Richard Robinson Technology for Marketing
NAYOKA OWARE [00:00:16] Hello and welcome to day one of Technology from Marketing live. I am Nayoka Oware hosting for Disruptive Live. And today, I am joined by Richard Robinson, Managing Director of Econsultancy. Hello Richard.
RICHARD ROBINSON [00:00:25] Hi Nayoka.
NAYOKA OWARE [00:00:25] How are you?
RICHARD ROBINSON [00:00:30] Very good, thanks.
NAYOKA OWARE [00:00:31] Good. Wonderful. So tell me more about your role.
RICHARD ROBINSON [00:00:36] So my role, so I’m Managing director of Econsultancy, which is a thought leader in digital marketing excellence and also in modern marketing. We’ve been around for 20 years. So since it’s actually our 20th anniversary this year.
NAYOKA OWARE [00:00:49] Congratulations.
RICHARD ROBINSON [00:00:49] Thank you. And it’s been a celebration going on for about six months now. But we we started in the industry in 1999, really, when digital marketing and martech and ad tech were in their absolute infancy. And our observation was that senior leaders, whether be chief execs chief marketing officers, people I would like to call people who were senior enough to ask for help, didn’t really have a deep or rich appreciation of how they could use digital technology to the advantage of their brands, businesses and ultimately the customer. And so we operate now as a thought leader of best practice with the major brands and businesses both in B2C and B2B, but also in then applying all of that learning into their businesses, whether it be upskilling individuals, whether it be running large digital transformation projects, or whether it be creating the ways of working the tools and templates that their marketers, e-commerce professionals and digital specialists need to be able to up skill and harness a lot of the technology that we’re seeing in Olympia today.
NAYOKA OWARE [00:01:52] Wonderful, thank you for sharing that with me. Let’s talk more about the customer experience and why it’s so important.
RICHARD ROBINSON [00:01:58] Yeah, great so I’m talking here today. I’m running a panel today, actually, on customer experience. I’ve got three amazing panellists, Zoe Clapp, who is the chief marketing communications officer from UK TV, Russell James, who just literally departed from the english FA where he was director of digital, and Simon Swan, who is Perrigo’s director of e-commerce and digital transformation. And we’re talking about CX and how it’s absolutely crucial in disrupting the customer for the benefit of business. What we’ve all seen over last 20 years, but really over maybe the last 50 years, is the role of marketers and digital specialist has changed fundamentally. If I look back even 10 years. Most of the people in these jobs worked in a 38 hour week. They worked in hours that reflected the hours that shops were open. So retail dominated the ability to purchase anything 38 hours a week seems fine. That was Monday to Friday trading. Normally with a half day on a Wednesday. And then you had Saturday mornings, it were open. That changed with the advent of e-commerce. And now consumers and businesses are able to trade and buy 168 hours a week. That is the mathematical equation of 24/7. So people, whether they be working for a business or working in their individual lives, are consuming content purchasing products 168 hours a week. So this divide, the missing one hundred and thirty hours or 80 percent of the week has to be filled somehow. Customers want real time, real life. CX customer experience. They want to be engaged. They want content to be consumed. They want to be able to know that if you want to do your food shopping at 2 a.m. in the morning on a Friday night, you can do that if you want to buy a dress at 4 a.m. in the morning on a Tuesday. Absolutely fine.
NAYOKA OWARE [00:03:52] I do that sometimes.
RICHARD ROBINSON [00:03:52] Brilliant and you want it to be to be delivered on time. So customer experience and the ability to help the people working in brands to really create the campaigns and develop the tools to enable personal and real time mass relationships with customers is absolutely crucial.
NAYOKA OWARE [00:04:19] Thank you for that. Final question before I have to let you go. For those customers who have maybe had a bad experience.
RICHARD ROBINSON [00:04:24] Yes.
NAYOKA OWARE [00:04:25] Sometimes customers give negative reviews and negative feedback, for those who have had a great customer experience, how do they go about praising those who have offered that to them or offered that service to them, what’s the best way to do that.
RICHARD ROBINSON [00:04:37] It’s very interesting, though, because if you think Twitter is basically seen as a as an area where people rant and Instagram is seen as an area where people love. I think it’s very easy for people to be negative about brands. But if you take a platform like Glassdoor, so Glassdoor being obviously a place, a lot of people talk about their employers. Historically, Glassdoor has been for employees to talk negatively about the places they work. Why is that? It’s because the employers never engage with the platform the employer never actually bothered to, for example, use Glassdoor as a proactive tool for potential employees, showing them images of the office, for example, telling them about events that their running, the ways that people could committ and engage more with what the brand is doing. So I think that the more I think if brands want the positive reaction from customers, they need to enable a customers to talk positive to them. They need to commit they need to invest in content and the ability to upskill both the competence and confidence of the customer and being able to talk positively to them.
NAYOKA OWARE [00:05:40] Perfect answer. Thank you so much for your time richard. Unfortunately that’s all we have time for today.
RICHARD ROBINSON [00:05:46] That’s okay. Thank you very much Nayoka.
NAYOKA OWARE [00:05:47] It’s been an absolute pleasure speaking to you.
RICHARD ROBINSON [00:05:47] Thank you.
NAYOKA OWARE [00:05:47] Thank you too. Don’t go away just yet because we will be back shortly. Don’t forget that you can join the conversation at hashtag TFM live 2019. And disrupt hashtag Disruptive Live. See you shortly.