Met Office: Digitalizing the UK’s national weather service
The UK’s national weather service; ‘Met Office’ is shifting to a digital-first approach across the entire organisation, from research to content marketing and internal culture.
The Met Office’s digital transformation ambition meant reviewing how they could extend their reach as well as increase revenues. Research revealed that customers wanted their weather data brought to life, so the Met Office utilized their scientists and their expertise, together with the huge amount of data they collect, to do just that.
Their mobile app became a key differentiator. The app provides four daily weather updates, video, interactive rainfall maps and push notifications for things like pollen count.
By tailoring content for different demographics, The Met Office has harnessed content to use for seasonal events like the Glastonbury Festival or the pollen season, this, in turn, has driven customer engagement. Clearly, internal collaboration is vital if this approach is going to work both in providing relevant content and also in engaging with consumers to answer their questions.
The Met Office also works with commercial partners to provide industry-specific weather and climate services; think farming and food. One example was the Met Office working with an affiliate network to recognise what products to promote in accordance with weather changes. The Informatics Lab developed an Amazon Alexa skill that not only responds to weather requests but also makes recommendations for activities based on the weather, location and time.
Remember when you talk about the weather, it’s listening!