Customer engagement – at your convenience!

It’s nice to travel and meet people occasionally.

Most folk think I spend 100% of my time working virtually and wearing pyjamas all day but in fact it’s only 99% of the time and the night attire can change according to what mood I’m in….

So, it’s always nice to dig the suit out, find it still fits, and accept the challenge to travel to some place I don’t know, speak a foreign language and achieve the desired result(maybe 50% of the time at least).

Last week I went to meet a longstanding client at a conference they were attending in Nice. This neccesitated flying from Bristol airport (great airport but the most apalling road access to any I can readily think of – save possibly for that edge-of-cliff airport in the Himalayas).

Having managed to avoid the check-in queue courtesy of my self-printed, online boarding pass, I then spent 30 minutes standing in line waiting to get half undresssed to go through the scanner. Jacket, belt and shoes all came off, laptop, handluggage, and several other trays of my stuff followed me dutifully on the conveyor belt and then it took another ten minutes to remember what belonged to me,  get dressed again and decant all my mini-toiletry bottles into a re-sealable plastic bag and which was then placed back in my wash bag (still haven’t worked out what the point was of putting them in the plastic bag and then back into the washbag but never mind).

After all this I felt that I needed a trip to the Gents.

These days, going to the loo is a major advertising experience.

These cunning ad types have long realised that for at least 30 seconds they have a captive audience  gazing at an otherwise blank wall and so what better than to provide you with your own, in-yer-face, personal ad (watch this space for the next generation of TFT panel which delivers multiple, ‘personalised’  video ads as a result of your geo-locationally-aware boarding card which passsed on your interests and preferences to the building management system when it was scanned at security…..) .

So, in an effort to avoid captivation, the alternative is to look down (left or right can get you into serious trouble and behind is not an option for most…) .

BUT looking down revealed yet another marketing innovation – the invitation to contact the company that makes the perforated rubber mats that in the good old days would have stopped cigarette ends from blocking the outflow but these days are mostly for decoration only. Printed on the edge was the number of their ‘customer hotline’.

I have to say that I was mesmerised by the concept and was extremely tempted to phone and have a good natter. The main problem was that I didn’t have my phone in hands-free mode at the time and couldn’t quite overcome  the self-concious aspect of writing down the number in public and delaying others whose need was much greater than mine. 

I  do know however that if I had done then we could have had a long and productive SWOT analysis discussion culminating in the idea that it would be great to be able to try out some competitor product so that you could well and truly say that you’d xxxxxx all over them.

Social Media – Finding The Angle

Social-ability
Some businesses and brands lend themselves better to identifying social media opportunities than others.

These are typically those with existing strong and medium-long term customer relationships such as banks, building societies, loan, finance and insurance companies. Regular repeat customers of various FMCG brands are also good news (think tomato sauce and toothpaste). These examples offer pretty good ready-made bases for developing social communities around their product or service.
 
Car brands also have good ‘social’ potential as there are always plenty of Jeremy Clarksons out there ready, willing and able to publish their considered opinions and join in alpha male car stuff debates.

On the other hand, the property sector appears to be a bit more difficult as the relationship between seller, agent and purchaser or tenant is typically short-lived and not oft repeated and housebuilders, second-hand sellers and agents are all notoriously ‘sensitive’ when it comes to possible negative comment about their product.

Social and real estate
And yet the property market is actually ripe for ‘social’ with plenty of opportunity for housebuilders and commercial developers to establish ongoing early relationships with potential customers and e.g. solicit feedback on new proposed designs, specs and features. The secondhand market and your average estate agency re-seller might struggle a bit more difficult to find an opportunity for ‘social’ however.

(I’ll be blogging in more detail about social and real estate in the near future…)

Social and traditional
Even more of a challenge are products that traditionally don’t appear to have much in the way of an obvious direct B2C interface and where the traditional relationship is e.g. solely between producer and supplier – at least in terms of the supply chain. And yet these are some of the ones I find most enjoyable to analyse and look for innovative angles.

I’ve always had a seeming natural disposition towards wondering what goes on behind the scenes with products. As a sad child, I was always drawn to product labels on the back of things like shampoo bottles which typically had the name of Jane someone-or-other to write to in the consumer department and then there was Tom Champagne and his prize draws (‘Oooh vicar!’) at Readers Digest – great name – but did he or Jane ever really exist I wondered? I’ve always since thought of these people a bit like ‘Room 101’ or ‘The Cones Hotline’ – just sitting in some dark and dusty room hoping noone would actually phone.

Now, it’s social media and it supporting desktop, mobile and ‘pad’ technologies that are making true B2C and B2B community dialogue possible.

Social – enabling novel engagement
I guess, in a way, that in a B2C capacity this is really rather like an extranet and I do like the idea of being able to look for interesting angles in relation to engaging end customers with product originators and using social media to educate, enlighten and entertain by e.g. providing YouTube video clips that document and track the product journey through it’s various stages.

Only last night in fact I was watching a TV programme about Eddie Stobart and at one point one of their truck drivers was attempting to negotiate an extremely narrow lane to pick-up strawberries from a fruit farm and then deliver them to a Tesco depot – and because of the contract with Tesco there was only a half hour window for delivery.

The stop-go trials and tribulations of the transport leg of the journey made for compelling viewing and at one point caused the driver to remark on the fact that little did Wimbledon goers appreciate the complexities and difficulties in relation to the strawberry-to-bowl process. But they would if they had also seen the same programme or – more importantly and pertinently –  were able to access the clip via YouTube as part of a social media campaign and then discuss it on Facebook – and maybe then be offered a special promotion via their mobile for a Tesco strawberry discount or a visit to an ‘Eddie’ depot (of which there are 40 apparently and a truck fleet of 2000 – all which have female names – blimey I didn’t know there even were 2000 female names…..)

Find the angle and implement
Brand identity, acquisition, engagement, conversion, retention and cross-selling (and the rest) are all now able to be bolstered, supported and elevated by social media. There is probably no business or organisation that could not benefit from social media.

The real challenge is finding the appropriate angle and implementing it.

‘Housebuilders are backward when it comes to IT’

This post is in response to a discussion thread within the ‘New Homes Hub UK’ discussion group on LinkedIn as posted by Simon Wilkins.

The discussion addresses an issue that I have a long association with and which has been interesting to re-visit.

The Curate’s Egg
Rather like the curate’s egg, the industry is good in parts and there are certainly some housebuilding companies who are genuinely modernist when it comes to the use of IT and new technology.

However, these are still possibly the exception rather than the rule.Things weren’t helped by the fact that any exposure to hands-on computing until 1991 had involved DOS based software with it’s dull, cryptic interface, keystroke commands and monochrome screens in orange or green.

Real Men Don’t Use Computers
Until the late 1980’s I, like many, had equated technology solely with computing and in turn computing with science and maths – both of which I’d always managed to studiously avoid.

In housebuilding, unless you were an architect, quantity surveyor, accountant or an IT geek, you didn’t get involved hands-on with computers – you just pondered over the results they produced and made ‘he-man’ business decisions based on the output.

Seeing The Light
This was during my phase as development director at Balfour Beatty Specialist Homes where I was responsible for new developing joint venture business and project managing the pre-construction phases of custom urban mixed redevelopment projects and niche high value housing.

I enjoyed my time at Balfour Beatty and was not only involved in the P&L operational aspects of housebuilding but also charged with looking at how my subsidiary might develop in a strategic sense.

This was the era when Balfour Beatty was owned by BICC Plc – which at the time was a major global cable technology business.

BICC was very keen to investigate how the adoption of new technology might be usefully embedded within Balfour Beatty’s construction and spec development businesses.

As a result, I found myself being asked to look at how technological-focused thinking might be applied within the residential development lifecycle – and which ultimately included the use of modular design, factory based prefabrication, Just-In-Time delivery, building materials technologies, joined-up IT using networks to improve the efficiency of data and knowledge transfer and – the one that really caught my imagination – intelligent building systems for automating the quality and efficiency of a building’s internal environment in response to its real-time use and function.

This was also at a time when the Japanese construction giants were poised to develop a foothold in Europe and there was a definite sense that their technology-driven approach could pose a serious threat to the old-style, labour intensive, in-situ wet building methods and claims-driven mentality that so characterised the UK building industry in particular.

However, we all know what then happened – the Japanese economy took a nose-dive, the technology-driven threat disappeared, the UK went into recession and by the time the industry recovered in the mid-late 90’s the good-intentions of pre-recession strategy and change were forgotten and – even despite the attempts by the Latham Report – the industry largely went back to it’s traditional ways of thinking and doing things.

By this time, I had left direct employment within the housebuilding industry and was servicing it from a specialist consultancy viewpoint in relation to technology – partly providing ‘gatekeeping’ type knowledge to an enlightened few as well as project managing various early ICT related projects typically concerned with either data transfer or marketing.

As a result of internet and WWW I began specialising in digital media communication – initially from the perspective of construction sector project team communications but then broadened out to designing and delivering web based multimedia information, marketing and CPD e-learning systems.

Between 1995-1998 I spent 75% of my time engaged as a consultant on two large pan-European R&D projects concerned with identifying new construction sector related broadband products and services and working with a mix of major construction groups, national telecom operators and technology companies. This was a particularly interesting period and led to various related spin-offs including my involvement in construction sector related CPD education with a specific focus on ICT and multimedia.

However by 1999 I had broadened my operational activities to encompass a wider variety of industries including medicine and banking and working with doctors and bankers has provided a useful insight into how other sectors perceive and interact with IT (and technology in a broader sense).

And Finally…..
Looking back at the housebuilding sector with my technologist hard-hat on, the fact that it lags behind in its adoption and appreciation of IT is, I believe, the result of a number of factors including:

– An historical lack of internal R&D

– Old-style corporate culture which is perpetuated by handed-down philosophy and autocratic hierarchical management with only lip-service being paid to e.g. employee feedback and innovative ideas and suggestions.

– Lack of bottom-up / holistic strategic thinking

– An ‘After you Claude’ mentality but which is then direct conflict with the equal mentality of of ‘Not invented here’ syndrome.

– Supposedly customer-led but in reality hates having to adapt its product citing tight margins, overheads, building costs, keeping prices low as the key reasons for resisting change.

– Housing is largely provided by a national based industry mostly immune to non-native competition and the associated different ideas and approaches that might otherwise help to enforce change

– Real change is only often effected as a result of either legislation or market competition

– Technology is not seen as an intrinsic aspect of core operational business

– Rather than having strong degree of internal expertise and knowledge technology is often seen as a specialist function and left to external consultancies and agencies to provide

– Lack of sustained support and promotion of technology by associated professional bodies, trade press and CPD level education.

Educashun
Having to again address the perception that ‘Housebuilders are backward when it comes to IT’ is rather disappointing in the sense that after all these years nothing has seemingly changed very much and that the sector has somehow managed to remain unaffected by all that has happened in relation to technology since the early ‘90’s.

However, it is also encouraging in its implied suggestion that there is still an opportunity to educate and help effect change.

 

Friday 13th: The mobile web slayer cometh – ‘Apps’ beware!

Today,  the latest edition of ‘New Media Age’ landed on the mat. 

Increasingly, the last few weekly editions have only served to re-enforce my views on early-adopter enthusiasm and exuberance clouding sensible business judgement but, today, it’s apparent that ‘Apps’ are not proving to be quite the advertising and marketing meal-ticket previously perceived…..

‘Pop-Ups! Pop-Ups!’
Coming from a ‘web’ background, as I do, I must admit that I’ve found the notion of ‘apps’ and their exultation immensely irritating of late. I’m actually reminded of some long-since gone TV ad featuring Jennifer Saunders sitting in an internet cafe having some kind of crisis after being deluged with pop-ups. ‘Apps’ have kind of had the same effect on me.

Now, in fact, I can well see that there is a time and place for everything – and time and place are in fact extremely good variables for use in ‘Apps’ as they can do good things by interfacing with mobile GPS and stuff to provide location-aware information etc.  and do genuinely software-y kind of things that you can’t really do with even the most sophisticated web application.

However, why so many businesses have fallen for the idea of having an ‘App’ which restricts them to a particular handset audience when they could have achieved far more with a decent mobile website has baffled and irritated me for quite a while.

Anyhow, lo and behold in this week’s NMA there is a whole clutch of snippets and items about the shortcomings of ‘Apps’ and the rise in interest concerning the true mobile web. Hurrah! Long live the King! Down with the Emperor! (There’s also a really good piece about not fixing what ain’t broken when it comes to revamping your existing website but I digress….)

Surely not? – ‘Hype’ is used in same sentence as ‘Apps’!
First, on page 4, there’s a subheadline ‘Brands warned mobile apps are not reaching as many users as hype suggests’ . Horror of horrors! Sacre bleu! How can this be?  

Apparently, a recent study by ComScore has revealed that only 31% of UK mobile users have downloaded an ‘App’ whilst over 37% regularly access the mobile internet. Now that can’t be a result of apps being expensive and that there’s a war on – sorry I mean recession. Even I can afford an app or two at £1.50 or whatever they are – if I forego my weekly ice cream of course.

Even more interesting, James Tagg, head of mobile at Starcom MediaVest said “Many advertisers are getting caught up in the hype about apps but there is a growing realisation that the mobile web will soon have to be thought about more seriously”. 

And then on P8 the headline says: Smartphone boom creates division for mobile advertisers’. This alludes to the fact that advertisers are waking up to the realisation that to advertise via ‘Apps’  requires multiple investment, multiple adverts and all the associated double-handling, duplication of effort and attendant management and technical headaches. It’s just not efficient and cost-effective. No wonder then that further down in the same item it says ‘…the polarisation could lead to an increased focus on web activity….’.   ‘Could’? Surely ‘should’ and ‘must’.  It’s really a simple matter of horses for courses. ‘Apps’ are essentially embedded mini-software programmes that can only work with a particular mobile operating system. As such, they need to be sourced, downloaded and installed.

Whilst ‘Apps’ may well have some degree of live connection to the mobile internet so that e.g. up-to-date advertisements can be displayed and interacted with in real-time this is not the same as having an advertisement running on the mobile web and which can be seen and interacted with by anyone with any handset just via their pre-installed web browser on any internet capable handset be it iPhone, Android, Windows, Nokia, Samsung, LG, Blackberry etc., etc.

Personally, I believe this is just matter of time and education.

The tempting Apple
It’s a bit like the ‘dotcom’ goldrush. Everyone has piled in to ‘Apps’ because Apple has led the way in terms of making mobile sexy and fun and other handset manufacturers have had to follow suit. Consumers have only really had ‘Apps’ pushed at them – not as yet the true mobile web.   Advertisers have therefore had to try to reach the initial mobile market via shoe-horning ads into ‘App’s but of course that’s far from ideal in terms of the business case which ideally needs to reach the whole market with  single creative, technical and managerial approach – which only the mobile web can ultimately provide.

Eventually, things will settle and stabilise. ‘Apps’ will continue to have their rightful place as embedded software gadgets doing useful specific stuff whilst mobile web will be the primary medium for true universal access to online information, advertising and multimedia resources (think ‘iTunes’).

Whilst there will be always be good reason for some businesses to have a dual ‘Apps’ and mobile web strategy, most businesses will be focused on mobile web – and especially as HTML5 takes hold.

Surveyors and New Technology – An Oxymoron? Discuss…

(*This is a re-post from an earlier blog written in January 2010.)

I have actually been prompted to scribble something here as a result of picking this month’s edition of ‘RICS Business’ and finding that much of it is devoted to encouraging RICS members (AKA chartered surveyors…) to get going with online social networking. This is to be applauded and it is commendable that the RICS has seen fit to devote a great amount of space to flagging the issue at the start of the year when thinking is supposedly fresh and people open to new ideas.       

As one who battled away in the mid 90′s evangelising about ‘the web’ and digital media to bemused and largely sceptical audiences of chartered surveyors, I do hope that 2010 does indeed turn out to be the year when the digital penny finally drops.

It is nevertheless disappointing to see yet again in hard print that, despite all that has come to pass in relation to the digital world in the last decade, the  perception apparently remains that the UK surveying profession is ’…lagging behind other sectors…’ in it’s embrace of new technology.

Indeed, if we were to momentarily leave aside the more generic elements of digital media marketing and social networking, how many surveyors would know what the terms BMS or KNX mean and their role in energy management and sustainability? – or instantly make a connection between SMART phone GPS awareness, ‘tag’ reader technology and their implications in relation to a potential myriad of property sector related applications?   

Admittedly as an RICS member I know I am rather uncharacteristic of my breed and was an exceptionally early adopter of emerging new technology back in 1992 after I left my role as development director of Balfour Beatty’s Specialist Homes division to focus on property and construction related ICT.

I suppose that I was fortunate in having a bit of head-start as a result of my exposure to some fledgling new technologies that emerged during my time at BB – ’SMART’ building concepts in particular – but which were then very much in their infancy and required a basement full of kit to fulfill the simplest of functions. But at least the possibilities were evident and given that this was a time when early PCs were poised to become ‘ubiquitous’ thanks to Windows 3.0 and the future seemed quite bright – if not entirely orange at that stage.

The advent of the internet, CompuServe and HTML 1.0 had certainly signalled the start of the online revolution by the mid 90′s and their was at least a hum beginning to develop about what it all might mean (despite BT’s best attempts to have you believe that the Information Superhighway was just around the next bend and perfectly cruiseable via 64k ISDN.) 

As a result of my early efforts to generate sector interest in the new online world via my establishment of an industry-focused property and construction network –  ’PROCONET’ (possibly the first sector-specific attempt at what would later become known as a ‘portal’) I was invited  to become involved in two EC funded R&D projects concerned with the potential for broadband applications within the property and construction sectors.  (Highly interesting stuff which I will allude to in a separate blog.) 

The knock-on effect of this, was that I was also asked to produce three CPD videos for the Television Education Network aimed especially at helping educate chartered surveyors in relation to the new digital world.

This also led to invitations to deliver CPD seminars and lectures – especially for Westminster University and The Wilson Centre in Cambridge – and which for the first time brought me face-to-face with the great, the good and the highly sceptical.

It cannot however be said that there was a lack of interest. The lectures at Westminster were packed. But all that anyone really wanted to know was if email would be the ’KILLER’ application. As for the relevance of the WWW to real estate agents this was almost immediately dismissed – mainly on the grounds that by posting property details online this would obviously prove to be an enormous invitation to burglars. But still, it was eventually built, the world came to visit and the crime rate stayed much as it had.

Having disappeared in the late 90′s to work with other sectors and professions on digital media projects, it’s actually really interesting looking back on all of this now. The technology that supports the web and the applications that run on it have matured beyond all recognition and online communication has become a seamless and transparent part of everyday life – and yet the surveying related sectors are still perceived to be lagging behind.

I don’t see this with doctors or bankers. They are typically pushing me to introduce new ideas and technology elements. Much of this highly functional stuff is relatively cheap and easy to implement so it can’t be about cost or availability. So is it about attitude of mind, not-invented-here syndrome, technophobic luddite-ness…? Why is it that the industry seemingly still has to be deliberatley prodded to wake up to this stuff rather than embracing it, trying it out , seeing what it can do, breaking it and in the process let ideas and suggestions for useful and pertinent applications be generated.

The UK surveying profession has led the world in many aspects of real estate and the built-environment. Here’s hoping that 2010 sees this extending to the  increased adoption and development of new technology.