We’ve been talking to leading marketers about business during the pandemic, the trends they have experienced and how their brand is adapting.
Today it’s the turn of Duncan MacPherson, who is GM, EMEA at enterprise website analytics platform Glassbox.
Please describe your job: What do you do?
I am the EMEA General Manager at Glassbox and I am responsible for the regional strategy, sales and customer retention.
How has your typical day been impacted in the short term by the pandemic?
While some things have inevitably changed, I have tried to maintain my normal routine as a way to minimize the risk of decline in productivity and ensure I am being as effective as possible. I have encouraged my team to follow the same approach and tried to instill a sense of normality during some very unnormal times.
Like other companies, digital capabilities have been vital with all meetings being carried out remotely. We’ve made sure that cameras and mics are on throughout the session so the whole team can communicate with each other with ease and to prompt the same team spirit and open dialogue we are accustomed to.
What are your favourite tools and techniques to help you get your work done at the moment?
It might surprise you, but I’ll point you to the same tools I would have mentioned prior to the beginning of the current crisis: A reliable video-conferencing tool, well-known CRM system, a project management tool where I can easily maintain an overview of the team’s workflow and good noise-cancelling headphones!
Which companies have impressed you since the outbreak?
There are certain sectors and companies that have done well due to the natural increase in demand of their services – be it Netflix, Amazon or supermarket chains. The companies however that have impressed me the most are the ones who have successfully managed to go digital in a matter of weeks and adapted their business models to ensure they can continue to provide value to their customers and remain operational.
We at Glassbox applaud businesses that have assessed the situation and opted to ramp up digital efforts with courage and determination. We have been serving this space for a long time and we are seeing that industries that were previously resistant to digital transformation are now embracing new technologies as they recognize they are vital to day-to-day operations.
What changes are you making to help your brand connect with how people are feeling and experiencing the pandemic? What trends have you seen in your sector?
Covid-19 has dramatically accelerated digital transformation and brands are willing to significantly invest in their digital channels to improve customer experience across all platforms. At Glassbox we set out to empower businesses to provide the best possible user journey, and during this time our services have been crucial in equipping brands with the tools they need to help users.
Our Dynamic Struggle Score (DSS), for example, has proven to be invaluable for companies at this time as it helps companies contend with the massive spike in user traffic they are currently experiencing. With our DSS score, IT teams are able to prioritize struggles and know which incidences to deal with first. Having this information ensures companies take steps that will positively impact the most amount of people as quickly as possible – drastically enhancing efficiency and boosting customers journeys and experiences.
Additionally, businesses are looking for fast digital deployments to start seeing immediate benefits that customer experience analytics bring to their channels, so in the last few weeks the importance of our service and our sector has really been emphasized.
What advice would you give a marketer right now?
With every challenge comes an opportunity. Strengthen your digital channels and give your customers fulfilling and effortless experiences. You now have the unique chance to attract and retain new customers on your website and mobile apps by providing customers with real value.
At times of crisis, it is vital for all marketers to double down on demonstrating and effectively communicating the added value their company offers.
What does long term planning and strategy look like now at your brand?
Glassbox is experiencing an exceptionally strong first half of 2020 and we expect for this trend to be maintained for the rest the year. Our long-term plans haven’t been disrupted since the crisis begun. If anything, we are now seeing interest in advanced customer experience analytics, such as ours, coming from industries like pharmaceuticals that we have yet to explore. We will continue monitoring the evolving online market as we continue to expand.