In this way you bring vision, mission, organizational goals and target groups, spearheads and interesting product/market combinations, online opportunities and threats and development areas (such as market, customer, product and organizational development) to the surface. See figure 4.
Examples of development areas
Figure 4: Examples of development areas
What does your target group want?
Insight into wishes and requirements
As an organization, you can want all sorts of things, but is your target group waiting for that (online)? ToC list to data be successful online, you need to know what your target group is doing and where they are online. What do they think of the current information provision? What are their wishes regarding communication or service? Which processes and information on your website or other online channels are currently popular and why?
Methods to visualize these wishes and requirements include:
quantitative target group research: think of a survey or a customer panel. Usually these types of research are carried out by specialized agencies.
Qualitative interviews about the target group: consider conversations with internal stakeholders (customer service, communication) who have a lot of knowledge about the wishes and requirements of the target group.
In this way you can identify target group needs and behavior.
Now that we have insight into the current position, desired direction and target group wishes, it is important to gain an overview of the large amount of input obtained. Clustering wishes and requirements in sub-areas to which online must contribute is a useful step. A possible classification can be found in figure 5.
Example of clustering wishes and requirements
Figure 5: Example of clustering wishes and requirements
In the overview you can see that online can contribute to all clusters and therefore to all organizational goals. If no clear choices and prioritization have yet been made in what the organization wants to achieve, this will still have to happen for the online strategy. As stated earlier, time and money are valuable and you will therefore have to determine which clusters get priority. If your organization wants to save costs, the process-supporting role of online will get priority. If your organization wants to work in a more customer-oriented way, the communication and service-providing role will get more attention and substance. A method that you can use in this prioritization is a workshop, in which you ask stakeholders to divide 100,- over the clusters. And ask for their substantiation. This creates focus that is important and essential. You clearly define the scope of your online strategy, which allows you to include more concrete objectives and online activities.