After heading up multichannel operations for Harrods, Burberry and Ted Baker, bestselling author Martin Newman is the customer experience expert. In his highly insightful and motivating talk, Martin shares his experience and advice for how consumer facing businesses are thriving by leveraging digital technology to become truly customer-centric organisations.

1. Taking Customer Centricity
to the next level
@martinnewman

2. About me
@martinnewman

3. The only Scotsman who
Will ever lift the World Cup!
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4. Ahead of my time?
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5. @martinnewman 1998

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7. 7

8. @martinnewman

9. Pssst…
Want to
hear a
secret?

10. @martinnewman
YOUR BRANDS ARE NOT THE MOST
IMPORTANT THING IN YOUR
CUSTOMERS LIFE!

11. @martinnewman
THEIR CONVENIENCE IS!

12. Anything, Anytime, Any Place
1
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13. Every consumer sector
is being disrupted
@martinnewman
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14. Banks Travel Retail Taxis F&B Automotive
@martinnewman
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15. They all have three things in common…
1. They put the customer in control
2. A more convenient proposition
3. Far greater agility
@martinnewman
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17. Those who waited to be 100% sure,
Were 100% late
@martinnewman
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19. @martinnewman
Shi(f)t happens

20. Copyright 2018

21. Dispelling some myths
@martinnewman

23. What we really need is insight
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@martinnewman

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@martinnewman

25. • Myth: It’s about omnichannel
• Myth: It’s about digital transformation
• Myth: It’s about unified retail
• Reality: It’s about customer centric transformation
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@martinnewman

26. Myth:
All this putting customer’s first stuff is
too expensive and eats into profits
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27. A 5% increase in customer retention
leads to a 25-95% increase in profit!
Source: Harvard business Review

28. Example: Dreams’ financial results prove the benefit
of customer feedback
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0
50
100
150
200
250
300
FY2013 FY2014 FY2015 FY2016
Revenue £m
Revenue…
-15
-10
-5
0
5
10
15
20
25
30
35
FY2013 FY2014 FY2015 FY2016
Profit before tax £m
Profit before tax £m

29. Myth:
The High is dead!

30. Reality:
In the UK, 80% of retail sales
take place in a store
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31. ▶ Online not likely to grow beyond 40% of total retail sales
▶ Currently 19% (ONS)
▶ Growing as % of total retail at approx. 1% per annum
▶ Online sales growth slowing to between 5%-10% (IMRG)
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32. Primark:
▶ No ecommerce
▶ Delivered a 25% growth in
profits in the six months to
March 2019
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33. Does Amazon think
the High St is dead?
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38. Myth:
Sales, profit, footfall and other KPIs
provide insight into your performance

39. Customer-focused KPIs provide insight:
• NPS/CSAT
• Customer Loyalty Scores
• Contact centre feedback
• Sentiment analysis
• Social media engagement
• Ratings and reviews
• Customer churn and retention rates
@martinnewman
These are the inputs that drive the
outputs we currently measure

40. 40
Myth:
In 10 years, all
the staff
in retail stores will
be robots

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Myth:
We don’t want to be
targeted on our mobiles

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43. Myth:
Voice commerce is now

44. @martinnewman
How do you become
truly customer centric?
8 Key Drivers
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45. 1. Culture: Employee First
@martinnewman

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48. A story about a hotel
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49. ▶ Taken to my room and shown how everything works
▶ Shower heads turned away
▶ One evening I couldn’t get my TV to work
▶ Slippers with some oil to apply to help me sleep
▶ Everyone in the hotel seemed to know my name
▶ The Gym was open 24/7
▶ Branded cable ties on my phone and laptop cables for chargers
▶ Light buttons all clearly marked and illuminated
▶ They folded my clothes
▶ They put the receipts & business cards I’d been collating in little box
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50. @martinnewman
Staff Empowerment

51. When was the last time you or your colleagues
were given the opportunity to make suggestions
on how things might be improved?
51

52. “M&S boss slams toxic culture poisoning firm:
Giant retailer bypasses 'vain' managers to get
10,000 revamp ideas from shop-floor staff”
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53. 2. Understand core customer segments
and their desired experiences
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54. @martinnewman
Click & Collect
Free Delivery
Ship from store
Guest Checkout
Clienteling

55. Not enough staff on the shop floor!

56. When was the last time you
called a lapsed customer?
@martinnewman

57. When was the last time you
walked the floor?
@martinnewman

59. 3. Leverage technology to
empower customers

60. 60

61. APPS to drive increased
engagement and sales
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62. Interactive mirrors
for selecting
different products
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64. 4. Brand Purpose

65. Selling stuff is not enough.
What do you stand for?

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69. ROI = Return On Involvement
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71. 5. Corporate Social Responsibility
Social Accountability
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72. I can see clearly now
the smog has gone
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73. @martinnewman
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Customercentricity & Digital Transformation

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75. @martinnewman
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76. 6. Diversity

77. Nearly 20% of the UK population
is made up of ethnic minorities
77

78. Yet 60% of FTSE 100
boards are all white
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79. 51% of the UK population is Female
79

80. ▶ There are 6 female CEOs in the FTSE 100
▶ FTSE 350 there are only 12 female CEOs, which is a
decrease from 15 in 2017 and 18 in 2016.
▶ There are only 22 female chairs in the FTSE 350

81. 81

82. “I’m proud to lead a business that gives
back £39 million to local causes, has the
lowest plastic footprint of any retailer
and is innovating for customers with
pay-in-aisle technology and home
deliveries on eco-bikes.”
82

83. 7. Structure
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87. Return to shareholder is at odds with
medium to long-term sustainability
as is CEO remuneration

88. “M&S boss Rowe wants to be judged
on 'pace of change' rather than trading
outcomes as profits fall again”

89. 8. A customer is for life not
just for Christmas
89

90. I only look 28 because I use
Dermalogica skin cream
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94. Other drivers of loyalty
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96. Copyright 2018 96

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101. If you were a customer service business
that just happened to sell stuff…
What would you differently?
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102. www.CustomerFirst.Live
25th and 26th Sep, Olympia
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103. Email: martin@thecustomerfirstgroup.com
Twitter: @martinnewman
Podcast: www.ConsumerFocus.FM.
Linked In: uk.linkedin.com/in/martindnewman