A Masterclass on Customer

Blog
28.04.21
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Being customer-centric in 2021 is no longer a choice. But what are the nuances and tips that can differentiate you from the pack?

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Joining host Jacob Perring on the show was our very own Chief Customer Experience Officer Emma Dark (previously ASOS, The White Company & Soho House) and Mark Baxter (Tesco, P&G).

In 50-odd minutes they cover the latest trends they’ve seen the past few years, why your customer must have a seat at the boardroom table, common issues when driving customer focus at a senior level and how to measure it all.

Between Mark and Emma there is a boatload of customer experience across industry on a variety of levels, so no doubt you will come away from this with huge value. One not to be missed, so we hope you enjoy the show.

Timecodes

1.12 – Intro

  • Mark Baxter, Marketing Director specialising in customer data and centricity.
  • Emma Dark, Chief Customer Experience Officer at S&S, previously ASOS, The White Company and Soho House.

2.25 – What trends are we seeing in the past few years as we focus on customers

  • Buffet – you can tell who’s been swimming naked when the tide goes out
  • Customers seek authentic brands that resonate with them
  • Engagement and experienced led product or service is vital
  • CX is the battleground and differentiator in a digital world
  • Customer needs to be a strategy across the whole business

7.52 – Customer data and knowing your customer

  • Two types. Data and being forensic, but also observing with your own eyes
  • This leads your business on the right path to creating something unique
  • FMCG and retail, lots of copycats. So you have to differentiate through customer
  • Knowing them behaviourally and personalise their experience
  • Need to dispel the myths by researching what they really want 🔥
  • Focus on the epicentres where you can extract insights 
  • Customer data isn’t a one-off exercise – it has to become ingrained everywhere 🔥

11.38 – Customer having a seat at the boardroom table

  • You have that independent conscience of the customer 🔥
  • Shine a light when it’s not the right decision for the customer 🔥
  • A single view of the customer across various organisational functions wins
  • Set out what the north star strategy actually means and how it resonates
  • How do they purchase? What is their journey?

17.06 – Measurements and metrics

  • What is the as-is business across all our touchpoints?
  • NPS is a strong way of measuring customer satisfaction
  • Along with competent scores of that customer journey
  • Having multiple measurements and looking at the whole story
  • E-commerce is a good way to track that journey and identify problems

22.22 – Customer engagement via social media

  • Brewdog – they aren’t just discussing their products, they’re telling a story
  • Content and community strategy anchored in values and purpose
  • Customer dialogue > advertising
  • The opportunity to show your company personality
  • Creating a space for user-generated content

28.54 – Common issues when driving customer focus as a senior level

  • Thinking you know the customer, but you don’t
  • Customer centricity not part of your organisation’s culture
  • They don’t understand their ‘why’
  • Metrics aren’t strong enough

34.53 – Speed, failing fast and learning quickly

  • Case study: Mercadona
  • Trust the customer and empowering employees to make quick calls
  • Act upon your insights and be proactive
  • Where is it practical to get a cohort of your customers involved?

40.14 – Purpose over profit

  • Customers are skeptical, you have to walk the walk
  • People now actually care about environmental impact of products
  • Organisations talking about their people creates authenticity and builds trust
  • Purpose has to become the new differentiator
  • Stand for something – or you’re in a no-mans land of mediocrity
  • Big banks disrupted by customer-centric fintechs.

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If you’re interested to hear more about how Sullivan & Stanley solves the change problem and how we empower companies to embrace disruption to thrive tomorrow, check out our services page. Or get in touch.

Jacob col circle down
Written by
Jacob Perring
Emma D circle col
Written by
Emma Dark