Joel Nicholson, Managing Director of Marketsoft sat down with Dan Murphy’s Chief Digital Officer – Faye IIhan, Nicole McInnes – Marketing Director of Pandora and Marketing Director of SUNDAY SOMEWHERE – Cameron Parker, to chat about the most sort after questions trending in the world of customer-centricity (that we all want answers to!) Here’s what they had to say…
If we could invent a true Customer Centric metric, what key ingredients would need to be included?
Faye – I don’t beleive you can make one true CC metric. There are too many variables – from marketing to our service and product value proposition. It’s about improving all aspects of these and having an active ‘Voice of Customer’ program that determines a customer centric organisation.
Nicole – As I said at the event, my immediate thought is sales metrics as they are most relevant to Pandora as a customer conversion metric. My view is that distance between customer centric decisions and business performance are narrowing. My personal experience of anti customer-centric behaviour was with a major telco recently when trying to change plans. They were not flexible at all and when the rubber hits the road, despite appearances, still focused on short term outcomes in a traditional way, they haven’t accepted the transfer of power that has happened in their consumer base, and my feet will do the talking as soon as my contract ends.
Cameron – When your culture inside matches what you portray externally at every touchpoint. You must understand why your business exists (‘Start with Why‘ by Simon Sinek) and how well you understand your customers. Finally remember it’s a journey not a destination.
Describe your favourite experience in the past where the customer has been put at the centre of a marketing decision?
Faye – Isn’t it amazing that one can remember more bad experiences than good ones?! I will be biased here and highlight one that we did at Dan Murphy’s. We asked a selection of customers not only if they wanted flexible delivery options (no brainer, who wouldn’t) but also how much they were willing to pay for it. We didn’t want to launch and market a service that simply wouldn’t resonate.
Nicole – The rebrand of Adshel was highly focused around its B2B customers needs and the internal culture of the company. Personally, I like finding the nexus between a customer need and our business plan, because this creates a win win. Working at Dell is a favourite experience, as we had a strong USP in personalisation which was way before it’s time, but it also gave me the ability to use data to create a product. Their agility was such that I was trawling through scan data on the Monday built a back of the envelope business case on the Tuesday and by Thursday we had a completely new config live online and ready to ship. As is the case when you put the customer at the centre – the product was a big success.
Cameron – On an ongoing basis… our customers at Black Milk were the designers. Traditionally in fashion it’s about following trends and the in-house head designer dictating what their customers will be wearing however at Black Milk this wasn’t the case. Through social media and actually hanging out with our fans they were very vocal on what they wanted to wear. We listen and designed collections based on what they said they wanted.
What is the next big rock for marketers that the CCC should be sweeping away!?
Faye -We need to get the basics right before expecting the next big rock to sweep this up. Organisations that get customer centricity wrong is far greater than those that get it right. If we start with ‘how we’re going to solve problems or make things easy for our customers’, we will discover processes, systems and talent to achieve customer centricity.
Nicole – Fear and traditionalism is in the way. Instead of embracing where consumers are going and collectively developing a better place. Traditional companies not wanting to give up on traditional power and easy margins. The issue is if the business model remains where a product is pushed one way towards a crowd, their sustainability will be challenged by consumers expecting to be a part of an “ecosystem”, rather than being a corporation’s unwitting “cash cow”. We need to move the mindset from control to enablement and recognise that the power has shifted to the many. This sounds like socialist views, which is hilarious coming from a very capitalist person, as any shoe department sales women from Djs will tell you. But despite my shoe overspends I really do get a warm feeling about advancing human connection and community and I firmly believe that if you can find the point where your business’ mission crosses with making people’s lives better, you will be successful well into the future.
Cameron – My data isn’t good enough. Understanding how to work with what you’ve got.
To continue this discussion within our CCC community click here . We’d love to hear what customer-centric mixture you’re cooking with, along with your memorable customer-centric experiences!