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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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#mktcee / @nixonmcinnes / @jennilloyd
To change your market impact
you need to change yourself
Customer Experience Evolution / March 2014
#mktcee / @nixonmcinnes / @jennilloyd
Jenni Lloyd
@jennilloyd
nixonmcinnes.co.uk
Sara Lloyd
@babyjuggler
panmacmillan.co.uk
Hello!
#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 experience you had…
What made it good or bad?
#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 heart of Pan Macmillan
3. Takeaways: things to do tomorrow
#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
thanks to Bob Johansen / Institute of the Future
#mktcee / @nixonmcinnes / @jennilloyd
MAKE THINGS PEOPLE WANTthanks to John V Willshire / @willsh
#mktcee / @nixonmcinnes / @jennilloyd
No longer B2Cbut H2H: human-to-
humanthanks to Bryan Kramer / PureMatter
#mktcee / @nixonmcinnes / @jennilloyd
Nunwood’s 6 Pillars of Customer Experience Excellence
Personalisation / Integrity / Respect time & effort / Expectations / Resolution / Empathy
#mktcee / @nixonmcinnes / @jennilloyd
Which pillar is your company’s strongest point? And weakest?
Personalisation / Integrity / Respect time & effort / Expectations / Resolution / Empathy
Discuss
#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 MacmillanReaderReaderRetailer Platform AuthorAuthor
How: Changing relationships
#mktcee / @nixonmcinnes / @jennilloyd
desirable(human)
viable(business)
feasible(technical)
innovation
thanks to Ideo.com
How: Test & Learn strategy
#mktcee / @nixonmcinnes / @jennilloyd
How: collaboration via the REG
PRPR
MarketingMarketing
AnalyticsAnalytics
Editorial – Children’sEditorial – Children’sEditorial - AdultEditorial - Adult
DigitalDigital
SalesSales
15
#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 know your customers as people, not just as data
#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
#mktcee / @nixonmcinnes / @jennilloyd
@jennilloyd / @babyjuggler
Thank you!Any questions?