Sunday, April 23, 2017

Huge variations in the use of social media by country and age

Pew Research has done some interesting research looking at the difference in the use of social media   by country and the variation between the old and young. The report is called (Not everyone in advanced economies is using social media).

I think these two charts say it all. The Swedes are over twice as likely to use social media than the Germans. The variation by age, in the use of social media, varies greatly by country.

So what is the take-away? You cannot have a single social media strategy that can be applied across large geographic regions  - like Europe. Dick Stroud

Thursday, April 13, 2017

Increasing life expectancy was yesterday's story. Today and tomorrow is about cash strapped health services and eating too much.

The ONS (Office for National Statistics) has a natty bit of software that enables you to calculate your likely death and the probability of living longer.

The image shows that a male child, age one, according to government forecasts, should have an average life expectancy of 91 and 10% chance of making it to 106.

I wonder if this model has been updated with the most recent data that showed that life expectancy is plateauing, much to benefit of government that will have less expenditure on pensions. 

I just do not believe these optimistic forecasts. Recent research from the US suggests that number of people dying from diabetes is massively understated  - by a factor of four. The health and care systems in the UK are in a chronic state, the levels of exercise that people take is far to low, whilst the country's obesity is one of the worst in Europe.

In the past, the forecasters always underestimated the increase in longevity. Now they are way to optimistic. Dick Stroud

Why is providing the customer a good 'experience' so difficult? McKinsey offers it thoughts - so do I

It took me a long time to realise that much of the work I do is about 'improving the customer experience'. My focus is on older customers, but whatever I recommend to clients cannot be at the expense of younger people. In most instances, if you improve the customer experience for older customers, it benefits all ages.

My focus is on one single part of the customer experience, that involved with physiological ageing. Over the years I have noticed how difficult it is for companies to implement effective changes to the processes that customers use. Often, the changes that need to be made are obvious and nobody disagrees they need to be made. Yet, when it comes to 'making it happen' the initial enthusiasm for change gets lost. Why does this happen?

It is encouraging that I am not alone in  witnessing these problems. McKinsey must have seen it happen so often that it has published a paper titled 'Avoiding the seven deadly sins of customer experience transformations'. 

I cannot disagree with any of these 'sins' and would add a couple of others to the list.

Marketers have very short attention spans. The problems this creates is compounded by way that the demands on their time is governed by the urgency of the task rather than its importance. On Monday the CX project is the most important thing on their agenda, by Friday it is fighting for attention with another half a dozen, vital initiatives.

The organisational structure that is used to implement CX change is often the cause of the failure. As soon as the task is established as a multi-disceplanary project, with seconded staff, who are also doing their 'day job' then you might as well abandon all hopes of success.

It really is amazing that large companies are able to implement any systemic change to their business processes. Dick Stroud