emma macdonald
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Facing up to the modern consumerDr Emma MacdonaldCranfield School of Management, Cranfield University
Emma.Macdonald@cranfield.ac.uk
Adjunct at Ehrenberg Bass Institute
University of South Australia
CUSTOMERS EXPOSED CONFERENCE, 30 OCTOBER 2014
Practices of customer management
Cranfield School of Management:
• Mission: To transform management practice by creating applied knowledge
• Number 1 for executive programmes in UK (Financial Times rankings)
My roles:
• Research Director, Cranfield Customer Management Forum
• Programme Director, Customer Experience Strategy exec course
• Senior Lecturer in Marketing – EMBA, MScSM
@DrEmmaMacdonald
What does the exposed customer mean for customer management practices?
@DrEmmaMacdonald
What does the exposed customer mean for customer management practices?
@DrEmmaMacdonald
External insight
Analysing /
Interpreting
Acting
Storing
Accessing /
Acquiring
Filtering
TransformingDistributing /
Sharing
Organizational
Memory
Individual
Group
Individual
Group
Key
Theme 1: Insight into action
SOURCE: Said, Macdonald & Wilson (forthcoming) @DrEmmaMacdonald
INSI
GH
T
Theme 1: Insight into action
INDIVIDUAL• Knowledge
management
ORGANISATION
• Knowledge flows• Memory• Etiquette
INDIVIDUAL• Overload• Stress
@DrEmmaMacdonaldSOURCE: Said, Macdonald & Wilson (forthcoming)
Theme 2: A customer at a time
• Next best action / content
• Multichannel (omnichannel) management – incl. mobile
@DrEmmaMacdonald
INTE
RA
CTI
ON
Next best action
SOURCE: Tim Crick, DecBlue Decisioning Blueprints Ltd @DrEmmaMacdonald
© C
ran
fiel
d U
niv
ersi
ty 2
01
3
9
Money advice service
Flydubai: different people, different channels
Exchange houses.
Banks.
Petrolstations.
Travel agents.
Supermarkets. ATMs.
Post office.
SOURCE: Mike Evans, FlyDubai @DrEmmaMacdonald
‘Look inside’ isn’t just for books…
11 SOURCE: Andy Barratt, Dixons @DrEmmaMacdonald
Theme 3: We, not Me
• Service profit chain revisited:Employee engagement
• The importance of ‘earned’ media
• The power of social identity
@DrEmmaMacdonald
INC
LUSI
VE
We drive profits
Service Profit Chain (Heskett et al. 1994)
Adapted service profit chain
SOURCE: Hao & Macdonald (2013)Cranfield Customer Management Forum report @DrEmmaMacdonald
We create the customer experience
SOURCE: Hao & Macdonald (2013)Cranfield Customer Management Forum report @DrEmmaMacdonald
Culture change
“Are you wearing your customer spectacles?”
SOURCE: Amanda Woodard, KC CommunicationsWinner ‘Overall’ UK Customer Experience AwardsInterviewed at Cranfield University 2014 @DrEmmaMacdonald
Harvard Business Review
@DrEmmaMacdonald
SOURCE: Macdonald, Wilson & Konus (2012) Harvard Business Review and HBR.org
The importance of ‘earned’ media
SOURCE: Macdonald, Wilson & Konus (2012) Harvard Business Review and HBR.org
Working with: MESH Experience
@DrEmmaMacdonald
The power of social identity
SOURCE: Champniss, Wilson & Macdonald (forthcoming) @DrEmmaMacdonald
Working with: GfK
• Insight
• Processes
• Culture
Customers:exposed
NBA
Channels
We(earnedcomms)
We(employee
engagement)
We(social
influence)
Implications for customer management
@DrEmmaMacdonald
• Insight
• Processes
• Culture
Customers:exposed
NBA
Channels
We(earnedcomms)
We(employee
engagement)
We(social
influence)
Implications for customer management
@DrEmmaMacdonald
@DrEmmaMacdonaldSOURCE: Debi Bester, (previously) Proximity
Facing up to the modern consumerDr Emma Macdonald
Email: Emma.Macdonald@cranfield.ac.ukLinkedIn: Emma MacdonaldTwitter: @DrEmmaMacdonald
CUSTOMERS EXPOSED CONFERENCE, 30 OCTOBER 2014
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