Enlighten Designs settles in with specialisation

Enlighten Designs settles in with specialisation

Enlighten Designs is focusing on digital experience platforms such as Sitecore to help clients get closer to their own customers and increase revenues.

Damon Kelly (Enlighten Designs)

Damon Kelly (Enlighten Designs)

Credit: Enlighten Designs

Unsurprisingly, Kelly and team have also seen a lot more adoption of Microsoft Teams to streamline productivity, with so many organisations using it as their main way of communicating with employees, partners and their own clients.

At least a few of these changes are down to the changes in spending patterns across the market as a result of COVID-19, changes that Kelly believes reflect a divergence in how clients react to the pandemic.  

“Some clients will bunker down while others look to capitalise on the changes and take advantage of the opportunities in the market that now exist,” Kelly said. “It will not be even, but we believe overall investment in technology will increase, especially where automation can offset operational expenses.

“We are witnessing an increase in investment into digital experiences and digital marketing to help increase revenues. We believe that customer spending will reduce in areas where value cannot be demonstrated, understood and realised in a timeframe that justifies investment,” he said. 

For many organisations, the changes in spending patterns are down to immediate concerns. Companies need to deal first and foremost with the impacts of COVID-19, with the security and sustainability of their business top of mind. 

Beyond these considerations, however, are several other matters affecting the spend trend, including the speed needed to listen and respond to the rapid change in markets, along with uncertainty, a distributed workforce and changing expectations from employees.

“Now, the world is used to remote virtual delivery, and everyone is being challenged, from international organisations coming into their markets, there is an increased need for all organisations to accelerate their digital transformation,” Kelly said. 

Rapid change, new needs

Broadly, the rapid change in how organisations and workforces work together, many remotely, has increased the acceleration of digital globalisation.

From Kelly’s perspective, everything is evolving, including emergent technologies like augmented reality, virtual reality and chatbots, and even more mainstream digital channels like websites.

“Websites for example are now digital experience platforms, incorporating advanced capabilities like lead scoring, personalisation, and nurture marketing,” Kelly said.

And these accelerated digital changes are resulting in an understandable shift in buying habits among customers of partners. 

“Satya Nadella expressed it well when he said that we have had two years of digital transformation in two months. With a world that is more virtual there is a big move from wanting suppliers that are local to suppliers that are best in class,” Kelly said.

On the upside, digital transformation and international expansion are more accessible than ever, according to Kelly. 

“The way New Zealand dealt with COVID-19 has made our country’s brand strong,” Kelly said. “This gives New Zealand businesses an amazing export story to leverage.”

Despite the potential for new opportunities, Kelly and Co. are looking after their existing clients and working to ensure they are successful amid the disruptions, especially if they are going through challenging times. But that doesn’t mean that the company isn't eyeing new clients.

Although some customers are continuing to invest, or ramping up investment, other organisations have needed to focus on other priorities. With this in mind, it has been important for the company to add more clients into the mix and look at complementary markets. 

“If you want to scale your impact and get good repeatability you need additional clients,” Kelly said. “Plus, all client engagements are opportunities to gain insights and apply these insights back to the rest of our clients.”

Regardless of whether the company is chasing a new client or servicing an existing one, there is no doubt that the company, along with most of its fellow channel players in the market, is approaching the market in an environment of instability and fear.

This means that, no matter what an organisation is offering its customers, the demonstration of leadership has become essential, while the traditional promise of what a tech provider can offer has deepend somewhat. 

“Successful tech providers will be those that can both support and provide leadership to organisations through this change,” Kelly said. “But pandemic or not, the basics still hold — helping clients understand and see changes in their customer’s needs, supplying fit for purpose solutions, and the ability to reach your customers.  

“Clients that are successfully navigating the COVID-19 environment are going to be extremely focused on dependable results. I feel that providers who can consistently create value for their clients will be the most successful. 

“To do that, providers will need to be specialists, have consistent frameworks, and take a leadership role to ensure their clients get the outcomes they are after,” he added.

Reseller News Advance is a centralised editorial resource designed to help partners access forward-looking content as the New Zealand market attempts to reposition for growth.

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