Stakeholder Interviews
Over the course of the project, we undertook interviews with stakeholders from each of the divisions under review. This included:
| Division | Attendees |
|---|---|
| BMMI Corporate Comms | Yasmin Hussain |
| BMMI Beverages | Basel Al Madani, Janet D'Cunha, Yousif Taha, Yasmin Hussain |
| Bayader | James Johnston, Yasmin Hussain |
| Alosra | Jaffar Al Asfoor, Pavlos Babiolakis, Yasmin Hussain |
| GSS | Robert Smith |
As the Consumer Trading division is yet to leverage digital, we undertook an initial User Experience (UX) workshop with the team. The findings of which have been published in a separate recommendations document.
Common Threads
The interviews were informal but structured to gain insight in to each individual's understanding of digital and how it can impact or benefit their division. Although each division has ventured into the use of digital platforms, such as social media marketing, email marketing, websites and apps, etc there were a number of common threads that we discovered.
- Awareness of digital is largely limited to marketing/customer facing platforms
- Integrating digital throughout a user's journey to support improved customer experience is yet to be considered
- Cost and time efficiency opportunities gained through a sophisticated approach to digital are being missed
- Digital is not being assigned specific budgets
- There is little to no sharing of knowledge between divisions
- There are very few specific digital hires with an expectation that the Corporate Comms team will fill the gap
- There is a lack of digital expertise at all levels
- There is no formal program of data analysis from digital platforms
- There is no formal program of training for digital development
- All divisions agree that internal communications could be improved using digital tools
- Consumer Trading and GSS agree that the implementation of an organisation-wide CRM system would be beneficial