We are pleased to speak with today’s interviewee, Peter Nduati, Chief Executive Officer of Resolution Health East Africa Ltd.
Enjoy and learn.
Judith Kithaka (JK): You are an avid Twitter user, how has social media changed how leaders interact with their customers?
Peter Nduati (PN): It allows a direct one-on-one engagement. Over the 9 years of running Resolution Health, I have maintained an open door policy in my organisation and customer calls are easily transferred to my desk. However, in a lot of organisations there may be lots of red tape before reaching the CEO and hence social media allows people to freely connect without the red tape.
As a leader it gives you a chance to understand the feelings of your consumers either positive or negative.
JK: How does your organisation utilise new media i.e. online tools, social media and digital platform in its operations?
PN: At Resolution Health we have always been a vibrant brand and as such we have willingly embraced new media. We may have been the first local brand to utilize QR codes in communication when we included these on our advertising fliers for the Resolution Health Impala Floodlit Tournament in March last year. The fliers were distributed to university students at their campuses and the QR codes linked to our Facebook page.
We have plans underway to expand our digital footprint though currently our 3 key tools are our website, Facebook and Twitter. Our website www.resolution.co.ke has dynamic tools such as an online search engine of our over 450 Medical Service Providers and a Premium Calculator in addition to the product and member information.
Promoting Healthy Living is a core value for us at Resolution Health; as such we provide relevant health articles and tips on our website and through our social media accounts. The engagement on Twitter ( @ResolutionHEA ) and Facebook ( Resolution Health East Africa Limited ) shows the public’s appreciation of health information and preventative care tips.
Being on social media is a full time role. It takes dedicated resources which we had not committed at first when we launched our presence in this space. We have since corrected that and are now able to engage better with our current and prospective members.
JK: What are some of the challenges the organisation has faced when it comes to implementation and usage of these new tools?
PN: Being on social media is a full time role. It takes dedicated resources which we had not committed at first when we launched our presence in this space. We have since corrected that and are now able to engage better with our current and prospective members.
JK: What is the biggest change/advantage these tools have brought to your organization?
PN: A real time forum for listening to and updating consumers. This has been an opportune platform for us to share healthy living information, provide updates on our brand activities and receive sales and customer service queries.
JK: How do you measure the success of these tools in your organization?
PN: Not by the number of likes or followers we have but the levels of engagement we get i.e. customer queries, responses to our comments and customers sharing the information we share.
JK: What advice would you give leaders and organisations that are toying with the idea of using and implementing these new tools as part of their operations?
PN: Go for it! Consumers are communicating about the brands they engage within the social media space. Whether or not you are present, your consumer will be talking about you. It is important to be present to listen and respond to them. Social media is the consumers’ platform, your presence there should be to engage with them and not a one way information flow of you bombarding them.
Thank you Peter for your time and candid discussion on this topic.
You can follow him on Twitter @PeterNduati
My lessons from this interview are;
- Social media is an engagement between a company and its customers.
- Social media is not hit and run. To succeed, one needs structures, a strategy and dedicated resources to make it work.
- Social media offers real-time opinions, views and customer sentiments about a brand.
- To succeed, one needs to go beyond vanity metrics i.e. number of likes or followers and measure the true business value as set out in your strategy.
- Social media is not a company’s megaphone but rather, a consumers’ platform. Take time to listen, interact, engage and share relevant content that your consumers will enjoy. Ditch the monologue and embrace dialogue.
What lessons do you take away from this interview? Do share.
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