emma macdonald
TRANSCRIPT
Facing up to the modern consumerDr Emma MacdonaldCranfield School of Management, Cranfield University
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: [email protected]: Emma MacdonaldTwitter: @DrEmmaMacdonald
CUSTOMERS EXPOSED CONFERENCE, 30 OCTOBER 2014