I’ll start by saying I appreciate not everyone is a fan of Love Island or reality TV in general, but bear with me.
Love Island has finished and the process of meeting, selecting, getting to know who you ‘vibe with’, going exclusive, becoming girlfriend and boyfriend and finally declaring your love, is over for another six months. The phrases ‘dumped from the island’, ‘bombshells’, ‘being pulled for a chat’ and ‘my type on paper’ are behind us (for now).
Many have criticised the programme format as being cut and paste each year. A comment supported by the steady decline in viewing numbers over the past few seasons.
But does the format of this show demonstrate how to enter a relationship with our benefit technology clients?
Initially, a client may contact several benefit technology platform providers and advisers. To see which one they want to pair up with, they will make quick choices based on first impressions and what the technology looks like. This could change further down the line but for now they get to know their chosen provider and start moving beyond just looks.
Typically, the technology will be ‘their type on paper’, but they may not fully know what they are looking for. A little more demonstration and face-to-face meetings soon leads to a good understanding of what’s on offer. Let’s not forget there are several others who are their type on paper, who are waiting in the wings. Some may be ‘bombshells’ with something that seems new and shiny. These are usually discussed and may be dismissed after considering the bigger picture.
Eventually the commitment is made to ‘go exclusive’ and the full fact-finding and system build process commences. A bit like the Married at First Sight commitment ceremony, the decision to stay together and go for it is made. This is a pivotal stage where a deeper understanding of a clients’ process and culture shapes the design of the site. It is vital to understand what makes the clients’ business tick: are they a soft, supportive organisation that takes a paternalistic approach to looking after their employees or are they a corporate entity that relies on processes and policies to run their business? Invariably it’s a combination of both. The art is then building their benefit technology in a way that supports their ethos.
Let’s touch on branding; in Love Island personal branding is key. In trying to woo the love of your life, or, cynically, someone you can share the social media limelight with after the show, is what it’s all about.
Branding of the technology site is equally, if not more, important. Creating a brand for your benefits using a theme that is different from the company brand can be very effective although others will prefer a site that reflects their core company brand (and values). There is an art to finding the best way to get maximum employee engagement.
We reach launch at which point both parties are ready to publicly declare they’re in a relationship.The final step is to enter that ultimate declaration where all involved announce they love the technology and all the benefits it brings.
With Love Island the story ends here, with some going on to find a deeper relationship and maybe even marriage. For most its 10 minutes of mediocre fame.
For the client this is the beginning of a long and fruitful relationship which, sees regular enhancements, time and money savers and a greater understanding of capability and functionality of the technology.
Unlike Love Island, the relationships we build are not time critical and are not to avoid being dumped! They are there to help the end users, employees, fully understand their benefits and find a simple one-stop place that gives them everything they need for a better understanding of their worth to their employer. For our clients it saves them time on administration and query management as well as a happy workforce who appreciate what they have.
In conclusion, I don’t care much for Love Island, but I care passionately about benefit technology. It is vital that to understand our clients needs and deliver solutions to meet them.
One size never fits all and a lot of new players will start finding this model doesn’t work. Reliable, bespoke yet cost effective technology is the answer, and this can lead to long-lasting business relationships.
The post Renny Wickham: Love Island – the blueprint for benefit technology? appeared first on Corporate Adviser.
