#mktcee / @nixonmcinnes / @jennilloyd
To change your market impact
you need to change yourself
Customer Experience Evoluti...
#mktcee / @nixonmcinnes / @jennilloyd
Jenni Lloyd
@jennilloyd
nixonmcinnes.co.uk
Sara Lloyd
@babyjuggler
panmacmillan.co.u...
#mktcee / @nixonmcinnes / @jennilloyd
About NM
Great companies
are communities
of purpose
#mktcee / @nixonmcinnes / @jennilloyd
Obligatory logo slide
#mktcee / @nixonmcinnes / @jennilloyd
First things first
Tell the person next to you about
the most recent customer
experi...
#mktcee / @nixonmcinnes / @jennilloyd
We are all
customers
#mktcee / @nixonmcinnes / @jennilloyd
Today
1. Setting the scene:
the New Normal
2. Case study:
putting readers at the hea...
#mktcee / @nixonmcinnes / @jennilloyd
VUCA
#mktcee / @nixonmcinnes / @jennilloyd
Volatile
Uncertain
Complex
Ambiguous
#mktcee / @nixonmcinnes / @jennilloyd
Welcome to the
New Normal
#mktcee / @nixonmcinnes / @jennilloyd
VUCA Prime
Volatile
Uncertain
Complex
Ambiguous
Vision
Understanding
Clarity
Agility...
#mktcee / @nixonmcinnes / @jennilloyd
MAKE THINGS
PEOPLE WANTthanks to John V Willshire / @willsh
#mktcee / @nixonmcinnes / @jennilloyd
No longer B2C
but H2H:
human-to-human
thanks to Bryan Kramer / PureMatter
#mktcee / @nixonmcinnes / @jennilloyd
Nunwood’s 6 Pillars of Customer
Experience Excellence
Personalisation / Integrity /
...
#mktcee / @nixonmcinnes / @jennilloyd
Which pillar is your company’s strongest
point? And weakest?
Personalisation / Integ...
#mktcee / @nixonmcinnes / @jennilloyd
The Pan Macmillan Reader
Engagement Programme
VUCA!
Why?
#mktcee / @nixonmcinnes / @jennilloyd
What
• Readers at the heart
• Decisions based on insight
• Demonstrate value
#mktcee / @nixonmcinnes / @jennilloyd
Respond to external
disruption
with managed
internal disruption
#mktcee / @nixonmcinnes / @jennilloyd
Pan
Macmillan
ReaderReaderRetailer PlatformAuthorAuthor
How: Changing relationships
#mktcee / @nixonmcinnes / @jennilloyd
Pan
Macmillan
ReaderReaderRetailer Platform AuthorAuthor
How: Changing relationships
#mktcee / @nixonmcinnes / @jennilloyd
desirable
(human)
viable
(business)
feasible
(technical)
innovation
thanks to Ideo.c...
#mktcee / @nixonmcinnes / @jennilloyd
How: collaboration via the REG
PR
Marketing
Analytics
Editorial – Children’s
Editori...
#mktcee / @nixonmcinnes / @jennilloyd
Outcomes
Innovation
Collaboration
Customer focus
Agility
#mktcee / @nixonmcinnes / @jennilloyd
Takeaways
1. You can’t change your market
impact without changing
yourself
#mktcee / @nixonmcinnes / @jennilloyd
Takeaways
1. You can’t change your market
impact without changing
yourself
2. Get to...
#mktcee / @nixonmcinnes / @jennilloyd
Takeaways
1. You can’t change your market
impact without changing
yourself
2. Get to...
#mktcee / @nixonmcinnes / @jennilloyd
@jennilloyd / @babyjuggler
Thank you!
Any questions?
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"To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

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Jenni Lloyd of NixonMcInnes and Sara Lloyd of Pan Macmillan explore the "new normal" market environment through the lens of Pan Macmillan's radical realignment to put readers at the heart of their business.

http://www.marketingmagazine.co.uk/customer-experience-evolution/agenda

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  • Both – intro ourselves
    Here to share insights from the work we’ve been doing together for the last couple of years and the thinking that informed it
  • Jenni
    A little bit about NixonMcInnes. We’ve been around for quite a while and have evolved as the impact of the internet has changed the world of business around us. We were one of the first social media agencies in the UK but quickly realised that social for us isn’t about technology or campaigns, but about people and communities. We help clients bring together communities to create smarter solutions to complex problems in a world of constant change.
  • Jenni
    We work with complex orgs that have been around for a while – they’re the ‘end-ups’ competing against digital native start-ups, or fighting to maintain relevance with audiences who are moving on
  • Sara – 1 min
  • Sara
  • Sara
    I thought it might be best for you to do this one and for me to start with the next section.
    This slide is just a sign poster – letting people know what we’ve got in store. We talked before about this being like a funnel – from big ideas to practical action by way of a case study
  • Jenni
    A term adopted by business leaders from the American military to describe our chaotic, turbulent, and rapidly changing business environment
  • Jenni
    “We are moving from a world of problems, which demand speed, analysis, and elimination of uncertainty to solve, to a world of dilemmas, which demand patience, sense-making, and an engagement of uncertainty.”
  • Jenni
    The chaotic “new normal” in business is real.
    What does this mean for business?
    A new “normal”:
    Rapid changes driven by technological & societal developments like social media
    Business models challenged and made obsolete by new agile competitors
    Changing populations – growing, aging & massively interconnected,
    Disruptions to lives, economies, and businesses
    It’s not going to stop!
  • Jenni
    VUCA identifies the internal and external conditions affecting orgs today. The VUCA Prime proposes how business can thrive in a VUCA world.
    Developed by Bob Johansen, distinguished fellow at the Institute for the Future and the author of Leaders Make the Future: Ten New Leadership Skills for an Uncertain World.
    Vision addresses volatility
    Understanding addresses uncertainty
    Clarity addresses Complexity
    Agility addresses Ambiguity
  • Jenni
    How do we make this real?
    CUSTOMERS are the key
    no longer about service or satisfaction, but putting customers at heart of business is a strategic imperative
    Delivering a vision that is meaningful to them, help them choose in a sea of options
    Listen to and learn to understand not just what they have bought but what needs/dreams/fears & motivations they have for the future,
    Work with them to develop the products or services that meet those needs
    Be clear and help them make sense of your offer so they can make better, informed decisions
    Be agile – respond to feedback, communicate across your organisation & move quickly to apply it to your solutions
    Marketing is vital to making the change. No longer about making people want things – but instead about making things that things people want (ie marketing integrated with product development)
  • Jenni
    Businesses don’t have emotion, people do
    People want to be part of something bigger than themselves
    People want to feel something
    To be included
    To understand & be understood
    http://www.briansolis.com/2014/02/return-simplicity-empathy-imperfection-communication-human-human-h2h/
  • Sara
    Might be difficult to grasp how human-2-human can be made real – luckily Nunwood Research have done a whole body of analysis to break down what people really appreciate in terms of their experience with companies and created a handy tool to help us align our business practices with customers’ needs/dreams and motivations:
    The six pillars of customer experience excellence:
    Based on semantic analysis of over 500,000 consumer reviews, six pillars consistently emerge as defining customer experience excellence for the world’s best brands. Examples come from The 2013 UK Customer Experience Excellence Top 20 report.
    Personalisation – using individualised attention to drive an emotional connection: e.g. Amazon recommendations
    Integrity – being trustworthy & engendering trust e.g. John Lewis “Never knowingly undersold”
    Valuing customers’ time & effort e.g. First Direct – get straight through to a person as soon as you call
    Expectations – managing, meeting and exceeding e.g. Virgin Atlantic “brilliant basics & magic moments”
    Resolution – turning a poor experience into a great one e.g. // Laithwaites has a simple motto “if you’re not happy with a bottle don’t pay for it”.
    Empathy – achieving an understanding of the customers’ circumstances to drive deep rapport e.g. Lush
  • Sara– 1 minute
  • Sara
    VUCA conditions we looked at earlier have had massive impact on world of publishing
    (Volatile, Uncertain, Complex, Ambiguous)
    Business focused on B2B not to B2C
    Increasingly competitive environment – new agile, digital competitors
    Shift from physical to digital product
    Judgements based on instinct & taste rather than consumer insight – no longer enough
    Ever increasing pace of change
  • Sara
    Put the reader at the heart of the business
    Generate consumer insight – use it to inform publishing & marketing decisions
    Demonstrate publishers’ continued relevance & added value to authors
  • Jenni
    The whole business faced the same challenges - so we engaged the whole business to work together to address them.
    We needed everyone to recognise the value of the relationship with readers and to consider what they need to do differently to connect with them
    A big part of this programme was about taking people on a journey - a learning journey that would build experience and give them clarity about how to shape the future for Pan Macmillan.
    A comprehensive programme but boiled down into 3 main elements…
  • Culture – mindset shift: focus from retailers to customers, learning from customers and evolving solutions
  • Jenni
    Culture – mindset shift: focus from retailers to customers, learning from customers and evolving solutions
  • Jenni
    Core publishing process is massively well established – based on taking a raw manuscript and crafting a polished artefact. Perfectionism is ingrained – and essential. But this process doesn’t accommodate a new need to explore different ways for readers to consume stories, different places for stories to live, new ways to connect readers with writers.
    Needed to build an innovation layer to sit alongside the core process and a mindset that could tolerate imperfection long enough to test and learn.
    Strategy – pilot customer-centric initiatives, build innovation layer, learn to experiment – generate understanding of what customers want
  • Jenni
    REG – convene inter-disciplinary group to collaborate, test new ideas & learn together – create a more agile, innovative company
  • Jenni
    Developed innovation framework & capability
    Established cross-functional working
    Created new roles & structure focused on customer needs
    Embedded test & learn approach into BAU
  • Sara
    1. You can’t change your market impact without changing yourself
    What fun internal disruption can you start tomorrow?
  • Jenni
    2. Get to know your customers as people – not just data
    Listen to or talk to a customer every day. It could be a neighbour, your brother, on Facebook.
    (Pan Mac always thought they needed more insight. But they had loads and didn’t use it.)
    What quick and dirty ways can you find to keep in touch with your customers?
  • Sara
    3. No one of us is smarter than all of us.
    Customers don’t care about the crazy ways we organise ourselves – they want a consistent, coherent experience whatever they’re doing.
    What group could you convene to join things up on the inside and meet your customers’ needs in smarter, unexpected ways?
  • Jenni
  • "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

    1. 1. #mktcee / @nixonmcinnes / @jennilloyd To change your market impact you need to change yourself Customer Experience Evolution / March 2014
    2. 2. #mktcee / @nixonmcinnes / @jennilloyd Jenni Lloyd @jennilloyd nixonmcinnes.co.uk Sara Lloyd @babyjuggler panmacmillan.co.uk Hello!
    3. 3. #mktcee / @nixonmcinnes / @jennilloyd About NM Great companies are communities of purpose
    4. 4. #mktcee / @nixonmcinnes / @jennilloyd Obligatory logo slide
    5. 5. #mktcee / @nixonmcinnes / @jennilloyd First things first Tell the person next to you about the most recent customer experience you had… What made it good or bad?
    6. 6. #mktcee / @nixonmcinnes / @jennilloyd We are all customers
    7. 7. #mktcee / @nixonmcinnes / @jennilloyd Today 1. Setting the scene: the New Normal 2. Case study: putting readers at the heart of Pan Macmillan 3. Takeaways: things to do tomorrow
    8. 8. #mktcee / @nixonmcinnes / @jennilloyd VUCA
    9. 9. #mktcee / @nixonmcinnes / @jennilloyd Volatile Uncertain Complex Ambiguous
    10. 10. #mktcee / @nixonmcinnes / @jennilloyd Welcome to the New Normal
    11. 11. #mktcee / @nixonmcinnes / @jennilloyd VUCA Prime Volatile Uncertain Complex Ambiguous Vision Understanding Clarity Agility thanks to Bob Johansen / Institute of the Future
    12. 12. #mktcee / @nixonmcinnes / @jennilloyd MAKE THINGS PEOPLE WANTthanks to John V Willshire / @willsh
    13. 13. #mktcee / @nixonmcinnes / @jennilloyd No longer B2C but H2H: human-to-human thanks to Bryan Kramer / PureMatter
    14. 14. #mktcee / @nixonmcinnes / @jennilloyd Nunwood’s 6 Pillars of Customer Experience Excellence Personalisation / Integrity / Respect time & effort / Expectations / Resolution / Empathy
    15. 15. #mktcee / @nixonmcinnes / @jennilloyd Which pillar is your company’s strongest point? And weakest? Personalisation / Integrity / Respect time & effort / Expectations / Resolution / Empathy Discuss
    16. 16. #mktcee / @nixonmcinnes / @jennilloyd The Pan Macmillan Reader Engagement Programme VUCA! Why?
    17. 17. #mktcee / @nixonmcinnes / @jennilloyd What • Readers at the heart • Decisions based on insight • Demonstrate value
    18. 18. #mktcee / @nixonmcinnes / @jennilloyd Respond to external disruption with managed internal disruption
    19. 19. #mktcee / @nixonmcinnes / @jennilloyd Pan Macmillan ReaderReaderRetailer PlatformAuthorAuthor How: Changing relationships
    20. 20. #mktcee / @nixonmcinnes / @jennilloyd Pan Macmillan ReaderReaderRetailer Platform AuthorAuthor How: Changing relationships
    21. 21. #mktcee / @nixonmcinnes / @jennilloyd desirable (human) viable (business) feasible (technical) innovation thanks to Ideo.com How: Test & Learn strategy
    22. 22. #mktcee / @nixonmcinnes / @jennilloyd How: collaboration via the REG PR Marketing Analytics Editorial – Children’s Editorial - Adult Digital Sales 15
    23. 23. #mktcee / @nixonmcinnes / @jennilloyd Outcomes Innovation Collaboration Customer focus Agility
    24. 24. #mktcee / @nixonmcinnes / @jennilloyd Takeaways 1. You can’t change your market impact without changing yourself
    25. 25. #mktcee / @nixonmcinnes / @jennilloyd Takeaways 1. You can’t change your market impact without changing yourself 2. Get to know your customers as people, not just as data
    26. 26. #mktcee / @nixonmcinnes / @jennilloyd Takeaways 1. You can’t change your market impact without changing yourself 2. Get to know your customers as people, not just as data 3. No one of us is smarter than all of us
    27. 27. #mktcee / @nixonmcinnes / @jennilloyd @jennilloyd / @babyjuggler Thank you! Any questions?

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