Category: In the News

An interesting day-to-day workload is most important to achieving job satisfaction, a survey of marketers shows.

The Robert Walters Career Lifestyle Survey also reveals that marketers tend to move jobs on a more regular basis, posing difficult questions for employers around the issue of talent retention. 65% start looking for a new role within three years of starting a job – the highest of any profession, and considerably more than in IT (52%), HR (42%) or financial services (36%).

Overall, 70% of marketers say that an interesting workload is ‘very important’ to job satisfaction, well ahead of pay & benefits (52%) or status and responsibility (38%). The vast majority – 93% – feel their input has a direct effect on the success of the business, the highest of any profession.

Balanced lifestyle

On average, marketers also enjoy a better work-life balance than other professionals. While more than nine in ten clock up at least 40 working hours per week, only a fifth put in over 50 hours a week – a relatively low figure compared to financial services (46%), sales (45%) and legal (42%), at the end they all read the tips from https://www.thriveglobal.com/stories/44180-how-to-pursue-your-dream-job on how to get their dream job that wouldn’t stress their life out.

Furthermore, only a minority in the profession regularly work overtime (17%) or at weekends (19%). By contrast, more than 40% of those in sales, projects, HR and procurement & supply chain routinely work overtime over most days of the week.

Tim Gilbert (pictured), director of marketing recruitment at Robert Walters, said: “A strong marketing function is crucial to the wider success of the business, yet current market conditions mean that employers are competing more fiercely to recruit talented marketing professionals in the right numbers. 

“While moving jobs to achieve career progression is viewed as commonplace in the industry, there are still steps that employers can take to attract and retain talented marketers. The survey tells us that exposure to interesting or challenging work, for instance, is vital to giving staff the chance to fulfil their ambitions.

“Moreover, a fluid jobs market can present as many opportunities as threats, giving employers the chance to recruit seasoned marketers who offer experience across a range of sectors and skills. Our advice is to identify existing skills gaps and create job opportunities that will appeal to those seeking to move up the career ladder.”

Customer service satisfaction across the UK’s call centres has fallen over the last 18 months from 62% to 50% according to research of two million consumers.

Long waiting times and shuffling between departments mean that the general public is getting more frustrated with a sector which now employs one million people in the UK.

To improve standards and help safeguard the industry, a new customer service standard – called the Gold Standard – was launched this month in London.

Supported by the industry body, the Call Centre Management Association (CCMA), the standard will help companies improve customer service, operational performance and staff engagement by benchmarking their service levels against best practice.

The study, conducted by Bright UK, a consultancy for call centres, found that the proportion of customers saying they were very satisfied or satisfied with their experience had declined from 62% to 50% over 18 months.

The call centre customers surveyed were within every sector of the economy – including banking and insurance, telecoms, retail, energy and travel and leisure.

Supporting these findings, the Institute of Customer Service (ICS) reported in July that consumers are currently less satisfied with their customer experience than at any point since January 2011. The ICS’s UK Customer Satisfaction Index (UKCSI) surveyed 10,000 people and found that only ten major organisations in the top 50 have improved on their performance since July 2013.

Research has shown that there is a strong link between good customer service and profits, with knowledgeable and effective call centre advisors helping companies increase sales by ten per cent.

The Which? Best and Worst Brands for Customer Service announced recently agreed, stating, ‘Outstanding service leaves you feeling positive, valued and likely to want to repeat your experience – but our survey shows that many firms still have a long way to go in delivering this’.

Simon Thorpe, programme director for the Gold Standard, said: “Frustrations within the call centre industry run deep – from consumers being unhappy, to employees feeling aggravated and the executive seeing the call centre as a cost centre.

“Technology and training are available to help improve performance, but is not necessarily applied where it is needed most – simply because operations don’t have access to the information they need to make the right decision.

“It is through the Gold Standard that organisations can understand how they can improve their operational performance, employee engagement and ultimately their customer service. For organisations that are getting it right, they will be recognised with the Gold Standard.”

Julian Price, head of customer contact at John Lewis, said: “John Lewis has long been known for excellent customer service and our focus on our customers is at the heart of everything we do.

“An essential part of the partnership ethos is to continually challenge ourselves to improve and participating in the Gold Standard gives us insight and an up to date view of how we are doing compared to peers and other sectors. This information will help us prioritise in order to stay ahead.”

Ann-Marie Stagg, from the Call Centre Management Association (CCMA), said: “Effective customer service is vital to the success of every business. We are proud to be supporting the Gold Standard, which will help to improve standards within contact centres so that customers get the experience they are looking for and businesses can profit from the value an excellent customer contact centre can deliver.”

New research by web hosting firm 34SP.com has revealed that WordPress SEO by Yoast is now the most popular plug-in among developers.

While antispam plug-in Askimet, All In One SEO Pack, and Google XML Site Maps and Contact Form have all been downloaded more often, it seems among experts WordPress SEO by Joost de Valk’s Yoast is the most popular among those in the know.

Technical director at 34SP.com, Daniel Foster said: “While there are many other plug-ins that beat WordPress SEO for sheer number of downloads, Yoast’s WordPress SEO is loved by amateurs, owner managed business owners and professional online marketers.

“Our research shows that experts love the technical complexity and simplicity that the plug-in offers. While small business owners claim the plug-in is easy to use and that Joost de Valk’s Yoast offers excellent support and guidance on how to market a website online without necessarily being an expert in SEO.”

Joost de Valk, said: “Getting praise like this is, of course, always nice and shows that the huge investments we make in continually optimising our plug-ins pay off. We’ll continue to build and improve on our plug-ins to try and maintain our position as one of the leading plug-in development companies.”

UK students have named the brands they shop with most – Amazon, New Look, Superdrug and The Co-operative Food.

In the annual cardholder survey carried out by NUS extra – the discount and lifestyle card provider arm of the UK students union – 67% of students surveyed said that they had used Amazon in the last 12 months. New Look, the only fashion brand to feature in the top 10, was used by 45% of students, followed by Superdrug at 43% and The Co-operative Food at 41%.

The Co-operative Food, the only food retailer to currently offer a student discount, was also found to be the discount used most regularly by NUS extra cardholders, taking the top spot from New Look who was the most used discount in 2013/14 and 2012/13.

Alex Butcher, partnership and marketing manager for NUS extra, said: “This research gives brands and retailers a real insight into who students are shopping with. This isn’t just a stat about students’ favourite or more aspirational brand, these are the brands that our cardholders are using and spending money with, and they demonstrate a clear range of categories. It isn’t all high street fashion; online, beauty, groceries and eating out are all popular with our cardholders.”

Each year, more than ½ million undergraduates start higher learning. Commonly referred to as the ‘student pound’, they are a very valuable customer group for retailers and brands.

Andrew Mann, customer director at The Co-operative Food, said: “Undertaking this partnership with NUS extra and providing a 10 percent discount off our groceries to savvy students who want to save money, has given the Co-operative an opportunity to encourage students to shop conveniently and locally to their homes and place of study. With around 2,800 stores across the UK, they can use their discount wherever they live.”

Currently in 8th place in the top brands used by students, you might see rising star Pizza Express making its way up the rankings over the next 12 months due to their increasing engagement activity with students.

A Pizza Express statement said: “Partnering with NUS extra has been a great platform for us to tap into the student market. Students are becoming increasingly important in the restaurant business as they are one of the most influential groups when it comes to going out and socialising with friends. Every year, we are experiencing success with student offers and so we are increasing activity with NUS extra to further penetrate the market and engage with them.”

The survey also revealed that two thirds of cardholders’ use their card at least once every two weeks, making it part of their regular spending habits. Cardholders are drawn to the attractive discounts, and therefore are likely to show preference to brands affiliated with NUS extra.

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Genesys research shows that out of those surveyed, only 20% of UK online retailers followed up after goods were abandoned before check-out

Genesys, a major provider of multi-channel customer experience and contact centre solutions, has announced the results of a survey on the abandonment of online shopping carts.

In August, it commissioned a study into how engaged online retailers are in assisting their potential customers.

During this survey, around £140 of goods were put into the online shopping carts of 75 of the top UK retailers, which were subsequently abandoned before the check-out. Only 15% of the 75 retailers studied followed up with an email or phone call within 24 hours, and only 5% followed up again in the subsequent 24 hours. None proactively engaged with the customer during the online shopping session despite customers being active on the website for the entire time before the abandonment. Just 7% of the companies had chat as an available option and none of them used this option during the process.

Brendan Dykes, director of Strategic Marketing, Genesys, said: “We were shocked at the amount of retailers that didn’t follow-up on the abandoned shopping carts, despite the customer being online the entire time and providing their contact details.

“In other words, of the potential £10,830 revenue on offer to the retailers, £9,180 was not pursued at all and only £1,650 was pursued after the shopping cart had been abandoned. This wouldn’t happen in bricks and mortar stores, where assistants would be only too keen to follow-up or cross-sell and up-sell.

“Other industry research shows that more than 65% of online shopping carts are abandoned. In an online store, not only is business lost, but the store would probably lose customers to their competition, too.

“Retailers should not just follow-up afterwards by email or phone, but should also look to make simple additions to the online customer experience such as adding web chat – this can make a real difference to the customer, and help them find what they want.”

In a survey of 2,000 people commissioned by major digital marketing company SmartFocus, almost tw- thirds of younger shoppers (61%) said their online and physical purchasing habits are now more closely aligned – and nearly three-quarters are using their smartphone to browse, identify and buy more goods than previously.

By contrast, only 15% of those aged 55 or older use their smartphones as part of their shopping routine.

Younger shoppers are more confident about exchanging their data for a more personalised shopping experience (61%) – and are three times more likely to do so than ‘Silver Surfers’. They’re also more responsive to digital advertising, with two-thirds likely to buy something if they were sent an email or a text that included a discount code for that particular item.

Other key findings of the survey include:

– while the majority of consumers prefer to both shop and spend their money in bricks and mortar stores, most are also increasing their online shopping

– shoppers in Northern Ireland are behind the digital curve, with the majority strongly wedded to bricks and mortar shopping. They enjoy shopping and buying in stores more than any other region; they’re least likely to use smart-phones to identify and buy goods; they’re the least happiest to receive discount offers via email and/or text; and the least worried about data privacy issues when shopping.

– shopping preferences and habits are strongly linked with age

– a substantial digital gap exists between generations … Silver Surfers largely ignore the benefits of tech-led shopping while younger shoppers embrace them, especially the use of smart-phones

– younger shoppers are most likely to spot something they would like to buy in store and then purchase it online

– of those who browse in store before buying online, more than three-quarters (76%) do so to save money

– while shoppers have concerns about data privacy, the attraction of receiving a digital discount offer is enough to change most minds

– Millennials (shoppers aged between 16 and 24) are three times more likely to be happy exchanging personal information than those in the 55+ bracket.

Rob Mullen, SmartFocus CEO and retail marketing expert, observes: “With signs that economic growth is at last boosting consumer confidence, the survey demonstrates how canny and better informed shoppers have become. Using mobile phones and tablets to get the best deals around is becoming commonplace – gone are the days when retailers would simply put items up for sale and rely on customers to come in and buy them.

“In today’s digital world, it’s about reaching out to shoppers via their key piece of technology – their mobile phone – and offering them relevant deals. The survey reinforces that fact that shoppers know the value of their personal data – and are willing to trade some of that, in return to getting access to discounted offers.

“Besides the sale in question, shoppers will also benefit via marketers being able to analyse their data – and discover previously unrecognised patterns of behaviour and more accurately predict future purchases they’re likely to make.”

A shortlist has been announced of the UK’s top brands according to young people.

The Voxburner shortlist has been ranked by a panel of 18-24s to reveal the most loved youth brands in the UK. The results will be announced at the Youth 100 on November 6.

Now it its third year, the Youth 100 has expanded to make the results more meaningful to marketers and businesses – more than 3,000 young people will vote on how they feel towards the shortlist of 550 brands that are relevant to the everyday lives of 18-24s. New categories have been added including apps, online shopping, luxury brands, graduate employers and universities.

In 2013, YouTube snapped up the top spot for the second year running, with Amazon, BBC, Ben & Jerry’s and Facebook all making the top 10 and category winners across tech, fashion, entertainment, travel, finance and more included Sony, Converse, Wetherspoon, National Rail and Paypal.

Voxburner has once again partnered with creative youth agency Thinkhouse, which will be running tandem research into why brands have an impact in the lives of young people and what role they play.

Luke Mitchell, head of insight at Voxburner, said: “The Youth 100 will reveal the current sentiment of young consumers towards the brands in their lives.

“From the moment they wake up, wash, eat breakfast and buy coffee, to the time before they switch off and sleep, we’ll be looking at the brands that impact their daily lives. In three years the Youth 100 has quickly grown to become an important and much-anticipated piece of research for the marketing and advertising world.

“The youth market is very fast-paced and we’re excited to find out who the movers and shakers of 2014 will be and which new brands have made an impact.”

Emily Cramp, MD of creative youth agency, Thinkhouse, said: “We’re pumped to collaborate with youth-insight specialists Voxburner for the second year running to deliver an incredibly insightful and engaging event. We will be bringing along our knowledge and expertise of working with youth-focused brands, and latest research findings to deliver a state-of-the-nation perspective on young Britain’s relationships with brands.”

The top 100 brands will be unveiled at an exclusive awards ceremony in London hosted by radio and TV presenter George Lamb, with the stories behind the results presented at a one-day insights summit prior to the awards ceremony featuring additional speakers from leading youth brands including Costa, Domino’s, Channel 4 and Microsoft.

Registration is now open for the Youth 100 Insights Summit and Awards Ceremony, which takes place on November 6. Click here for more information.