Within my “portfolio- the pictures” are just a few examples of the sort of work I have done whether that has involved launching new businesses (Serenity, Hospitality Central), relaunching existing businesses with new aspirations, events, creative and processes (Cambridge News, University of Northampton), being involved with the largest public-private partnership or supporting one of our most successful manufacturing businesses. In between there has been work for agencies (WSA, Beach) as well as a charity and SMEs.
Serenity was and is, a beauty salon developed as part of Central Bedfordshire College but offering products and services to the general public; Hospitality Central was similar giving students the opportunity to provide catering services using college facilities. The challenge at Cambridge News was to re-launch a local paper in an era when local press readership was and is, dropping so the concept had to add real value and came with my first experience of CRM with Microsoft. I have done four more CRM adoptions since – with Less Annoying and Hubspot. As ever quality of data is everything. Culture is crucial.
The heart of CRM depends on effective and willing information-sharing. Without it customer data will be incorrect and by definition, useless. So, a culture without fear, a culture of teamwork and sharing is key and alas, rare.
Creative changes are not enough. You can not communicate as a “new” or “dramatically updated” business if nothing has actually changed. All this creates is dissonance. A difference between the expectations of the customer and actual customer experience. So, “portfolio-the pictures” is only half the story, or maybe not even that much. The greatest and most powerful experience of my working life is still my time at Land Rover when it was owned by Honda.
