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
Full Funnel Marketing – Integrating Sales & Marketing to Increase Results & S...Heinz Marketing Inc
Marketing success today requires far more than delivering leads to sales – it requires a full-funnel approach that addresses every stage of the buying journey and sales process. This presentation will highlight specific best practices, habits and proven methods used by modern B2B marketers to increase the measurable impact of their work.
BrightonSEO July 2021 - Convincing clients to try new outreach tacticsGlass Digital
Here I talk about how to convince clients to try a new outreach tactic to help with link-building. These tips are transferable across a range of digital marketing practices.
The thing that will make you happiest is to know that you can do well selling to current customers in manufacturing. You can also learn more about current customer sales in Manufacturing in a way that is effective and smart.
https://seo-72250.medium.com/improve-sales-in-current-customer-base-975ccd323045
5 Ways of Creating a Great Customer Experience | TeamWaveReshmi Menon
What is Customer Experience? How is it different from Customer Service? And how to give a great Customer Experience? Find out now.
And the detailed blog is here:
https://blog.teamwave.com/difference-between-customer-service-and-customer-experience/
Full Funnel Marketing – Integrating Sales & Marketing to Increase Results & S...Heinz Marketing Inc
Marketing success today requires far more than delivering leads to sales – it requires a full-funnel approach that addresses every stage of the buying journey and sales process. This presentation will highlight specific best practices, habits and proven methods used by modern B2B marketers to increase the measurable impact of their work.
BrightonSEO July 2021 - Convincing clients to try new outreach tacticsGlass Digital
Here I talk about how to convince clients to try a new outreach tactic to help with link-building. These tips are transferable across a range of digital marketing practices.
The thing that will make you happiest is to know that you can do well selling to current customers in manufacturing. You can also learn more about current customer sales in Manufacturing in a way that is effective and smart.
https://seo-72250.medium.com/improve-sales-in-current-customer-base-975ccd323045
5 Ways of Creating a Great Customer Experience | TeamWaveReshmi Menon
What is Customer Experience? How is it different from Customer Service? And how to give a great Customer Experience? Find out now.
And the detailed blog is here:
https://blog.teamwave.com/difference-between-customer-service-and-customer-experience/
Training and Celebrating Your Manufacturingiammikebrown6
Good safety Center training should be emphasized in everything you do. Making sure your staff is prepared for whatever lies ahead will help you in your endeavors. This type of training is one that prioritizes your staff to make sure that they are fully prepared for the modern workplace.
Read more: https://topsitenet.com/article/448570-training-and-celebrating-your-manufacturing/
Industrial marketing agency and companyiammikebrown6
The right industrial marketing agency will be able to take your manufacturing company and put it on the next level. It can give you so many different benefits that you will be super happy with the results you get.
https://anotepad.com/note/read/8jmx87am
Having a follow-up system that provides value, not just push marketing, is an important factor here. Getting the customer, client or patient is the most expensive part of the sales process. If you provide a good experience, product, service, you now need to stay in touch, stay top-of-mind so they will come back and refer you to others.
With this, most people think of logos, colors, tag lines and slogans... but if the customer experience doesn't match or is sub-par the first part doesn't matter. I've heard it said your brand is what others say about you to their friends. I know a local collision repair shop that says “We're the nicest people you'll meet by accident” but to maintain that reputation, each employee has to follow through.
When it comes to banners, there are a lot of options, but you have to understand the industry in order to make the right decision. Student section banners are a must-have for anyone who wants to win any school sporting events.
Visit: https://demo.wowonder.com/read-blog/11629
7 Commandments of Content Marketing : Ultimate Success StorySimplify360
Content Marketing is the new big thing and every company is trying to be awesome online. But it is not easy, some brands excel and some do not.
It cannot be copied. It has be the company DNA. Simplify360, in leadership of CMO Deep Sherchan, has done tremendrous work to build a global brand with content marketing. This is a case study of Simplify360's last 3 years' journey.
Finding influencers: the who, the why and the how (webinar)Brandwatch
These are the slides used in our Finding Influencers Webinar held on 30th January 2014, hosted by Jasmine Jaume and Joel Windels.
In this webinar, we’ll be discussing:
The different definitions and types of influencers
Why brands should harness the power of these influencers
Different tools and techniques to discover and engage with the people who matter
More info available here - http://bit.ly/1hQqn2X
Starting e commerce business-here are 10 questions to ask yourselfEcreations india
Considering starting e-commerce business but not finding any developers! No problems there are many online vendors who can help you. But e commerce web Development Company is your best shot. Now is the time to ask 10 questions and get their answer to grow your business exponentially.
The step by step approach will reveal the ingredients you will need to create a high converting marketing funnel in 2018. Get to know how to implement the RPP Method (Relevancy, Presence and Persuasion) to be able to get customer on demand for your business. This is highly relevant for Saas, Service providers and B2C consumer products.
5 Ways Your Sales Team Will Make the Next Webinar a SuccessMarketo
Check out these slides from Marketo's LaunchPoint partner, ReadyTalk, and customer, Egencia, on how you can better utilize webinars to increase engagement and revenue.
The 5 Characters of Product Management with Former Etsy PMProduct School
Etsy's Product Manager, Jason Shen, talked about the 5 Characters of Product Management (and How to Hire for Them).
Product managers are one of the toughest roles to define and hire for, in part because depending on the company and the project, they perform a wide variety of activities. It can be helpful to think of the role as five characters — the Explorer, the Analyst, the Planner, the Advocate, and the Field Trip Chaperone.
Strategic Workforce Forecasting & Planning for Recruiters in a VUCA world, In...Alexander Crépin
In a dynamic world the urgence for Data Driven Forecasting & Planning has never been greater.
Workforce Forecasting & Planning is part of the (shared) strategic responsibilities recruiters have to pro-actively develop a as good as possible talent supply, now & in the (near) future.
Data Driven Hiring doesn't work,without paying attention to expected need for talent. So in a dynamic world the urgence for Data Driven Forecasting & Planning has never been greater. This workshop intents to give an idea what WF&P is about to recruitment professionals
In this 1 day workshop recruiters will learn about the basics of Workforce Forecasting & Planning in a VUCA, dynamic world.
Training and Celebrating Your Manufacturingiammikebrown6
Good safety Center training should be emphasized in everything you do. Making sure your staff is prepared for whatever lies ahead will help you in your endeavors. This type of training is one that prioritizes your staff to make sure that they are fully prepared for the modern workplace.
Read more: https://topsitenet.com/article/448570-training-and-celebrating-your-manufacturing/
Industrial marketing agency and companyiammikebrown6
The right industrial marketing agency will be able to take your manufacturing company and put it on the next level. It can give you so many different benefits that you will be super happy with the results you get.
https://anotepad.com/note/read/8jmx87am
Having a follow-up system that provides value, not just push marketing, is an important factor here. Getting the customer, client or patient is the most expensive part of the sales process. If you provide a good experience, product, service, you now need to stay in touch, stay top-of-mind so they will come back and refer you to others.
With this, most people think of logos, colors, tag lines and slogans... but if the customer experience doesn't match or is sub-par the first part doesn't matter. I've heard it said your brand is what others say about you to their friends. I know a local collision repair shop that says “We're the nicest people you'll meet by accident” but to maintain that reputation, each employee has to follow through.
When it comes to banners, there are a lot of options, but you have to understand the industry in order to make the right decision. Student section banners are a must-have for anyone who wants to win any school sporting events.
Visit: https://demo.wowonder.com/read-blog/11629
7 Commandments of Content Marketing : Ultimate Success StorySimplify360
Content Marketing is the new big thing and every company is trying to be awesome online. But it is not easy, some brands excel and some do not.
It cannot be copied. It has be the company DNA. Simplify360, in leadership of CMO Deep Sherchan, has done tremendrous work to build a global brand with content marketing. This is a case study of Simplify360's last 3 years' journey.
Finding influencers: the who, the why and the how (webinar)Brandwatch
These are the slides used in our Finding Influencers Webinar held on 30th January 2014, hosted by Jasmine Jaume and Joel Windels.
In this webinar, we’ll be discussing:
The different definitions and types of influencers
Why brands should harness the power of these influencers
Different tools and techniques to discover and engage with the people who matter
More info available here - http://bit.ly/1hQqn2X
Starting e commerce business-here are 10 questions to ask yourselfEcreations india
Considering starting e-commerce business but not finding any developers! No problems there are many online vendors who can help you. But e commerce web Development Company is your best shot. Now is the time to ask 10 questions and get their answer to grow your business exponentially.
The step by step approach will reveal the ingredients you will need to create a high converting marketing funnel in 2018. Get to know how to implement the RPP Method (Relevancy, Presence and Persuasion) to be able to get customer on demand for your business. This is highly relevant for Saas, Service providers and B2C consumer products.
5 Ways Your Sales Team Will Make the Next Webinar a SuccessMarketo
Check out these slides from Marketo's LaunchPoint partner, ReadyTalk, and customer, Egencia, on how you can better utilize webinars to increase engagement and revenue.
The 5 Characters of Product Management with Former Etsy PMProduct School
Etsy's Product Manager, Jason Shen, talked about the 5 Characters of Product Management (and How to Hire for Them).
Product managers are one of the toughest roles to define and hire for, in part because depending on the company and the project, they perform a wide variety of activities. It can be helpful to think of the role as five characters — the Explorer, the Analyst, the Planner, the Advocate, and the Field Trip Chaperone.
Strategic Workforce Forecasting & Planning for Recruiters in a VUCA world, In...Alexander Crépin
In a dynamic world the urgence for Data Driven Forecasting & Planning has never been greater.
Workforce Forecasting & Planning is part of the (shared) strategic responsibilities recruiters have to pro-actively develop a as good as possible talent supply, now & in the (near) future.
Data Driven Hiring doesn't work,without paying attention to expected need for talent. So in a dynamic world the urgence for Data Driven Forecasting & Planning has never been greater. This workshop intents to give an idea what WF&P is about to recruitment professionals
In this 1 day workshop recruiters will learn about the basics of Workforce Forecasting & Planning in a VUCA, dynamic world.
1. Тренінг. Як це зробити?
2. Атрибути тренінгу
3. Тренінг «to train»
4. Аналіз «Зірки питань»
5. Правила групи
6. Специфіка
7. Тренер
8. Тренінг Проекція Життя
9. Інтерактивні техніки
10. Словничок
11. Орієнтовна структура планування тренінгу
12. Тренінг: структура
13. Метод малих груп
14. Підготовка до тренінгу
15. Планування тренінгу
16. Послідовність розробки плану заняття тренінгу
Presentation about the Wix Application Framework that enables easy, scalable and tested way to quickly develop cutting edge Wix application based on AngularJS and Symfony2
Why Spend a Semester Studying in Budapest?Andrew Kun
I gave this presentation twice: first in ECE 401, the introductory Electrical and Computer Engineering course and again in TECH 400, a course introducing the various CEPS majors to undeclared CEPS students.
Chief Strategy Officer Summit / "No one of us is smarter than all of us" - Ra...NixonMcInnes
In a world that’s been characterised as volatile, uncertain, complex and ambiguous our organisations need to radically rethink how they operate. Key to this is unlocking the potential of the people within, by realigning around true purpose and baking collaboration into the heart of everything.
Jenni Lloyd of digital transformation consultancy NixonMcInnes shares how their clients are adapting to the "new normal" market environment through the adoption of radical business practices.
http://www.nixonmcinnes.co.uk/2014/05/08/no-one-of-us-is-smarter-than-all-of-us-why-radical-times-call-for-radical-business-practices/
See more at: http://theinnovationenterprise.com/summits/cso-ldn-2014/schedule#sthash.y6CMiQX1.dpuf
I was thrilled to be invited to speak at the Hootsuite executive breakfast - "Advocacy & The Bottom Line - How to Make it Work" in Singapore. Tackling the topic of social advocacy and employee advocacy, are you ready to change everything and focus on making the employees the stars of your business? #Hootsuite #employeeadvocacy #socialmedia #contentmarketing
Social Media Club Great Lakes Bay presents:
Content: Social Ammunition
by Quicken Loans.
Where: Best Western Birch Run
When: Friday, December 6th, 2013 at 10:00 a.m.
Join Sean T. Johnston from Michigan based Quicken Loans as he speaks on Content: Social Ammunition.
Premier Sponsor: United Financial Credit Union
December Sponsors: Tim Hortons & Best Western of Birch Run
Giveaway by: Premium Outlets Birch Run
REGISTER HERE: http://bit.ly/17NY18Y
This event will take place at the large conference room at Best Western of Birch Run off I-75 in Birch Run.
Content is the bullet that fires from the gun of social networks. In this talk, Sean T. Johnston from the Quicken Loans Social Media Team will discuss the best ways to design, manufacture and stockpile this ammunition so that your social guns are never empty.
This high-velocity discussion will be part content strategy, part copywriting, part analytics, and all useful information on how to generate and deploy the most impactful content on the right channels.
Sean has worked with a wide variety of businesses, from local landscaping companies to major automotive manufacturers (including Chrysler, Jeep and Ford), to create content that engages fans and grows brands. He currently works for Quicken Loans leading their organic and paid social content efforts.
Get In the Door with InsideView Connections and Social MediaInsideView
Explore ways of using InsideView Connections to target new prospects, using InsideView People Watchlists to introduce new products, and social media to connect with buyers. From Amy Arndt and Megan Coughlin's presentation at The Insider Summit 2013.
WHO ARE YOUR COMPETITORS?
“Oh, we don’t have any competitors. No one really
does what we do.”
I can’t count the number of times I’ve heard
otherwise smart executives give this answer. Nor
can I think of a company or situation where it’s
actually true.
The really dangerous thing about that statement is
that it leads to ignorance, which can lead to being
blindsided. If you truly think you haven’t any
competition, you won’t watch the market. You won’t
see the disruption coming. And you won’t be able to
react to problems or capitalize on the opportunities
that competitive shifts can create.
When it comes to your competition, the answer isn’t
to put your head in the sand. It’s to actively and
regularly study that competition. And not just who
you think is the competition, but who your market
thinks is your competition.
So, how do you do that? How do you learn about
your competition and decide which part of that
knowledge you should (and shouldn’t) care about?
That’s what we tackle in this issue of Pragmatic
Marketer, thanks to the help of some great
contributors, a real-life case study and, as always,
a slew of tips and best practices you can put to
work immediately.
Happy reading,
Rebecca Kalogeris
Craig Somerville AIMM, Director of Reload Media and Chair of the AIM Young Manager Advisory Board, presented at Management House in Brisbane on 2 May on determining social media objectives, strategies and tactics, and dispelled the myths of social media.
Social Media Marketing & the Travel IndustryGina Lednyak
What is social media marketing and how does it effect the tourism industry, how can your business leverage social media and finally what does the future of social media hold and what does it mean for your travel business.
Marketing Edition: How we leverage UserTesting UserTesting
Marketing and Customer Empathy: How we push UserTesting to the limit
User tests can be used to validate a huge array of marketing content—everything from commercials to images to email messages. It can also help you get inside the heads of customers on a wide variety of topics, even sensitive subjects like religion and politics. If you want a fast path to empathy with your customers, this is it.
In this webinar, UserTesting VP of product marketing Michael Mace will share his personal experiences in pushing the UserTesting platform to the limit to validate marketing content, and get fast insights on customer attitudes in a wide variety of subjects. He’ll share what works, what doesn’t, and will share tips on what you can try yourself.
You will learn:
What types of marketing content can be validated
How to set up the tests
Problems to watch out for
How to get insights on sensitive issues that people wouldn’t normally discuss
Increasing enquiries and sales from the webPracticeWEB
Want to find out how to increase the number of leads your accountancy practice website generates?
This presentation will show you the key areas of your website to focus on and give you an action plan of what you should do now.
A talk delivered to the Libraries team at the University of Sussex in June 2017:
• How the world is changing and why
• What this means for the way we work
• How this might apply to you
Building connected cultures. Why, what & how.Jenni Lloyd
A talk delivered at The Enterprise Digital Summit in November 2016.
• How the changing world is affecting organisations
• What I mean by a ‘connected culture’
• A brief case study
A talk given to the SheSays SCAMP conference in July 2010 in which I think about how people are using Twitter to create a collective experience around TV programming.
A presentation to Culture24 to stimulate discussion around how cultural organisations can measure their social media activity. Includes a framework to map outcomes to objectives, understanding influence & sentiment and thoughts on visualising conversation.
"Twitter: what's all the fuss about?" / Jenni Lloyd @ Revolution Forum / Nove...Jenni Lloyd
A telescopic whistle-stop tour of Twitter: what it is, how it works, what's new, how it fits in with current trends, who's using it for what and why does it matter.
Presented at the Revolution Forum at the Oxford Belfry in November 2009.
Monitoring The Social Media Conversation Vocus WebinarJenni Lloyd
Slides associated with the Vocus webinar: 'Monitoring the Social Media Conversation: From Twitter to Facebook' held on 21.7.09.
Listen again here:
http://is.gd/1GwgK
an introduction to social media marketing delivered at the Fresh Business Thinking event 'Hit Me! An Introduction to Internet Marketing' by Jenni Lloyd of NixonMcInnes, the UK's largest social media agency
http://is.gd/1qbTv
Smash-ability - supporting your brand in the widgetsphere / Jenni Lloyd / Oct 08Jenni Lloyd
Slides from a presentation given at Widget Web Expo in London, October 2008.
The online landscape has changed - we can no longer rely on a website as a destination, instead we need to be useful and be wherever our customers want us to be - BUT we still need to be recognisably us. Widgets represent a fragmentation of a brands online presence - what are the elements that make up an identity and how can a brand become 'smash-able' online?
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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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?
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
11. #mktcee / @nixonmcinnes / @jennilloyd
VUCA Prime
Volatile
Uncertain
Complex
Ambiguous
Vision
Understanding
Clarity
Agility
thanks to Bob Johansen / Institute of the Future
12. #mktcee / @nixonmcinnes / @jennilloyd
MAKE THINGS
PEOPLE WANTthanks to John V Willshire / @willsh
13. #mktcee / @nixonmcinnes / @jennilloyd
No longer B2C
but H2H:
human-to-human
thanks to Bryan Kramer / PureMatter
24. #mktcee / @nixonmcinnes / @jennilloyd
Takeaways
1. You can’t change your market
impact without changing
yourself
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. #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
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?