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Blog post
June 25, 2019

Confidence, complexity and thinking beyond the first step

Worry is a terrible use of imagination.

Worry, fear and second guessing are everywhere. It’s hard to say if it’s at an all-time high or if it just feels like it with the rise of fake news, social media amplification and the proliferation of stories that keep our minds hunting for the truth. Whatever the reason, we seem to be entering an age where there are no breaks or breathers for our consciousness to just stop and focus on what we can discern as truth, or measure with certainty. We are knee-deep in thoughts and worry, not just between 9-5pm, but now 24/7 and 365 days a year – there is noise all around us.

Of course, there is the other side of the coin that says all this complexity has only made us clearer about our collective want for simplicity. We crave confidence, feelings of clarity, the ability to see a path, and to pinpoint the underlying message before we try to forecast the future. With books like ‘It’s Even Worse Than You Think: What the Trump Administration Is Doing to America’ by David Cay Johnston on one side and ‘The Subtle Art of Not Giving a F*ck’ by Mark Manson on the other, it’s easy to agree that 2017 may have been a little overwhelming. 

However, if we spend too much time worrying, we leave no room for imagination. We waste energy on what might be, and not on what could be. Yes, the line is very similar, but it has a distinct difference. Imagination chooses to see possibilities – it’s best friends with innovation, and in a business context it can help you regain focus on your desired end goal.

This isn’t to say that you never think beyond the first step when developing your communication strategy, influence program or press release. This is crucial to ensure you’ve thought everything through thoroughly, but also should include things like risk register that will help you minimize risk, accept the things you can’t control, and make the decision to go ahead with the knowledge that you have done what you can to avoid late night worries.

Once you’re off it’s about having the tools in place to reduce worry and creating time for imagination or innovation. We like to fight worry with confidence. Our clients often use our Mediaportal Alerts or the Isentia App to alert them to news that needs attention, giving them peace of mind that someone else is on the case and the freedom to use their mind elsewhere. Or in some cases, it’s going to bed knowing that they will get an early morning daily brief of news coverage so that they can start the day with a clearer picture of what to priorities.  Whatever’s going to give you back some confidence to let your mind refocus on producing more amazingness, do it.

You won’t regret a good idea. But you will regret the ones you never discover.

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Interning at Isentia was enriching and fulfilling

I had the pleasure of interning at Isentia, and my experience was nothing short of wonderful. 

Having only just graduated from university, I could not help but feel slightly apprehensive starting my internship. However, from my very first day, I was greeted with friendly faces all around the office. Before I knew it, I was having morning coffees with my team mates, and soon my colleagues became familiar friends. I was pleasantly surprised by how inclusive and positive the culture proved to be. 

My leader and colleagues from the marketing team were patient when it came to sharing knowledge and took the time to give me tasks that enhanced my learning experience. 

During my internship I gained a deeper understanding how to execute a social media campaign. The planning that goes behind each campaign was so extensive and detailed, which I found intimidating initially, but nevertheless proved to be a great learning experience. For example, I was introduced to the concept of publishing paid advertisements, SEO and content creation. I was even given the chance to write blogs, a responsibility I took on-board with great enthusiasm. 

My experience was not limited to marketing, I was fortunate enough to get involved with the client experience team, where I learnt more about Mediaportal and the amazing insight services Isentia provides. Time flew by quickly and I am very grateful to have had the opportunity to learn and grow.

Isentia isn’t all about working hard; it provides a holistic experience with various social activities and events so everyone has a chance to get to know each other better and learn about the different roles that help to make everything happen. 

I am a strong believer in an enriching environment and Isentia has exceeded my expectations as a company, which teaches and places value in those who work there. The knowledge I have gained is invaluable, and I am thankful for the friendships I have made along the way. 

I highly recommend working at Isentia and leave the team feeling much more confident of the future ahead - a big thanks to everyone who added to my experience.

 Nicole C.
Sydney University, Marketing Graduate

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My experience as an Isentia Intern, Nicole

Interning at Isentia was enriching and fulfilling

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How would I sum up my experience as an intern for Isentia? Interesting, rewarding, challenging, and engaging.

Hi, my name is Allan. I am currently an undergraduate Mechanical Engineering and Business Management student studying at the University of Technology, Sydney – and have recently completed an internship with Isentia’s HR department.

First of all, you might be wondering what an Engineer is doing as a HR Intern – they don’t exactly fit together, do they? It was for this reason that I was initially hesitant in applying for the role as I didn’t know whether it would align with what I wanted out of my future, or whether I would be a good fit.

However, I soon learnt that being an intern with Isentia was a rewarding and interesting role, not to mention the fact that I was also surrounded by a group of incredibly supportive and knowledgeable people.

Having put myself forward as a mentee for the Australian Human Resources Institute’s mentoring program, I was inspired to learn more – an interest that ultimately led me to this exciting role.

Being an HR intern at Isentia wasn’t just any job – I took on this role because of the challenges it would provide to explore a different area of expertise. And yes, there were definitely new and interesting projects waiting to test my capabilities!

I do have to admit, I always seemed to find myself applying a bit of my engineering experience to the way I undertook each task, but I think this was an approach that helped bring a new and alternative perspective to the team. Who knows, maybe I taught them something new too?!

Along with the day-to-day operations of a HR department, I also gained skills across areas such as policy development, the intricacies of an intranet, and how a strategic HR function operates within a large business.

I would highly recommend Isentia for all future interns wishing to challenge themselves with something new and exciting – I certainly loved my time there and will carry that experience with me throughout my career!

Allan Soo 
Student from the University of Technology, Sydney NSW
Combined Degree in Business Management (Hons) and Mechanical Engineering (Hons)

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An unforgettable, positive and awesome experience

How would I sum up my experience as an intern for Isentia? Interesting, rewarding, challenging, and engaging.

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Optimise your customers' journey across all touchpoints to achieve a holistic and customer-centric experience

Customers now have a powerful voice in sharing their experiences and with it, comes an expectation for actions to take place as a result of their feedback. In our digital world, customer data is nearly limitless – but people are much more than data. Their lives are defined by driving wants, needs and desires with an endless amount of choice and more often than not, brands believe they are delivering a better experience to these people than they actually are.

For those brands or organisations that choose to close the experience gap and embrace maximising the customer experience (CX), are finding themselves in a race to the top. By understanding what drives your customers’ decisions and the other influences that are out there, you can improve overall business growth and success over your competitors by making decisions based on customer intelligence.

Optimising the customer experience

A customer’s feedback has the power to transform your organisation through innovation and by improving their overall experience it can reduce customer churn. No matter where your organisation is in terms of CX maturity or customer feedback management, it is important to have access to customer insights in order to implement strategies to retain them. 

Here are 3 steps to maximising the customer experience:

1.       Illustrate the customer journey

The customer experience is made up of many customer journeys – the path customers take to solve a problem or need. The better experience your customers have with your brand or service, the more engaged they become, and the more opportunities become available. Having a great customer experience can also promote customer loyalty and as long you continuously optimise every element along their journey you will have satisfied customers.

Understanding the steps of your customers journey through various touchpoints, engagements and interactions with your brand will help to properly target your customers and understand their requirements and their pain points. Divide the customer journey into phases and pay close attention to each component by measuring the outcomes, collecting feedback and applying this feedback where possible. This will maximise customer success.

2.       Drive value from experience data

Looking at both quantitative and qualitative approaches across various facets of your business must be considered to give a complete picture of your customer data. Looking at one source will only give an incomplete representation.

Customer experience is more than sending surveys and collecting feedback – having this information is important but it’s also about enriching and humanising the experience and using these unique experiences to create a positive customer centric culture. Sharing insights and developing processes to improve the customer experience and create business value allows the best experience possible. It also generates the maximum return on your efforts. Obtaining this information can be done through swapping knowledge between cross functional groups by identifying where there are gaps as well as what's working well. A team dashboard can also be created that specifically looks at different touchpoints and their success. Whatever data you do gather, turn it into actionable insights that directly improve your customers 'experience.

3.       Learn from churn when it happens

Reducing customer churn is always sought after, however is quite difficult to achieve. Churn happens from poor experiences (both operational and strategic) and can have a drastic effect on your bottom line but it can also be helpful and insightful for your brand to learn and improve. For the customers you’re not able to prevent from churning, be sure to find out why they decided to move on. Conduct a short exit interview with the customer to understand their experiences and their pain points and take this knowledge to make improvements.

Fundamentally, it’s important to ensure a positive customer experience to encourage your customers to build brand loyalty. Customers hold the power in today’s business landscape which is why seeking feedback on their experiences is valuable to your brand or organisations' performance and reputation.

Happy customer, happy life.

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Experiences are the new differentiators

Optimise your customers’ journey across all touchpoints to achieve a holistic and customer-centric experience

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Isentia, a leading provider of media intelligence and analysis services, is proud to announce the launch of “The Conversation of Sport: Representation of Women in Sports News Coverage,” in partnership with the Office of Women in Sport and Recreation. This research aims to bring awareness to gender inequality in sports, and attention to address the underrepresentation of women in sports media.

The purpose of this research is to establish a baseline of the current coverage of women’s sport and women in sport in Victoria, providing crucial data to advocate for improved representation moving forward. Isentia's expertise in media monitoring and analysis plays a pivotal role in gathering independent, transparent data to assess the current landscape accurately.

"Equal representation in sport is key in shaping the way we view the world…This research represents a key step forward in reducing the gap in coverage for women in sports news. It directly supports the media and sporting organisations with independent, transparent data of current performance in this space.," said Ros Spence Minister for Community Sport

This research shows that the coverage of women’s sport in the media remains significantly lower than that of men’s sport, with only 15% of sports news coverage in Victoria focusing on women’s sport in 2022-23. Isentia's collaboration with Change Our Game aims to highlight this disparity by empowering media outlets with the data and tools necessary to increase the visibility of women in sports news.

Isentia and its partners envision a future where strong representation of women in sports media contributes to the professionalisation of women’s elite sport, dismantles limiting stereotypes, and promotes inclusivity at both the elite and community sport levels. This collaboration sets the stage for a more equitable and diverse sports media landscape, where the stories and achievements of women athletes are celebrated, amplified and contribute to a stronger ecosystem for women's sport.

"Through our partnership with OWSR, we are hopeful that this research will shine a light on the current state of play of sports news, and the impact this can have on the support and participation in women’s sport. While the findings are confronting, having this baseline will help drive positive change." said Ngaire Crawford for Director of Insights and Research, Isentia. 

"We believe that by working together, we can drive meaningful change and create a more inclusive sporting environment for women and girls everywhere."

What We Hope For the Future:

Through our partnership with Change Our Game and the Victorian Government, we hope to pave the way for a future where women in sport are celebrated and recognized on equal footing with their male counterparts in the media. By increasing the visibility and representation of women in sports media, we aim to inspire the next generation of athletes, journalists and content creators and drive positive change towards a more inclusive and equitable sporting landscape. Together, we can create a world where every athlete, regardless of gender, has the opportunity to thrive and succeed.

About Change Our Game:

Change Our Game is an initiative by the Victorian Government aimed at achieving gender equality in sport and active recreation. Through advocacy, funding, and partnerships, Change Our Game works to address systemic barriers and promote inclusivity and diversity across all levels of sport.

About Isentia:

Isentia is a leading provider of media intelligence and analysis services, helping organisations make informed decisions based on actionable insights from media data. With a comprehensive suite of solutions, including media monitoring, analysis, and insights, Isentia empowers clients to stay ahead in an ever-evolving media landscape.

Select to be taken to Change Our Game's full report

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Isentia co-launches report: Representation of Women in Sports Coverage 2022-23

Isentia, a leading provider of media intelligence and analysis services, is proud to announce the launch of “The Conversation of Sport: Representation of Women in Sports News Coverage,” in partnership with the Office of Women in Sport and Recreation. This research aims to bring awareness to gender inequality in sports, and attention to address the […]

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