An intense focus on customer centricity has caused organisations to reconsider the diversity of their customer base as well as customer engagement. But how do organisations transition from seeing their customers less in terms of broad segments and more in terms of a market of one? And how do organisations engage diverse crowds?
Portuguese academics provide a 101 tutorial on how data and algorithms are being used to sense new customer clusters and inform decisions about unseen buying patterns. In addition American academics examine assumptions made by hoteliers about the accommodation features driving choices amongst the LGBTI customer segment – and those that actually matter according to gay guests. As for engagement – there’s been a proliferation of videos trying to connect with diverse customers in different ways. We profile the diversity and inclusion videos you told us that you love, as well as our own contribution on inclusive leadership.
Brands and associations are using the rich video medium to tell diversity stories in colourful – sometimes confronting – ways.
As organisations shift their marketing focus to the LGBTI customer segment – commonly referred to as the ‘pink dollar’ – are there misconceptions as to what makes these customers choose particular goods and services?
Approaches to customer segmentation have evolved beyond categorising people into broad demographic-based groups like ‘women’ or ‘youth’.
Modern office spaces are characterised by desks, chairs and computer screens. Whether it is secretarial, call centre, professional services or even design work (graphic, architectural), the majority of office workers sit for extended periods of time to complete their daily work requirements.
“there is evidence to suggest being sedentary is contributing to lifestyle-related illnesses such as diabetes, cardiovascular disease and back and muscular pain”
Academic researchers have consistently argued that proactive workplace interventions which focus on promoting positive wellbeing are far more effective than those which simply seek to remedy ill-health. Unfortunately, most workplace programs continue to place greater energy on remediation than prevention.
“…employee engagement surveys have found that over 79% of employees report being happier for working at AMP”
Since taking the role of CEO of Deloitte Australia seven months ago, Cindy Hook is making her mark on three aligned agendas: organisational purpose, diversity and inclusion and employee health and wellbeing. Kathryn Page (KP), with Elise Stanborough, both from Human Capital Consulting, interviewed Cindy about her passion for employee wellbeing. Cindy spoke about the importance of her own personal exercise routine, leaders conveying positivity to their people and stakeholders, the challenges of working in a stressful work environment, and the importance, to all of us, of doing meaningful work.
“If we have people that feel good and are well and are fit and are healthy, they will perform at a higher level individually and the organisation, by default, will perform better.”