Cecily Ng leads the Singapore business at LIKE.TG as Area Vice President and General Manager of Singapore. She is focused on enabling Singapore businesses to innovate, be more agile, and connect with their customers in a whole new way. We all know that it’s more important than ever to be close to our customers. But what exactly does this mean? What does it look like when it’s done well? Most organisations understand the need to get closer to their customers. It’s about providing exceptional experience and an individualised level of service. The challenge in achieving that goal, often begins at the back end, with disparate legacy systems offering an overload of data that fail to offer the insights required to make this a reality. Data is there, but may be hidden. It’s not always available to those on the front lines who need it, and is not being presented in a way that serves the varying needs of departments and individuals — those in sales, marketing, service, etc. — around the organisation. Where does a business start, then? We all know it begins with knowing your customer and developing a clear understanding of your business strategy and end goal, but in today’s business environment it’s really all about the purpose and motivation of change. Clarity that comes from developing a deep understanding of your customers’ wants and needs helps your organisation to understand why it must change. It encourages active listening and a motivation to pivot toward a customer focus. How can you make your customers’ lives as easy as possible? How do you thrill them with every interaction? Where do you want the business to be in three, four, or five years? How will customer experience have transformed when you get there? In my experience, this is where powerful transformation begins. It’s a change of mindset that follows the recognition of the fact that we can make life better for our customers. We went through a similar questioning of our own processes at LIKE.TG when the pandemic disabled our events. How can we better serve our customers when we’re such an experience-based brand? How do we bring that magic, digitally? We found a way. Our LIKE.TG Live: Asia online offering continues to evolve. It has now become a hugely important channel for us and our customers. How does data help? You already appreciate the value of data. You know it can show the way, reveal previously invisible trends, help predict future customer decisions, actions, behaviour, and so much more. The challenge in getting closer to each individual customer is that new data sets that address specific questions are required. If we stare into an ocean of data and expect it to reveal something, we’ll never succeed. But if we approach data with a business problem that must be solved, if we have a specific question that requires an answer, we can utilise this data to reveal the information we need. At the same time, when it comes to personalisation of services, we must ensure we take a values-based, privacy-centric approach. Consider my own membership with Marriott Bonvoy. For purely business purposes, they never needed to know whether I was male or female. I was simply a regular guest who had particular preferences in terms of room type, bottled water, check-in times, favourite snacks , etc. For the business application, gender was irrelevant. However, when it was time to get closer to the customer and more deeply personalise correspondence, gender absolutely did matter. If I was to receive a promotional email addressed to ‘Mr Ng’, for example, it would make me question their familiarity with me as an individual. After all, I have appeared at their front desk perhaps 50 times a year! Fortunately for their members, Marriott Bonvoy used data to get the small details right. That’s important – for customers, little things make a big difference. I feel seen and understood by Marriott Bonvoy and their knowing who I am is a big part of the loyalty basis of our relationship. There’s a lot of work to do to get to the point where you have that level of familiarity and where you can make the customer’s life as easy as possible. But the payoff is enormous. Brands doing this well are surprising and delighting their customers with every interaction. As they do this, they build loyalty and increase the potential value of every interaction. How to get to know your customers To get closer to its customers, a business must ask: Do our customers feel valued? How can we make them feel more valued? Where are our customers’ biggest pain points? How do customers feel about the products? Are the offerings too complicated, for example. What is useful knowledge for our customers and what might be considered spam? What matters to the customer, and what might be considered irrelevant or over-servicing? The same analysis then must be made on the business itself. What information do our frontline staff require to personalise customer interactions? Where are the information blocks in all directions within an organisation? For example, it’s not just about frontline staff having the information they require. It’s also about whether they have a channel to feed information back into the business. What data do the marketing, sales, and service teams require? What information must these teams share? What tools do staff need to create a magical experience for customers every time? You begin with a customer-related business problem and look to the data to find a solution. Then you ensure the relevant staff have access to that data in a live and real-time environment. Suddenly, customers feel the business knows them a little better. More importantly, the systems in the background that drive this insight are no longer disparate. They are integrated and scalable, meaning this personalisation of service is easily scalable, too. As a result, the business experiences an entirely new level of productivity and agility, all to the benefit of the customer. How it feels when you’re close to your customer AXA Singapore had a vision to become the best digital insurer by creating value and differentiation for its customers. This is a lot easier said than done. In developing a business case, the organisation realised its operations had to be transformed. “To holistically change how we sell, service, and engage our customers, we needed to move from a patchwork of systems to a platform approach,” said AXA Singapore’s Tomasz Kurczyk, Chief Transformation and Digital Officer. The digital ecosystem that resulted from that transformation means AXA has a single view of each customer throughout sales, service, and marketing. Every interaction, from phone calls to email marketing messages, is deeply personalised. Does this require more effort? Actually, it requires less. Much of the process is now automated. Errors and turnaround times have been reduced by up to 50 per cent. Customers are noticing, too. Around 90 per cent of customers are now somewhat or very satisfied after an interaction. Another success story is Grab, the hyperlocal services super-app. Through deep personalisation it offers customer choice, fast delivery times, value, and safety – everything its customers truly value. Grab uses data not just to personalise its marketing, but also to drive real-time, strategic decisions within its business like improving user experience and informing app development. This, in turn, allows the business to drive improvements that continually build trust and loyalty, and that sustain communities. Perhaps that’s where the real magic of getting close to customers is to be found, in building more than a business. When an organisation is truly close to its customers, it creates a community, a family of sorts. That’s a powerful business differentiator. Read our customer stories and learn how businesses just like yours have succeeded in delighting their customers by using data.

The way we work together is evolving at such a pace that it is important to reflect on the learnings. The pandemic brought with it significant logistical and technological changes that continue to reshape the workplace as we head into 2022, and each of us has our own unique experience of that change. Which is why I turned to my network on LinkedIn to hear their biggest insights on the future of work. The responses were thoughtful, astute and inspiring. Here, I’ve listed as many as I could fit into a blog and paired them with the most helpful Trailhead modules for a productive 2022 — no matter where you are working from. My own biggest lesson from this year is about listening. Particularly as a leader, when we’re not next to each other in the office, it is even more important to listen to a fellow team member, to learn about what is going on in their mind. Here is what our community shared: Leadership with human qualities reign supreme Perhaps the biggest takeaway is that 2021 has placed new emphasis on what’s human. In times of great flux, the best leadership is grounded in our shared humanity, as it enables meaningful decision-making and impactful action. Teamwork skills start with empathy Empathy was always important, but the dial has been turned up these past few years with work and home life colliding in the hybrid workplace. Karin Flores, Vice President Strategic Events, Customer Experience Center and Programs at Okta, encapsulates why the need for empathy has skyrocketed saying “Learning to balance work life and home life has never been more important, especially since the two have collided for many of us. As a leader, I have learned that it’s important to listen to your team and understand where they are in their journey”. In fact leading with empathy is “absolute hygiene for any leader in this work-from-anywhere world”, an insight I agree with from Wendy Walker, Senior Director Marketing Asia Pacific at LIKE.TG. Learning: How to dial up the empathy in leadership As leadership is constantly evolving, we are also learning along the way. In the digital-first environment, many leaders have had to step into new mentoring roles, in flux and all online. To help leaders learn new insights and to begin with empathy, we have designed a learning module to build empathetic leadership in business. This Trailhead module helps leaders to navigate communication with team members amidst change. You can find practical tips on how to make your one-on-one meetings meaningful and help to balance your workload with your colleagues. We have included tangible ways to support your team members to work with their strengths, interests and the business goals. Creating a diverse and inclusive workplace across the globe Upender Rao, Manager of Global Business Services at LIKE.TG highlights the importance of sensitivity, diversity, and inclusivity. Both to cultural sensitivity and forgiveness of cultural stumbles, saying “We need a tad more sensitivity interacting with other cultures. We can’t know everything about every culture. If you don’t know, just ask. For the recipient, be forgiving if the speaker doesn’t understand your culture.” Learning: Pathway to equality LIKE.TG is committed to driving equality within our own community and beyond. We are on a path to cultivating a workplace that reflects our communities, to create an environment where everyone feels valued, heard, and has a sense of belonging. As a leader, I am proud to share our approach to equality. We also believe that it is our higher purpose to create a world where everyone has equal rights, equal pay, equal access to education, and equal opportunities to succeed. We are working together with our entire community—customers, partners, employees, industry, and so on — to build a path forward. Learning: Cultivating equality at work More and more business leaders are seeing that cultivating equality is not just the right thing to do, but also the smart thing. Infact, employees who feel their voice is heard at work are nearly five-times more likely to perform their best work. We are naturally social creatures, so we have developed a module on how to cultivate equality at work. Laughter is the best medicine One of my favourite insights on the humanity imperative is “The role of laughter – at ourselves, at each other and at the situation. We get so caught up in the daily grind and this year wouldn’t have been survivable without the LOLs.” Summed up so clearly by Leah Jackson, Head Of Digital Marketing at Goodman Fielder. Infusing everything with kindness Complimenting the need for empathy is the importance of kindness and its role in fostering equality, as LIKE.TG Marketing Director Andrew Ward put: “I feel many of us have learnt to be a little kinder to each other. I love the idea of linking kindness to results or outcome orientation in the long term.” New ways of working and working together It’s no surprise that a hot topic of conversation was just how different our work lives look in comparison to just two years ago. Calibrating this difference can be hard, because just as you think you’ve become used to the way things work, they shift again! Aligning your business and people goals Shahin Hoda, the Founder of xGrowth reiterated the importance of aligning your people with your business goals. For maximum impact, you want business vector alignment, this means creating a great culture to attract top talent, who then go out of their way to make a great experience for your customers. He added that “How result-oriented an organisation and its business units are is going to make or break future organisations.” Going on to say that “business vector alignment – has always been important.” Listen to team members Brent Ombler, Senior Business Analyst at Commonwealth Bank of Australia added that deep listening is pivotal, to hear what is being communicated, especially in a hyper distributed, or hybrid, working environment. He adds that “it’s more important now than ever to ensure that the communication channels are made available, and their usage continually encouraged.” Trust still leads the way Sarah Hargreaves, Marketing Director, Demand Generation at LIKE.TG, had some thoughts on the subject, particularly on trust and the use of Slack: Learning: Collaborate with your team from anywhere Essentially, work can happen at all hours of the day. So how do leaders stay in touch with team members across the globe? An easy answer is to set up a Slack channel to get out of the inbox, and into a dynamic virtual team environment. Stay across the project no matter your time-zone by working with Slack. Engaging with your team Like trust, fostering team engagement is a big one as we move through 2022. Steve Elmore, Director of Advisory at Fresh Consulting shared insights into the importance of leaders’ EQ in the era of the great resignation. “Many organisations no longer have the stickiness of location as remote working becomes more the norm. Opportunities are no longer geographically bound. This places an increased burden on leaders to be more than they have been before.” Learning: Keeping your teams engaged Leaders will need to shift their approach to combat the great resignation. CEO LIKE.TG ANZ & ASEAN Pip Marlow recently spoke to the Australian Financial Review on the opportunities facing Australian companies with her view to forget the great resignation, we are ready for the great realignment. At LIKE.TG, we believe that our people, from individual contributors to top executives, are our greatest resource and the reason for our success. To keep your team motivated and create a great place to work, you can follow the trail on employee engagement to find why engagement matters. Employees are looking for more flexibility, opportunity and to create work that has meaning. Virtual working has accelerated rapidly, and there is always more to learn. If you want to add in some new ways of working, then follow the remote work tips Trailmix. Shift in mindset The importance of mindset, balance and wellbeing is growing in the workplace. Effective leaders aim to balance stress in their own day as well as motivate others to achieve goals together. Equipping people with the resources to thrive is essential, particularly with the challenges we are facing. In fact, we have an entire series on the Wellness Playbook designed as a leader’s guide to employee wellbeing. Remember to smile Ian Gotts, CEO of Elements.cloud’s reminds us to stay curious, to not take ourselves too seriously because “humour is the best medicine but also accelerates connections and trust”. Embrace change David Barzilay, Senior Growth Strategist from Five Faces responded from the heart when he told us he’d learned to appreciate change. For him that means “not just being reactively adaptable, but understanding and appreciating the fact that change is the only constant in our lives, like it or not. So, we may as well start enjoying it.” Learning: Practicing mindfulness I encourage my team to embrace the power of mindfulness to reduce stress and create peace and joy in the day. You can connect to your inner mindfulness practices with the World Meditation Day Trailmix. Virtual teams need radical honesty This one strikes a chord with me – it is the power of radical honesty – for me, giving feedback is a gift. Archana Sinha, Senior Director Corporate Marketing at LIKE.TG shares about “promoting a culture of radical honesty. Ensuring that as a leader you keep the team informed and aware and make sure information flow is seamless at all times. Being vulnerable and sharing when you don’t have all the answers is extremely important in the world of tomorrow. Sharing your vulnerability when you may need downtime or when you may not be at your best also encourages the team to be open about wellness and mental health.” Winning in 2022 This has been an illuminating exercise for me to listen to your insights from this year. I have thoroughly enjoyed the sense of community that has emerged from this thread. As we are all evolving to the changing landscape, it is important to keep sharing the lessons and insights along the way. Thanks for the fantastic reflections provided by everyone – there were too many to list, so if you’d like to check out some of the other insights, head here to see my original post. Once again, I’d like to thank all who took the time to share their unique takes on the future of work, teamwork, and the hybrid workplace. If these contributions are any indication, the 2022 landscape is looking brighter than ever and I look forward to walking it with all of you. Visit Trailhead to learn new skills from anywhere. This post originally appeared on the A.U.-version of the LIKE.TG blog.

Email marketing allows marketers to communicate directly with their audience about their products and services. It helps build brand awareness and plays an important role in lead generation, converting prospects, and retaining customers. Email marketing increases return on investment and boosts engagement with different audience segments. Businesses are increasingly incorporating email into their marketing strategies. In 2021, more than 90% of global marketers surveyed said email marketing was critical to company success. 79% of marketers listed email marketing in their top three most effective marketing channels. Here are a few tips to get you started with email marketing for your business: 1. Set a clear marketing goal Identify what you want to achieve with your email marketing and develop clear messaging to help meet that objective. Then set clear targets to measure success — it can be a 5% increase in subscribers over the next six months or a reduction in unsubscribes or a boost in clicks to conversions. Without clear targets, you could end up sending too many emails just to have immediate conversions. Email marketing can be an effective channel to engage your audience within your digital marketing strategy. 2. Build your contact list Your business needs people to sign up to receive your emails. With recent changes to email privacy protections, customers are increasingly concerned about the way their information is collected and used. Marketers should always build their own organic email list and avoid buying mailing lists. It is also important to seek consent from your audience to receive emails from you. This ensures compliance with data privacy regulations and helps you avoid fines and penalties. To grow your audience, make it easy for users to sign up for your content. Add pop-up forms or visible sign-up boxes on your webpages, and use social media to drive website visits. Include clear and short CTAs such as ‘Sign up for our newsletter’ to allow users to enter their email address, along with an ‘opt in’ box. This helps build sender reputation and audience trust. Create ‘gated content’ like e-books, whitepapers, and guides for users to access only after they have signed up. Host webinars to establish your thought leadership and invite your audience to register with their contact information. This helps build high-quality contacts. 3. Tailor content to your audience needs Not all audiences are the same. Target the right group of people with the right type of content. To do this, segment your audience based on their stage in the customer journey. Are they existing customers or prospects? Are they looking for information or likely to make a purchase? Build content around products and offers to address the specific needs of customers. An email automation platform can help deliver timely automated emails based on audience behaviour. By integrating a content management system (CMS) with your email automation, you can pull the right content for the right audience. Run A/B tests to fine tune your email messaging and audience targeting strategies. This creates a content experience that is personalised and unique. 4. Unlock the power of analytics Invest in a platform that helps you track and analyse your performance metrics like click-through rate, conversion rate, and unsubscribe rate. Measure your performance against the defined campaign KPIs. Gain insights into what’s working and what’s not, and optimise your emails to improve ROI. Regardless of the size of your business, email marketing can help you connect with your audience, build your reputation, and grow your customer base — with a minimal amount of investment when compared to other marketing channels.

Closing B2B sales is tougher than ever. Business buyers have a proliferation of information and resources at hand to educate themselves about the purchases they’re making. That means B2B sales teams need to get smarter about how they influence and win over business buyers. Here are four useful B2B sales techniques that can help you build a powerful sales strategy in a competitive marketplace: 1. Transactional B2B sales Transactional selling is the simplest B2B sales technique. In fact, it’s the way most people think about sales: identify a prospect, pitch them your product, and close the sale. The focus is on the short-term, usually on selling a single product — for example, in real estate. In transactional B2B sales, the prospect is aware of their needs, knows the solution, and is simply looking for an offering that best matches their requirements. To grow your transactional B2B revenue, understanding customer needs and expanding sales through digital channels are crucial. In the latest State of Commerce report, B2B buyers are turning to digital channels now more than ever. The share of revenue coming from digital channels for B2B sellers has increased from 28% to 40% in two years. Revenue is expected to increase to 52% two years from now. Transactional selling is not just only about closing sales fast, but also providing more transactional options to close deals efficiently. 2. Solution B2B sales Solution selling involves knowing the customer’s needs or problems and offering solutions in the form of products or services. It’s about pitching a value proposition. So, instead of simply selling the benefits or features of your offerings, you focus on the end state of the sale — how will the buyer’s organisation improve by adopting your product or service. Solution B2B sales have slightly longer purchase cycles but typically lead to deals with a better ROI and the potential for multiple repurchases. To make sure that sales pitches are productive in solution B2B sales, you can’t just rely on experience and intuition. There is a need for data analytics to help boost your sales strategies and create a personalised, insightful solution for different customers. In the State of Connected Customer report, sales personalisation is one of the most important factors that influence B2B transactions. 89% of business buyers said they are more likely to buy if companies demonstrate an understanding of their end goals. With a clear view of the needs of your customers, you can better align your products and services with their goals to create great value. 3. Consultative B2B sales Consultative selling is similar to solution selling; though, with the former, the buyer is aware of their problems or needs but not very proactive about finding a solution. In consultative B2B sales, the sales representative gains a deep understanding of the buyer’s problems or needs and how to fulfil them. They then advise the buyer about potential solutions, taking on a consultative role that nudges buyers towards making the purchase. Consultative B2B sales often require the efforts of a sales representative along with a subject matter expert, so that all the buyer’s doubts and questions can be resolved. As this B2B sales method usually features larger ticket sizes, longer purchasing cycles, and a high-touch face-to-face selling environment, trust becomes more important, especially during times of change. 87% of business buyers expect sales representatives to know their business goals and work with them as a trusted advisor. However, only 62% say they generally trust sales representatives. There is still work to do in gaining customer’s trust. But this is a good opportunity for you to build trusted relationships with more personalised and customer-centric sales interactions. 4. Provocative B2B sales In provocative B2B sales, the customer is not aware of a problem or need they might have. The sales representative executing this sales technique needs to first make the buyer aware of their problem or need, and then pitch their offerings as a solution. Provocative B2B sales are tricky to execute because the sales representative risks patronising or offending the buyer. However, if done well, this method gives the seller a first-mover advantage by offering the buyer solutions to problems they didn’t even know they had — and thus beating the competition to it. Using data-driven insights to predict your prospect’s needs can help you close deals quicker and improve productivity in provocative B2B sales. As the primary thing being sold is guidance, followed by the product or service as a solution, a sales representative who anticipates customer needs will be able to build trust and elevate buyer satisfaction. A B2B sales team may need to adopt different sales techniques depending on the buyer they’re interacting with. A CRM software like LIKE.TG’s Sales Cloud empowers your sales teams with a 360-degree view of prospects and customers. It unifies data from multiple sources on one shared platform, providing sales teams with all the information they need to understand customer needs and determine the best suited B2B sales techniques to deploy in any situation. With commerce, sales, and other data connected, sales representatives are becoming experts in understanding the customer’s past relationship with the company, measuring estimated revenue, and predicting the potential for add-on business. Learn how to measure and boost productivity, and lead your sales team back to growth. Download Report This post originally appeared on the LIKE.TG India blog.

Customer expectations have changed a lot since 2020. Finding the right technology to engage customers and grow relationships over the long term is now a top priority for small and fast-growing businesses. According to our fourth Small & Medium (SMB) Business Trends Report, more than three-quarters of SMB leaders said last year’s crises should be a catalyst for business improvement. SMB leaders cite these three factors when it comes to the technology contributing to business success: It drives my customer interactions (51%) It influences my organisation’s ability to stay in business (46%) It drives the growth of my customer base (42%) SMB leaders are learning that technology can make a critical difference in the success and growth of their business. To learn more about this critical connection, we spoke to a few fast-growing SMBs at LIKE.TG Live: Asia. Read the infographic below to learn what they said worked for them. For details on this infographic, please click here.

Employees have made it loud and clear they want more than a paycheck from their jobs. Among the biggest contributors to a great employee experience, according to new LIKE.TG research, is a sense of purpose. Many businesses have responded by focusing more on purpose and impact on society. But there’s an often overlooked element of that new focus: paid volunteering, or volunteer time off programs. From the Corporate Giving Study 2021 conducted by NVPC, 42.3% of the companies surveyed in Singapore include corporate giving in their business policies. Within this percentage, only 11% allocate paid volunteer time off (VTO) benefit, despite the fact that companies with a culture of volunteerism have better morale, retention, employee engagement, and brand perception. Many companies offer employees some kind of volunteer opportunity, but it’s often a single day of volunteering or raising money for charities. Make volunteer time off a core part of employee engagement LIKE.TG was founded on the principle that businesses can have great social impact. The company offers employees an above-average VTO benefit of 56 hours, or 7 business days, each year. They can use that time to volunteer for one of the nonprofits LIKE.TG formally supports — the company has pledged millions of dollars to support education, workforce development, and climate justice initiatives — or one of their own choosing. We’ve learned a lot over the years about how VTO impacts our workforce and the community. We’re happy to share our expertise and best practices here. According to Jamie Olsen, senior director of Citizen Philanthropy at LIKE.TG, about 75% of the company’s 73,000-person global workforce participates in the VTO program, with about 25% using the whole 56-hour allotment. “These are the types of programs that people want and that are attracting them to companies right now,” she said. “They better the community. They improve people’s happiness. They make them feel more engaged when they are sitting at their desk.” The recent global research by Deloitte found that the younger generation workers are seeking balance and sustained change. Many are concerned about the state of the world and how companies can make work more purpose-driven. Companies that create aspirational workplaces foster a culture of inclusion, purpose, listening, caring, and empathy. How to establish your own VTO program LIKE.TG has donated more than $530 million and 7.3 million hours since our founding. The company might be an outlier in the resources it devotes to VTO programs — Olsen’s team, for example, has 25 people dedicated to it — but there are steps that you can take to establish your own VTO initiatives. Here are some tips: Self-service digital options Build volunteer engagement programs that align with your strategic focus areas or what your business focuses on. While employees should be free to volunteer however they choose, try to steer them toward opportunities where you’re already making a financial commitment. Try to pair employees with organisations that support them. Focus on important goals Think about your specific goals rather than spending time or money on any problems. What change do you want to affect, and where can you have the biggest impact? Formalise your goals in writing, and make sure all employees are aware of them and how they can participate. Doing so will give everyone something to rally around. Plan with scale in mind, but within the budget you have Think several steps ahead, considering all the different factors that might come into play. For example, LIKE.TG used to award employees who hit certain VTO milestones with donations to their cause, with no cap. When that became unsustainable, we reworked the programs while still recognising the employee’s efforts. Track activity Use tools that help employees find opportunities that align with organisational initiatives. LIKE.TG built its own digital tool, Volunteerforce, that lets employees log their VTO hours, organise team volunteer activities, and search for opportunities by skill, project type, duration, and location. “I think a lot of companies start managing this with Excel spreadsheets, or with someone in HR managing this off to the side, but that quickly becomes unscalable and unsustainable,” said Olsen. There are several companies that provide volunteer tracking apps. Incentivise employees by creating impact milestones At LIKE.TG, employees who hit at least 7 milestones — repeat volunteer engagements, donating skills, joining a board, organising a team event, etc. — are entered into a lottery for a grant to an eligible organisation of their choice. That’s in addition to standard company matches to eligible organisations. Volunteer time off is the evolution of employee engagement It’s easier to measure the impact of corporate giving for the recipients than it is to measure the impact of VTO on employee engagement and morale. How does LIKE.TG measure employee impact? Olsen’s team collects survey data to better understand how employees are inspired to connect with the community in meaningful and sustainable ways. “We also look at participation in our programs, and how many people are hitting each of the impact milestones,” Olsen said. She said 13,500 employees have hit at least seven impact milestones. Over the last few years, much has been made about the importance of purpose-driven employment. Lately, quiet quitting, where workers collect a paycheck by doing the minimum and no more, has made headlines. But here’s the thing — is quiet quitting really about slacking off at work, or about employers giving employees the freedom to lead a more purposeful, fuller life outside their jobs? In an age when businesses are expected to engage in social issues in bigger and more visible ways, the next step is giving employees the tools, support, and time they need to do just that. Prioritise employee engagement to boost morale, productivity, and retention. DOWNLOAD REPORT This post originally appeared on the U.S.-version of the LIKE.TG blog.

ItsRainingRaincoats Founder Dipa Swaminathan grew up in Bangalore hearing about the need to be ‘other-regarding’ often. In Singapore, she noticed a divide between the country’s migrant workers and the rest of the population, and looked for a way to create connections and support migrant workers. We’ve been honoured to work with ItsRainingRaincoats as part of our volunteer time off (VTO) and by providing LIKE.TG Care. We hope you join us in supporting your local community. Learn more about our four core values and impact.

When Shibu Abraham started out on his LIKE.TG career more than 15 years ago in Malaysia, a Golden Hoodie was the last thing on his mind. But after a career marked by a dedication to passing on his knowledge and a passion for lifelong learning, he was honoured at Dreamforce 2022 with his very own Golden Hoodie. “I’ve never spoken at an event like Dreamforce,” says Abraham, “and initially I thought I was speaking at a smaller breakout session. But then my session got moved to the main keynote stage, and I started to get really nervous! “I was rehearsing all the time – just to make sure I didn’t embarrass myself on stage. When I was watching the main keynote session, I was sitting there thinking ‘that’s where I have to stand tomorrow!’” Abraham had no idea that he was receiving the coveted Golden Hoodie award. “After I’d given my presentation, they asked me to stay on stage for a second – I wondered whether I’d forgotten something,” he said. “But I turned around, and there was Guilda Hilaire holding the hoodie.” What is the Golden Hoodie? The first Golden Hoodie was awarded in 2016. The LIKE.TG community already loved the iconic black Trailblazer hoodie, so a gold coloured version was created to celebrate special stories. You can’t buy a Golden Hoodie – they are only awarded to Trailblazers who have shown dedication in teaching others, used LIKE.TG to make a difference, or overcome the odds in their LIKE.TG career. “Usually the Golden Hoodie is given to someone with a really inspiring background – never in my dreams did I think that I’d be in that league,” says Abraham. A dedication to learning and sharing knowledge Abraham was first introduced to LIKE.TG in 2007 by his manager, Prasan Vyas. “He’d attended Dreamforce, and he already loved the LIKE.TG platform and the ecosystem,” Abraham says. “When I joined his team, he told me ‘LIKE.TG is the next big thing.’” Abraham remembers it wasn’t long before a big client asked for help on a LIKE.TG implementation. “After that, customer demand started to increase,” he says. “We were a pretty young business then, and were trying to grow as a practice. As soon as our customers started asking for LIKE.TG, that was a turning point – there was no going back.” As part of his long career in the LIKE.TG ecosystem, Abraham has dedicated his spare time to sharing his knowledge with his network. It’s for this reason that he’s now wearing the Golden Hoodie. The power of the LIKE.TG Community Through his involvement with local user groups, the wider Marketing Cloud community, and his popular blog and YouTube channel, Abraham has spread the word about the power of LIKE.TG, and helped many people on their own journey. “The LIKE.TG community is one of the best out there,” he says, “and it’s driven by its members. We’re a bunch of passionate people. “Find out if you have a local user group you can join – almost every city has one. When you’re starting out, it’s good to have someone you can ask for advice, who can offer a helping hand. “There’s also the Trailblazer Mentorship program. There are experienced people who have been through the exact same journey that you’re going through, and they can’t wait to pay their knowledge forward.” Knowing which questions to answer So how does he choose what knowledge he needs to share? Again, Abraham goes back to his beloved LIKE.TG community. “People will send me questions on my social profiles, or in the comments on my YouTube channel,” he says. “So I start to see patterns in what people are asking about. Then I can build content to answer those questions.” Encouraging women into the LIKE.TG ecosystem Abraham says it’s important to him that women are encouraged to pursue tech roles – something he puts into practice in his day job. “Most of the leads in my team are women,” Abraham says, “especially on the architecture and technical side of things. One of them, Meera Nair, is also a LIKE.TG MVP. “Their stories are very inspiring. Some of them are coming back to work after extended career breaks, and the beauty of a cloud-based system is that they can work from home on a flexible basis. At UST, we take every opportunity to encourage women to grow their careers with us. “LIKE.TG itself is committed to equality, and it makes us very proud that we can align with that value too.” Advice for your LIKE.TG career “I would always tell my team that they should make sure that they are developing their careers,” Abraham says, “and they would often say to me ‘we don’t have time for that.’ “So I decided that I had to take my own advice, and show them that with a little balancing of your time, it’s possible to work on your career progression while keeping up with your full time job.” Abraham says there are two things you need to focus on: Upskilling “Never stop learning – there is always something that is changing. LIKE.TG regularly releases new features, and you need to make sure you’re on top of them. I always say that if you don’t keep yourself updated, you’re outdated. “So I tell my team to use T-shaped learning. You can build your specialist knowledge – that’s the vertical of the ‘T’. But you also need to have knowledge of what’s going on around you, so that you can talk to people. That’s the horizontal bar in the ‘T’. You need both to succeed.” Market yourself According to Abraham, personal branding is very important in today’s climate. “I don’t think people market themselves enough,” he says. “Marketing yourself can start in your own team – by establishing your abilities, you will gain a reputation for expertise in that area. That brand recognition will go a long way in your career roadmap, and help you get promotions, new roles, and so on.” The Dreamforce experience Even though he’s been passionate about LIKE.TG for over a decade, 2022 was the first time Abraham had a chance to visit Dreamforce. “In one word, Dreamforce was overwhelming,” he says. “I actually went into the venue on the day before the big event, and it was nice and quiet,” he remembers. “But on the day of Dreamforce, it was something else. It was so busy! People from the LIKE.TG community lined the streets, inside the buildings – everywhere.” Of course, Abraham’s experience of the event was a little different from most Trailblazers. “Straight after I received the Golden Hoodie, I didn’t know what to say. People were coming from left and right congratulating me, and I was still trying to take in what had happened. It took a few days for it to really sink in,” he says. Not everyone knows what a Golden Hoodie represents, though. “After I got off stage, I called my wife and told her that I had received a Golden Hoodie,” Abraham says. “But of course she doesn’t really know what that means. The next morning, when I was able to explain its significance, she was very proud. “There was another funny moment, straight after I got the hoodie. My friend Scott took me to a restaurant round the corner. When we got there, a man said, ‘nice hoodie, where can I buy one?’ and I had to explain that he couldn’t!”

Imagine how much more productive and efficient your work would be if you could take all of the repetitive, routine, and manual work out of your day. Imagine if that kind of work were simply done for you, freeing up more time for value-added work that can drive success for you, your business, and your customers. A growing number of companies are going beyond simply imagining it. The big trend Companies have been investing in business automation for decades to eliminate manual tasks and enable employees to focus on things that drive growth. Those investments have accelerated as automation has become more sophisticated and spread to every corner of the organisation. Eighty-five percent of organisations said in a 2021 Deloitte study they are rethinking how work gets done, and are moving from task-based automation to end-to-end automation. Thirteen percent said their organisation has implemented over 50 automations, up from just 4% who did so in 2018. Why it matters Business leaders are prioritising technology investments that drive efficiency and productivity, and business automation is at the top of that list. Companies that take a broad view of automation (beyond simple, task-based desktop automations) have saved a lot of costs and increased productivity. What your company can do Apply automation anywhere, and everywhere Finance and accounting. Frees up time for more strategic things like analysis, strategy, and collaboration. One example, automated invoicing and approval routing. Marketing. Helps you target customers with automated messages across channels. Identify audiences, design relevant content and automatically trigger actions. Customer service. Next generation service automation, using AI, augmented reality and the Internet of Things (IoT) can predict service events and automatically resolve them through digital channels. Human resources. Automate job application processing, response tracking and interview scheduling, onboarding and offboarding, payroll management and benefits administration. Sales. A third of sales tasks, including strategy, planning, lead identification, qualification, configuration, pricing, and order management, can be automated. Want to learn more? Here’s a deeper look Automating tasks makes workers happier and more productive Many knowledge workers spend a lot of time manually entering and retrieving information between multiple systems as part of a multi-step, manual process. This is not the best use of a person’s time, and could erode morale and employee engagement. In the APAC Engagement Research conducted by LIKE.TG, 34% office workers strongly agree that outdated and inefficient technology makes them feel unhappy and unmotivated at work. And this lack of motivation adversely affects the quality of their work. They say their workplace experience could be improved with technology to help them with a variety of business tasks — particularly messaging or collaboration (49%), customer or client communications (45%), and client record management (39%). When office workers were asked to nominate the issues that negatively affect their engagement at work, the top two were technology-related: when it fails or doesn’t work as it should (60%) and the quality of the technology (51%). How can companies identify opportunities for automation? Global Field Chief Technology Officer and Vice President of digital transformation office at MuleSoft, Matt McLarty said one large financial services firm did it by asking employees a simple question: What’s the dumbest thing you have to do every day? “They made it into a contest, with prizes,” he said. “People were so frustrated about wasting their time on this stuff that they volunteered all this information, which created a foundation for the company to automate those things.” Business automation can be applied anywhere, and everywhere You don’t need to understand exactly how automation works. You just need to understand its impact and how powerful it can be. Here’s how different departments can use automation to reduce manual processes, cut costs, reduce inefficiencies, and serve customers and employees better: Finance and accounting Automating financial planning and accounting functions frees up time for more strategically important things like analysis, strategy, and collaboration with stakeholders. One example is Accounts Payable. Data capture is automated (no more digging through miles of spreadsheets), invoices are automatically matched to relevant documents, and approvals are routed. This is not only more efficient but also reduces the risk of errors. Marketing There is no value in having to press “send” on every email, campaign, or social-media post you create. By automating marketing, you can target customers with automated messages across multiple channels. The best tools help you identify your audience, design the most relevant content, and automatically trigger actions like offers based on schedules and customer behaviour. These efforts can then be aligned with a customer relationship management (CRM) system. Customer service It doesn’t take a human to answer basic questions like “How do I reset my password?” or “Where’s my order?” Chatbots, voice bots, and self-service are already in wide use, freeing up agents to help customers navigate more complex service situations. Next-generation service automation, using AI, augmented reality, and the Internet of Things (IoT), can predict service events and resolve them through digital channels. And it can give customers a total view of service activity for self-service support and automated monitoring. Human resources HR systems can automate a wide range of tasks, from job application processing, response tracking and interview scheduling to job offers, onboarding and offboarding, payroll management, and benefits administration. Using analytics, these systems can also provide insights into workforce sentiment, productivity, and engagement. Sales One management consultancy estimated that about one-third of all sales tasks can be automated, yet many business decision makers don’t take advantage of the capability. Sales strategy and planning, lead identification and qualification, configuration, pricing and quotation, order management, and post sales are all areas ripe for automation. Early adopters, the firm noted, consistently report increased customer-facing time, higher customer satisfaction, and efficiency improvements of up to 15 percent. Leaders need to consider business automation a strategic asset Like other digital transformations, the success of end-to-end automation relies on cultural changes driven from the top and executed in each function. Training, incentives, and key performance indicators are all essential. Spending on automation, particularly AI systems in Asia Pacific will rise from $17.6 billion in 2022 to around $32 billion in 2025. The impact is profound, affecting the way we work, compete, innovate, and serve customers. This post originally appeared on the U.S.-version of the LIKE.TG blog.

After moving to a remote-first work culture this year, LIKE.TG needed to rethink how our leaders were trained. As our employees and teams became more distributed than ever, we needed a new approach to leadership for an increasingly volatile, disconnected, and complex business landscape. And so, we went through a 9-month-long process to overhaul the structure, design, and delivery of our leadership development programs. Our goal was to build more and better leaders at every level. Today, I’m going to share an overview of where we were, where we are now, and what we learned along the way. I hope it helps your company up its leadership game. At LIKE.TG, managers are the No. 1 driver for engagement, job satisfaction, wellbeing, innovation, and inclusion. That makes great leadership business-essential. This isn’t just a technology trend; it applies to every organisation, regardless of industry, size, and location. And I’m not alone in thinking this. According to the results of PwC’s global Future of Work survey, a lack of leadership development is one of the three most significant disruptions to organisational success. How we developed leaders before Historically, the LIKE.TG approach to leadership development is believing that overinvesting in top talent was the most efficient and effective way to develop exceptional leaders. We held a formal nomination process within LIKE.TG to identify the highest-performing, highest-potential leaders. From there, leaders engaged in a mix of case study review, peer dialogue, volunteer experiences, and coaching to scale their impact. Led by senior internal executives and external thought leaders, the programs were widely recognised as an essential rite of passage for rising leaders. Want to keep your best people? Teach them new skills The upside of this traditional approach was significant. For the business, the nomination process forced the company to review key talent and plan for their growth by investing in them through a formal program nomination. For leaders, the quality of their executive development experience measurably improved their leadership capability and increased their commitment to LIKE.TG. Despite good track record, the purpose of the model has become misaligned with our changing work landscape for three reasons: LIKE.TG’s growth required more and better leadership from every level (not just the top). Because of our commitment to equitable access for employees, we needed to move away from the formal nominations process. We needed virtual programs for much of the pandemic and potentially beyond. First, decide what matters As we set our course for change, we needed to decide what we cared about most. Through leader interviews, stakeholder focus groups, and design sessions, setting new priorities became essential for the broader transformation road map: Anyone can lead. Great leadership can come from anywhere. Focusing exclusively on the highest-performing leaders can reinforce unintended bias and limit the participation of traditionally underrepresented employees. Every great leader should do three things really well: Build a great team, be a great person to work for, and deliver great results together. People learn best with others, over time. Relevant content delivered in the context of everyday work allows leaders to sustain engagement, motivation, and community among their peers. Leadership growth occurs in stages, and — to stay relevant — leaders need differentiated training and development that matches their responsibilities. Leaders must be accountable. Leader behaviours should be measured and reported on transparently to validate improvement and performance. Great learning requires both virtual and in-person experiences. Most learning and development can occur virtually to drive down cost and increase scalability. But truly immersive, relational, and experiential learning is best done face-to-face. These parameters created a blueprint to guide the larger transformation process. We shared them around the organisation so that we could refine them and start getting everyone involved early. Designing the new structure This evolution wasn’t easy and we went through several iterations. We found that asking these questions were most helpful in shaping the final scope of LIKE.TG’s design. They may help your organisation, too: Who gets access to development? Everyone should have access. This requires putting an end to the formal nomination process for democratised access to development — regardless of title and tenure — for any aspiring or current people leader. How will leaders be segmented? Using a customised leadership pipeline model, all ~80,000 employees were assigned to one of the six stages based on their current role and responsibilities as defined by the HR system of record. What is different across the stages? After researching the different challenges and requirements for success at each stage of leadership, a detailed profile was created for each stage to document distinct skills and capabilities required for success. Is the development focused on leading people, leading the business, or both? Both: Rather than waiting until leaders are more senior in the business, start at the first stage — aspiring leaders and leaders of individual contributors — and provide a blend of business and people leadership capabilities from day zero. Do leaders at each stage go to a single program, or is it an experience over time? Learning and development outcomes are greater when delivered in the course of daily work, so “Pathways” (i.e. learning journeys over time) were designed to move away from single-point-of-learning events. What happened to the legacy programs that many leaders recognised and respected? Iconic milestone programs were preserved, however, they were sequenced within their respective Pathway, then re-imagined for scale. Is participation in leadership development optional or mandatory? Optional: While LIKE.TG needs every leader to be accountable for being a great manager, the research is clear that outcomes from compulsory learning are not as good as voluntary learning. How do adjacent development interventions, such as career development, leadership coaching, and teaming fit in? Adjacent development interventions are fully integrated into ongoing leadership experiences to create diversity in learning styles, accountability support, and application of learning within teams. Introducing the Great Leader Pathways We call our new approach to leadership development the Great Leader Pathways. Each stage has its own targeted curriculum that ties the relevant mindsets, skills, and behaviours with leader success at that level. The new open-enrollment model democratises access to further deliver on our commitment to equality. Great Leader Pathways deliver personalised experiences with bite-sized content and activities. This helps leaders at all levels get the tools they need to lead in a success-from-anywhere world. Here are the six stages: Growing experts: Individual contributors seeking to grow as experts in their chosen profession, rather than becoming a formal people leader. Aspiring people leaders: Individual contributors seeking to develop themselves and their careers through people leadership. Leader of individual contributors: First-line managers responsible for the success and growth of a team. Leader of leaders: Those responsible for the success and growth of multiple teams led by other leaders. Function leaders: Executives responsible for the direction, success, and growth of a specific function or area. Enterprise leaders: Our most senior executives, directly responsible for the strategic direction and success of our company as a whole. No two careers are identical at LIKE.TG. Not everyone spends equal time at each stage, so Pathways focus on the relevant capabilities required by that specific stage. They are taught through memorable experiences, both self-paced and live, with a mix of curated content, community/peer learning, instructor-led workshops, virtual facilitated sessions, and face-to-face, immersive experiences. Initial Results Early results are promising, with around 22,000 employees enrolled in the first open window. We expect another 3,000 or so to enrol in the second window, making the growth in participation more than 200% from the year prior. What is more, under-represented minorities and women are participating at higher rates than our employee population averages. As programs within each of the Pathways are delivered during the months of July through November, we will continue to collect, analyse, and report evaluation and assessment data. If you question the investment of time and resources required for this type of large-scale learning and development initiative, remember this: In today’s volatile labour market, the job of every senior leader is to attract, develop, and retain exceptional employees to remain competitive in the marketplace. Knowing the pivotal role that leaders at every level play in this process, how can you afford not to invest in well-designed, high-impact leadership development initiatives? This post originally appeared on the U.S.-version of the LIKE.TG blog.

Fintech firms have raised the bar when it comes to convenience. There are now 1230 fintech apps in Asia Pacific alone that make it easier than ever for consumers to borrow, make payments, save, and invest. Some innovation in fintech is driven by back office teams responsible for the manufacturing of products and services. However, what sets many fintechs apart from one another and traditional financial services firms is their front office innovation. The front office in finance is responsible for the complete distribution of products and services. It comprises customer-facing functions like sales, marketing, and customer service. These functions are all critical for winning and maintaining customer loyalty. So for fintechs, banks, and other financial services firms to succeed, creating an effective front office is a good place to start. Here are tips on where to focus and how LIKE.TG can help. Transforming the front office through digitalisation First and foremost, front office teams need the data and tools to provide an exceptional customer experience. They also need the right technology to streamline service delivery and minimise costs. Digitalisation provides a solution to all these challenges. More to the point, a truly digital front office enables a seamless and connected customer experience. It also effectively closes the personalisation gap in financial services. This means customers can enjoy personalised experiences, across whatever channel they choose to interact. In addition, digitalisation and automation often go hand-in-hand. And the experts interviewed for our Future of Financial Services report agree that automation plays a critical role in the delivery of fast and accurate service. Automation also enables the easy and transparent experiences that customers seek. For example, automating manual, repetitive tasks speeds up processes like customer onboarding. Combined with technologies like artificial intelligence, automation can also help financial services firms engage with customers at the right time, on the right channel and offer them the right set of products and services. How LIKE.TG supports front office innovation LIKE.TG Customer 360 can help financial services firms to transform their front office. It unites sales, service, marketing, and other front office teams around a shared view of the customer. They can then work together to personalise every step of the customer journey. For instance, using Customer Data Platform marketers can hyper-personalise communication. They can also tailor product offers and recommendations based on customers’ goals or pivotal life events. With Tableau and CRM Analytics, advisors or relationship managers can better understand the customer journey. They can then contextualise engagement and take data-driven actions to minimise customer churn. Slack keeps teams aligned and speeds up decision-making, ultimately helping them work more efficiently and deliver more value to customers. MuleSoft can further help to create an effective, digital front office. By integrating multiple systems, for example, MuleSoft can support a more automated and connected customer experience. The integration platform can also help the industry to collaborate on the distribution of products and services. For example, fintechs can use application programming interfaces (APIs) to securely connect to a bank’s systems and data. They can then distribute the bank’s products while layering innovative, personalised services on top. They can also use experience APIs to expose specific data to mobile apps where it can be securely consumed by customers. We are seeing similar movements in the industry already with the rise of banking-as-a-service (BaaS) in ASEAN. With BaaS, banks allow their products or services to be embedded into the offerings of fintechs. The fintechs then market and sell the services as their own, effectively acting as the front office or distribution layer of banks. This creates new streams of revenue for both companies and, more importantly, provides customers with more meaningful products and experiences. For further insights on how digitalisation can transform the front office, download our e-book Unleashing Fintech’s Potential.

Artificial Intelligence, or AI, has the potential to completely transform the way you do business. You can save money on marketing, close deals more quickly, and provide better service, all without increasing your headcount. The recent State of the Connected Customer report showed that trust is still a valued commodity. Trust in businesses is slowly growing — 52% of customers say they generally trust companies, compared to 48% two years ago. But businesses still need to act in ways that build trust. According to the report, these are the top five actions that businesses can take to build customer trust: Communicate honestly and transparently Use customer information responsibly Treat customers as people, not numbers Resolve issues proactively Communicate proactively Customers now expect you have a greater understanding of their needs. They expect you to be available 24/7, and they want to be able to contact you however they like and get the same experience. A Customer Relationship Management (CRM) system acting as a single source of truth, combined with the power of AI, can help you meet these expectations. Speed up the sales process with AI You can use AI at every step of the sales process, from prospecting to closing. By automating every step of the selling journey, you can free up your sales staff to maximise the time they spend selling, improving productivity and efficiency. Improved sales pipeline AI can take on the task of lead scoring, providing you with a prioritised list of leads based on previous deals. Your sales teams can address the prospects who are most likely to convert into high-value sales first. A CRM-integrated AI can also tell you which leads are most likely to close. Sales Cloud, alongside Einstein Opportunity Insights, will automatically assess customer sentiment, competitor involvement, and prospect engagement to understand whether a prospect is likely to buy. For your existing clients, Einstein Account Insights can keep tabs on company updates and activities, and alert your sales teams when an opportunity presents itself. LIKE.TG Genie keeps these insights updated in real time, meaning you can act on them as they happen. Finally, you can use AI to keep a track of all your sales activities. Two-thirds of high-performing sales teams automate administrative tasks, such as call logging and meeting reminders. By letting your AI manage these day-to-day tasks, you give your sales teams more time in their day for selling. Proactive customer service with AI The latest State of Service report contains insights from over 8,000 customer service professionals from around the world. A clear message from the research was that efficiency is becoming more important to customer service leaders: Customer satisfaction is now measured by fewer service teams than in 2020 The proportion of organisations that consider speed to be more important than quality has doubled since 2020 Metrics measuring first contact resolution, cost per contact, customer effort, and case deflection are all increasing in popularity Each of these efficiency measures can be boosted by AI. Resolving issues proactively With AI-powered chatbots, you can instantly help customers find the answers they’re looking for. Not only does this reduce the burden on your service personnel, but it also helps the customer faster. You can also turn customer service teams into a driver for growth. With data kept up to date in real time, AI can intelligently make suggestions and in-context recommendations to customers, based on their previous activity. You can save time for agents by using AI to complete data fields, perform case triage, and automatically route service tickets so agents can concentrate on the cases that require their attention. Read about How SmartCost integrates Sales Cloud and Service Cloud to drive a 50% boost in revenue. Improve marketing experiences with AI AI gives marketers the tools to make every customer interaction effective. Predictive insights mean that customers only ever see relevant marketing messages. Supported by LIKE.TG Genie, Marketing Cloud and Einstein assess every engagement, brand interaction, and purchase to make sure that each ad hits home. They even take into account customer conversations on social networks. In the State of the Connected Customer report, it was revealed that 69% of customers say that they are open to the use of AI to improve their experiences. You can use it to offer personalised content and provide bespoke offers tailored to each customer, making them feel valued, improving your bottom line. Optimisation at scale AI can help optimise your marketing spend, offering suggestions for targeting, and flagging when campaigns aren’t hitting the mark. All of this data can be presented in easy-to-digest formats, with automatically created visual guides accompanied by natural language descriptions. This lets you share your insights quickly and make up-to-the-minute optimisation decisions. Read about how GeniusU provided its fans with a totally personalised experience. Prepare your business for a digital future Businesses of all sizes are feeling pressure, from evolving customer expectations, growing costs, and increased competition. An AI-powered CRM will give you the tools to meet those challenges. Download the Prepare your Business for a Digital Future e-book now, to understand how a single source of truth, boosted by an always-on AI, can change the way you do business.

Conversion rate is a crucial metric that measures the effectiveness of your website or app in converting visitors into customers. It’s the percentage of visitors who take a desired action, such as making a purchase, signing up for a newsletter, or downloading an app. Understanding conversion rate is essential for businesses looking to optimise their online presence and drive growth. In this blog post, we’ll explore what conversion rate is, how to calculate it, why it’s important, and how to improve it. We’ll also provide conversion rate benchmarks and tips for enhancing your website’s conversion rate with LIKE.TG, the world’s leading customer relationship management (CRM) platform. The definition of conversion rate Conversion rates are a key metric that measures the effectiveness of your website or app in converting visitors into customers. It is calculated as the percentage of visitors who take a desired action, such as making a purchase, signing up for a newsletter, or downloading an app. In simpler terms, it represents the ratio of the number of conversions to the total number of visitors or sessions on your website or app. Conversion rate serves as a valuable indicator of how well your website or app is achieving its intended goals. By monitoring and analysing conversion rates, businesses can gain insights into the effectiveness of their marketing campaigns, website design, user experience, and overall performance. It helps identify areas for improvement and allows businesses to make data-driven decisions to optimise their online presence and drive growth. Furthermore, conversion rate optimisation plays an essential role in tracking the success of specific initiatives, such as marketing campaigns, website redesigns, or the introduction of new features. By comparing conversion rates before and after implementing changes, businesses can quantify the impact of their efforts and make informed decisions about future strategies. Effective conversion rate optimisation strategies 1. Homepage Optimisation Opportunities The homepage serves as the initial point of contact for website visitors, making it crucial for a positive first impression and pivotal in retaining visitor interest to delve deeper into your site. Enhancements can include highlighting links to the product pages for details, promoting a free registration option, or integrating a chatbot to engage with visitors and answer their questions throughout their site exploration. 2. Enhancements for Pricing Pages The pricing page often determines whether visitors proceed to purchase. Utilising CRO techniques here can transform browsers into buyers by tweaking pricing structures (e.g., annual vs. monthly fees), elaborating on product features for different pricing tiers, providing contact options for direct inquiries, or introducing interactive elements like pop-up forms. An example of successful implementation is Hotjar, which added an email opt-in popup on its pricing page, resulting in over 400 new leads within three weeks. 3. Blog Conversion Strategies Blogs represent a significant opportunity for conversions by not only offering valuable industry insights but also by integrating effective CRO strategies to drive conversions and turn readers into leads. Tactics might include embedding multiple calls-to-action throughout posts, or promoting content offers like ebooks or reports in exchange for reader email addresses. 4. Landing Page Enhancements Given their direct call to action, landing pages typically exhibit the highest conversion rates among all types of signup forms—an impressive average of 23%. For example, an event landing page might feature a video from a previous event to boost registration rates for the current year, while a resource offering page could showcase snippets of content to entice downloads. Understanding When to Initiate CRO Knowing the best areas to apply CRO is key to conversion optimisation, and it’s equally important to recognise the right time to begin optimising your site for improved conversion rates. How to calculate conversion rates To calculate your conversion rate, you need to know the number of visitors who took the desired action and the total number of visitors to your website or app during a specific time period. The formula for conversion rate is: Conversion Rate = (Number of conversions / Total number of visitors) * 100 For example, if 100 people visit your website and 10 of them make a purchase, your conversion rate would be 10%. You can track your conversion rates over time using Google Analytics or other analytics tools. This will help you see how your conversion rates are trending and identify any areas where you need to improve. Conversion rates can vary depending on a number of factors, including: The type of website or app you have The target audience you are targeting The traffic source (e.g., organic search, paid advertising, social media) The landing page that visitors are directed to It is important to track and analyse your site’s conversion rate and rates so that you can make data-driven decisions to improve your website or app and drive growth. Conversion rates are a key metric for measuring the success of your business. They measure the success of your marketing and sales efforts, help you identify areas for improvement in your sales funnel, allow you to compare your performance and conversion funnel to industry benchmarks, and can help you to optimise your website and marketing campaigns. By tracking conversion rates, you can gain insights into the effectiveness of various channels and strategies. This enables you to allocate your resources more efficiently, focusing on the methods that yield the highest returns. Moreover, conversion rates help you identify potential bottlenecks in your sales funnel, allowing you to rectify issues and enhance the overall customer experience. Furthermore, conversion rates serve as a benchmark for measuring your performance against competitors. By comparing your conversion rates to industry standards, you can assess your competitiveness and make necessary adjustments to improve your position in the market. Additionally, conversion rates provide valuable data for A/B testing and website optimisation. By experimenting with different elements of your website or app, you can determine what works best for your audience and optimise the user experience accordingly. In essence, conversion rates are crucial for businesses aiming to grow their customer base and revenue. By closely monitoring and analysing conversion rates, businesses can make informed decisions, optimise their marketing strategies, and enhance their overall performance. Conversion rate optimisation (CRO) is the process of increasing the percentage of visitors to your website or app who take a desired action, such as making a purchase or signing up for a service. It involves a data-driven approach to analysing and optimising your website or app to improve its effectiveness in converting visitors into customers. There are five key areas to focus on when optimising your conversion rate: 1. Testing different versions of your website or landing page. A/B testing allows you to compare different versions of your website or landing page to see which one performs better. You can test different elements, such as the headline, call to action, or the web page layout, to determine what resonates most with your target audience. 2. Personalising your website or landing page to your target audience. Personalisation involves tailoring your website or landing page to the specific interests and needs of your target audience. This can be done by using data from your analytics platform to identify the demographics, interests, and behaviours of your visitors. 3. Using clear and concise calls to action. Your call to action (CTA) is what tells visitors what you want them to do next. Make sure your CTA is clear, concise, and easy to find. It should also be relevant to the content on the page and the needs of your target audience. 4. Making it easy for visitors to convert. The checkout process should be as simple and straightforward as possible. Avoid asking potential customers for unnecessary information, and make sure the payment process is secure and easy to understand. 5. Tracking your results and optimising your campaigns accordingly. It’s important to track your conversion rates so that you can see what’s working and what’s not. This will allow you to make data-driven decisions about how to optimise your website or app for better conversions. By following these five steps, you can improve your conversion rate, increase conversions, and drive more growth for your business. Conversion rate benchmarks This section provides conversion rate benchmarks for different industries, services and businesses. It discusses the average conversion rate for all industries, as well as the full conversion rate optimisation process and rates for high-performing websites, B2B websites, and mobile websites. The average conversion rate for all industries is around 2-3%. This means that for every 100 visitors to a website, 2-3 will take the desired action. However, there is a significant variation in conversion rates between different industries. For example, the average conversion rate for e-commerce websites is around 4%, while the average conversion rate for lead generation websites is around 2%. High-performing websites typically have a conversion rate of 5% or higher. These websites are typically well-designed, easy to use, and have a clear call to action. They also tend to have a strong value proposition and a targeted marketing strategy. B2B websites typically have a lower conversion rate than e-commerce websites. This is because B2B sales cycles are typically longer and more complex. B2B websites typically have a conversion rate of around 2-3%. Mobile devices and websites typically have a lower conversion rate than desktop websites. This is because it can be more difficult to design a mobile website that is easy to use and navigate. Mobile websites typically have a conversion rate of around 1-2%. It is important to note that conversion rates can vary significantly depending on a number of factors, such as the type of website or app, the target audience, the traffic source, and the landing page that visitors are directed to. Businesses should track and analyse their conversion rates over time to identify areas for improvement. Improving your conversion rate with LIKE.TG LIKE.TG is a powerful customer relationship management (CRM) tool that can help you improve your conversion rate in a number of ways. Here are a few tips: Track and test your landing web pages, forms, and CTAs: LIKE.TG allows you to track the performance of your landing pages, forms, and calls to action (CTAs). This information can help you identify which elements are working well and which ones need to be improved. You can then use this information to make changes to your website or app and improve your conversion rate. Create targeted and personalised marketing campaigns: LIKE.TG allows you to create targeted and personalised marketing campaigns based on your customer data. This information can help you send the right messages to the right people at the right time, which can increase your chances of converting them into customers. Track and analyse your customer journey: LIKE.TG allows you to track the customer journey from the moment they first visit your website or app to the moment they make a purchase. This information can help you identify any bottlenecks or drop-off points in your sales funnel and make changes to improve your conversion rate. Automate your marketing and sales processes: LIKE.TG can help you automate your marketing and sales processes, which can free up your time to focus on other tasks. This can help you improve your efficiency and productivity, which can lead to more conversions and increased sales and revenue. By following these tips, you can use LIKE.TG to improve your conversion rate and grow your business.

What are customer needs? Answering that question may not always be easy – but it’s crucial for business success. After all, knowing what the customer wants is the starting point for creating winning products and services. Just as importantly, it’s the basis for forming long-lasting relationships. The State of the Connected Customer report reveals that 62% of customers expect businesses to anticipate their needs, and 73% expect companies to understand their unique needs and expectations. If your business isn’t proactively working towards understanding its customer and addressing their concerns, it risks falling behind competitors that are. Let’s take a look at how you can determine the needs of your customer – then go about satisfying them. What are customer needs? Put simply, customer needs are the factors that influence the purchasing decisions of consumers and B2B buyers. By anticipating and meeting customer needs, brands can create offerings that better connect with the consumer and buyer, while increasing profitability and driving long-term loyalty. Main categories of customer needs There are many factors that might influence purchasing behaviour, from the simple and common to the complex and highly personal, but most fall into one of three types. Practical. Customer needs are most often driven by practical considerations. These can include everything from price and availability to ease-of-use and functionality. If you’re offering a high-quality, low-cost product or service that’s easy to obtain or access, you’re catering towards practical customer needs. Customers driven by practical needs are likely to choose an offering that will simply help them perform a function or achieve a goal. This was once particularly true of B2B buyers, whose longer buying journey includes input from multiple stakeholders. But in a world where products and services often share similar price points, availability and functionality, B2B buyers are increasingly being influenced by emotional and social factors — whether they know it or not. Emotional. What a customer wants can often be just as powerful a driver of purchases as what a customer needs. In other words, they may be driven by how an offering makes them feel. For example, they may choose a product that evokes pleasant memories from childhood. Or they may look for a product that makes them feel more confident or powerful. While a practical customer may choose a fuel-efficient compact car, an emotional one may splurge on a motorcycle. Consumers have always been influenced by emotional and social factors, but these factors are increasingly influencing B2B buyers as well. Harvard Business School professor Gerard Zaltman posits that 95% of cognitive decision-making happens subconsciously. This means that even buyers who think they’re being pragmatic are often responding to factors outside the rational. And this means that B2B organisations should focus on creating emotional bonds with buyers – not just winning over the procurement team. Social. Some customers make purchases that are socially driven. For example, they may choose sustainable or ethical brands that reflect their lifestyle. Or they may opt for luxury products that are in-line with their social circle to keep up with the Joneses’. Socially driven needs are often considered to be the hardest to predict, but entire businesses have sprung up around tracking new trainer drops or tech releases. B2B buyers are also paying attention to socio-political factors in their purchasing decisions, as they need to justify partnerships to stakeholders. As such, they’re looking at their vendors’ CSR (corporate social responsibility), treatment of employees, environmental impact and community involvement in ways they never did before. Decoding consumer needs: Unpacking product desires Once you understand what your target customers need, you can start creating products that fulfil those needs and then marketing them effectively. However, those three categories of customer needs are very broad. It’s much easier to begin building products that fulfil those needs, if you can apply them to all the various aspects of product design and development. In the shifting landscape of consumer needs, it’s crucial to understand the various factors that play a role in driving product selection and influencing purchasing decisions. So, let’s take a look at how nine aspects of product design relate to the three categories of customer needs. Functionality: Bridging the gap between expectations and utility When designing the functionality of a product, it’s vital to consider how it addresses the practical, emotional, and social needs of your target customers. For practical needs, the product’s functionality needs to either resolve a specific problem or simplify a process for the user. Here you’re looking at your product’s core utility and what you’re going to promise your customers about what your product can do for them. When designing the functionality of a product to meet the practical needs of your audience, it’s a good idea to focus on usability, ensuring it’s intuitive. Addressing emotional needs involves creating a user experience that consumers will enjoy. It doesn’t matter how well your product meets your customer’s practical needs, if they don’t enjoy using it they simply won’t use it and therefore they won’t recommend it to their friends. So, when designing your product’s functionality, it’s also a good idea to aim to evoke positive emotions like comfort, delight, or a sense of achievement. Social needs are fulfilled when a product either helps people interact with others or elevates their social status. Some of the best products do both. When designing your product’s functionality to meet your customers’ social needs, think about how it could enable sharing or collaboration, helping users feel connected. Or, if that’s not possible, try to incorporate something that will help your product become a status symbol once it becomes popular. Anything you can do to help your users feel a sense of pride or belonging within their social circle when using your product is going to help make your product popular. So, when it comes to designing the functionality of your product, you’ll get the best results if you can ensure it: Solves a problem or simplifies a process Is easy and intuitive to use Is comfortable to wear or use Delights your audience Helps users collaborate, share, or connect with friends, family, work colleagues etc. Gives people a sense of pride to own and use or helps them feel like they belong within their social circle The price conundrum: Balancing affordability and value In the same way that product functionality needs to meet the practical, emotional, and social needs of the intended users, so too does product pricing need to meet all three categories of customer needs. When it comes to practical needs, the price must align with the perceived functionality and utility of the product. Customers need to feel they’re getting their money’s worth, and the cost of the product should correspond with its ability to solve a problem or enhance a process. Price also plays a practical role in the customer’s budgeting, so providing a range of options or payment plans can be beneficial. Addressing emotional needs involves the psychological aspects of pricing. The price can evoke emotions of satisfaction or discontent, based on perceived fairness and value for money. If a product is priced too high, it may deter potential customers; if too low, it might create doubt about its quality. Therefore, a pricing strategy should strive to create a positive emotional response, where the customer feels they’re making a worthwhile investment. Social needs pertain to the status symbol a product’s price can represent. For some consumers, purchasing premium or expensive items is a way to express their identity and status. Conversely, other consumers may derive pride from finding the best deals and saving money. It’s therefore essential you understand these dynamics within your target audience, and develop pricing strategies that respect and cater to these social needs. Therefore, a well-crafted pricing strategy should aim to: Align with the product’s utility and the customer’s budget constraints Evoke positive emotions by providing perceived value for money Cater to the social needs of the target audience, whether they be prestige-seeking or bargain-loving. Convenience: The silent influencer in consumer preferences Designing a product for convenience is yet another balancing act that must address the practical, emotional, and social needs of customers. For practical needs, ensure your product simplifies tasks and is easy to use. A product that seamlessly fits into the customer’s daily routine and requires minimal effort to operate ticks the boxes for practical convenience. Emotionally, a convenient product brings peace of mind and reduces stress, making the customer’s interaction with the product enjoyable. The more effortless the experience, the more positive the emotional response. Social needs are met when the product aligns with the customer’s lifestyle and collaborating with it, or sharing it, is effortless. In short, when optimising your product for convenience: Make your product user-friendly and time-efficient Aim for a stress-free, enjoyable customer experience Ensure collaborating with or sharing you product is easy Design matters: The aesthetic appeal in product selection Sensing a pattern? Yep, you guessed it — design plays a significant role in addressing practical, emotional, and social customer needs too. Practically, a well-designed product is easy to use and enhances the user’s efficiency. This involves thoughtful placement of elements, appropriate use of color and contrast for visibility, and a design that supports the product’s overall functionality. Emotionally, the aesthetic of a product can evoke feelings of attraction, pleasure, and even joy. A visually appealing product not only enhances the user experience but also makes the product more desirable. It’s the emotional appeal of the design that often turns a one-time user into a loyal customer. Socially, product design can influence how a product is perceived by others, often serving as a status symbol. A well-designed product can reflect good taste, sophistication, or a specific lifestyle, thus contributing to the user’s social identity. A thoughtful product design should: Enhance usability and efficiency Create an emotional connection through visual appeal Cater to the social desires of the target audience Reliability: Building trust through consistency Reliability addresses the practical, emotional, and social needs of customers all in one go. From a practical perspective, a reliable product consistently performs as expected. Emotionally, reliability builds trust and reduces anxiety. Socially, the dependability of a product can enhance a user’s reputation. Performance: Quality at the forefront Similarly, performance addresses practical, emotional, and social customer needs all in one go. Practically, a product’s quality and operational excellence ensures it effectively delivers on its intended function. The key here is that the level of quality needs to match the customer’s expectation and your pricing strategy. E.g. There’s no point making a super endurable, disposable product as the cost would likely be too high for customers to stomach. Emotionally, a high-performing product can instill pride and satisfaction in the user. Socially, products known for their superior performance can elevate a user’s status among peers. Efficiency: The quest for productivity Product efficiency is fundamental in catering to the practical, emotional, and social needs of your customers. Practically, an efficient product can simplify tasks, conserve resources, and save time for the user. It enhances the user’s productivity, proving its worth in their everyday routine. Here’s a great example of a product improving efficiency for a customer. Emotionally, an efficient product can induce feelings of satisfaction and accomplishment. It can reduce stress by making tasks easier, and provide more time for enjoyment or relaxation, enhancing the user’s overall well-being. Socially, an efficient product can serve as a status symbol, portraying the user as a conscious and responsible individual. In our increasingly eco-conscious society, products that promote efficiency are often viewed as desirable, elevating the user’s standing within their social circle. An efficient product addressed the three categories of customer needs by: Simplifying tasks and saving time Inducing feelings of satisfaction and accomplishment Reflecting a responsible and eco-conscious image Compatibility: The role of integration in consumer choice The compatibility of your product with other products owned by your users is crucial in addressing practical, emotional, and social customer needs. Practically, a compatible product that seamlessly integrates with existing systems or devices, can increase productivity for customers, reduce the learning curve for your product, and ensure your users don’t have to buy extra products to use what you’re offering. Emotionally, a product that integrates easily can provide a sense of relief and satisfaction. It simplifies the user’s life, reducing potential stress and frustration that may come from incompatible devices or systems. Socially, compatibility can enhance the user’s status in their circle. Having a product that works harmoniously within an ecosystem of devices demonstrates a user’s savvy tech awareness and can be a source of pride. When designing your products, it’s a great idea to consider how compatibility could provide a better experience for your users. Compatible products: Seamlessly integrate with existing systems or devices Provide emotional satisfaction by simplifying the user’s life Enhance the user’s social standing by demonstrating tech-savviness The experience quotient: More than just interaction Customer experience is the culmination of every other part of the product design process. Products deliver a good customer experience if they: Are intuitive, or at least have great instructions that make them easy to use Perform well and reliably Easily integrate with existing workflows and products Generate positive feelings such as joy, satisfaction, or excitement Make it easy for users to share their experience or feel like they belong when using the product Make users look good within their society If you’re looking for ways to improve your customer experience, here are six ways to improve CX with data and measurement. Navigating the terrain of service needs Just as key facets of product design can fulfil all categories of customer needs, so too can the critical elements of service design meet all three categories of client needs. When designing new service for your clients, you’ll get the best results if you consider each aspect of the service from the following angles. Empathy: The key to service satisfaction Empathy is one of the most important customer service skills you can employ and building empathy into your services themselves also plays a vital role in meeting the practical, emotional, and social needs of your clients. Practically, empathetic customer service provides solutions that truly fit the customer’s needs, thereby enhancing the overall value of the service. Emotionally, empathy can evoke feelings of being understood and valued, fostering a deeper connection between the customer and the service provider. Socially, customers who experience empathetic service are more likely to share their positive experiences, enhancing their status within their circles. When developing your services, see if you can incorporate empathy into your design process by: Really understanding what your clients need, so you can design the best solution Ensuring your clients feel understood and valued Making is socially desirable for your clients to share their experience with you Fairness: The foundation of trust Fairness is also crucial in addressing the practical, emotional, and social needs of your clients. Practically, fair service policies ensure everyone is treated equally and without bias, enhancing the overall reliability of the service. Emotionally, fairness can instill feelings of trust and respect, strengthening the customer-provider relationship. A good example of an unfair practice that really annoys clients is when service providers offer discounts for new clients without rewarding loyal clients. Fairness is perhaps most relevant, however, to the social needs of your target audience. If they’re driven by the need to be ethical, they’ll want to know your services are fair to all clients, without any kind of social bias. Alternatively, for some target audiences, social responsibility might be a bigger driver, and they may be more likely to buy from a service provider that provides discounts for not-for-profits or contributes to worthy causes. Fairness means different things to different audiences, so when designing your services, you might consider: Ensuring equal and unbiased treatment of all clients Balancing attraction tactics with loyalty strategies Giving back to underserved communities or those in need Transparency: The service game-changer There are practical, emotional, and social aspects to transparency too. Practically, transparent service operations enable customers to make informed decisions, increasing the service’s utility. Emotionally, transparency can induce feelings of trust and loyalty, making the service more desirable. Socially, transparency enhances a customer’s social standing as they can confidently vouch for the service to their circle. It also gives clients the confidence that a service provider is honest and ethical. Many businesses get nervous about sharing their inner workings, worrying that competitors might copy them. However, there are several benefits to transparency: Clients like that they can make informed decisions It fosters trust and loyalty Clients are more likely to recommend transparent services from honest, ethical businesses Control: A new era in customisation Control is another aspect of service design that can enable you to address the practical, emotional, and social needs of your clients. Practically, giving customers control by allowing them to customise their services enables them to choose a service that exactly meets their needs, enhancing their overall experience and satisfaction. Emotionally, control can incite feelings of empowerment and freedom, making the service more enjoyable. Socially, having control enables customers to tailor the service to their social context, making it more shareable and recommendable. The benefits of giving control to your clients can be highly rewarding: Enhanced customer experience and satisfaction, which leads to increased conversions along with greater loyalty and advocacy Feelings of empowerment and freedom, which also leads to increased loyalty Options: Choice is power Options are an important way you can give your clients more control over their services and therefore options are a key way of meeting the practical, emotional, and social needs of your clients. Information: The fuel of knowledgeable decisions You might think giving your prospective clients information only fulfils their practical needs, but, with the right strategy, it fulfils emotional and social needs too. Providing sufficient information empowers customers to make informed decisions, which is critical if they’re to choose a service that meets their practical needs by solving a problem for them. This includes the decision to buy as well as making informed choices about any options you offer. Emotionally, information can evoke feelings of confidence and trust, making the service more appealing. Socially, informed customers are more likely to share their knowledge, enhancing their social interactions and status, and effectively giving you free advertising and even free customer support. Apple’s support community is probably one of the most well known examples of this. In short, providing information can: Foster confidence and trust Ensure your clients get what they need from your service, reducing churn and increasing referrals Enable you to create a community around your service and reduce your advertising and customer support costs Accessibility: Anywhere, anytime service Accessibility is perhaps the element of service design where it’s most obvious how to meet the practical, emotional, and social needs of clients. An accessible service gives clients what they need, when they need it. That includes allowing clients with disabilities to benefit from your services. Accessibility therefore addresses the practical needs of clients in several ways. A client who can’t access the services they need when travelling, will get really frustrated. Whereas a client who can start a project on their desktop in the office, continue it in the car on the way home by dictating to their mobile, and then continue on their home computer at the end of their journey, is likely to be pretty chuffed. These examples illustrate just how much of an impact accessibility has on whether a service meets the emotional needs of clients. A client who wants to share their service with friends when traveling, or use it to collaborate with their blind assistant on the other side of the world, is far more likely to choose a service provider that enables them to easily share their fully accessible service with others. To summarise, an accessible service: Can be used in any location at any time Has online and offline capabilities and can be used on any device (if it’s a digital service) Can be used by people with disabilities Enables sharing Eight ways for identifying the needs of your customers When it comes to addressing customer needs, a one-size-fits-all approach won’t work. For instance, you’ll want to tailor your messaging to prioritise the distinct concerns of different audiences. But how can you gain key insights into your customers, so that you can not only meet their needs, but exceed their expectations? Here are 8 strategies for getting started. Follow your data. We’re living in the age of the digital imperative. You likely already have a wealth of information about your customers at your disposal, especially if you’re centralising your data in a CRM. Take a deep dive into your business’s data and see what’s connecting with customers, what can be improved, and what new opportunities can be identified from it. Talk to your customers. The best way to know what your customers want is to simply ask them. Deploying post-purchase surveys will help you evaluate your customer experience. You can also reach out to loyal customers for opinions on products and services. They may have some great ideas for improvements and new offerings. Raise your social media game. Try to engage with your customers in the places where they spend their most time. For many, that’s social media. Listen in on what people are saying about your business. Are you seeing recurring concerns? Can you use this information to drive improvements? Are you using your brand’s social media presence to showcase your voice and build more personal relationships? Gather feedback from your teams. Your sales and service teams speak to your customers frequently. Gather your reps and discuss what they’ve been hearing from customers. Do your teams have suggestions for new products or services? Do they have ideas for how you can improve the customer experience? Form a focus group. Forming a focus group isn’t for every business. After all, it can be costly. Moreover, these groups will not have the same in-depth knowledge of your offerings as your customer base will. But if you’re looking to move into new markets, a focus group can put you on the right path. See what people are searching for. One of the most cost-effective ways to see what customers need is to see what they’re searching for. You can use tools like Google Keyword Planner to gain insights into customer behaviour. You can see how many times phrases and keywords have been searched each month, so you can see what’s trending up. Or you could use Google Trends to see more specific data, with searches being further segmented. Learn from your competitors. Your competitors are helping to define your marketplace, so it’s important to keep up with any new products or services they’re offering. Look for ways you can use this market intelligence to improve your offerings or create new ones. You’ll also want to pay attention to their messaging. How are they positioning themselves? After all, they’re trying to reach the same customers you are. Use Artificial Intelligence. Artificial intelligence is one of the most customer-centric technologies that SMES can use. Not only can AI tools analyse data to identify unique needs and preferences; they can help SMEs create tailored customer journeys. AI can also increase efficiency, improve service and create more customer-centric marketing campaigns. You understand the needs of your customer – what’s next? Now that you know the needs of your customers, you can build a blueprint for meeting them. Some of the steps towards building a customer-centric strategy include: Get regular feedback from your customers. Talking to your customers isn’t a one-time thing – it should be done regularly. Establish a feedback loop where you can constantly evaluate the products and services you’re offering, and the market’s response to them. This regular monitoring of consumer needs will help you respond quickly to market shifts and emerging customer concerns. Perfect your brand’s messaging. You’ll want to create different messaging for different audience segments, considering their specific needs and the channels through which they shop. Make sure that your marketing is aligned with customer needs and that your communications highlight the most relevant benefits of your products and services. Brainstorm new products and services. Knowing what your customers value and prioritise when making a purchase will help you create innovative offerings that not only address their needs, but stand out from the crowd. Look at the results from your focus research. Is there a gap between what customers need and what’s available? Create the need. Some businesses have an ‘if you build it, they will come’ approach. Instead of researching and responding to the existing needs of their customers, they create a new need in their customers. For example, it’s unlikely that socially conscious Millennials are wishing there was a credit card made just for them, but if you offer a card that donates to charities, provides rewards based on purchases from sustainable businesses, and sponsors community building, you may create that customer need. Level up your loyalty programme. Look at your business’s loyalty programme. Is it centred around the needs of your customers? Is it offering value at the right places? Loyalty programmes are a powerful tool for building relationships, so ensure that your programme is working as hard as it could be. Re-evaluate your customer service KPIs. Quick and convenient should always be the priority when it comes to customer service. But once that frictionless service is in place, can you add further value to the customer experience? Look at your service KPIs (Key Performance Indicators) and see if they can be supplemented to not only measure successful resolutions, but how well you’re meeting the ongoing needs of your customers. In other words, turn your service into a relationship-building machine. Ready to follow customer needs to exciting new places? By following the needs of your customer, you can ensure that you’re always putting them first. And by designing your business around offering solutions, you’ll be well on your way to winning trust and increasing customer retention.

Each year, the Singapore Business Federation (SBF) publishes their National Business Survey. This survey is sent to more than a thousand businesses across Singapore. It covers many aspects of business: sentiment, priorities and challenges, transformation and innovation, and internationalisation. After a tumultuous couple of years, the results of the 2021/2022 report give small and medium-sized enterprises (SMEs) reasons to feel confident about the year ahead. The report shows how businesses are bouncing back, how their priorities have changed, and the challenges that they are still facing today. It also explains how technology will have an important role to play in SMEs’ success. LIKE.TG will be hosting an interactive live session with SBF, and leading tech association SGTech. The webinar will give SMEs tips on how to embrace digital transformation more effectively. Challenges and opportunities for SMEs in Singapore Nearly half of the businesses surveyed think that the economy will improve in the next year, compared to only 31% from the year before. Additionally, fewer businesses reported that they have been negatively impacted by the pandemic — only 32% this year, compared to more than 60% last year. Businesses are more confident about the wider economy too. Satisfaction levels with the local, regional, and global economic climates are all up compared to last year. There are still challenges ahead. For example, organisations are worried about manpower. Both the cost and availability of a qualified workforce feature on the list of concerns. Evolving business priorities Commercial priorities dominate the focus of many SMEs in Singapore. Growing revenue and ensuring a positive cashflow remain the top two priorities for businesses. However, there have been some changes. Attracting and retaining talent has become a much stronger focus, rising to become the third-highest priority this year. Here’s how the top business priorities compare, from 2020-2021 to 2021-2022: The power of technology According to the report, the importance of digital transformation has been understood for some time. Sixty-five percent of SMEs surveyed said that business transformation is very important, while 29% said that it is somewhat important. However, businesses that are interested in digital transformation face some road blocks. According to the SMEs surveyed, the top three key challenges to implementing technology were: High cost of adoption (52%) Upskilling employees to stay current (30%) Cyber security risks (30%) Despite these worries, the benefits of digital transformation are well understood. SMEs surveyed said that these are the top three key benefits of digital transformation: Increased productivity (59%) Optimised operations (48%) Reduced operating costs (46%) Businesses are working towards organisational transformation by investing in technology. A year ago, 34% of organisations surveyed said they would be investing in tech—this year that figure is 42%. Thirty-one percent of businesses are also re-engineering their processes. The importance of governmental support Ongoing challenges have meant that businesses are looking to governments for support more than ever. In Singapore, SMEs have highlighted these key areas of support that they need: Assistance in digitalisation (42%) Financial support (39%) Business strategy development advisory and consultancy services (38%) The good news is that SMEs can access the Productivity Solutions Grant (PSG) programme. This initiative aims to help these businesses kickstart their technology journey by providing grant support of up to 70%. LIKE.TG is a pre-approved IT vendor for the program under the SMEs Go Digital programme. An enhanced maximum support level of 70% has also been extended to 7 October 2022. What does this mean for SMEs in Singapore? The survey findings raise several questions. What can SMEs in Singapore do to lower costs while also driving digital transformation? How can they access support to enable this? How can businesses keep up with the evolving expectations of their customers? To answer these questions, LIKE.TG teamed up with SBF and SGTech. Together, we will present our webinar, SME Digitalisation Roadmap: Tips To Fueling Growth and Customer Retention in 2022. I’ll be joined by guest speakers: Lin Guoliang, Deputy Director, Advocacy, Digitalisation & Transformation, Singapore Business Federation Eileen Tan, SGTech Singapore Enterprise Chapter Exco and Executive Director, Stone Forest Keng Low, Co-founder and Chief Product Officer, Finantier SBF and SGTech play important roles as multipliers and conduits to help companies, especially SMEs, in their transformation and growth. As Singapore adapts to live with COVID-19, trade associations and chambers will play an even more crucial role in strengthening the business ecosystem. In the webinar, we’ll explore how digital transformation plays a central role in driving growth, increasing productivity, and lowering operating costs. Eileen will also share insights from the tech industry, including the move to the cloud. The speakers will also discuss how an approach focusing on workforce, technology, and business support is vital to success. Lastly, we’ll talk about how government grant support can help you reach your goals for business growth. Join us on 20 April 2022, at 10 a.m. SGT. Want to become a digitally resilient business? Register for the free webinar: SME Digitalisation Roadmap: Tips To Fueling Growth and Customer Retention in 2022.

In personal finance, the concept of wealth management often arises as a crucial aspect of securing financial stability and achieving long-term goals. It encompasses a comprehensive range of advisory services tailored to individuals and families, aiming to effectively manage and grow their financial resources. We’ll look into the intricacies of wealth management, exploring its diverse services, advantages, and strategies employed by wealth managers to help clients navigate the complexities of financial planning, investment management, and estate planning. From understanding the types of wealth management services available to gaining insights into the selection process of a wealth manager, this overarching guide provides valuable information to empower individuals in making informed decisions about their financial wellbeing. What is wealth management? Wealth management services are meticulously tailored to each client’s unique circumstances and aspirations. Investment management lies at the core of this service, where experts strategically allocate financial assets to optimise returns while mitigating risks. Through careful portfolio construction and ongoing market monitoring, wealth managers ensure that investment strategies remain aligned with evolving financial goals. Financial planning looks into the intricacies of an individual’s financial life, encompassing cash flow analysis, debt management, education planning, retirement planning, and insurance planning. This approach ensures that every financial situation and aspect is meticulously considered and optimally managed, creating a roadmap towards financial stability and prosperity. Estate planning, an essential component of wealth management, focuses on preserving and distributing an individual’s assets during their lifetime and beyond. Through the creation of wills, trusts, and other legal instruments, wealth managers ensure that an individual’s wishes are meticulously documented and executed, safeguarding the financial wellbeing of their loved ones and preserving their legacy for generations to come. Wealth management is an invaluable service for individuals and families seeking to cultivate, preserve, and grow their financial resources. By partnering with experienced wealth managers, clients gain access to personalised financial strategies, expert guidance, specialist advice, and unmatched proficiency in navigating the complexities of financial planning, investment management, and estate planning. This collaborative endeavour empowers individuals to confidently pursue their financial aspirations, ensuring a secure financial foundation for themselves and their loved ones. Types of wealth management services Wealth management services provide a thorough array of financial solutions designed to cater to the unique needs and aspirations of individuals and families. These services encompass four primary domains: financial planning, investment management, estate planning, and tax planning. The Financial Industry Regulatory Authority (FINRA) plays a crucial role in overseeing professional standards and credentials in wealth management. Financial planning is essential in wealth management as it offers a structured approach to achieving financial objectives. It entails a thorough assessment of an individual’s current financial standing, identification of short-term and long-term goals, and the formulation of a customised roadmap to realise those aspirations. This financial planner also encompasses budgeting strategies, debt management, retirement planning, education funding, and risk mitigation strategies. Investment management plays a pivotal role in wealth management, focusing on the strategic allocation and management of assets to foster wealth growth. Wealth managers construct diversified investment portfolios tailored to each client’s risk tolerance, investment horizon, and financial goals. They exercise constant vigilance over market dynamics, making judicious adjustments to the portfolio to optimise returns while minimising potential risks. Estate planning is an essential component of wealth management, ensuring the orderly transfer of assets during a client’s lifetime and beyond. It involves the creation of legal instruments, such as wills, trusts, and powers of attorney, to delineate the distribution and management of assets. Estate planning also addresses crucial matters like minimising estate taxes, preserving family wealth, and safeguarding the financial security of heirs. Tax planning is an integral aspect of wealth management, aimed at minimising tax liabilities and maximising after-tax income. Wealth managers meticulously analyse clients’ tax situations and devise strategies to optimise tax efficiency. This may involve leveraging tax-advantaged investment vehicles, maximising deductions and credits, and anticipating the potential tax implications of various financial transactions. By seamlessly integrating these services, wealth managers empower clients with a holistic approach to managing their financial resources and achieving their long-term financial aspirations. They serve as trusted advisors, providing personalised guidance, profound expertise, and unwavering support assisting clients to navigate the complexities of wealth management and make informed financial decisions. Advantages of wealth management Wealth management offers a range of advantages that can significantly benefit individuals and families seeking to achieve their financial goals. Firstly, a wealth management team provides clients with personalised financial advice tailored to their unique circumstances and aspirations. Through extensive financial planning, wealth managers assess clients’ financial situations, identify their goals, and develop customised strategies to help them achieve those goals. This personalised approach ensures that clients receive guidance that is aligned with their specific needs and priorities. Secondly, wealth management services provide clients with access to professional expertise and knowledge in managing complex financial matters. Wealth managers possess extensive knowledge of financial markets, investment strategies, and tax regulations, enabling them to make informed decisions on behalf of their clients. This expertise is particularly valuable for individuals who may lack the time, knowledge, or experience to effectively manage their own finances. Thirdly, wealth management offers clients peace of mind and financial security. By entrusting their financial affairs to experienced wealth managers, individuals and families can alleviate the stress and anxiety associated with managing their finances. Wealth managers continuously monitor clients’ portfolios, ensuring that they remain aligned with their financial goals and risk tolerance. This ongoing monitoring and management provide clients with the assurance that their financial future is in capable hands. Fourthly, wealth management services can help clients achieve greater financial efficiency and optimisation. Wealth managers employ sophisticated financial planning techniques and strategies to maximise clients’ returns while minimising risks. They also assist clients in optimising their tax liabilities, ensuring that they retain more of their hard-earned income. This financial efficiency can significantly contribute to clients’ overall financial wellbeing and long-term financial success. In conclusion, wealth management offers a multitude of advantages for individuals and families seeking to achieve their financial goals. Through personalised advice, professional expertise, peace of mind, and financial efficiency, wealth management services provide clients with the support and guidance needed to navigate the complex world of finance and secure their financial future. How to choose a wealth manager When selecting a wealth manager, it’s crucial to consider several key factors to ensure you find a professional who aligns with your financial needs and goals. One important aspect to consider is the wealth manager’s fiduciary status. A fiduciary is legally obligated to act in the best interests of their clients, prioritising their financial wellbeing above all else. This level of trust and responsibility is essential when entrusting your financial future to a wealth manager. Experience and qualifications are also vital factors to evaluate. Look for a wealth manager with a proven track record of success in managing and growing wealth. Consider their educational background, professional certifications, and years of experience in the financial industry. A wealth manager with a strong track record and relevant qualifications can provide valuable insights and strategies to help you achieve your financial objectives. Another important consideration is the wealth manager’s investment philosophy and risk tolerance. Understand their approach to investing and managing risk, and ensure it aligns with your own financial goals and risk appetite. A wealth manager or financial advisor who shares your investment philosophy and understands your risk tolerance can tailor their strategies accordingly, maximising the potential for success. Fees are another crucial aspect to consider when choosing a wealth manager. Be clear about the fee structure and ensure you understand all associated costs, including management fees, performance fees, and any additional expenses. Transparent fee structures and reasonable rates are essential to ensure your wealth manager’s interests are aligned with yours. Finally, don’t underestimate the value of references and recommendations. Seek referrals from friends, family, or business associates who have worked with wealth managers in the past. Personal recommendations can provide valuable insights into the wealth manager’s professionalism, expertise, and client service. By carefully considering these factors, you can select a wealth manager who possesses the experience, qualifications, and values to effectively guide you towards achieving your financial aspirations. Wealth management fees and costs Wealth management services typically come with associated fees and costs that vary depending on the complexity of the financial plan, the level of service provided, and the wealth manager’s experience and qualifications. It is crucial for individuals and families to understand these fees and costs before selecting a wealth manager to ensure that they are making an informed decision. Common types of fees charged by wealth managers include: Advisory fees: These fees are typically based on a percentage of assets under management (AUM) and cover the ongoing investment advice, and management provided by the wealth manager. The percentage can vary depending on the size of the portfolio and the services included. Transaction fees: These fees are charged each time a trade is executed on behalf of the client. They may include commissions, bid-ask spreads, and other related costs. Custodian fees: These fees are an advisory fee charged by the financial institution that holds the client’s assets in custody. They cover the costs of safeguarding and administering the assets. Performance fees: Some wealth managers charge performance fees based on the investment returns achieved. These fees are typically structured as a percentage of the profits generated above a predetermined benchmark. Hourly fees: In some cases, private wealth managers may charge an hourly fee for specific services, such as financial planning or estate planning. It is important to note that fees and costs can vary significantly between wealth managers, so it is essential to compare and understand the fee structures before making a decision. Some wealth managers may offer bundled services that include a combination of fees, while others may charge separately for each service. Additionally, some wealth managers may require a minimum investment amount or a minimum annual fee, which can limit accessibility for individuals with smaller portfolios. It is advisable to seek clarification on all fees and costs, including any potential hidden charges, before committing to a wealth management service. Examples of wealth management Wealth managers provide a wide range of services to help clients manage their wealth effectively. Some common examples of wealth and asset management and services include: Creating and maintaining an investment portfolio: Wealth managers can help clients build diversified investment portfolios that align with their risk tolerance, investment goals, and time horizon. They can also provide ongoing monitoring and management of the portfolio to ensure it remains aligned with the client’s objectives. Developing strategies for tax-efficient investing: Wealth managers can help clients develop strategies to minimise their tax liability and maximise their after-tax returns. This may involve utilising tax-advantaged investment vehicles, such as retirement accounts and tax-efficient mutual funds, as well as implementing tax-loss harvesting strategies. Providing advice on estate planning: Wealth managers can help clients create estate plans that ensure their assets are distributed according to their wishes and that their loved ones are financially secure. This may involve drafting wills, trusts, and powers of attorney, as well as providing guidance on issues such as probate and estate taxes. Offering guidance on charitable giving: Wealth managers can help clients develop charitable giving strategies that align with their philanthropic goals and maximise their tax benefits. This may involve establishing donor-advised funds, charitable trusts, or private foundations, as well as providing guidance and tax advice on selecting charities and structuring gifts. Assisting with business succession planning: Wealth managers and financial advisers can help business owners develop plans for the orderly transfer of their business to the next generation or to other owners. This may involve developing buy-sell agreements, creating family-limited partnerships, or implementing other succession planning strategies. Wealth managers can also provide guidance on specialised areas of wealth management, such as retirement planning, education funding, and insurance planning. By working with a qualified wealth manager, individuals and families can gain access to the expertise and resources they need to achieve their financial goals and secure their financial future. Strategies of a Wealth Manager Within wealth management, meticulous strategies are implemented to assist clients in accomplishing their financial aspirations. Diversification stands as a central strategy, aiming to disperse investments across asset classes, industries, and geographic boundaries. This prudent approach to investment strategy seeks to mitigate the impact of market fluctuations, paving the way for sustained long-term growth. Risk management plays an equally important role, with wealth managers meticulously assessing clients’ risk tolerance and crafting personalised investment strategies aligned with their comfort levels. This may entail employing stop-loss orders, strategic hedging, or incorporating alternative investments like real estate or commodities to fortify against potential losses. Regular vigilance and proactive adjustments ensure that clients’ portfolios remain harmonised with their risk preferences. Rebalancing emerges as another essential strategy, ensuring that asset allocation remains optimal amidst dynamic market conditions. As investments traverse through varying performance cycles, periodic adjustments are made to restore the portfolio’s balance, aligning it with the target allocation. This prudent approach not only mitigates risk but also seizes emerging growth opportunities. Tax efficiency holds a prominent position in wealth management, with strategies designed to minimise clients’ tax liabilities. Wealth managers leverage techniques such as tax-loss harvesting, judicious investment placement, and leveraging tax-advantaged accounts. By optimising tax efficiency, clients are empowered to maximise their after-tax returns and preserve a greater portion of their wealth. Estate planning constitutes an integral component of wealth management, ensuring that clients’ wealth is transferred to heirs in a tax-efficient manner and their wishes are honoured after their passing. This includes crafting trusts, wills, and other legal instruments, as well as collaborating with estate attorneys and other professionals. Through comprehensive estate planning, clients can safeguard their legacies and provide for their loved ones. These strategies coalesce to form a holistic framework for wealth management, encompassing financial guidance, risk management, and future security. Wealth managers serve as trusted financial advisors throughout, diligently guiding clients toward the realisation of their financial goals and securing their financial wellbeing.

Automation technology has allowed major advancements in customer service. Unfortunately, 73% of service agents still think that managing case volume has become more challenging. In other words, as customers spend more of their time online and expectations grow, employees are increasingly under-resourced. This is not ideal for customer satisfaction. Simultaneously, 70% of executives agree that good employee experience creates good customer experience. Almost as many agree that customer service drives revenue. Automation – with its power to answer customer queries without always relying on a human customer service agent – might have the answer. Automation comes in all shapes and sizes, and is useful regardless of geography or maturity of the market. Automated processes can benefit small teams by complementing limited human resources. They can also help larger organisations prioritise processes that require more human input. Digital tools offer powerful solutions to some customer problems. That said, it’s imperative that we never forget the necessity of the human touch. Let’s have a look at what can and cannot be automated in customer service: Automated workflows One of the most significant developments in customer service over recent years has been the ability to automate workflows. Technology allows you to automate processes that would otherwise waste hours and resources. This automation can radically reduce the amount of time spent on a process for both the employee and the customer. Global medical device company Dornier MedTech uses Service Cloud to provide more efficient and personalised support. Inquiries can now be automatically routed to the right team and support engineers are notified right away when a customer needs help. In the past, it could take up to four hours. By integrating Service Cloud with other LIKE.TG solutions it has also provided its employees with a better understanding of its customers preferences. Automated workflows remove the need for service agents to dedicate resources to time-consuming processes, freeing them up for tasks that require more human flair. It also minimises wait times for the customer. This is a win-win situation. AI for customer service Just as with automation, Artificial Intelligence (AI) comes in various forms. Generally speaking, AI is used to automate more complex interactions between employee and customer. With Einstein built in, Service Cloud can use AI technology to automate everything from answering queries to assessing insurance claims. It does so while reducing administrative load and delivering employees the customer data they need to provide the best service. A prime example of AI’s potential can be found in the insurance industry. Imagine that you accidentally hit a pole while driving. In the past, you would attempt to reach a customer service agent, who would then send out a surveyor to assess the damage. This drags out the process and delays the end result – fixing your car. Now, insurance companies are turning to AI for this process, assessing damage automatically via video or photography. AI can detect the damage, then assess which parts require repair or replacement, and calculate the costs. This increases satisfaction and frees up time for both the employee and customer. It also offers peace of mind to the customer in their moment of distress. Field service automation A great field service team can become the trusted face of your brand. However, they need the best support to do their jobs properly. Field service automation is used to enrich and streamline face-to-face situations. In traditional field service scenarios, like fixing a broken washing machine, technology allows the specific issue to be determined before face-to-face contact. It also ensures the right technician with the right skills is deployed to your home at the right time. AI and automation can assist other industries. Take healthcare, where technology can help schedule a nurse to tend to a patient. When properly set up, Service Cloud can allow a doctor to receive notification that a patient is in need, then send out a nurse to ensure the correct treatments are given. In other words, automation is perfect for all kinds of field agents who are overwhelmed by basic tasks that get in the way of their ability to help customers. Service Cloud and the Customer 360 platform allow you to equip your team with AI-powered scheduling, resource optimisation, inventory, guided safety protocols, knowledge articles, and much more. Self-service While not strictly an automated task, never underestimate the convenience of a good self-service portal. They can provide the customer with the information they need without having to resort to unnecessary person-to-person interaction. They also allow customer service agents to concentrate on more complex customer problems, just like automation. The best self-service options complement the total service experience, rather than detract from it. But the opposite can also be true. I’ll give you an example of an inadequate customer service portal. I once landed at an airport at roughly 8pm and noticed, via a self-service portal, that I had a $200 charge on my credit card. The customer service centre was closed until morning. When I finally was able to speak to a representative, I was reminded that I had pre-authorised the $200 charge three months before. I cancelled my credit card as soon as the conversation ended. Why? Because the self-service portal had not provided any specific information about the transaction other than an ID number. If it had listed who the payment had been made to, I wouldn’t have spent 12 hours worrying. There would have been no need to call customer support. Self-service automation, in this case, did not complement the larger customer service experience, but made it worse. The reason for this kind of poor self-service is almost always insufficient customer data. Your self-service portal should be integrated with the rest of your CRM. This allows customers to find answers and complete processes quickly, with all the relevant data presented to them at the right time. So, what shouldn’t be automated? As you can see, automation continues to be a game changer. That doesn’t mean it’s the solution to every problem. There are some tasks that should be left for a human to handle. Here are some customer service tasks that shouldn’t be automated: Providing comprehensive, five-star service: while automation can serve the customer, we are not yet at a point where a customer can be entirely served by automation. Some tasks require intervention and improvisation from an agent to deliver the best results. Treating customers with empathy: By definition, automated customer service has to follow predefined steps. Unfortunately, this means that some interactions lack the empathetic touch that a human being can bring to customer service. Sometimes, a customer in need requires a human being who can make an emotional connection. Going the extra mile: Sometimes, the warmth, kindness, and personality of a service representative can have a huge impact. A customer could be in a state of distress or panic and their mood can be completely changed through conversation. Never underestimate the ability of an employee to save a customer’s day. It’s a reality that isn’t going away anytime soon.

Asynchronous communication is quickly becoming the new normal in the digital age. This type of communication allows for more flexibility and convenience, as participants can send and receive messages at their own convenience. It also fosters deeper and more thoughtful responses, as participants have time to reflect and compose their messages. In this article, we will explore the concept of asynchronous communication, its benefits, and how it is used in telecommunication, computer programming, and workplace communication. We will also provide some examples of asynchronous communication and compare it to synchronous communication. Finally, we will discuss how LIKE.TG can help you with the term asynchronous communication. What is asynchronous communication? Asynchronous communication is a mode of digital communication, in which the sender and receiver are not engaged in simultaneous, real-time interaction. Unlike synchronous communication, such as phone calls or face-to-face conversations, asynchronous communication does not require the immediate presence or availability of both parties. In an asynchronous form of communication, the sender can transmit a message without expecting an immediate response from the recipient. This allows for greater flexibility and convenience, as participants can engage in communication at their own convenience, regardless of their location or schedule. Asynchronous communication can take place through various channels, including email, text messaging, instant messaging, social media, and online forums. In contrast, other forms of real-time communication, like texting, e-mail, and Twitter, require immediate or near-immediate responses. One significant advantage of asynchronous communication is the opportunity it provides for more thoughtful and well-crafted responses. Since participants have time to reflect on their messages before sending them, asynchronous communication often leads to more detailed and insightful conversations. It allows individuals to express their thoughts and ideas more clearly and comprehensively, fostering deeper and more meaningful discussions. Furthermore, asynchronous communication can enhance productivity by enabling individuals to multitask and prioritise their tasks. It allows them to engage in multiple conversations simultaneously without the pressure of immediate response, leading to more efficient use of time and resources. However, it’s important to acknowledge the potential drawbacks associated with asynchronous communication. The lack of immediate feedback can sometimes lead to misunderstandings or delays in resolving issues. Additionally, the absence of non-verbal cues, such as body language and tone of voice, can make it challenging to convey emotions and intentions accurately. Overall, asynchronous communication offers a flexible and convenient alternative to synchronous communication, allowing for more thoughtful and in-depth interactions. While it may have certain limitations, asynchronous communication remains a valuable tool in today’s fast-paced digital landscape, facilitating effective collaboration and knowledge sharing among individuals and teams. Benefits of asynchronous communication Asynchronous communication offers a host of advantages over synchronous communication, making it a valuable tool for businesses and individuals alike. Improved productivity Asynchronous communication allows employees to work at their own pace and on their own time, which can lead to increased productivity. Employees are not constrained by the need to be available for real-time conversations and can instead focus on completing tasks without distractions. This flexibility can be especially beneficial for employees who have other commitments, such as caregiving or remote work. Greater flexibility Asynchronous communication offers greater flexibility than synchronous communication, as it allows employees to communicate from any location and at any time, on their own schedule. This can be a major advantage for businesses with employees who work remotely or travel frequently. Asynchronous communication also makes it easier for employees to collaborate with colleagues in different time zones or countries. Increased inclusivity Asynchronous communication can make the workplace more inclusive for employees with disabilities or who are neurodivergent. For example, employees with social anxiety or autism may find it easier to communicate via text or email than in person or over the phone. Asynchronous communication can also level the playing field for employees who are not native speakers of the majority language in the workplace. Deeper and more thoughtful responses Asynchronous communication allows participants to take their time and craft thoughtful, well-considered responses. This can lead to deeper and more meaningful conversations, as participants have the opportunity to reflect on their thoughts and feelings before responding. Asynchronous communication can also be beneficial for resolving conflicts, as it allows participants to avoid getting caught up in the heat of the moment. Asynchronous in telecommunication Within telecommunication, asynchronous communication refers to the exchange of information between devices or systems without the requirement for real-time interaction. Unlike synchronous communication, where participants engage in a continuous, back-and-forth exchange, asynchronous communication allows for a more flexible and time-independent exchange of messages. A typical example of asynchronous communication in telecommunication is the exchange of text messages or emails. In this scenario, the sender composes and sends a message, and the recipient retrieves and reads it at their convenience. In contrast, video conferencing is a synchronous communication method where events need to happen in order and over a fixed span of time, unlike asynchronous methods where events can happen at irregular intervals and recipients can respond at their convenience. There is no need for both parties to be available simultaneously, providing greater flexibility in communication. Asynchronous communication also finds applications in various telecommunication technologies and services. For instance, voicemail systems allow callers to leave recorded messages for the intended recipients to retrieve and listen to later. Similarly, fax machines enable the transmission of documents without requiring the sender and receiver to be online simultaneously. One key advantage of asynchronous communication in telecommunication is its ability to transcend geographical boundaries and time zones. It enables seamless communication between individuals or entities located in different parts of the world, regardless of their respective time zones. This flexibility makes asynchronous communication particularly suitable for global business operations and remote collaboration. However, it’s important to acknowledge certain drawbacks associated with asynchronous communication in telecommunication. The absence of real-time client interaction can sometimes lead to delays in resolving urgent matters or addressing time-sensitive issues. Additionally, the lack of immediate feedback or response can hinder effective problem-solving or decision-making processes. Despite these limitations, asynchronous communication remains a valuable tool in the telecommunication landscape, offering convenience, flexibility, and the ability to bridge geographical distances. It complements synchronous communication methods by providing an alternative means of interaction that suits various communication needs and preferences. Asynchronous in computer programming Asynchronous programming is a paradigm that allows different parts of a computer program to run concurrently. In traditional synchronous programming, each statement is executed in sequence, and the next statement cannot start until the current statement has finished executing. This can lead to inefficiencies, especially when dealing with long-running tasks or when multiple tasks need to be coordinated and performed simultaneously. Asynchronous programming overcomes these limitations by allowing multiple tasks to execute concurrently. This is achieved by using a technique called “event-driven programming,” which involves setting up event handlers that are triggered when certain events occur. For example, if a user clicks a button on a web page, an event handler can be triggered to handle the click event and perform the necessary actions. Asynchronous programming can significantly improve the performance and responsiveness of computer programs, especially when dealing with user interfaces, network communication, and other I/O-intensive tasks. It also allows for more efficient use of resources, as multiple tasks can be executed concurrently without having to wait for each other to complete. Some popular examples of asynchronous programming languages include JavaScript, Python, and Ruby. These languages provide built-in support for event-driven programming and offer various libraries and frameworks that facilitate asynchronous programming. Overall, asynchronous programming is a powerful paradigm that enables efficient and responsive computer programs by allowing multiple tasks to execute concurrently. It is widely used in various applications, including web development, mobile development, and real-time systems. Asynchronous in workplace communication Asynchronous work is a valuable tool for workplace communication. It can enable employees to work flexibly, collaborate more effectively, reduce stress and burnout, and improve communication between employees and managers. One of the key benefits of asynchronous communication is that it allows employees to work on their own schedules. This can be especially beneficial for employees who have other commitments, such as family or school, or who simply prefer to work at their own pace. Asynchronous communication also allows employees to collaborate more effectively, as they can easily share ideas and documents with each other without having to be in the same place at the same time. This can be especially helpful for teams that are spread across different locations or time zones. In addition, asynchronous communication can help to reduce stress and burnout in the workplace. When employees are not constantly interrupted by phone calls or emails, they can focus better on their work and take breaks when they need them. This can help to improve employee morale and productivity. Finally, asynchronous communication can improve communication between employees and managers. When managers are not able to communicate with their employees in real-time, they have more time to think about their responses and provide more thoughtful feedback. This can help to build trust and rapport between managers and employees. Of course, asynchronous communication also has some drawbacks. One potential drawback is that it can be difficult to resolve urgent matters or address time-sensitive issues. Additionally, asynchronous communication can sometimes lead to misunderstandings or miscommunications, as employees may not be able to clarify their words or meaning in real-time. However, overall, asynchronous communication can be a valuable tool for workplace communication when used effectively. Asynchronous examples Examples of asynchronous communication include sending an email, posting on a message board, leaving a voicemail, sending a text message, and using Slack or Microsoft Teams. Email is one of the most common forms of asynchronous communication. It allows you to send messages to others at any time, and they can read and respond to them at their convenience. Email is a good way to communicate when you need to share a lot of information or when you want to get feedback from others. Message boards are another popular form of asynchronous communication. They allow users to post messages and questions on a public forum, and others can read and respond to them. Message boards are a good way to get help from others or to share information with a large group of people. Voicemail is a good way to communicate when you need to leave a message for someone who is not available to answer the phone. Voicemail messages can be listened to at the recipient’s convenience. Text messaging is a popular form of asynchronous communication that allows short messages to be sent to others. Text messages are a good way to stay in touch with friends and family or to communicate with co-workers about work-related matters. Slack and Microsoft Teams are two popular collaboration tools that allow teams to communicate asynchronously. These tools allow users to send messages, share files, and collaborate on projects. Slack and Microsoft Teams are good ways to stay connected with your team and get work done. Asynchronous communication can be a valuable tool for workplace communication. It can enable employees to work flexibly, collaborate more effectively, reduce stress and burnout, and improve communication between employees and managers. By using asynchronous communication tools, you can improve the productivity and efficiency of your team. Asynchronous workflows are particularly beneficial for remote teams, as they allow for seamless collaboration across different time zones and locations, transforming parts of the creative process into an asynchronous one. Asynchronous vs. synchronous Asynchronous communication is a type of communication in which the sender and receiver are not engaged in real-time communication. It can take place over a variety of channels, including email, text messaging, and social media. Asynchronous communication allows for more flexibility and convenience in communication, as participants can send and receive messages at their own convenience. It can also foster deeper and more thoughtful responses, as participants have time to reflect and compose their messages. In the context of online education, asynchronous learning offers similar flexibility, allowing students to access instructional materials and complete tasks at their chosen time within a designated time frame. This contrasts with synchronous learning, where students attend class sessions at specific times, engaging in live instruction and participating in real-time discussions and activities. Online classes can be either asynchronous or synchronous, each with its own set of benefits. Asynchronous online classes provide flexibility and the opportunity for immediate feedback, while synchronous online classes offer real-time engagement and interaction. In a virtual setting, synchronous learning takes place in a digital space where students and instructors interact in real-time, akin to a physical classroom setting. In contrast, synchronous communication requires both communicating parties to be available at the same time. This type of communication is often used for meetings, phone calls, and video chats. Synchronous communication can be more efficient for time-sensitive matters, as participants can interact and respond to each other immediately. However, it can also be more disruptive, as participants may need to interrupt their other activities to attend to the communication. The choice between asynchronous and synchronous communication depends on several factors, including the urgency of the matter, the complexity of the information being communicated, and the preferences of the participants. For example, if a message is time-sensitive or requires immediate feedback, synchronous communication may be more appropriate. On the other hand, if the message is not urgent and allows for more thoughtful consideration, asynchronous communication may be a better option. Asynchronous communication can also be more convenient for participants who are in different time zones or have different work schedules. It allows participants to communicate on their own time, without the need to coordinate schedules. Additionally, asynchronous communication can be more accessible for individuals with disabilities or who prefer written communication. Overall, asynchronous and synchronous communication have their own advantages and disadvantages, and the best choice depends on the specific operating situation and preferences of the participants. How LIKE.TG can help you with Asynchronous communication LIKE.TG provides a comprehensive set of tools and services to facilitate asynchronous communication, enabling businesses to enhance their communication efficiency and productivity. These tools include: Asynchronous Programming: LIKE.TG offers robust support for asynchronous programming, allowing developers to create applications that can process tasks and operations in the background without hindering the user interface. This enhances application performance and responsiveness, particularly for complex and data-intensive tasks. Messaging Services: LIKE.TG provides a range of messaging services that enable asynchronous communication between users, customers, and applications. These services include email, chat, and SMS messaging, allowing for seamless and convenient communication. APIs for Asynchronous Communication: LIKE.TG offers a comprehensive set of APIs that enable developers to integrate asynchronous communication into their custom applications. These APIs include the Messaging API, which facilitates the sending and receiving of messages, and the Streaming API, which enables real-time updates and notifications. Workflow Automation: LIKE.TG’s workflow automation capabilities allow businesses to automate repetitive and time-consuming tasks, such as sending follow-up emails or generating reports. This automation enhances efficiency and frees up employees to focus on more strategic and value-added activities. By leveraging these tools and services, LIKE.TG empowers businesses to embrace asynchronous communication, fostering collaboration, productivity, and customer engagement while optimising resource utilisation and reducing costs.

You know you have to keep up to date with the latest technology. And if you feel like this AI revolution has come on a little fast and you or your team might be falling behind, you’re not alone. While these tools are clearly valuable in transforming everything from sales to customer service to data insights, you need to understand how they work and what they can do for you. Learn new skills and win fun prizes with Trailblazer Quests There’s no better way to learn than on Trailhead, the free online learning platform from LIKE.TG. Trailhead allows individuals, teams, and companies to skill up by learning LIKE.TG skills, along with crucial interpersonal and business skills like data literacy and emotional intelligence. We know that there is a lot to learn these days, and we want to make sure you have some fun while doing it. While learning is its own reward, there’s always room for a little extra motivation. That’s where Trailblazer Quests come in. Trailblazer Quests combine the challenge of learning new skills with the chance of winning sweet prizes. Check out these expert-curated quests Data Cloud Quest Harness the power of real-time data from any source, optimise and personalise with AI, and automate across people, processes, and systems. Complete the quest to be and be entered for a chance to win* a LIKE.TG Certification Voucher for an exam of your choice. AI Skills Quest Learn about artificial intelligence and be entered for a chance to win* a LIKE.TG AI Certification Voucher. Automation Quest Create workflows that drive efficiency and learn how to automate at any skill level with LIKE.TG Flow. Complete the trailmix and learn all things Automation to earn an exclusive Flow community badge. How to participate in these Trailblazer Quests Get started on your quest with two simple steps: Sign up for your free Trailhead account, if you don’t have one already. Complete any or all of the three quest trailmixes Data Cloud Quest AI Skills Quest Automation Quest *Official rules apply. See the Trailblazer Quests page for full details and restrictions.