“ WE PROVIDE VALUE BY UNDERSTANDING THE KPIS AND METRICS THAT THE BUSINESS OPERATES ON ”
operates on , and determining if those remain the correct KPIs , and undergo a cost benefit analysis of each of the individual things we could do within the strategy . Monzo is a brilliant example of a really well delivered holistic experience from a brand perspective , from the way they write their job ads to the way that they handle their on-boarding process . All under one brand voice , so it ' s consistent .
Q . KEY CHALLENGES IN YOUR ROLE ?
» The first thing we do is digital strategy definition . Depending on the size of the business , you might call in someone like Deloitte or Gartner to help you out with an overall business strategy , but a digital strategy needs to be defined to align with that . We work with quite large businesses , many of whom don ' t really have data analytics and may be siloed . So quite often you ' re taking siloed information and trying to figure out actually what that means at a holistic level . You can start changing the dial a little bit in some areas , but actually we ' re looking for wholesale change here . Speed is another . Technology changes very rapidly , and there ' s speed of adoption too . If we work with cryptocurrency , for instance , it can be very bleeding edge . Budgets are always a good one . It ' s the holy grail of what we could do vs what is affordable . That ' s where we do that value analysis . By providing this transparency , that cements our relationship with clients because they then trust us to do the right thing for them .
Q . WHAT DO YOU LOVE ABOUT THIS ROLE ?
» The role is ever-changing , but that is what I really love about what we do - it is never the same challenge twice . You ' re always having to re-learn and challenge yourself and the status quo . We ' re now working with digital experience platforms ( DXP ) , so we can unify those experiences in a much easier way . Our motto is ' digital made human ', so how do you make the experience human to a customer and how do we come across to our clients ? The role is becoming ever more systematic , coupled with the everevolving needs of users , and therefore clients , alongside the march of technology . I think those are the things that primarily change this role to something truly rewarding .
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