T H U R S D AY 1 5 M A R C H VICTORIA PARK PLAZA, LONDON
OFFICIAL SUMMIT SURVEY REPORT
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MEET THE TEAM Steve Hurst Editorial Director steve.hurst@ebm.media T: 01932 506 304 Nick Rust Sales Director nick.rust@ebm.media T: 01932 506 301 Katie Donaldson Senior Marketing Executive katie.donaldson@ebm.media T: 01932 506 302
SUMMIT SURVEY REPORT Our inaugural CX Marketing Summit which was held in March 2018 in London has been hailed a world class success by delegates, speakers and sponsors alike - with one of our delegates describing our morning plenary keynote session as ‘the best they have ever seen at a marketing event’.
James Cottee Senior Sponsorship Sales james.cottee@ebm.media T: 01932 506 309
Our decision to make the Summit brand case study driven rather than agency driven has been proven to be the right one.
James Major Sponsorship Sales james.major@ebm.media T: 01932 302 110
Delegates at our sell-out Summit learned from sessions dedicated to GDPR, expert analysis, leading edge global research and a plethora of end user case studies from brands as diverse as The Economist, John Lewis, Bupa, Samsung, Hermes and Virgin Holidays.
Alex Webb Sponsorship Sales alex.webb@ebm.media T: 01932 506 303 Kimberly Bishop Sponsorship Sales kim.bishop@ebm.media T: 01932 506 308 Dan Skinner Membership Sales dan.skinner@ebm.media T: 01932 506 307 Dan Keen Membership Sales dan.keen@ebm.media T: 01932 506 306 Hannah Mulea Marketing Executive hannah.mulea@ebm.media T: 01932 302 112 Sabrina Clarke Finance Department finance@ebm.media T: 01932 500 103
Delegate Bill Walshe Head of Brand at NCT commented “If I’m going to take a day out of the office, it needs to be worthwhile. The CX Marketing Summit certainly was. The topics, the presenters and the pace delivered in spades. I’ll be leveraging what I heard and the contacts I made for some time to come. And of course, very well organised. Summit chair Helen Wilson Managing Director at IPSOS Loyalty said “I was delighted to chair the 2018 CX Marketing Summit – mainly because this gave me ‘front row access’ to a cast of brilliant straight-talking, expert storytellers. Thank you for a brilliant day – one of those conferences where I genuinely took away lots of new learnings that I want to act on and share back at the ranch.” Steve Hurst, Editorial Director at Summit organiser Engage Business Media said: “Our inaugural CX Marketing Summit broke new ground in this sector. Our focus on end user case studies as opposed to agency led presentations has clearly paid dividends and set the template for our future events in this burgeoning space” Buoyed by the success of our inaugural Summit we are already making plans for our 2019 CX Marketing Summit which is scheduled for June 2019. Steve Hurst, Editorial Director
CxMarketingSummit.com @EbmCxMarketing #EngageSummits EngageCxMarketing.com
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SURVEY RESULTS "A FANTASTIC FIRST CX MARKETING SUMMIT EVENT! ALL THE CASE STUDIES GAVE A VALUABLE INSIGHT INTO WHERE THE INDUSTRY IS HEADING. WE ARE LOOKING FORWARD TO COMING BACK NEXT YEAR!" HOW WOULD YOU RATE THE ORGANISATION OF THE DAY?
41%
ABOVE AVERAGE
47%
EXCELLENT
29%
EXCELLENT
35%
ABOVE AVERAGE
HOW WOULD YOU RATE THE LIVE POLLING FUNCTION USED DURING SOME OF OUR PRESENTATIONS? 2
SURVEY RESULTS "WE THROUGHLY ENJOYED THE SUMMIT, FROM THE CASE STUSDIES PRESENTED TO BEING ABLE TO NETWORK WITH LIKEMINDED INDUSTRY EXPERTS"
99%
HOW USEFUL TO YOUR COMPANY WAS THE INFORMATION PRESENTED AT THE EVENT?
VERY USEFUL AND ABOVE
11% MAYBE 6% NO WOULD YOU ATTEND THE SUMMIT AGAIN NEXT YEAR?
83%YES 3
SURVEY RESULTS "AS SOMEONE THAT STRUGGLED WITH UNDERSTANDING THE RULES OF GDPR, THE CASE STUDIES AT THE SUMMIT REALLY HELPED TO SIMPLIFY THE TOPIC AND GAIN A BETTER UNDERSTANDING. WE ARE NOW MUCH MORE PREPARED WHEN THE TERMS BECOME EFFECTIVE IN MAY" PLEASE RATE THE STREAMS YOU ATTENDED RATED GOOD/EXCELLENT PLENARY
91%
CX ANALYTICS FOR MARKETING
89%
THE MULTICHANNEL CUSTOMER JOURNEY PART ONE
100%
CX STRATEGY & INNOVATION
80%
CUSTOMER AND EMPLOYEE EXPERIENCE ACROSS THE ENTERPRISE
83%
THE MULTICHANNEL CUSTOMER JOURNEY PART TWO
80%
DIGITAL TRANSFORMATION
67%
ARTIFICIAL INTELLIGENCE, IOT AND ROBOTICS
50%
VOICE OF THE CUSTOMER
89%
CUSTOMER LOYALTY AND PERSONALISATION
73%
CUSTOMER DATA & INTELLIGENCE INCLUDING GDPR
HOW DID THE EVENT COMPARE TO WHAT YOU EXPECTED?
100%
94%
MEET/EXCEEDED EXPECTATIONS 4
YOUR FAVOURITE SPEAKERS
Malcolm McDonald
Chris Insall
CranďŹ eld University School of Management
Virgin Holidays
Rumyana Miteva
Denise Law
Secret Escapes
The Economist
Darrell Murphy
Gagandeep Gadri
St Giles Hotel Group
Capgemini Consulting
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MARKETING SUMMIT 2019 T H U R S DAY 1 3 J U N E VICTORIA PARK PLAZA, LONDON
MARKETING IS PLAYING AN INCREASINGLY PIVOTAL ROLE IN CREATING THE CX The CX Marketing Summit, to be held on June 13th 2019 at the Victoria Park Plaza, London, follows on from the success of our flagship Customer Engagement Summit now in its eighth year, and firmly established as Europe’s premier customer and employee engagement event.
Contact: tickets@ebm.media Ticket hotline: 01932 506 300 (Press 1) CxMarketingSummit.com 6
VIDEO HIGHLIGHTS
SUMMIT HIGHLIGHTS
SPONSOR HIGHLIGHTS
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VIEW FROM THE CHAIR
CHAIR REPORT
MARTIN HILL WILSON This was a first: a Marketing get together, more about real world use cases than agency presentations. It was also a first for the EngageCustomer community and from the show of hands at the top of the day, it was almost entirely a new audience of marketing practitioners who attended. By the end of the day, the general vibe was that it worked with a feeling of ‘let’s do it again’. In between times, this is what happened. Julian Poulter, Research Director from Gartner kicked off with a fascinating research overview of Marketing’s relationship with CX. Marketing is clearly involved in providing leadership, oversight and governance however this is undertaken in collaboration with colleagues as opposed sole ownership in the majority of cases. Given the nature of the topic, it is probably best that no single function dominates customer experience management. That said Marketing outspends other teams by a factor of 2:1 on customer experience related investments. How that money gets spent is pretty evenly distributed amongst VoC, customer behaviour insights, persona development, journey mapping and individual improvement projects. Jonathan Armstrong, Partner at Cordery then took to the stage to update us on GDPR. If you’ve ever seen him talk you know Jonathan is particularly good at cutting through all the fog and getting to the core issues. Given the level of interest from the audience after his presentation, I’d suggest that there is still a great deal of clarity required before marketers settle into the new regime with confidence. Gagandeep Gadri, head of customer experience and analytics at CapGemini then engaged us on the topic of loyalty. Their research on loyalty programmes suggests that loyalty, as defined in those terms, is pretty much broken. Instead customers expect much greater value and recognition in terms of customer service and shopping personalisation. In others words, they want brands to relate more effectively. This type of emotionally engaged customer might expect more but also gives more back in terms of propensity to spend more, advocacy and revenue growth according to the findings. However, as is often the case, internal perceptions as to how well a brand connects emotionally with customers is at odds with customer views. We were then treated to the wisdom of octogenarian Malcolm McDonald, Professor of Marketing. I only mention age as an indicator of the absolute authority and insight he brings to the topic of segmentation. In summary, do segmentation correctly or suffer abysmal ROI on any downstream marketing activity. Of course it makes sense, but it’s the fun he has in lecturing his audiences that always makes this masterclass so compelling to watch. Rumyana Miteva, head of search at Secret Escapes then shared some of her know how around the machine powered tools of her trade. Her service examples were of course Google’s. From Google Translate to automated bidding to dynamic search ads. Each had it own ML (machine learning) powered capabilities that help optimise marketing spend and boost results. I had previously been reading about the step change impact ML had on Google Translate once the previous rules based framework was traded in for the neural networks now powering the automated translation service. Amazing stuff!
Nick Worth, CMO, Selligent Marketing Cloud then provided some interesting stories that illustrate the absolute importance of finding out what customers really want through listening and iterations. Stumbleupon, the topical news app, started adding 250,000 new users a month once they had understood that their customers wanted more snackable content for the quicker, shorter visits – a key behavioural change. Cool Blue, a Dutch, ecommerce retailer, had to figure out what to do about the rise of inbound service enquiries. After much analysis it became clear that customers were confused about how the products worked. In response they produced how to videos which were dynamically promoted to customers via email on dispatch day and three days later with further information on maintenance and an offer for live assistance if still needed. This approach reduced service calls by 90% and returns by 30%. The Odeon cinema chain took a fresh look at what their members actually wanted from their loyalty scheme. Gift cards instead of free popcorn. Personalised movie recommendations. Follow up reminders before offers expire. Older populations with more time on their hands were drawn towards an ‘all you can consume’ value proposition. As a result, open and click rates are through the roof leading to a steady growth in new members. Three great examples of listening, adapting and then benefiting. Anna Wilcox and Machaela Shepherd from BUPA had a similar story to tell. This time using the toolkit of service design to improve customer journeys for treatments and renewals. With a changing customer expectation for low effort service, BUPA needed to expand from its core telephony channel to embrace omni-channel choice based on thirteen customer promises that the research had unearthed. They broke this down into a series of implementation milestone, gradually introducing the upgraded value proposition. To bring employee on that journey, they used co-creation from initial research onwards. As they concluded, ‘Create something everyone in the organisation can understand and believe in’. Our final presentation of the day came from Thunderhead who are laser focussed on the Achilles heel of CX – those damn silos! Or to be more precise, the in-out mindset that perpetuates their existence. Rob Janes reminded us that to even get close to customer expectations, organisations need to be able to understand and react to customers’ real time context and intent by being able to gather and understand customer activity across all touch points as it happens. Given the fact this is captured across multiple systems and teams with most organisations, the need for orchestration between technologies has never been greater. That was that and the day was gone. Till the next one.
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CHAIR REPORT
VIEW FROM THE CHAIR
HELEN WILSON It’s rare I leave a conference humming The Prodigy’s ‘Firestarter’ – in fact this may be the first time, but ‘Go be a Firestarter’ was the rallying cry ringing in my ears (more on that later!), as I headed out from EBM’s super successful CX Marketing Summit. I was delighted to have been invited to chair the Summit; new into my role as Global Chief Marketing Officer for Ipsos Loyalty, Customer Experience, having just moved from my UK MD CX role, I was clearly the perfect representation of the target audience; marketing and CX rolled into one! Apparently, 70% of CX leaders are female; yep, I nailed that one too. Many thanks to all of you at EBM for a great day. I truly enjoyed chairing, but, more to the point, I truly enjoyed being a member of the audience – what a fabulous bunch of straight-talking, storytelling, expert speakers you brought together for us. At the start of the day, my co-chair, Martin Hill-Wilson of Brainfood Consulting, promised us the ‘real-life take’ on the challenges faced by CX and marketing leaders; CX Marketing Summit certainly delivered on that front. According to Julian Poulter, Gartner Research Director, we have, however, only a short time as CX leaders to get our act together and deliver on those challenges, with the average tenure of the CX leader being just 18 months. Next up was Jonathan Armstrong of law firm, Cordery. The night before the conference, I counted the number of emails I’d received that week (like you do…) promising to de-mystify the wonders of GDPR; 29 and it was only Thursday! Thanks goodness for Jonathan who cut through the ‘fake news’ out there and got us to focus on the task at hand and the time we have left to do so. People, we have 72 days to sort our 72-hour plan – hang on, that was on 15th March; you have even less time now. Worth bearing in mind, as you prepare, is that the biggest breaches last year were paper related. A subject close to my heart, from Gagandeep Gadri of Capgemini Consulting, who spoke on the role of emotions in Loyalty. Our Ipsos research (1) also shows that there are substantial rewards to be had from creating an emotional attachment. When a customer is both functionally satisfied and emotionally attached: • They are significantly more likely to stay with the brand in the future • They are almost twice as likely to recommend the brand (than if they were just satisfied) • They are much more likely to consider the brand for other products and services. I’ve heard Professor Malcolm McDonald of Cranfield University School of Management speak a number of times; he was on absolutely cracking form at the Summit. I’m not sure I’ve ever laughed so much (at all?) about the risks of damaging reputation and profitability. Over to digital transformation for our next batch of speakers: Michel Koch kicked off the topic through the lenses of knitting, cycling and horses, sharing lessons from his time at TIME Inc UK. My mother knits, my brother has a cycling business and one of my daughters rides – did he write his presentation for me? He encouraged us (all – not just me) to find our customers’ passions, truly understand our organisations’ DNA and to create new sustainable business models whilst keeping that brand DNA intact. Rachel Lane of Medallia – great speaker, great shoes – guided us on leveraging Digital VoC programmes to drive
(1) www.ipsos.com/sites/default/files/2017-02/Getting_Sticky-Feb_2017.pdf (2) www.ipsos-mori.com/captains
transformation, whilst Adam Jeacock of Smith & Ouzman spoke to the challenges of full digital transformation (paper train tickets, anyone?). On to IA, IOT and Robotics, with Wally Brill of Google kicking off, making us all feel that little bit less cool (or was that just me?). Even the voice-first technology related questions he raised were fascinating, let alone the answers! How anthropomorphic is just too much? Discuss … Andy Peart of Artificial Solutions and Cameron Worth, founder of SharpEnd, The Agency of Things, were yet more examples of absolute experts in their fields; in Cameron’s words, ‘blowing the smoke away’. Biased moi (?), but I do love a Voice of the Customer session; thank you Claire Sporton of Confirmit (she of the ‘Firestarter’ call to arms) and Gustavo Imhof of Hermes (several gingerbread men were hurt in the making of his story!). Another real life example from Jeremy Nicholson who encouraged us to gild the lily, but did point out that that this is a misquote of Shakespeare’s 1595 King John, which actually refers to ‘painting the lily and gilding refined gold’. Many of us were frantically scribbling notes as we learnt about applying the principles of psychology to design and content from Giuseppe Caltabiano of Scorch Agency, as, indeed, we were when hearing from the Darrell Murphy of St Giles Hotel Group. It’s got to be a good sign that I now want to have a St Giles’ Experience’, and note that’s more than ‘stay at St Giles’. Brilliant brands represented by more brilliant speakers to round up our day; Guy Johnson of Marks & Spencer exploring the concept of GDPR as a framework to build trust and Amy Vetter of Samsung describing the era of the omnipresent experience, kept us glued to our seats, even as we heard the trays of drinks approaching. Back to my humming of ‘Firestarter’; our role as CX leaders is to drive change, but we cannot do that alone; perhaps our role is best described as ‘CX Coach’ given our drive to get our organisations to work with us, and as one, to truly deliver exceptional experiences to our customers. Boy, do we have a lot of change to effect! According to our latest (2) Ipsos Loyalty ‘Captains of Industry’ survey of more than 100 of the most senior figures in top UK companies, only 20% of Captains rate their own organisations as being top notch (score 9/10) in terms of delivering a customer experience that is consistent with their brand promise … even ‘on the basics’ just 3 in 10 claim their organisations are top of their game (9/10) when it comes to listening to their own customers. I look forward to hearing about the progress you have made when we meet again next year. In the meantime, sorry for leaving you with an ‘earworm’ – I hear you humming! Helen Wilson is Global Chief Marketing and Communications Officer of Ipsos Loyalty. Ipsos Loyalty is the global leader in designing, measuring and delivering value from Customer Experience programmes.
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THE DAY IN PICTURES
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THE DAY IN PICTURES
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ENGAGE AWARDS 2018
NOV 2018
MONDAY 12TH NOVEMBER 2018
13
CX MARKETING SUMMIT 2019
JUL 2018
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THURSDAY 12TH JULY 2018
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12/13 NOV 2018
13 FEB 2019
CUSTOMER ENGAGEMENT SUMMIT
MONDAY 12TH & TUESDAY 13TH NOVEMBER 2018
FUTURE OF THE CONTACT CENTRE CONFERENCE WEDNESDAY 13TH FEBRUARY 2019
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