Navigating the CX Maze: Lessons from MultiChoice’s Marketing Misstep

In digital marketing, balancing enticing offers with a positive customer experience is crucial. Let's consider MultiChoice's example during the 2023 Rugby World Cup Final. They offered a special deal for the final match at only R19.95, which seemed like a good marketing move. However, this deal came with a hidden catch: a 30-day cancellation policy that customers weren't aware of, in which they have to cancel their subscription at least 30 days before it expires, otherwise they will be charged for another month.

This small detail led to significant customer frustration, spotlighting the need for transparency and customer-centric thinking in marketing.

This case illustrates why it's important to think beyond just attracting customers with appealing offers. We must also consider their entire experience with our brand. When problems occur, it's essential to respond quickly and with understanding. Additionally, ensuring that our marketing promises align with what we can actually deliver is key to maintaining customer trust and satisfaction.

Troubleshooting Google Ads Conversion Tracking Issues: The Conversion Linker Tag

If you have tried to create conversion actions and/or set up Google Ads Conversion Tracking with Google Tag Manager and you find that it is not working properly or not measuring performance, make sure you have the Conversion Linker tag, and that it is firing on all pages.

Here are the steps to check that you have the Conversion Linker tag:

1. Open Google Tag Manager

2. Click Tags

3. Search for the Conversion Linker tag

4. If the tag is not present, create a new Conversion Linker tag

5. If the tag is present, check that the trigger is configured to fire on all pages

The importance of value-centric business planning

In an increasingly competitive market where authenticity and differentiation become the most valuable currencies, value-centric business planning emerges as a beacon for brands and companies looking not just to survive but to thrive in the long term. This approach, far from being merely a statement of intent, strengthens internal cohesion and cultivates deeper relationships with customers, establishing a solid foundation on which to build effective and resonant digital marketing plans.

The core values of a business act as a compass, guiding every decision and action. In the realm of digital marketing, these principles inform how the brand communicates, relates to its audience, and distinguishes itself from the crowd. To identify these essential values, it is crucial to ask questions such as:

What values are non-negotiable in our way of working?

What impact do we want to have on our customers and the community?

How do we define success beyond financial metrics?

What behaviours and actions are rewarded and encouraged in our team?

How do we want to be perceived by our partners, competitors, and the industry?

What makes our business approach unique or different?

How do we balance growth with ethical considerations and sustainability?

What is the ideal culture we want to cultivate within our organization?

How do we want our employees to describe their work and the company?

What legacy do we want to leave through our business?

Defining our values is just the first step; the real opportunity lies in integrating these values into every facet of our operations and communications. From content creation to customer interactions and the design of advertising campaigns, values should be the thread that guides our actions and decisions.

Navigating these waters requires diligence, commitment, and a clear long-term vision. Value-centric business planning is not a branding exercise; it is a fundamental and essential part of the business that provides direction for building effective plans at the annual, quarterly, monthly, weekly, and daily levels.

I invite you to reflect on these ideas and consider how they can contribute to your business or company, and serve as the foundation for the rest of your plans and strategies.