Nudging our customers and providing winning experiences

CCMF had a busy February with not one, but two practitioner events.  On 12th Feb CCMF jointly hosted a world class line up alongside Cranfield’s Doughty Centre on the theme of Nudging our customers on the sustainability journey.

Speakers included:

  • Miguel Pestana, VP Global External Affairs and Media Relations at Unilever
  • Chris Coulter, Co-CEO at leading global research consultancy GlobeScan
  • Daniel Vennard, Global Sustainability Director for Brands at Mars
  • Mark Earls, best-selling author of the books “Herd” and “I’ll have what she’s having”
  • Jon Alexander, Founder of the New Citizenship Project and former brand strategy consultant at the National Trust
  • Colin Strong, Managing Director, GfK NOP, on brands and social good

The event was a wonderful opportunity to bring together practitioners and researchers from a variety of perspectives including sustainability, marketing and innovation many of whom do not often get together in the same room.  Several interesting conversations resulted.  The conference schedule was put together by recent Cranfield doctoral graduate, Dr Guy Champniss, Associate Professor at Henley Business School.

Then on the 27th February, CCMF hosted another conference on the theme of “Winning through Customer Experience”.  Speakers included a selection of the winners from the 2013 UK Customer Experience Awards who spoke about their diverse strategies for optimising the customer experience.

  • Mark Hill, Managing Director from ResponseTek talked about five levers for developing a successful customer experience programme and how these have helped Three with their award winning customer insight programme.
  • Jack May, Marketing Director at CurrencyIndex gave an inspring talk on how despite being a small player in a highly regulated industry, energy and proactivity has allowed them to build relationships and gain trust by utilising great social media strategy.
  • Michael Conway, Managing Director talked about how Clothes2Order, an online pureplay manufacturer is transforming the digital customer experience in a business-to-business context by providing flexibility and responsiveness.
  • And finally overall winners KC Communications’ Customer Experience Manager, Amanda Woodard and CEx Exec, Katie Cobb demonstrated how ‘customer spectacles’ have helped to improve customer experience and drive satisfaction at KC.

The UK Customer Experience Awards was set up by Cranfield EMBA Alumnus, Neil Skehel.  CCMF wasn’t involved as a judge however, we sponsored the event by writing the white paper based on lessons from all of the 25 winning entries.  The report on Experience Co-creation was co-authored by doctoral student, Farah Arkadan and three MSc Strategic Marketing students (Marisa Brandt, Gladys and Linghui Ge, Yingxue Gong) who analysed the entries as part of their thesis project.

Also at the 27 Feb event, final year doctoral student, Emanuel (Manny) Said presented findings from his research on ‘insight into action’.  Participants were invited to apply and comment on his framework of enablers and blockers to insight flow in organisations, generating some valuable observations and vigorous discussion!

If you are interested in becoming a member of CCMF contact Sue Gregory or Pippa Highfield at

Posted by : Dr Emma Macdonald, CCMF Research Director

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