Kommunikation: Wissen im Unternehmen organisieren
Eine klare Positionierung am Markt, gute Kundenbeziehungen, effiziente Ressourcennutzung – es gibt gute Gründe, den Fluss von relevanten Informationen im Unternehmen zu organisieren. Das Reputationsmanagement über eine Vielzahl von Kanälen erfordert ein hohes Maß an Aufmerksamkeit, verbunden mit technischen und organisatorischen Lösungen. Nur so kann sichergestellt werden, dass vorhandenes Wissen zu Kundenwünschen, Markenimage oder Onlineverhalten alle relevanten Entscheider im Unternehmen erreicht.
Informationen aufbereiten und bewerten
Die Beobachtung von Kundenmeinungen, Pressestimmen und Branchentrends zählt zu den klassischen Aufgaben von PR und Marketing. Doch wo und wie über ein Unternehmen gesprochen wird, hat sich vor allem durch Social Media verändert. Unzufriedene Kunden, die sich über Facebook oder Twitter beschweren, können eine Lawine lostreten, die sich nachhaltig auf das Image und damit letztlich auch die Umsätze auswirken kann. Das kann man schade, nervig oder ärgerlich finden – Fakt ist: der Dialog zwischen den Abteilungen muss in diesen Fällen reibungslos funktionieren, um eine koordinierte Außendarstellung zu sichern.
Beispiel: Silo-Denken verhindert erfolgreiche Kampagnen
In vielen Unternehmen bestehen immer noch starke Grenzen zwischen Pressestelle und Marketing. In der Praxis liegen die meisten Online-Kanäle in der Hand des Marketings, während die Pressestelle sich um die traditionellen Veröffentlichungen kümmert. Fehlt eine Kultur des Austausches, besteht die Gefahr, dass die Mitarbeiter beider Abteilungen Kampagnen und Themen völlig autark planen. In der Folge vergeuden diese Unternehmen wertvolle Arbeitszeit. Sie können Themen und Kampagnen nicht kraftvoll in Szene setzen und sprechen in schwierigen Situationen nicht mit einer Stimme.
Die Herausforderungen liegen bei der Verteilung von Informationen in drei Kernpunkten:
- Die Informationen müssen erfasst werden. Dabei kann es sich um ganz unterschiedliche Daten wie etwa Besucherstatistiken, Supportanfragen, Presseveröffentlichungen oder Social-Media-Beiträge handeln.
- Die gesammelten Informationen müssen zusammengeführt und in ihrer Relevanz bewertet werden. So lassen sich etwa Zusammenhänge zwischen Medienberichterstattung, Kundenanfragen und der Umsatzentwicklung ableiten.
- Die Informationen bzw. die daraus gezogenen Schlüsse müssen an die relevanten Mitarbeiter und Entscheider weitergeleitet werden. Dabei gilt es, den konkreten Informationsbedarf der einzelnen Gruppen zu berücksichtigen.
Die Erhebung von Daten wie Besucherstatistiken, Medienveröffentlichungen oder Kundenanfragen erfolgt in den meisten Unternehmen bereits. Die Herausforderung liegt so meist in der Zusammenführung und Aufbereitung für die verschiedenen internen Ansprechpartner. Grundlage ist hier die enge Zusammenarbeit zwischen den involvierten Abteilungen. Auch in größeren Unternehmen hat sich hier das Hub-and-Spoke-Modell bewährt. Vertreter der beteiligten Abteilungen tauschen sich, etwa in regelmäßigen Meetings, aus und tragen die Inhalte in Ihre jeweiligen Bereiche weiter.
Technische Lösungen als Unterstützung nutzen
Für die Ad-hoc-Abstimmung kann auch die Bildung von internen Gruppen in Messaging-Apps sinnvoll sein. Von der Verwendung von WhatsApp oder dem Facebook-Messenger ist im geschäftlichen Umfeld allerdings aus Gründen der Sicherheit abzuraten. Hier sollte man auf eine sichere Ende-zu-Ende-Verschlüsselung achten, wie sie etwa Threema oder auch iMessage von Apple bieten. Größere oder dezentrale Unternehmen können weitere technische Lösungen zur Vermittlung von firmeninternem Wissen und für das Informationsmanagement einsetzen. Beispiele sind Angebote wie Basecamp, Confluence oder Social-Intranet-Lösungen. Professionelle Monitoring- und Reporting-Angebote bieten zudem automatische Benachrichtigungen. Hier besteht allerdings die Gefahr, weiteres „digitales Rauschen“ zu erzeugen, ohne einen informativen Mehrwert zu erzeugen.
Beispiel: Langsamer Kundenservice schadet der Reputation
Immer mehr Kunden suchen über die Social-Media-Kanäle Antworten auf ihre Fragen. Unternehmen, die hier keine eigenständigen Support-Formate anbieten, stehen damit vor großen Herausforderungen. Denn oft werden die Social-Media-Profile vom Marketing, der Unternehmenskommunikation oder externen Partnern betreut. Wenn Sprachregelungen und Prozesse nicht geklärt sind, geht bei einer Kundenanfrage wertvolle Zeit verloren und die Frustration steigt. In der Folge kann die Kundenbeziehung ernsthaften Schaden nehmen.
Welche Schritte für den möglichst reibungslosen Fluss von Informationen notwendig sind, hängt aber stark von der Unternehmenskultur, den beteiligten Mitarbeitern und den individuellen Anforderungen ab. Nicht zuletzt entscheiden auch die Kosten über den Aufbau einer entsprechenden Informationsarchitektur. Durch gute Planung können schon mit kleinem Budget erhebliche Verbesserungen in der internen und externen Kommunikation erzielt werden, die sich mittelfristig positiv auf die Kundenbindung, das Unternehmensimage und damit auch die Wirtschaftlichkeit auswirken.
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