Anne M. Schüller
For their successful, good life Information you really need: Government-funded publisher, awarded the Global Business Award as Publisher of the Year: Books, Shops, eCourses, data-driven AI-Services. Print and online publications as well as the latest technology go hand in hand - with over 20 years of experience, partners like this Federal Ministry of Education, customers like Samsung, DELL, Telekom or universities. behind it Simone Janson, German Top 10 blogger, referenced in ARD, FAZ, ZEIT, WELT, Wikipedia.
Anne M. Schüller is a management thinker, keynote speaker, business coach and multi-award-winning bestselling author. She has been repeatedly named Top Voice by the business network LinkedIn. The business administration graduate is considered a leading expert in touchpoint management and customer-focused corporate management. She is one of the most sought-after speakers in German-speaking countries. For more than 20 years she held management positions in sales and marketing at various international service companies and received several awards. In 2015 she was inducted into the Hall of Fame of the German Speakers Association (GSA) for her life's work. Touchpoint management, customer loyalty and referral marketing. She also conducts power workshops on these topics. Your Touchpoint Institute trains certified Touchpoint Managers. Her clientele includes the elite of the German, Austrian and Swiss economy and Managementbuch.de is one of the most important management thinkers. Her bestseller “Touch.Point.Victory.” is Trainer Book of the Year 2016. Her bestseller “The Touchpoint Company” was named Management Book of the Year 2014. Her bestseller “Touchpoints” is SME Book of the Year 2012. When it comes to the subject of customers, she is one of the most cited experts. More information at www.anneschueller.de and www.touchpoint-management.de
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Loyalty conflicts in the team: when trust is lacking
Employee loyalty, also increasingly referred to as retention management, is about measures that are actively initiated to bind the employees you want to keep to the company. But what really needs to be achieved is loyalty. Because disloyalty is life-threatening. Loyalty is an inner attitude Loyalty is one of our noblest values. She is not…
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Employee motivation Corporate development & change: This is how change succeeds in 4 steps
The new often has the greatest chances when it can develop away from traditional thinking. First of all, only make a part of your company an experimental space for change projects. This requires: a budget, the right method and the right people. 1. The budget resources to fund innovation Breakthrough innovation needs an environment that encourages entrepreneurship in the company…
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Reputation management in companies: The employee as a recruiter
When looking for qualified applicants, positive word of mouth and professional employee recommendation management are indispensable. Because enthusiastic employee fans, committed advocates and credible recommenders are the most effective recruiters. Why we trust recommendations so much Recommendations are the link between old and new banks. They lay the stepping stones and make the path safe and free. You have the highest power of persuasion...
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Digital transformation & fear of the future: 6 quick wins for the change process
The specter of transformation failure is already doing the rounds. Most managers are verbally in the future, but in real terms they are still stuck in yesterday. To ensure that the necessary change does not drag on forever, six quick win measures are extremely helpful. What blocks traditional companies? Groundbreaking new things come along every month today. That traditional companies are changing...
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This is how companies become successful: Laughing companies on the winning track
Laughing companies pursue winning strategies. They are lively and vibrate in a wonderfully positive way. Your employees are full of life, fit as a fiddle, highly motivated and willing from the bottom of their hearts to give their all for the company. The future can only be achieved with such high-performance teams. Laughing companies magically attract the best In laughing companies, there is a buzz of fun, a greenhouse climate...
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Job profile! Touchpoint Manager: Feelgood for the new working world of the future
In the course of the new world of work, numerous new professions are emerging and many of them are real dream jobs. People who understand people are increasingly needed for this. A touchpoint manager can be very helpful in this context. What being fit for the cultural change in the labor market implies How long is that going to take? A new management culture is being demanded more and more urgently, namely...
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Team spirit & solidarity: companies & their false enemy images
The enemy images in most companies are wrongly defined. Self-centered, you align yourself with direct competition. Or even worse: colleagues from other areas are viewed as enemies of the department. But the real enemy lurks in completely different corners. The real enemies are arming themselves digitally Dieter Zetsche, CEO of the...
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Viral content & reach marketing: 3 X 3 tips
Your own website is the home port and the heart of every content strategy. However, in order for the content material to generate reach, further dissemination on the web must be encouraged in a very targeted manner. What content belongs on your own website? Core activities and communicative gems always belong on your own presence. The fate of content on external sites is never certain because the…
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Purpose instead of mission statement: How companies have to reinvent themselves
More and more studies indicate that companies achieve clear financial advantages when they deal extensively with the higher goals and the deeper meaning, i.e. the purpose of their organization. And that has absolutely nothing to do with the usual guiding principles of the past. "Purposeful Organizations" are winners The awareness of values, just like the economy, is in…
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Dominance & status in companies: Put away the feeling of power!
You don't get anything out of line from soldiers marching in rank and file. And the boss's "word of power" often means that valuable initiatives simply peter out. The good employees with high potential learn in this way that their opinion does not count. And they are leaving in droves. Managers with moderate hierarchies would do well to…
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Mixed reality, multi-sensor technology & new business ideas: 4 learnings about Augmented Worlds
“Augmented Worlds” have finally made the breakthrough. For example, the monster game Pokémon Go had more active users than Facebook, Twitter and Instagram. VR glasses are also trendy. But what are the reasons that make an argued, i.e. digitally augmented, reality so fascinating? Why people like augmented reality Augmented reality (AR) is an artificially enhanced…
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This is how modern storymaking works: 3 steps to good stories
Storytelling is indispensable in modern marketing and successful corporate communication. But you need good stories. Why stories are so extremely effective Storytelling requires one thing above all: narrative material. Effective stories that can be passed on don't just happen that way. they are made. And then distributed in a targeted manner. In this way you not only find good new employees, but also…
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Job profile! Culture Manager: HR bridge builder in the company
Interdisciplinary action is a must in companies today. But classic silo structures often prevent this. The solution: a culture manager. Culture managers are more than an extended HR department. Who actually harmonizes the overarching cooperation in the company as a cross-functional networker, climate maker and culture optimizer? The HR department is no longer responsible for this. A new job profile has emerged: The…
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Targeted use of evaluation portals for employee recommendations: Valuable opinions
For many companies, employer rating portals are a red rag, for many a black hole, for some a closed book and for some already a recruiting tool par excellence. Here's how to get good reviews. The prejudices about evaluation portals are still great On opinion platforms such as Kununu, Jobvoting, Bizzwatch, MeinChef and MeinPraktikum…
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Digital change: with 7 key tasks & swarm intelligence to the goal
Companies can only achieve the future if they attract the intelligence and full creativity of top talent. Because the market is merciless. In the biggest change process of all time Something big is happening. A new game is being played. We are in the middle of the biggest change process of all time. A paradigmatic change in the way of life,…
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Leadership & decisions in digitization: The 8-point list of no-gos
In digital times and a complex world, future viability depends on quick and good decisions. They are the prerequisite for success. This article shows why companies can no longer continue as before when it comes to decision-making culture. New business times also need a new decision-making culture Decision-makers high up in the company were…
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Why touchpoint management? Classic sales models no longer work!
The rules of the game in communication and sales are now dictated by the customers. The marketing of the future is therefore based on touchpoints - and on the customer journey. Customers don't buy in channels The problem is that many providers are still dealing with advertising channels. They are the external counterpart of internal departmental silos: operating side by side without being networked. And you can't get there with the classic sales models...
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Employee referral programs: construct advertising campaigns on your own behalf
Employee recommendations are the most powerful recruiting tool. Here you can find out what needs to be considered when designing a successful referral program and what effect it has on companies and referrers. Does it always take money to activate in-house recommenders? According to a study among Austria's top 500 employers carried out for Monster.at, eight out of ten companies keep their employees...
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The future of the customer journey: Personas are the new target groups
Personas are fictitious representatives of a customer group that combine their characteristic properties, expectations and procedures. They replace the anonymous target group with a human figure that is easy to understand. Why Personas Are So Useful Why are Personas So Useful? Without empathy, we lack creativity. For example, personas help the…
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Negative comments & online reviews from customers: 7 tips on how you can benefit from them!
Online reviews are free business advice. There is either confirmation that you are on the right path or a valuable learning gain. Because what annoys one customer may also annoy others. Professionals therefore see critical tips on the web as a valuable opportunity to improve. 7 tips on how you too can benefit from it. 7 tips: How to benefit from…
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Understanding customers: The best customer journey wins
You can experience something not only on a trip to foreign countries, but also on a trip through the communication and service landscape of a company. Every contact leaves traces: in people's minds and hearts - and often enough on the web as well. Because just like in real life, you want to tell about your trip. What are touch points? Touch points are...
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Seduction in business: beguiling people with facts and figures?
If only the cerebral, number-fixated managers would finally understand that people prefer to be seduced by emotions than by factual representations, number chaos and sober facts. Only good feelings really get our will going. Showing Emotions Is Like Turning Signals “Now don't get so emotional right away. We can't afford feelings here”,…
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How word of mouth works: Why most companies are not recommended
You have to be recommended to be recommended. Because the recommender stands for something with his good name. And nobody wants to be embarrassed. But with many companies you wouldn't know what to recommend at all. Referrals separate the good from the bad Referrals are the most valuable gift a vendor can give their customers…
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Use content communication for messages: 3 tips for a viral marketing strategy
The digital media change has completely changed the framework for corporate communication. The consumer, self-confident, uncompromising and sovereign, is now in charge. It demands interaction, an individual dialogue – and content. What is needed is content, not advertising chatter In the past, press releases and advertising were the only major communication tools to reach a broad public in a targeted manner. Advertising is a…
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HR techniques of the future: the don'ts in employee appraisal
Every manager has preferences in thinking and acting. And each of them will approach their leadership responsibilities in different ways. But in most companies far too much management is practiced - and too little leadership is practiced. The difference between managing and leading In the business speak of contemporary companies, the word "leadership" hardly ever occurs. Leadership and…
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Efficiency in management: fear is the biggest performance killer
Brain research has long known that people with feelings of happiness can surpass themselves and increase their performance by up to 100 percent. Conversely, the performance of people with constant stress drops to below 50 percent. Therefore, fear must disappear from companies. Fear is the enemy of success Fear comes in many shades. She can…
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Leadership methodology in the working world of the future: The Touchpoint BarCamp
If you want entrepreneurial employees, you have to let them work entrepreneurially. Their "want" can always be achieved when they say of their own accord how they will do things. Touchpoint BarCamps offer ample opportunity for this. Change management by roll-out: mostly a flop To the internal and external touchpoints of a company - these are the interaction points between...
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Employee disloyalty: Loyalty & trust count
Anyone who has to give up their individual values at work and who is constantly having to bend over backwards cannot develop loyalty. Loyalty is most likely to show when a company's values and the personal values of its employees show a high degree of alignment. A total of five loyalties play a role. Four Basic Forms of Employee Loyalty Fully commit to…
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![Referral Marketing: When Do People Do Word of mouth? [+ Checklist]](https://e68zy2pxt2x.exactdn.com/wp-content/uploads/2015/viele-weiterempfehlungen.jpg?strip=all&lossy=1&ssl=1&lazy=1 "Referral Marketing: When Do People Do Word of mouth? [+ Checklist]")
Referral Marketing: When Do People Do Word of mouth? [+ Checklist]
Amazon only made its big breakthrough through recommendation mechanisms. Even providers like Facebook, YouTube, Instagram and Pinterest thrive on the network effect. And all benefit from the psychology behind word of mouth and referrals. Why recommendations are so extremely important to us Never before have people faced so many seemingly insurmountable mountains of goods. And the flood of information is uncontrollable...
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Organizational development & hierarchy: fit for the digital economy in 2 X 9 steps
You won't get very far with old organizational structures because they can't keep up with the pace of the digital economy. This is where the orbit model comes in. It propagates the transition from a pyramidal to a circular organization. "This is what the business model of the future looks like," says the business magazine Capital. Classic top-down formations have no chance in the future The…
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Flexibility & change management in a crisis: more understanding, less nonsense
How clumsy and bureaucratic organizations function is often only noticeable in crisis situations. And then it is not common sense that acts, but supposedly firmly cemented rules. A mistake. ISO noise creates isomorphism A young man who used to work for the railways as a sleeping car steward told me this: “Sometimes it happened that due to a technical…
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Leadership Tools for the New World of Work: The Collaborator Touchpoint Management
Companies can only survive in the future if they attract the intelligence and full creative power of top talent. Because the market is merciless. And the customers don't know any mercy. In every “moment of truth” something big has to happen. Customers always see a company as a unit Customers perceive a company as a whole. If it…
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Disruptive management: Companies need new structures!
Sascha Lobo called it platform capitalism, Karl-Heinz Land digital darwinism and Angela Merkel Industry 4.0. It doesn't matter which corporate concepts of the future one is talking about: the upheaval of entire industries is in full swing. But if you want to make your way into the completely digitized new world, you first have to ensure the right framework conditions. Without humanity we would only be machines...
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Storytelling as a form of communication: this is how you become a successful storyteller
Good stories are different from the usual stuff, they surprise and dock on emotions. They are best told in alternation between past and present. They're weird in every sense of the word, and most importantly, they're - true. Companies need a veritable store of stories. So go in search of good stories.…
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Touchpoint managers operate between hierarchies: bridge builders between above and below
The world of work has undeniably changed. It has become more collaborative and also more networked. Shaping a corresponding corporate culture is playing an increasingly important role. A new job profile was created for this purpose: the internal touchpoint manager. Touchpoint manager: the link in the company As the link between the organization, employees and management, the internal touchpoint manager is responsible for topics related to corporate culture and…
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Reverse Mentoring & Learning Organization: When the Junior “coaches” the Senior
In classic mentoring, a senior takes care of a younger person who is even less knowledgeable, so that they can develop further in predefined areas. In reverse mentoring, it works the other way around. Bridge between Old and Next Economy The aim of reverse mentoring is to increase the overall digital fitness in the company, to rejuvenate processes and structures, to…
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Employee management Organizational development & change: Why do change projects fail?
The economy and working environment are changing at a rapid pace. As a result, classic change projects no longer work, and up to 80 percent fail. I discuss the main reasons for this here. In a second contribution, I then present a method with the help of which transformation projects succeed. We all have a pioneering spirit, curiosity and a thirst for knowledge. Every change initially means that something…
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Management of the future: new organizational systems & the shaking of power
Automation and the advance of thinking machines determine the trends. Unfortunately, it is often forgotten that every transformation process is always a corporate culture challenge at the same time. Salvation is not found only in technology. If you don't succeed in taking people with you, you will fail. First transformation, then digital The digital makes up maybe 20 percent, 80…
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What is content marketing? 8 Top Responses to Viral Communication
Content marketing is reader-oriented, content-rich, useful communication in the form of good content. It is the big hit in a thoroughly digitized and at the same time advertising-weary world. Just wondering how to go about it properly. 1. What are the most important goals in content marketing? The company is present in content marketing, but only appears discreetly as the author. The aim is…
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Future form of work: Cooperation is everything!
Collaboration means working together instead of against each other - across all departmental boundaries. We need inspiring friends, reliable allies and helping companions in an increasingly interconnected world. "Cross-fertilization" is what Apple calls it. The chance for serendipity increases But when knowledge is networked, it can lead to the most astonishing destinations. For example, innovative strength increases with...
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Self-organization in companies: 3 essential tips how to succeed
Self-organizing worker units are the favored model for the future because they are better suited to the rapidly emerging and increasingly unpredictable demands of the future than old-style command-control. At its core, self-organization changes the distribution of power For companies that have introduced new forms of cooperation, different terms are circulating, for example these: agile organizations, collegial companies, democratic companies,...
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Achieving goals in a team: Achieving great things together
A strong “we feeling” develops through shared experiences, through achieved results and through pride in the company. Nothing is as motivating in the long run as being part of a successful community. The employee also conveys this to the outside world through positive stories. How group membership develops Observe this at an event: As soon as several people come together,...
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Fear in the company: why it prevents us from daring the new
Everyone knows that in order for a business to thrive, it needs to change. Not guardians of the seemingly proven, but innovators are in demand from now on. Their initiatives aim for a better future, but they can also stir up enormous fears. There is no fully comprehensive insurance for completely new ideas If you want to stand out from the average and mediocrity, you have to find something different, better, original, still...
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Trust between boss and employees: What can be done against loyalty conflicts?
Disloyal employees like to team up with angry customers against their own company. Or they use forums and opinion portals to really let off steam about the unbearable working atmosphere and the machinations of those at the top. Conflicts of loyalty should therefore not arise in the first place. How conflicts of loyalty arise If, for example, something was ordered “from above” that “those there…
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Recruiting via Candidate Journey & Candidate Persona - 7 steps: This is how companies attract top talent!
A lack of understanding for applicant concerns and standard processes are deadly if you want to attract top talent. Candidate journeys and personas that embody prototypical applicants are therefore extremely useful. With their help, you gain a clear advantage over other companies that continue to treat candidates according to “scheme F”. Candidate journey with an affinity for applicants: today a must Who, as an applicant with…
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Manager & digital transformation: caught between quarterly goal & survival
Automation, robotization and the advance of artificial intelligence determine the future. But it is easy to overlook the fact that salvation is not only to be found in technologies. Many companies will miss the connection to the future simply because they remain in antiquated goal-finding processes. Managers stuck in the short-term trap When it comes to future viability, maybe the purely digital…
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Change management in large group workshops: finding ideas as a team using method
Although the expertise and competence of the individual members of a group are of great importance in order to achieve good results, the bringing together of knowledge, skills and collective intelligence plays a much greater role. It unfolds best in large group workshops. Extraordinary ideas arise from a variety of perspectives. Ingenuity is most likely to arise when a larger number…
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Success killer Hierachie: Power - positive or negative?
Anyone who wants to secure claims to power purely through hierarchy risks (secret) opposition. Digital natives in particular only recognize authority when it is justified by actions. Institutionalized “ex officio” authority is immediately challenged. And the classic status symbols have lost a lot of their radiance. How does your company deal with power? Of course, communities need temperate…
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Companies without rules: contradict the boss!
On the journey into the future, you not only need bright minds, but also light luggage, because the markets, like the rabbits, are always hitting new ground. There is no time for number games, budgeting excesses and rigidly following rules. Norms only produce mediocrity. And ISO noise creates isomorphism. Change structures, not people! “Change structures and…
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![Prevent employee turnover: loss prevention instead of recruiting [4 tips]](https://e68zy2pxt2x.exactdn.com/wp-content/uploads/2017/mitarbeiter-bindung-fluktuation-1.jpg?strip=all&lossy=1&ssl=1&lazy=1 "Prevent employee turnover: loss prevention instead of recruiting [4 tips]")
Prevent employee turnover: loss prevention instead of recruiting [4 tips]
Companies are desperately looking for skilled workers for their vacancies. However, far too few ask themselves how they can identify employees who are willing to leave in good time and prevent unwanted employee fluctuation. This article shows what loss prevention can look like. Desired fluctuation vs. employee flight If it is becoming increasingly difficult to find new good employees, then it is necessary to focus more on the…
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Emotions in Management: Leadership is emotion management
In sales and marketing, findings from brain research have long been essential in order to attract the interest and ultimately the "voting papers" of customers, i.e. their money. Such knowledge is also extremely helpful for managers when it comes to the full commitment of their employees. The stuff that feelings are made of Selling and leading, both are primarily…
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Storymaking & storytelling in marketing: 6 tips for building a good story
Good stories are ones that we can easily decipher because they show a familiar pattern, reminding us of a fairy tale, for example. They are an ideal marketing tool. 1. Every hero's journey has an arc of suspense Well-crafted stories are told from the hero's perspective. They usually follow the course of a hero's journey. Most importantly, you will...
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Bossing & manipulation by bad bosses: Breaking employees' wills?
“You have to break the will of the young people when they are new to us.” With such views, here the quote from a star chef, you won't get very far with the influx of talent of today's generation. The "poisoned" must give way to a "laughing" corporate culture. Work has to be fun to be good Far too many management mistakes stem from…
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Employer Branding & Change in Corporate Culture: Poisoned vs. Laughing Companies
In "poisoned" organizations (according to Daniel Goleman), human resources and talent are wasted on a large scale. There is an oppressive atmosphere with strict regulations, strict controls and biting criticism. The result is a slow decomposition process. Everyone distrusts everyone, and everything is overshadowed by fear, intrigue, secrecy, favoritism, self-interest, arbitrariness and many other unsightly things about...
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Digitization & humanity: do we all have to become AI understanders now?
Corona has become an innovation accelerator in terms of digitization. Human and artificial intelligence will now work ever more closely together. Only those who embrace new technologies and learn to collaborate with them will be ahead in the future. Human vs. artificial intelligence: In many ways we are superior to AI We humans score with a multitude of things that…
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Cooperation & swarm intelligence in the world of work: The perfect company
There is no up and down in networks. And certainly no conspicuous hierarchies. The culture of sharing that is common there hardly allows for demarcations. “Mine” and “yours” move closer together and mix. Networks: incubators for creativity Networks are organized decentrally, they are fast, adaptable and flexible. And they are an incubator for creativity. In the…
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Get free & fit for a new business world: the internet has no boss
Skype, wikis, blogs, apps, activity streams and document sharing: these and many other web tools have decoupled collaboration from real locations and made virtual swarming possible. However, it is increasingly recognized that people work best together when they can see each other. Why gestures and facial expressions are important Why is that so? The true attitude is shown in…
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Content audit in 4 steps: Analyze & optimize data inventory
Many companies do not even know what content treasures are hidden in their cupboards, drawers and file folders. These must be sent out into the world in order to win new business. 4 steps to success. Content strategy: Giving away what you know. Sell what you can. Interesting content is often only not made public because some elders still believe...
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Fear of digital transformation & wrong beliefs: How to defeat the greatest innovation killers!
Announcements are plentiful when companies talk about willingness to innovate, digital change and restructuring measures. But most of it has no consequences. The main reasons for this? According to a study by the think tank 2bAhead, the top obstacles to innovation in companies are fear, power, false beliefs and bureaucracy. Fear is the biggest killer of success The fear of making decisions on an uncertain basis was rated by 52…
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Diversity & Discrimination: Multi-class society in the company
The more a “we-here group” differs from a “they-there group”, the more intense the feeling of social identification. And the more dangerous are exclusion mechanisms. Many companies already have to be wary of a multi-class society in the workplace. The unraveling of working models In addition to a core workforce in conventional employment relationships, many companies are increasingly working together without a classic employment contract: in…
![Referral Marketing: When Do People Do Word of mouth? [+ Checklist]](https://e68zy2pxt2x.exactdn.com/wp-content/uploads/2015/viele-weiterempfehlungen.jpg?strip=all&lossy=1&ssl=1 "Referral Marketing: When Do People Do Word of mouth? [+ Checklist]")
![Prevent employee turnover: loss prevention instead of recruiting [4 tips]](https://e68zy2pxt2x.exactdn.com/wp-content/uploads/2017/mitarbeiter-bindung-fluktuation-1.jpg?strip=all&lossy=1&ssl=1 "Prevent employee turnover: loss prevention instead of recruiting [4 tips]")
