Thursday 11 May 2017

At the latest East Midlands PM Forum, which was hosted by Potter Clarkson, Mike Bainbridge from Rackspace lead a thought-provoking, session on how digital is shaking up client service.

The session was quite different from the usual PM Forum presentations and began by exploring change and disruption. The quote “All progress depends on the unreasonable man” by George Bernhard Shaw, was used to set the scene for the presentation.

Mike highlighted how the rise of digital technology has enabled companies to flourish and innovate, emphasised by the large amount of companies valued at over $1biliion dollars since 2014. The rise of digital technology has allowed a number of companies to disrupt many sectors and continues to do so.

The group explored the various ways in which digital technology can enhance the client experience at every level of the buying process and how digital technology should be used to make it easy, fun, valuable and/or pleasurable to engage or purchase from a brand.

Mike shared some really interesting examples of how companies are utilising digital technology, including Argos, who have revamped a large number of their stores to enhance the user experience. He also talked about banks and how they are having to innovate and use digital technology to enhance customer value.

Mike concluding with a discussion on Net Promoter Scores, which is basically your promotors (those who rate you a 9 or 10) – detractors (those who rate you between a 0-6) and how this can be a useful indicator of what customer’s experience when they interact with your brand.

Overall, a really interesting session and one that highlighted the fact that the professional services sector is ripe for disruption!

Written by Jemma Taylor-Smith
Marketing Consultant, V Formation