Topic of the moment
Customers want to know more about the social, economic and environmental impact of brands. How do you evaluate that in the brands that you choose to work with?
Transport’s an interesting sector. From a consumer point of view, the reputation’s no good. If you talk about an environment point of view, trains are a good thing. But we’re not making it easy. The customer experience isn’t good enough at the moment.
We talk a lot about operational efficiencies because digital is a massive driver of that. When we’re dealing with big organisations, we seriously have to consider what that means and the impact. We’re well aware that we could be building something that might be streamlining their business.
We’ve got a client that’s a housing association. It’s an interesting sector that I’m glad we’re in, because I think there’s a lot of problems that we can solve.
This housing association, one of their objectives is to drive operational efficiency with digital technology. What they want to do is free up their people for more valuable face-to-face interactions, being a face for the brand. Suddenly your reputation goes up and your value as a brand increases. That’s a good thing for me. Obviously, there are always going to be conversations around how digital might make certain roles redundant. That will always play on your mind. But I think it will also open other opportunities for roles or jobs within that business.