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#mktcee / @nixonmcinnes / @jennilloyd To change your market impact you need to change yourself ustomer Experience Evolution / 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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Page 1: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

To change your market impact

you need to change yourself

Customer Experience Evolution / March 2014

Page 2: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Jenni Lloyd

@jennilloyd

nixonmcinnes.co.uk

Sara Lloyd

@babyjuggler

panmacmillan.co.uk

Hello!

Page 3: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

About NM

Great companies are communities

of purpose

Page 4: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Obligatory logo slide

Page 5: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#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?

Page 6: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

We are all customers

Page 7: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#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

Page 8: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

VUCA

Page 9: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Volatile

Uncertain

Complex

Ambiguous

Page 10: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Welcome to the New Normal

Page 11: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

VUCA Prime

Volatile

Uncertain

Complex

Ambiguous

Vision

Understanding

Clarity

Agility

thanks to Bob Johansen / Institute of the Future

Page 12: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

MAKE THINGS PEOPLE WANTthanks to John V Willshire / @willsh

Page 13: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

No longer B2Cbut H2H: human-to-

humanthanks to Bryan Kramer / PureMatter

Page 14: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Nunwood’s 6 Pillars of Customer Experience Excellence

Personalisation / Integrity / Respect time & effort / Expectations / Resolution / Empathy

Page 15: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Which pillar is your company’s strongest point? And weakest?

Personalisation / Integrity / Respect time & effort / Expectations / Resolution / Empathy

Discuss

Page 16: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

The Pan Macmillan Reader Engagement Programme

VUCA!Why?

Page 17: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

What

• Readers at the heart

• Decisions based on insight

• Demonstrate value

Page 18: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Respond to external disruption with managed internal disruption

Page 19: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Pan Macmillan ReaderReaderRetailer PlatformAuthorAuthor

How: Changing relationships

Page 20: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Pan MacmillanReaderReaderRetailer Platform AuthorAuthor

How: Changing relationships

Page 21: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

desirable(human)

viable(business)

feasible(technical)

innovation

thanks to Ideo.com

How: Test & Learn strategy

Page 22: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

How: collaboration via the REG

PRPR

MarketingMarketing

AnalyticsAnalytics

Editorial – Children’sEditorial – Children’sEditorial - AdultEditorial - Adult

DigitalDigital

SalesSales

15

Page 23: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Outcomes

Innovation

Collaboration

Customer focus

Agility

Page 24: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

Takeaways

1. You can’t change your market impact without changing yourself

Page 25: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#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

Page 26: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#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

Page 27: "To change your market impact you first need to change yourself" / presented at Customer Experience Evolution, London, March 2014

#mktcee / @nixonmcinnes / @jennilloyd

@jennilloyd / @babyjuggler

Thank you!Any questions?


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