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Telstra Health Care

We have all had our fair share of issues with Telstra’s service over the past few years and some may still have issues, but you have got to give them credit for coming up with a solution to some of our healthcare issues by using a technology platform that only they could provide, with the assistance of software partners and IBA Health Limited.Readycare

Their vision is simple enough, a E-Healthare System. Connected, accessible, integrated and breaking down the barriers of distance, and 24 x 7 so perhaps allievating our poor emergency departments and ambulances in some situations. I really like the idea of not having to leave home when I am sick and doing a online or over the phone consult or as they call it “telemedicine”. I am fine with that information being forwarded to my GP although it might not suit every person or situation, it is nice that I have that choice. My mum in rural victoria has to wait weeks to see the local GP, so it would give me piece of mind to know she can get advice when she needs it through Readycare GP phone service when, telemedicine is all she needs. That  she can maintain her independence as long as possible like many others in regional areas desparate for more doctors.

six pointsHow great it would be to get real time e-referrals or scripts through eRx Script exchange service? Using kiosks to collect medicines. Imagine being able to access our own records and diagnostic reports at a click of a button on our mobile. Or using MyhealthPoint App to monitor a health status remotely. It makes sense really. The digital technology is there, and Telstra is making it available in the health arena, we just need to ensure that it is managed and implemented it carefully. Can you believe we are finally going to use technology to address one of the biggest concerns of an ageing population, our healthcare system? Maybe even by aggregating data via the Quality Investigator Toolwe can see trends and assist medical research and discovery.

Well done Telstra. The concept is stella, now comes the hard bit. Go get them Gordon

If I didn’t know it I would have felt it was an apple video below.

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Predictive Marketing Made Simple

Customer Journey

customer behaviourtwo secondsI love data.I am obsessed by learning and have an incredible appetite for information in all its forms. Not everyone is as obsessed as me, but as small businesses we need to start listening to the digital footprint of our customers, and fast! Forrester research says that 50% of us research online prior to buying anything from a pair of shoes to health insurance. We spend more time researching our new pet, holiday adventure and even partner. The more significant the item the more likely we will do our homework online. A study by retail today stating  up to 81% of us research online before a big purchase. According to another study 79% of us trust online reviews as much as we do a personal recommendations.This is why data has become so key. “So, in the few minutes it takes you to read this, there will be over 7.5 million searches on Google. Each of these searches presents a new opportunity to reach consumers when they’re most engaged.”ZMOT.

It leaves a digital footprint that if we are smart we can use to make our marketing smarter! “Long before many brand managers even knew what they were, consumers were searching for things like “greek yogurt,” “BB cream” and “ombre hair.” If you had to guess what kind of stain is searched for most, would you know the answer? Overwhelmingly, it’s “red wine stains.” Do you know what’s in the collective mind of consumers right now? (Answer: coconut oil).” ZMOT

DataThe trick is to use search to identify the moments that matter to consumers and act on them across your entire marketing mix.I remember interviewing Bruce Kasanoff about his book Smart Customers Stupid Companies and the premise of this book was we expect companies to predict what we want and do there best to make our journey with them delightful. Bruce’s website SmartCustomers talks of how we need to be smarter than the customers we serve and to do that, we really need to understand them. We are now talking of predictive marketing tools to respond to the multichannel environment . TheMaturity of analytics multiscreen time that we all spend now accessing information and entertainment. This behaviour that leaves with it a digital footprint is ready for those technically savvy companies to use to deliver smart customer experiences.

So what in reality is happening with this data in the average SMB company? Nothing. Most companies I work with have google analytics running on their website but don’t look at it, haven’t set it up to capture useful information or don’t know what it all means. Sound familiar? An lets not even go to predictive software players in the market, (IMB, SAS, Adobe MATLAB, Knowledgestudio, Oracle). So what should you be doing? Asking your staff and customers for their feedback in easy ways. Data is king. Understanding how to improve your interactions with customers, their preferences, more about them and their behaviour will make your business more helpful and more valuable. Given that most customers will not rank our service as excellent, we all have a way to go in creating a awesome experience. Here are some simple data you should be collecting and some tools.

1. Google Alerts – set this up on your name, your competitors name and what your prospect might be typing in, i.e customer centric marketing

Google trends on predictive marketing V customer centricity V customer journey mapping

Google trends on predictive marketing V customer centricity V customer journey mapping

2. Set up google analytics properly – you need to be able to see clearly key data so get this set up properly or outsource your analytics totally.

3. Use marketing tools that have data collection properties –

  • Email- Mailchimp collects opens, clicks and social shares,
  • Facebook Insights – gives you information on your visitors and your ad campaigns
  • LinkedIn – gives you views and on a premium model creates more insights
  • CRM tools for SMB like Zoho, Salesforce, Capsule and Nimble CRM to see social media activity.

4. Use surveys like wufoo and survey monkey to ask your clients questions.

5. Use smart accounting software like Freshbooks that shows you how toy compare and asks for feedback from your clients after a transaction.

6. Follow thought leaders in your area of expertise on the web, on podcasts, in email and on social media. Think with Google is another way they are aggregating information and providing that as a data tool for me. I have attached a great video from google on the buyers journey and what we all need to consider in this new digital landscape.thinkwithgoogle

 

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Put your process out there, if you want to be chosen

process

What is the difference between your accountancy firm and the next guys? Your hair dress salon, consultancy?  Given that we are all using online forms of media to discover the best service provider then why aren’t more of you showing us what it will be like to engage with you? Whatever business you are in, is there really a point in holding back “how you do it here?” I don’t think sCustomer experienceo. It is really a change of mindset. Holding all your cards to your chest doesn’t pay dividends in this new customer journey that is all about discovering as much as you can before you engage with a service provider. Still lots of you don’t get it.

That is the reason why content marketing has gone so crazy! We are consuming it. We would rather do a discovery journey by ourselves, making the role of the sales rep redundant until we are ready to choose between perhaps a couple of providers. All that groundwork is done online, referring to friend in online reviews and social media channels.Influencing purchase

There is also another reason. SEO (search engine optimisation). Google serves up to us the content that is relevant to our search so if you are creating valuable content that answers questions about your “how” not just the “what” you are more likely to be found. A good best practice is to think about all the questions your customers might have about your area of expertise and create a landing page for this information.

Mapping out the customer journey can also create some opportunities for you to create touch points that will show your ideal customers how you do things differently or are just better suited to their needs.

Journey Map from Stanford d.school on Vimeo.

Marketing has changed and with it has the sophistication around our understanding of the customer journey. We need to think more about how we communicate and what we communicate to have a real competitive advantage.

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No one wants a Julia Roberts shopping experience

Yesterday I was walking down Main Beach Gold Coast (Tedder Ave) with my son and saw some lovely comfortable shoes in a pretty high end shoe shops. It had no eating or drinking sign in the window which is fair enough so I asked my son to stay outside with his food and had a quick look. I walked in and wandered around the shop. The shop assistant was in her mid 50’s and was dressed nicely but didn’t greet me. Infact she ignored me completely as I tried to make eye pretty-woman-shopping-scene-3contact. I found one shoe that looked my size (5, yes small) and after a quick look, asked her if I could try it on. She was very bothered by the question, still not making eye contact and asked if it was my size. It was in the specials section there was only one left and I said I wasn’t sure as it was a 36 (6) but sometimes I fit a 6. I tried it and it was too big. She didn’t offer any help or assistance. She only said she never gets in size 5. I said thank you and was glad there was no size 5 as aI wouldn’t have wanted to buy the shoes in that shop! It was such a poor experience. It really left me feeling crap, as if my size 5 feet were not normal. It wasn’t that the shoe shop didn’t have my size, it was the way the shop keeper made me feel. I was having a Julia Roberts experience. Had the shop assistant engaged with me in any form it would have left a greater impression and I may have recommended the shop but Instead I am venting to you about the lack of empathy the she showed.

By contrast our family went to the Tamberine Mountains just out of the Gold Coast for the day and I went into a lovely shop called KenshoandLove where I was greeted by a lovely shop owner Verina. She let me browse her beautiful bees wax scented candles and explained to me that bee’s wax was burnt longer and cleaner. I ended up buying some candles and then after trying them at home, ordered more online. It was largely due to the experience I had  with Verina and the candles which are devine.smallpom-2T

Every day on our holiday I see examples of small businesses missing opportunities to connect and add value and literally chase customers away with poor customer service. Now days it is not just the customer in the store but their tribe extending into the hundreds or thousands online. It is those little things that you do or don’t do that can make all the difference.

Acknowledging a trip advisor review, offering some free advice or extending a warm smile can go a long way. Learn how you can make your business more customer centric and build a list of loyal customers today. After all no one wants a Julia Roberts poor shopping experience.

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IwatchThe iWatch is the latest addition to Apple’s product portfolio and it promises to be just as revolutionary as the iPhone was when it was introduced. Marketed as a the Apple Watch (but we will call it iWatch) for everyone and something you will want to wear every day because of its functionality and style. It comes in two sizes which is good as I have a small wrist, but probably the most transformational element is that it can allow payment by mobile, fitness and health functions and collection of data and all the scheduling that your phone did. You can also take quick calls and then transfer to your phone if you wish. With Samsung, Sony and others already gone down the smart watch path with limited success, Apple hopes to revolutionise this digital landscape to be adopted by the masses with their design, functionality and Apple Pay giving us the choice to pay with our iWatch in real time.

“There are also rumours that the iWatch will be able to connect to Apple’s bluetooth-powered location system iBeacon – a network of cheap transmitters that allows stores to locate Apple devices nearby and send targeted messages such as special offers or other incentives. As somebody interacts with iBeacon through their iWatch, or as they browse for products throughout their day, that data can be used by marketers within milliseconds to deliver highly relevant ads;” Digtial Marketing Hub, Dax Hamman states. Apple will now control the way we behave and interact in a new way. It will create a demand for new apps and functionality as we get use to this mobile experience and screen.

iwatch2“Mobile payment could be a massive development for marketers. If you are able to connect customers’ phones to their transactions, then you can connect their behavior online to their behavior in-store. This is the Holy Grail. Brands will be able to provide a truly seamless customer experience. You could walk into a store, be greeted by name, get more information from a human being on the same products you were looking at online, then purchase it with a wave of your phone. However, this won’t happen right away.” Incite, Mark Kersteen reports.

The new Apple Pay is more secure than paying by credit card with its security encryption. If we become more comfortable paying with our phones I can’t see why we wouldn’t go the next step to the watch. With Apple perfecting the iWatch they have been careful to think out the functionality and how this will transpire for customer behaviour benefits. The message is clear for us; we need to embrace mobile as one of the most important marketing platforms.

Kickstarter’s backed new product Glance shows that watches are part of our lives it is how we integrate them into making them more useful, turning your existing watch into a smart watch. For those who don’t want to part with the $400 for the new iWatch then this might be a nice option. “Today better than 60 percent of 18-34 year olds get the time from their phones.  This space has, of late, been home to Fitbits and Pebbles and the like but, for most people, a watch hasn’t been a must-have accessory.Apple made watches cool again and new buyers of watches who may or may not have worn watches in the past will be its biggest customers.” Tech Crunch John Biggs

It will be interesting to watch the early adopters latch onto this new Apple product and in the months ahead we will see how it transpires. My prediction is we will embrace it like the other iProducts if it makes our lives easier and more interesting and fun. It will only be a matter of time before we see mass adoption and this will be the tipping point for retail and B2B comms and interactions.

 

 

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