessen und hatte auch schon einige Gelegenheiten, um bei einem kühlen Bier oder einem feinen Glacé über den letzten Punkt zu sinnieren. Die (selbst auferlegten) Rahmenbedingungen: ich bin offen für alle Branchen und geographisch nicht eingeschränkt (je weiter weg von Zürich, desto höher einfach der Homeoffice-Anteil), aber mit Social CRM resp. der Digitalisierung an der Kundenschnittstelle soll es schon zu tun haben.

Anyone? 😉

66 thoughts on “Quo vadis?”

  1. Lieber Marko

    Diese Geschichte tönt natürlich sehr spannend. Die Schlussfolgerung / Entscheidung welche du getroffen hast finde ich mutig und sicherlich gut für Dich und die Familie.

    Das heisst wir müssen bald Kaffee trinken zusammen im August wenn du von den Ferien zurück bist.

    Auf dann
    Urs

    1. Danke Urs :-)
      Evtl. auch noch im Juli möglich. Magst Du ein paar Vorschläge an mani [at] glug [dot] confoederatio helvetica machen?
      Gruss, Marco

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  49. Хотя прошло всего полвека с той бесславной войны мощнейшего мирового государства с маленькой азиатской страной, но память о ней извращена до полной неузнаваемости, а зачастую и противоположности. Представления об исторических событиях диктуется последние десятилетия не историческими фактами и исследованиями на основании документов, а голливудскими фильмами — и тут нет никакого преувеличения. Благодаря этим “произведениям искусства” победу во Второй мировой одержали доблестные американцы, а русские если и не мешали, то только чуть помогали местами.

    Такая же ситуация и с событиями американо-вьетнамской войны, которую самая вооружённая и мощная армия мира с позором проиграла, но на сегодняшний день преподносится как успешная. И все уверены, что основным противником бравых американских морских пехотинцев во Вьетнаме были вовсе не местные жители, а злобные русские десантники — как же можно в этом усомниться, если именно так показано во всех фильмах (стоит только вспомнить “Рэмбо”).

    Реальность против художественных манипуляций

    Никаких боевых подразделений специального назначения СССР во Вьетнаме не было за всю кампанию, а присутствовавшие в качестве советников, инструкторов и консультантов офицеры советской армии представляли ценность не в боевых столкновениях, а в штабах и лагерях подготовки. Об этом показательно говорят статистические данные — советского офицерского состава во Вьетнаме было в полтора раза больше, чем рядовых (6 тысяч против 4). Таких боевых подразделений просто не может существовать. При этом американские войска насчитывали полмиллиона человек!

    Помощь от Советского Союза поступала и в материальном плане — 2 тысячи танков, 7 сотен самолётов, 7 тысяч миномётных и артиллерийских орудий, сотня “вертушек” и т.д. Грозу американской авиации — сеть противовоздушной обороны, — построили при помощи советских специалистов.
    Большую помощь и поддержку оказал СССР вьетнамскому государству, но ни о каком непосредственном участии в боевых действиях даже речь не идёт — кроме как на экранах американской зомбо-пропаганды под видом художественных фильмов.

    Справедливости ради стоит сказать о русских, воевавших на стороне Соединённых Штатов — это в основном были эмигранты из Союза, которых по призыву забрали в армию и отправили на американо-вьетнамский театр военных действий. Были и служащие австралийской армии, имевшей свой контингент в качестве американских союзников во Вьетнаме.

    Первоисточник: http://mymirhistory.ru/index.php?newsid=181

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