OUR BLOG

Find out the People and Culture market insights for the third quarter of the year 2024.

What is Customer Experience In recent years, the term "customer experience" (CX) has become a buzzword across various industries. However, I've noticed a lot of confusion and differing ideas about what CX truly entails. This misunderstanding stems from the fact that CX encompasses multiple aspects of a customer's interaction with a business, making it a complex and multifaceted concept. In this blog, we'll delve into what customer experience really means, why it's important, and how businesses can improve it. What is Customer Experience (CX)? At its core, customer experience refers to the overall perception a customer has of a brand or business based on their interactions throughout the customer journey. This journey includes every touchpoint a customer has with a company, from initial awareness to post-purchase support. CX is not limited to a single department or interaction; rather, it spans all aspects of a business, including customer service, marketing, product quality, and even company culture. Why is There Confusion About CX? The confusion surrounding CX often arises because different people and organisations emphasise different elements of the customer journey. For example: Customer Service : Some people equate CX with customer service, focusing on the direct interactions between customers and support staff. While customer service is a vital component of CX, it's only one part of a larger picture. User Experience (UX) : Others may confuse CX with user experience, which refers specifically to how users interact with a product or service, often in a digital context. While UX is a subset of CX, the latter includes all interactions, both online and offline. Brand Perception : Some view CX as synonymous with brand perception and reputation. While brand image is a critical outcome of good CX, it is shaped by multiple factors, including marketing efforts and customer interactions. Product Experience : Others focus on the experience of using a product itself, emphasizing product design and functionality. This is indeed a part of CX, but again, it doesn't encompass the entire experience. Why is Customer Experience Important? Customer experience plays a crucial role in business success for several reasons: Customer Loyalty : A positive customer experience fosters loyalty and encourages repeat business. Satisfied customers are more likely to become brand advocates, recommending your products or services to others. Competitive Advantage : In today's market, where products and services are often similar, CX can be a key differentiator. Businesses that provide exceptional experiences stand out from competitors and can capture a larger market share. Increased Revenue : Companies that prioritize CX tend to see higher revenues. According to studies, customers are willing to pay more for a superior experience, and businesses that excel in CX often enjoy higher customer lifetime value. Customer Feedback and Improvement : A focus on CX encourages businesses to listen to customer feedback and continuously improve their offerings. This iterative process leads to better products and services, enhancing the overall customer journey. How to Improve Customer Experience Improving CX requires a holistic approach that involves all aspects of a business: Understand Your Customers : Conduct research to gain insights into your customers' needs, preferences, and pain points. Use surveys, interviews, and data analysis to build a comprehensive understanding of your audience. Map the Customer Journey : Identify all touchpoints in the customer journey and assess how customers interact with your brand at each stage. Look for areas where the experience can be improved or streamlined. Enhance Customer Service : Invest in training for your customer service team to ensure they can handle inquiries and complaints effectively and empathetically. Empower them to resolve issues quickly and satisfactorily. Focus on Consistency : Ensure that your brand message and experience are consistent across all channels, from your website and social media to in-store interactions. Consistency builds trust and reinforces your brand identity. Leverage Technology : Use technology to personalize and enhance the customer experience. Implement CRM systems to track customer interactions, use AI for personalized recommendations, and ensure your digital platforms are user-friendly. Gather and Act on Feedback : Regularly solicit feedback from customers and use it to make informed improvements. Show customers that their opinions matter by implementing changes based on their suggestions. Customer Experience is a complex but essential aspect of any successful business. By understanding the full scope of CX and taking steps to improve it, businesses can foster customer loyalty, differentiate themselves from competitors, and ultimately drive growth. Remember, CX is not just about individual interactions; it's about creating a seamless and positive journey that leaves a lasting impression on your customers.

Thank you to everyone who attended our recent event, "Understanding Disinformation." We hope you found the discussions both useful and thought-provoking. For those who couldn't make it or would like a recap, here's a summary of the key points we covered. The Growing Problem of Disinformation Over the past few years, we've witnessed a significant increase in the spread of disinformation. This isn't just misinformation, where people unknowingly share false information. Disinformation is shared deliberately, often with the intent to mislead, confuse, or harm. It has become a pressing issue that affects individuals and organisations alike​. Definitions: Disinformation vs. Misinformation vs. Malinformation To better understand the challenges we face, it's essential to distinguish between these terms: Disinformation : Intentionally false information shared to deceive. Misinformation : False information shared without harmful intent. Malinformation : Genuine information that is shared with the intent to deceive or manipulate, often by removing it from its original context​ The Role of Technology Technology plays a crucial role in amplifying disinformation. Social media platforms, in particular, can spread false information rapidly, reaching a wide audience in a short time. Automated accounts and bots are often used to increase the volume and reach of disinformation, creating the illusion that certain views are more widespread than they actually are​. Disinformation in New Zealand Our event highlighted how disinformation has evolved in New Zealand, with COVID-19 acting as a catalyst for various false narratives. The Disinformation Project has been actively monitoring these developments, focusing on public posts and open-source data to understand and counteract these harmful trends. The Impact on Organisations Organisations are not immune to the effects of disinformation. It can lead to reputational damage, decreased trust among stakeholders, and even direct harm if disinformation targets a company's products or services. Understanding these threats is the first step in developing effective strategies to mitigate their impact​. Moving Forward As we continue to navigate this complex landscape, it's crucial to remain vigilant and informed. By understanding the mechanics of disinformation and its potential effects, we can better protect ourselves and our communities. The importance of clarity, purpose, honesty and holding true to professional and personal values is imperative in navigating these challenges.

As we move through 2024, the marketing landscape in New Zealand continues to evolve, shaped by technological advancements, changing consumer behaviour, and global trends. Here are the key marketing trends that have emerged and are set to make an impact in the coming months. Personalisation at Scale In 2024, personalised marketing has become more sophisticated, with brands leveraging advanced data analytics to deliver highly tailored experiences. Consumers now expect brands to understand their preferences and provide relevant content, offers, and recommendations. Marketers in New Zealand are increasingly using AI and machine learning to analyse customer data and create personalised marketing strategies that resonate with individual consumers. Rise of Video Content Video content continues to dominate the digital landscape. With platforms like TikTok, Instagram Reels, and YouTube growing in popularity, New Zealand businesses are investing more in video marketing. Short, engaging videos are being used not only for brand awareness but also for driving conversions and engagement. Live streaming and interactive video content are also gaining traction, offering brands new ways to connect with their audience in real-time. Emphasis on Sustainability Sustainability has become a significant focus for consumers and businesses alike. In New Zealand, there is a growing demand for brands to demonstrate their commitment to environmental and social responsibility. Marketing strategies are now incorporating sustainability messages, highlighting eco-friendly practices, sustainable products, and community involvement. Brands that can authentically communicate their sustainability efforts are likely to build stronger connections with their audience. Influencer Marketing Evolution Influencer marketing continues to be a powerful tool, but it’s evolving. In 2024, there’s a shift towards micro and nano-influencers who have smaller but highly engaged followings. These influencers are seen as more authentic and trustworthy, making them ideal partners for brands looking to build genuine connections. New Zealand businesses are also exploring long-term partnerships with influencers to create more consistent and integrated campaigns. Growth of eCommerce The eCommerce boom that accelerated during the pandemic shows no signs of slowing down. New Zealand consumers are increasingly comfortable with online shopping, and businesses are enhancing their digital storefronts to meet this demand. Omnichannel strategies, seamless mobile experiences, and innovative payment options are key areas of focus. Additionally, social commerce—buying directly through social media platforms—is gaining momentum, offering new opportunities for brands to drive sales. Enhanced Customer Experience Customer experience (CX) is at the forefront of marketing strategies in 2024. Brands are prioritizing CX to differentiate themselves in a competitive market. This involves optimising every touchpoint of the customer journey, from initial engagement to post-purchase support. New Zealand businesses are investing in technologies like chatbots, AI-driven customer service, and immersive experiences (AR/VR) to enhance CX and build loyalty. Data Privacy and Security With increasing concerns around data privacy, consumers are becoming more cautious about sharing their information. Marketers must navigate these concerns by ensuring transparency and compliance with data protection regulations. Building trust through robust data privacy practices and clear communication about how customer data is used will be crucial for maintaining customer trust and loyalty. As 2024 progresses, marketers must stay agile and adapt to these emerging trends. By embracing personalisation, leveraging video content, prioritizing sustainability, evolving influencer marketing strategies, enhancing customer experience, and addressing data privacy concerns, brands can stay ahead of the curve and connect more effectively with their audience.  The key to success will be a balanced approach that combines innovative tactics with a deep understanding of consumer needs and preferences.

Now what: Demystifying financial support during hardship

I asked my three and a half-year-old daughter the other day, ‘’what do you want to be when you grow up?’’ After some thinking and with a very thoughtful look on her face she said ‘Mummy, I want to be myself when I grow up.’’ I thought, how very insightful. We are always looking at what we want to be and what we want to become when in essence, striving to be yourself, should be something in conjunction with our life goals that we work on daily. Where did we lose this simplicity of thinking? it seems as you grow older, things become more and more complicated, and we sometimes lose sight of what matters. If we all grew up to be ourselves, how refreshing would that be? Working in recruitment and being the age I am, I have realized that life is a journey. The number of people who actually become what they wanted to be when they grew up must surely be very low. Especially in the field of Marketing and Communications, a rapidly evolving marketplace where it is a different playing field from one year to the next. I feel this years periods of lockdown have led us to look more inwardly than ever before. Whatever your situation may be; whether you have kids, on your own or with a partner, never have we had this chance to self-reflect and to look internally for answers. During this time, I have realized how important it is to connect openly and honestly with people. From a work perspective, I find it hard to speak emotionally and openly as to how I feel. Perhaps this is ingrained from childhood, or something that I have learnt we should keep quiet about, something that we shouldn’t admit to, as it will show weakness. I have realized that it is all too easy to let things build up, to get frustrated, and to not have the opportunity to vent is quite dangerous. Leaders who are truly connected to their employees are open to vulnerability, are avid, deep listeners, not just solution providers. This is important as often, we need to come to the conclusion ourselves, however, having that sounding board is immensely important. I am proud to work in a company where you can openly call or email the CEO and voice your thoughts and there is never judgement. This is something I appreciate in a leader, someone who cares about their people. This ‘people piece’ has become even more important with the arrival of COVID19. All of a sudden employees are being trusted and relied upon to work from home. People have been forced to juggle work with family life, and in some cases have had to deal with redundancies. As a result, we are all spending time in our heads so naturally health and wellness is paramount to keeping our sanity. During the lockdown I am hearing from candidates, more and more often, “I had a COVID moment, reflected on what I’m doing, and decided I needed to make a change.” To me, this signals that people are in some cases voluntarily walking away from their roles, with the realization that life is too short. Giving up a stable role in an incredibly unstable period shows us that it is a time for deep reflection. Is it because the world is imploding around us, or is it because at last, we all have the chance to breathe and step back from the ‘day to day’ and examine our motivations, our raison d’etre? My realisations over this period:  children have an innate ability to give us clarity – it is important to grow and be yourself – we need to remind ourselves to never lose the wonder Vulnerability, connecting openly and emotionally is essential for progress, even in the workplace – do not hold it in, it will make you question yourself and everything you do The best leaders are the ones who listen to your issues, even if those issues are personal and impacting your work If you are struggling to cope and have had enough of being stuck in your mind, talk to someone, a problem shared is a problem halved Working from home and having limited personal contact, has allowed us to look inwardly and to discover what is important to us This year will be a year of immense change. Here’s to a future where our new learnings and perspectives will enable us to follow our hopes and dreams.

We’re really proud to have re-launched our Refer a Friend program in conjunction with SOS Business and their SOS Gift Cards. We’re now offering $500, $250 and $100 SOS Gift Cards* as a thank you for referring a friend, family member or ex-colleague who’s placed by us in a new role. Whilst COVID-19 and the resulting Nationwide Lockdown certainly threw spanners in the works, some amazing things were created as well. We are happy to announce that as part of our Refer a Friend programme, we have partnered with the incredible team behind SOS Business, a not-for-profit initiative that supports local businesses recovering from the COVID-19 pandemic. If you successfully refer a friend to us, you can choose a voucher from their website that includes various local hospitality and services businesses across New Zealand. Help us, and we will help local! $500 SOS Gift Card – For a successful referral placed in a permanent role $250 SOS Gift Card – For a successful referral placed in a contract role of more than six months $100 SOS Gift Card – For a successful referral placed in a temporary role of more than three months. We’re also keen to help muster up as much support as possible for SOS Business, and wanted to provide you with the same opportunity to support small local businesses to help with their recovery. So let us tell you a little bit more about SOS Business and how you might be able to help our local businesses across New Zealand. WHAT IS SOS BUSINESS? SOS Business is a not-for-profit initiative that provides a way for Kiwis to buy vouchers from their favourite NZ businesses to help them with the cash they need now. SOS Business also makes it easy for larger organisations to support our smaller NZ businesses to help with their recovery. HOW CAN YOU MAKE A DIFFERENCE? Join other corporates like us at Momentum who are using this opportunity to support small NZ businesses by buying SOS Gift Cards to gift to your staff or customers instead of traditional staff rewards or campaigns. Be part of NZ’s economic recovery by supporting these smaller businesses today! HOW SOS GIFT CARDS WORK Purchase 10 or more SOS Gift Cards Gift to staff or customers Recipient redeems Gift Card for a voucher at their chosen local cafe, restaurant or business at www.sosbusiness.nz Local cafe, restaurant or business receives the value of the voucher** GET IN TOUCH! Talk to Kelly Banks or Janine Williams about how SOS Gift Cards could work for your organisation, so that they can help make an impact for your staff, customers and our small Kiwi Businesses who need us! Kelly 0211 566 566 or Janine 027 478 1711 sos@sosbusiness.nz www.sosbusiness.nz Share with other marketers or HR Managers If you have anyone else in your community whom you think would like to support SOS Business by purchasing SOS Gift Cards, then please share within your communities! *Momentum Terms & Conditions apply. **T’s &C’s apply. 5% admin fee applies.

It is important to be vulnerable. In the last few years, more and more I have realised, that if you do not know something, you need to admit it. You cannot always know everything and in fact, how else will you learn? If you are not learning something every day, even something small, then I believe you need to check yourself. Why is this? Well, are you not pushing yourself? Are you not self-aware and realising that there is so much more that you could know? Are there any more positive and negative experiences that you could be open to? Asking these questions is essential to challenging yourself and allowing you to be receptive to new opportunities and learnings. I have worked in recruitment for eight years and daily I think, ‘how did I get into this fickle industry?’ I still feel like I am an apprentice. It is not that I don’t know anything, it is just that every day there are new challenges and new ways of coping, new personalities that you’re having to navigate around and new ways of looking at things. It is ok to feel like you are not the epitome of your field. If anything, it means that you haven’t shut yourself off from the opportunity to learn and improve. The realisation that we are all different in our own unique way – taught and learnt, makes life so special. We are all learning and transforming every day, or at least we should be. This pandemic has thrown a spanner in the works – our generations have never had to deal with anything like this before. It’s changed our working landscape. How do we function now? What is the new normal? Who on earth can truly give advice on what will happen in the short term or what we can predict will happen in the future? To me, it is all hearsay, no one really knows. We just need to go along with the ride and adapt accordingly based on our moral compass. What are your coping strategies? Are you doom and gloom, looking at the news and predicting Armageddon? Or is your view that things can only go up? That we can only get better, improve, learn from our mistakes. Find a better way, a new way, a squeaky-clean new start that it is not only exciting and exhilarating but also frightening. If we were not frightened, we would not be adaptable, we would not be kept on our toes, and to be honest, we would never change. We’d be stuck in the mud.  Let’s look at this as a shiny new opportunity. A way to learn, a way to find new strategies and optimism. Do not let pride get in your way, it will hold you back from transforming into what you were meant to be.

Today marks the first full day that I am back in the office and without my children (they are at school and kindy), and as much as I love them, it has also been a huge sigh of relief! Don’t get me wrong, I love my children, I have always wanted children and I am lucky to have them. I realise I am in an exceptionally fortunate position that my husband and I still have our jobs. All that being said, this lockdown with a toddler who asks over 400 questions a day (proven!), a 6 year old that I have been home schooling and a husband who is an ‘essential’ in a busy role, and my own busy role, this has been a stressful time!”* One of my children has also been awake about 6 times a night since the lock down, and this has certainly added another dimension to an already fractious situation! ** This brings me to think, there must be so many others facing stress, as well as a myriad of other more serious and potentially life changing challenges; redundancies, financial hardships, people living in solitude, relationship breakdowns, physical and mental abuse and death, and in some instances where the lives of amazing people can’t even be marked or celebrated in a fitting way. Everyone is affected by this, in their own individual ways and no one is immune to the effects. We have survived Level 4, finished with Level 3 and now on Level 2, but the mental health impact will be immense and though I’ve found this a challenge myself, it certainly puts my situation into perspective. How will we survive this mental challenge? What effects will this pandemic have; on our interactions, on our children’s ability to socialise, on our ability to function in the work place and in the outside world? A good time for businesses to also check themselves and see how they (also) deal with their employees mental state. At a time where everyone has been affected to some degree, it is important to realise that this could also affect people’s work. How is your company helping you? In the scheme of things I know (or at least am hoping) that this will be for a short period. However, the impact of this pandemic will undoubtedly have a long lasting effect on a massive proportion of the world’s population. It won’t be business as usual next week or the week after or the week after that. We will need to accept a new reality and a new way of working and not only that, a new way of just being. Silver linings that I have found to keep my mental state in check: we are extremely fortunate to be in New Zealand – being isolated is an absolute advantage and the swift action taken has meant that the pandemic hasn’t got a strong hold here like in many other countries family and friendship is critical to our survival – protecting our young and old, our sick and vulnerable is not only imperative, it is what feeds our soul, gives us meaning, and a sense of purpose compassion, empathy, kindness and humility – are what makes us human and are the most important characteristics to get us through times of crises we are adaptable and malleable – we can work from home, we can make positive changes to suit all elements of our lives, we can and need to change to move forward Hopefully, the fighting spirit will prevail, we will overcome these times and we will be able to tell our children and grand children about the great pandemic of our time. There is light at the end of the tunnel and hopefully as a nation we can lead the way to pave a better future. Bring on the vaccine! * I will caveat this by saying that this has undoubtedly been the longest time the four of us have spent this much time together. **Also I’d like to say that overall this will probably be one of the most positive experiences ever for our family, I’m learning so much about my kids every day and although it is intense (and I feel like I will need a massive holiday) I genuinely love these little rat bags (and although they push me to the brink) they will always be my number one!