It’s vital to ask, “Is this company always acting in service of its purpose?”
What do you think are the most effective strategies to help clients enhance their customer engagement, generating new revenues and better serving customers?
It’s vital to ask, “Is this company always acting in service of its purpose?” That should be the lever for all decision making. The companies we work with that have the most clearly defined and well-activated purpose are the ones that are winning and beating their competitors every time.
When you have an event like Covid, acting in service of your purpose builds resilience and signals your intention to do right by society. We’ve gone beyond the Milton Friedman idea of organisations existing solely for their shareholders. Customers are now a part of that conversation.
Now, when we talk about stakeholders, we’re talking about your customers, clients, employees, your ecosystem of suppliers and partners, as well as wider society. Increasingly, having a clear purpose also helps with talent – if you can get people inspired by your purpose, they’re going to want to work for you, and to do their best work.
Every initiative you take should try to keep your culture together in an authentic way.
What initiatives do organisations need to take to help their people adapt to reskill and keep up with that pace of change?
A lot of people have reassessed where they want to be and what they want to do in life. People are leaving and joining organisations at a pace I have not seen before. So every initiative you take should try to keep your culture together in an authentic way. With digital, it’s about thinking what products, software and technology are we using, and what can we bring in to keep people engaged?
For example, we’ve thought about getting people in our company a VR headset for meetings. It’s expensive, but the idea of VR meetings is interesting. You can put people in a virtual room and do virtual workshops without the barriers of place and space. Given zoom fatigue and apathy, it’s an idea that could enhance a business’ client experience.
With marketing we are thinking Digital First, all the time. What is the most optimum, user-friendly experience we can create virtually, versus in the real-world?
AMADEUS REDHA
Global Marketing Manager
Brandpie
How do you go about enhancing your own customer engagement approach and also evolving your marketing strategy as a result of a move to virtual meetings?
We’re constantly trying to enhance our client experience. With the move to virtual, we are aware of a slew of touchpoints and the experience at each point – how do we make sure we don’t lose time because the connection is dropped on a Zoom call or because someone’s screen has frozen? And even other touchpoints like pitch decks and presentations – are they being designed in a way that’s easy for someone to read, understand, and feedback at home?
There are many more considerations, and we don’t have control of all of these things. The flip side with virtual is there are things we no longer need to think about. For example, if you’re hosting an in-person workshop, you don’t need to worry about traffic on the way to the venue, the lighting and seating arrangements, or the quality of food. Having everyone at home removes all of that, and saves a lot of time, so it’s increased our efficiency massively.
With marketing we are thinking Digital First, all the time. What is the most optimum, user-friendly experience we can create virtually, versus in the real-world? Beyond that we’re also thinking about automation to save time and improve efficiency. So we use our CRM to understand and interpret our audience’s user journeys to provide them with the most relevant, interesting content.
Brandpie is an independent consultancy specialising in purpose-driven transformation. Combining the power of culture, brand and ESG, Brandpie is uniquely positioned to help CEOs and their team discover, define and activate their company’s purpose – unlocking growth and building a sustainable future for their businesses.
Brandpie works with complex, multinational corporations, ambitious, fast-growth entrepreneurs and leading NGOs looking to build a purpose-led future.
Brandpie was named one of the Financial Times’ leading Management Consultancies every year since 2018 and B2B Agency of the Year in North America by the Drum in 2019. For more, visit www.brandpie.com