It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, it”s difficult to get right and requires top-leadership attention.
“90% of consumers start a task on one device and finish it on another,” he noted. “Consumers are way ahead of where advertisers and publishers are.”
As a result, he said, ad formats need to work on multiple devices simultaneously. “It needs to be something that can seamlessly take advantage of the characteristics of each device,” he said. “Our messages need to adapt to that. When I talk to brand and advertisers and agencies, I don’t talk about something that’s device-specific.”
It starts with flexible creative.
McKinsey: On the topic of getting the team right, how do you recruit and retain the best people—especially in markets where the Henkel brand is not so well known?
Kasper Rorsted: It’s certainly a challenge to find and keep good local employees, especially in emerging markets. The turnover rate in China is around 25 percent. In these markets, a large number of companies are competing for a relatively small, although steadily growing, pool of candidates. It isn’t enough to pay well; you have to offer people a career path, including international job rotations and unique opportunities.
When the [social business] change message is directed at the whole organization and training is focused on individual behavior, adoption is often by a random assortment of employees rather than by cohesive units.
- Spend less time training individuals and more time with teams, focusing less on how and explaining more of why, encouraging teams that “get it” to work as transparently as their jobs will allow, so that others can see them as examples
- Prioritize and communicate new features based on their ability to enhance group performance.
Chief among them is the growing confidence among investors about music streaming business models. The stunning rise of rival Pandora, which has soared nearly 200% on the stock market over the past 12 months, means now may be the perfect time for Spotify to go public.
Would love to see Pandora-level integration (really, looking at car infotainment systmes) for Spotify