"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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"To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014
- 1. #mktcee / @nixonmcinnes / @jennilloyd To change your market impact you need to change yourself Customer Experience Evolution / March 2014
- 2. #mktcee / @nixonmcinnes / @jennilloyd Jenni Lloyd @jennilloyd nixonmcinnes.co.uk Sara Lloyd @babyjuggler panmacmillan.co.uk Hello!
- 3. #mktcee / @nixonmcinnes / @jennilloyd About NM Great companies are communities of purpose
- 4. #mktcee / @nixonmcinnes / @jennilloyd Obligatory logo slide
- 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. #mktcee / @nixonmcinnes / @jennilloyd We are all customers
- 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. #mktcee / @nixonmcinnes / @jennilloyd VUCA
- 9. #mktcee / @nixonmcinnes / @jennilloyd Volatile Uncertain Complex Ambiguous
- 10. #mktcee / @nixonmcinnes / @jennilloyd Welcome to the New Normal
- 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
- 14. #mktcee / @nixonmcinnes / @jennilloyd Nunwood’s 6 Pillars of Customer Experience Excellence Personalisation / Integrity / Respect time & effort / Expectations / Resolution / Empathy
- 15. #mktcee / @nixonmcinnes / @jennilloyd Which pillar is your company’s strongest point? And weakest? Personalisation / Integrity / Respect time & effort / Expectations / Resolution / Empathy Discuss
- 16. #mktcee / @nixonmcinnes / @jennilloyd The Pan Macmillan Reader Engagement Programme VUCA! Why?
- 17. #mktcee / @nixonmcinnes / @jennilloyd What • Readers at the heart • Decisions based on insight • Demonstrate value
- 18. #mktcee / @nixonmcinnes / @jennilloyd Respond to external disruption with managed internal disruption
- 19. #mktcee / @nixonmcinnes / @jennilloyd Pan Macmillan ReaderReaderRetailer PlatformAuthorAuthor How: Changing relationships
- 20. #mktcee / @nixonmcinnes / @jennilloyd Pan Macmillan ReaderReaderRetailer Platform AuthorAuthor How: Changing relationships
- 21. #mktcee / @nixonmcinnes / @jennilloyd desirable (human) viable (business) feasible (technical) innovation thanks to Ideo.com How: Test & Learn strategy
- 22. #mktcee / @nixonmcinnes / @jennilloyd How: collaboration via the REG PR Marketing Analytics Editorial – Children’s Editorial - Adult Digital Sales 15
- 23. #mktcee / @nixonmcinnes / @jennilloyd Outcomes Innovation Collaboration Customer focus Agility
- 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
- 27. #mktcee / @nixonmcinnes / @jennilloyd @jennilloyd / @babyjuggler Thank you! Any questions?
Hinweis der Redaktion
- 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