This document provides information about three experts - Mark Hollyoake, John Graham, and Chris Benham - and their experience in customer experience, design, and retail performance improvement, respectively. It discusses developing customer experiences at three levels to exceed expectations, meet basic needs, or provide a competitive advantage. The document also outlines developing an engaging work environment through improving work climate, team performance, and employee engagement, satisfaction and commitment.

1. 3WM
SM
All the small Big things

2. Experience and proven ability
Who we are:
Insight-Mark Hollyoake: Mark’s expertise is focused on Customer Experience (CE) and Customer Management (CM)
strategy development, CM evaluation and execution of CE/CM improvement plans (inc. organisational modelling for
customer management) and programme design. Partnership & alliance development, management and implementation
programmes. He has extensive practical experience on both a local and international level
In 2002, Mark set up, and is a Director of Springboard Commercial Solutions Ltd – a Customer Management consultancy
practice and network of experienced Customer Management professionals who enable major to small corporate organisa-
tions to deliver their Customer Management profitably and effectively.
In 2009, Mark also set up, and is a founder facilitator of Star Commercial Academy – a customer management training and
development consultancy practice, who enable organisations to improve their commercial capabilities and competencies,
leading to tangible and measurable gains in their customer management.
Mark is a Fellow of the Chartered Institute of Marketing and Member of the Institute of Sales and Marketing Management.
He is on the steering committee of the Henley Business School Pharmaceutical forum and a regular contributor and has
written extensively within the business media
Mark’s expertise is focused on Customer Experience (CE) and Customer Management (CM) strategy
development, CM evaluation and execution of CE/CM improvement and development plans. Key customer management,
partnership & alliance development, management and implementation programmes.
He has developed a number of bespoke customer management and customer experience solutions
Invention- John Graham FCSD: Managing Director of London based design consultancy A D Creative, John Graham is
a qualified designer with more than 30 years experience in design. He believes in design solutions that are suitably differ-
ent rather than simply different. John has been responsible for work that can be seen on ‘pretty much’ every high street
in the UK. The company has a long history of high profile work based on results. He has spent the last 3 years developing
international business with considerable success. John is a Fellow of the Royal Chartered Society of Designers
Key recent major works include: Simply Foods for Marks & Spencer, 6000 sq m store in Lørenskog (Oslo) for Elkjøp,
global repack for First Light Foods (New Zealand), 6 month Brand communication programme for Coca-Cola (Europe wide)
Integration-Chris Benham: Chris Benham of Mobius Services Ltd a niche retail performance improvement consultancy
formed by Chris in 2005 following on from a 25 year store and strategic change management career at Sainsbury’s.
Mobius career highlights include organisational design and change programme for a 600 head ‘Top 4’ UK food retailer
Trading function; OD, process and performance improvement for a leading UK hotelier; customer satisfaction programme
for a leading UK Agroretailer; review and specification of ‘Business User’ requirements for the European purchasing arm of
a global high street restaurant brand.
Sainsbury’s career - Chris was responsible for the successful deployment of the Nectar card launch to 11m customers
through 130,000 retail colleagues; project and change management for the outsourcing of 350+ store restaurants; pro-
gramme manager for Customer Obsession which changed the way that Sainsbury’s managed and implemented change
in store; Scoping Manager for PICO a £1.25bn cost out programme from the end to end supply chain, Store management
and Trustee Director of the Sainsbury’s Pension scheme.
Chris is probably one of the best ‘translators’ of retail strategy into operational action in the UK today.

3. We must address today’s
mediocracy and commoditisation
to set ourselves apart in the future
Our view of the big bad world
• How can you stand out from your competitors.
• How do you stop the slide towards commoditisation.
• You need to hold onto the customers you
already have.
• The current customers you have, you need to take
a bit more.
• How can you do more for the same.
• How can you do more for less.
Pain Points
• Increasing customer demands.
• Customers down-shopping.
• Supplier base cost inflation.
• Inability to realise increased cost through
product/service.
• Product quality exceeds customer willingness to pay.
• Sliding towards commoditisation.
• Keeping good people

4. Outcomes in 3 stages
Providing the experiences that:
• Set you apart from the crowd.
• Deliver competitive advantage.
• Provide real added value.
1 Insight
- Understand the need.
- Identify the pain.
- Precision point the opportunity.
2 Invention
- Create the answer.
- Visually respond to the issue.
- Invent the advantage.
3 Integration
- Deliver consistent leadership.
- Communicate the benefits.
- Act for change.
- Measure and review follow up

5. The EXPERIENCE you offer,
used to make you stand out from
the crowd – Now it’s the norm.
What/Where are the next set
of experiences?

6. DEVELOPING AND DELIVERING
– three levels
Developing bonded relationships; Bonded
Level 3
expectations into bonded experiences.
Deliver the maximum.
Shopper/consumer expectations and
Level 2
experiences are improved by making the
small big things part of the business culture.
Exceed the medium.
Level 1
Meeting expectations through the
small big things. Deliver at basic level.

7. DEVELOPING AND DELIVERING
the customer/shopper experience
Potential upside
Customers
Efficiency experience starts to
balance price/convenience. • Improvement in net surplus.
Level 3
Brand Suppliers • Improved communication.
advocacy Engaged to prefer. • Enhanced margin.
Employees
Increased engagement.
Customers
Potential upside
Come to you because of
the experience.
Level 2
Suppliers • Increased store centre income market
Preference Prefer to work with you share within their defined catchment area.
over others. • Pro-active communication.
Employees
Prefer to work for you
than others.
Potential upside
Customers
Actively tell others about
the experience.
Level 1
• Increased store centre income market
Efficiency & Suppliers share within their defined catchment area.
effectiveness Actively suggest and prefer. • Two-way communication.
Employees
High retention.
the experiences you offer through your people, systems and processes

8. DEVELOPING AND DELIVERING
Forming an Engaging work Environment
Making employees more productive is even more crucial than it is ordinarily.
1 2 3
Three factors The work climate The ways teams act The engagement,
That drive people together and things get commitment, and
performance done satisfaction of employees
1 2 3
To unlock a team’s abilities Helping the team Coaching for Measuring and reviewing
you must spend a significant understand the company’s performance achievement
amount of time on three direction and its
activities: implications for team
members
1 2 3
Although attention to execution
is important, it is not our
exclusive focus when
looking at Integration.
The result is a working Flexibility Encouragement to Improved morale
environment with: make improvements
Delivering improved customer satisfaction from Integration of all these ingredients.

9. A major UK food retailer added
£100 million to their sales using
a programme like this.

10. Turning the small big things into
a reality at customer facing level
Summary
•i nsight
• Identify pain & gain division for pilot.
•inve ntion
• Familiarisation.
• Customer experience assessment. •integ ration
• Scoping.
• Stakeholder assessment/engagement.

11. Why not challenge us to resolve
what’s keeping you awake at night?
The Royal Victoria Patriotic Building
John Archer Way, London SW18 3SX, UK
John Graham: +44 (0)208 870 8743 / +44(0)7831 859 672
Email: john@adcreative.co.uk