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News Views

Citizen Success.

What the Government could learn from a Customer Success Manager.

This week I have been researching the role of the Customer Success Manager in-between scrolling Twitter and observing the dramatic and farcical collapse of our government and I have concluded that we should get rid of the role of Prime Minister and appoint a Citizen Success Manager instead.

This in particular from McKinsey hit hard “Handled poorly, a company’s new emphasis on growth can undermine a customer’s trust in [Customer Service Managers] and create a sense that they are simply interested in increasing profits.”

The focus on pure growth and customer retention is now seen as outmoded and the world of business has moved on from this to embrace the Experience Economy recognising that companies need a broader perspective, and they need to look at the sum of all the experiences customers have with their product or service in order to remain competitive.

Unfortunately for us, our government has not moved on to embrace this model, but if they did a Citizen Success Manager would look at how citizens engage with the government at many different touchpoints across healthcare, work, travel, and education and they would aim for each experience to be positive.

They would measure citizen success by the outcomes for the citizens, not for themselves, and they would look beyond retention and the blunt tool of economic growth. They would actively engage with citizens, get to know how they were living their lives, and measure if they were achieving and progressing in the way they had hoped. By doing this they would ensure that they would stay in their job.

So, all hail the Citizen Success Manager, it’s not a job I will be applying for though, I think we all need a break from Lizzies. 

Categories
Marketing Views

In the space between reality and dreams.

If Father Ted was still going, I expect there would be a whole episode that would deal with the ambiguous and intriguing nature of the metaverse, and much like Dougal struggles to distinguish between dreams and reality you might find yourself struggling to come to any conclusion about what the metaverse is. Which is fair enough, as it doesn’t exist yet.

The metaverse sounds very dramatic and sci-fi, but a more mundane term is extended reality or XR. Or course this being tech related you can expect lots of acronyms, XR can include AR (Augmented Reality) and VR (Virtual Reality). AR overlays images on real-life settings, for example, that Snapchat filter that gives you whiskers and cat ears- that is AR, or the ‘see in your living space’ feature on Google that can bring a Red Panda into your living room.

AR can be achieved with your mobile phone, VR that’s a bit more complex you need more equipment, a headset possibly some gloves or body gadgets depending how in-depth you are going. VR is more immersive as it creates a simulation of a physical space where you can wander about frolicking with Red Pandas in the form of your avatar who mimics your real-life movements.  

Of course, the metaverse has the potential for lots of very important uses like training and teaching people safely how to do things that would in reality be very unsafe, like open heart surgery and firefighting. Unfortunately, as the metaverse is really just the next stage of the internet we can probably expect that it will be used for a lot of things the current internet is used for, things like porn, seeing funny cats in an almost real-life setting, and games where you shoot things.

Antonia Forster has coined the phrase metaverse-y, rather than thinking about the metaverse, it might be more useful to view apps and platforms as having metaverse traits.

So to the tune of That’s Amore!

When you have been working with someone for 3 years and have no idea how tall they are…

That’s so metaverse-y

When your kids swap Roblox handles in the playground…

That’s so metaverse-y

When you do your big shop and browse the aisles from your sofa…

That’s so metaverse-y

When your Daughter and your mum are having a video call that makes them look like they are astronauts…

That’s so metaverse-y

When your favourite band launches an nft and cryptocurrency…

That’s so metaverse-y

So, if you feel like you are living somewhere between a dream and reality- you’ve got it! That is the metaverse.

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Marketing SEO

GA4- Time to act!

There are two types of people in the world, those who got the email from Google to inform them that Universal Google Analytics would be updating to a new version called GA4 and thought “right this sounds interesting and important I better start doing some research and come up with a plan about how we migrate our website analytics over, so we keep all our metrics and tracking.

And then there was the rest of us who thought “Ugh why do they keep changing things?  I just got the hang of that version, I better look at it I guess, I mean I will when I get 5 minutes, and then we carefully filed it away to the important, but not very interesting pile and we will  look at when we can’t avoid it any longer.

Well, I have bad news and good news.

The bad news is that it is important, and you need to start planning for it because Universal Analytics is ending in July 2023 and if you haven’t moved over to GA4 you will lose your existing analytics data (although there is a 6 month grace period). After that time, you won’t have a reference point to compare traffic to moving forward.

So, you need to upgrade to Google Analytics now, or as soon as possible before July 2023.

The good news is that we have a team full of the type of person who loves data and are informed, skilled and ready to make this transition for you.

The sooner you have a plan for moving over to GA4 the better, the more time you have ahead of July 2023 means the more data you will have.  At the very least, you should get GA4 set up and configured now for page views, event tracking and ecommerce data so that by July 2023 you will have around several months data in place.

Once that is set up, you should dip your toe in and start to familiarise yourself with what lies ahead in terms of data analysis so that’s it’s not a complete shock when you no longer have a choice.

When you are set up there are positives to GA4, it is better, and will allow for:

  • Enhanced reporting and visualisations
  • Enhanced engagement metrics
  • Default event tracking including clicks, scrolling behaviour, clicks and file downloads
  • More flexible event parameters
  • Better integration of website and app tracking data
  • Improved channel acquisition measurement

.

Our Google Analytics 4 Migration Package

We can help you prepare for GA4 and life after UA with the following services

Audit & Configure your existing Universal Analytics account: A full audit of your existing UA account to ensure that you are tracking data as accurately as possible.

Install & Configure Google Tag Manager and Google Analytics 4: Moving forward, we would highly recommend using Google Tag Manager to track GA4 page views, events and transactions. If you don’t have an account already, we can help set this up, and if you do, we can audit this to ensure all is set up correctly.

Setup & Configure Bespoke Reporting For Historical Data: We can also provide bespoke reporting dashboards that will migrate your key existing UA metrics such as page views, events, channel acquisition, goals, conversions and ecommerce data.

These dashboards are totally bespoke and will hold up to 50 key data points for your reference even when UA has been shut down completely and no longer accessible.

You can have up to 3 years’ worth of rolling data to look back on moving forward, for example:

From July 2023 you will be able to view data back to July 2020

From July 2024 you will be able to view data back to July 2021

From July 2025 you will be able to view data back to July 2022

From July 2026 you will be able to view data back to July 2023

After that, there will be no more UA data (unless you export this yourself to Excel or PDFs), but by July 2026, you will be fully versed in GA4, and UA will be distant memory.

Sound good? Contact me today and we can put a plan in place, and you can move this item from the important, but not interesting pile, to the done and dusted pile!

Categories
Marketing Views

This agency won’t eat itself.

What do I mean by eat itself? Whilst there are great agencies out there with strong cultures creating stellar work for their clients, there are also a lot of agencies that are made up of a handful of employees and a loose band of freelancers.

These freelancers roam from project to project selling their time and expertise, but at the same time trying to resist the politics and time drains of meetings, constantly managing the conflict that happens when you are independent, but also being paid by the person who is hiring you.

The employees become increasingly specialist in their areas, they observe the freelancers resisting the corporate structure and yet still getting their slice of the project and profits. They have built up good relationships with clients and so eventually some of them think, what if I was to leave to roam the freelance savannah, taking my chances and building my own empire?

So, they leave and hire their own tribe of employees and freelance specialists, and there we have the circle of agency life.

Does it really matter? In my experience clients don’t care that much about the method once they get results, but this constant transition and conflict about who are you working for drains time and energy and distracts from the fact that the person you should be working for is the client. This energy could be better spent doing the work. Also, an agency may favour their own inhouse staff over specialist experts because they are salaried, but they may not be the best people for the task.

Clients also have valuable people inhouse and often have other trusted relationships with third parties that span years, there are people who have an in-depth knowledge of their company and systems and this knowledge can’t always be easily transferred, but the mindset of ‘winning the business’ isn’t always compatible with collaborating and working with the skills and expertise already present in the business.

A real growth mindset should be based on collaboration not competition, otherwise you run the risk of offering solutions that are biased, and not as effective or efficient as they could be.

What if companies could only hire the knowledge and skills that they need but still have the benefit and convenience of a single point of contact?

That is a question I asked myself, and it is why I have started Eskdale. Eskdale is a network of knowledge experts, we work with companies to come up with innovative solutions and then we partner with them to deliver.

We aim to be transparent and lean so you can get the best specialist help exactly where you need it.

If this sounds interesting to you contact me today to see how we can help you.