Chair Report

VIEW FROM THE

CHAIRHelen Wilson

Chief Marketing and Communications

Officer, IPSOS Loyalty

Published by

T H U R S D A Y 1 5 M A R C HVICTORIA PARK PLAZA, LONDON

Chair Report

VIEW FORM THE CHAIR1

CX MARKETING SUMMIT 2018

It's rare I leave a conference humming The Prodigy's 'Fi restarter' - in fact this may be thefirst time, but 'Go be a Fi restarter' was the rallying cry ringing in my ears (more on thatlater!), as I headed out from EB M's super successful CX Marketing Summit.

I was delighted to have been invited tochair the Summit; new into my role asGlobal Chief Marketing Officer for lpsosLoyalty, Customer Experience, having justmoved from my UK MD CX role, I wasclearly the perfect representation of thetarget audience; marketing and CX rolledinto one! Apparently, 70% of CX leaders arefemale; yep, I nailed that one too. Manythanks to all of you at EBM for a great day.I truly enjoyed chairing, but, more to thepoint, I truly enjoyed being a member ofthe audience -what a fabulous bunch ofstraight-talking, storytelling, expertspeakers you brought together for us.

At the start of the day, my co-chair, MartinHill-Wilson of Brainfood Consulting,promised us the 'real-life take' on thechallenges faced by CX and marketingleaders; CX Marketing Summit certainlydelivered on that front. According toJulian Poulter, Gartner Research Director,we have, however, only a short time as CXleaders to get our act together and deliveron those challenges, with the averagetenure of the CX leader being just 18months. Next up was JonathanArmstrong of law firm, Cordery. The nightbefore the conference, I counted thenumber of emails I'd received that week(like you do ... ) promising to de-mystifythe wonders of GDPR; 29 and it was onlyThursday! Thanks goodness for Jonathanwho cut through the 'fake news' out there

Helen WilsonChief Marketing and

Communications Officer,IPSOS Loyalty

and got us to focus on the task at handand the time we have left to do so.People, we have 72 days to sort our 72-hour plan - hang on, that was on 15thMarch; you have even less time now.Worth bearing in mind, as you prepare,is that the biggest breaches last yearwere paper related.

A subject close to my heart, fromGagandeep Gadri of CapgeminiConsulting, who spoke on the role ofemotions in Loyalty. Our lpsos research(1) also shows that there aresubstantial rewards to be had fromcreating an emotional attachment.When a customer is both functionallysatisfied 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 MalcolmMcDonald of Cranfield UniversitySchool of Management speak anumber of times; he was on absolutelycracking form at the Summit. I'm notsure I've ever laughed so much (at all?)about the risks of damaging reputationand profitability.

2

Over to digital transformation for ournext batch of speakers: Michel Kochkicked off the topic through the lenses ofknitting, cycling and horses, sharinglessons from his time at TIME Inc UK.My mother knits, my brother has acycling business and one of mydaughters rides - did he write hispresentation for me? He encouraged us(all - not just me) to find our customers'passions, truly understand ourorganisations' DNA and to create newsustainable business models whilstkeeping that brand DNA intact. RachelLane of Meda Ilia - great speaker, greatshoes - guided us on leveraging DigitalVoC programmes to drivetransformation, whilst Adam Jeacock ofSmith & Ouzman spoke to thechallenges of full digital transformation(paper train tickets, anyone?).

On to IA, IOT and Robotics, with WallyBrill of Google kicking off, making us allfeel that little bit less cool (or was thatjust me?). Even the voice-firsttechnology related questions he raisedwere fascinating, let alone the answers!How anthropomorphic is just too much?Discuss ... Andy Peart of ArtificialSolutions and Cameron Worth, founderof SharpEnd, The Agency of Things, wereyet more examples of absolute expertsin their fields; in Cameron's words,'blowing the smoke away'.

Biased moi (?), but I do love a Voice ofthe Customer session; thank you ClaireSporton of Confirmit (she of the 'Firestarter' call to arms) and GustavoImhof of Hermes (several gingerbreadmen were hurt in the making of hisstory!).

Another real life example from JeremyNicholson who encouraged us to gild thelily, but did point out that that this is amisquote of Shakespeare's 1595 KingJohn, which actually refers to 'paintingthe lily and gilding refined gold'. Many ofus were frantically scribbling notes as

we learnt about applying the principlesof psychology to design and contentfrom Giuseppe Caltabiano of ScorchAgency, as, indeed, we were whenhearing from the Darrell Murphy of StGiles Hotel Group. It's got to be a goodsign that I now want to have a St Giles'Experience', and note that's more than'stay at St Giles'. Brilliant brandsrepresented by more brilliant speakers toround up our day; Guy Johnson of Marks& Spencer exploring the concept ofGDPR as a framework to build trust andAmy Vetter of Samsung describing theera of the omnipresent experience, keptus glued to our seats, even as we heardthe trays of drinks approaching.

Back to my humming of 'Fi restarter'; ourrole as CX leaders is to drive change, butwe cannot do that alone; perhaps our roleis best described as 'CX Coach' given ourdrive to get our organisations to work withus, and as one, to truly deliver exceptionalexperiences to our customers. Boy, dowe have a lot of change to effect!According to our latest (2) lpsos Loyalty'Captains of Industry' survey of morethan 100 of the most senior figures intop UK companies, only 20% of Captainsrate their own organisations as being topnotch (score 9/10) in terms of deliveringa customer experience that is consistentwith their brand promise ... even 'on thebasics' just 3 in 10 claim theirorganisations are top of their game(9/10) when it comes to listening to theirown customers. I look forward to hearingabout the progress you have made whenwe meet again next year. In themeantime, sorry for leaving you with an'earworm' - I hear you humming!

Helen Wilson is Global Chief Marketingand Communications Officer of lpsosLoyalty.

lpsos Loyalty is the global leader indesigning, measuring and deliveringvalue from Customer Experienceprogrammes.

VIEW FORM THE CHAIR

CX MARKETING SUMMIT 2018(1) www.ipsos.com/sites/default/files/2017-02/Getting__Sticky-Feb_2017.pdf

(2) www.ipsos-mori.com/captains

Chair Report

The Team

Steve HurstEditorial Directorsteve.hurst@ebm.media01932 506 304

David CraikEditordavid.craik@ebm.media01932 506 300

EDITORIAL

Katie DonaldsonMarketing Managerkatie.donaldson@ebm.media01932 506 302

Hannah MuleaMarketing Executivehannah.mulea@ebm.media01932 302 112

MARKETING

James CotteeSponsorship Sales Managerjames.cottee@ebm.media01932 506 309

Dominic StoneSponsorship Salesdominic.stone@ebm.media01932 506 303

Dale AyliffeSponsorship Salesdale.ayliffe@ebm.media01932 302 110

Kimberley BishopSponsorship Saleskim.bishop@ebm.media01932 506 308

Dan MoranSponsorship Salesdan.moran@ebm.media01932 506 303

SPONSORSHIP

Dan SkinnerDelegate Salesdan.skinner@ebm.media01932 506 307

Jamie RossDelegate SalesJamie.ross@ebm.media01932 506 306

MEMBERSHIP

Sabrina ClarkeFinance Managerfinance@ebm.media01932 500 103

Jenna PollardAccounts Executiveaccounts@ebm.media01932 428 542

FINANCE

Nick Rustnick.rust@ebm.media01932 506 301

MANAGING DIRECTOR

VIEW FROM THE CHAIR

Helen Wilson, Chief Marketing and Communications Officer, IPSOS Loyalty

T H U R S D A Y 1 5 M A R C HVICTORIA PARK PLAZA, LONDON