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Statements of Intent

David Mannheim

eCommerce has lost sight of the people at its heart—the customer. After working with the world’s biggest retailers for 15 years, David Mannheim (author of The Person in Personalisation, founder of Made With Intent) wants to change this. Through solo shows and guest conversations, you’ll hear eCommerce leaders share how they intend to break the status quo gripping online retail. The lack of care. The short-sightedness. The sea of sameness. Each 20-minute episode centres on the sharing of a statement of intent—A personal promise or guiding principle. It’s a vulnerable yet fun source of solidarity for weary commerce marketers who want to change things for the better.

22 - Season 2 Trailer | Statements of Intent Podcast

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22 - Season 2 Trailer | Statements of Intent Podcast
Season 2 of the Statements of Intent Podcast brings bigger guests, more drones, and hilarious bloopers.
The host, David Mannheim, will be travelling around the UK to visit senior eCommerce leaders to talk with them about how we might change the perspective of eCommerce for the better. How we measure and treat our customers. How we optimise their experiences. And how we make it all a little more human.
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Resources
Made With Intent's website → https://www.madewithintent.ai/
Social Media
David's LinkedIn → https://www.linkedin.com/in/davidleemannheim/Made With Intent's LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → http://www.youtube.com/@madewithintent
Tue, 11 Jun 2024
21 - 20 | What’s Wrong With eCommerce: Season 1 Recap with David Mannheim
It’s the end of Season 1 already?! Well, if you happened to miss any episodes, or just didn’t have the time to watch them all, you’re in luck.
In this episode, host David Mannheim reflects on the key lessons and insights gained from the first season of the Statements of Intent podcast. He discusses the common themes that emerged across his conversations with eCommerce leaders, highlighting their shared desire to challenge the status quo and create more human-centric online experiences.

Topics Covered:
What’s wrong with conversion rateThe need for personalisation and genuine human connection in eCommerceMoving away from short-term metrics like conversion rate toward long-term customer relationshipsPractical tips for fostering customer intimacy at scale
Key Quotes:
"We crave some kind of intimacy, we need that within our lives. A website, an online experience, feels the antithesis of that feeling.""No one metric can capture the health of consumer and customer relationships.”“You don't need to attribute everything.”"Conversion rate is a lagging metric. And actually, it's the worst kind of metric because customers could fight tooth and nail and still convert if they are a fan.”
Episode Chapters
00:00 Introduction
01:38 What David Has Learned From This Podcast
05:21 The Journey Towards Customer Centricity
10:20 Redefining Success Metrics in eCommerce
23:09 Final Thoughts
23:57 Outro

Resources
Made With Intent's website → https://www.madewithintent.ai/
Social Media
David's LinkedIn → https://www.linkedin.com/in/davidleemannheim/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → http://www.youtube.com/@madewithintent
Wed, 22 May 2024
20 - 19 | Why Website Optimisation Fails with David Mannheim
In this episode, David Mannheim, founder of Made With Intent, advocates for a shift away from optimising for conversion metrics and page templates. Towards truly understanding and catering to each buyer's individual journey and mindset - what he calls "stages, not pages."

Topics Covered:
Reasons why retailers tend think in pages not stagesWhy retailers should think in buying stages over website pages.What is personalisationWhy personalisation failsDavid's solution to create more appropriate and impactful experiences
Key Quotes:
"We focus on the 2% that are going to convert and ignore the needs of the other 98%.""We optimize how we want to sell, not how people actually want to buy.""Location is not a good indication of when or how a customer will buy.""When you understand the buying stage, you can tailor your sales pitch. You meet users at the intersection of how they want to purchase.""Conversion rate is a method of selling, while buying stages reflect how people actually buy."
Episode Chapters
00:00 Templates
00:00 Introduction
01:41 David's Statement: Stages Not Pages
03:11 Why Retailers Focus on Page Templates
10:06 Why Retailers Resist Implementing Personalisation
16:12 The Solution
22:02 Outro

Resources
Made With Intent’s website → https://www.madewithintent.ai/
Social Media
David's LinkedIn → https://www.linkedin.com/in/davidleemannheim/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent
Wed, 15 May 2024
19 - 18 | You Wouldn’t Treat Your Friends That Way: Customer Experience with Jonny Longden
In this episode of Statements of Intent, host David Mannheim talks to Johnny Longden, Group Digital Director at Boohoo, about the pressures faced by eCommerce companies and how a myopic focus on metrics can undermine the customer experience. They discuss the need to balance short-term business goals with long-term customer needs and nurturing loyalty beyond just conversion rates.
Jonny has years of experience building and scaling experimentation strategies from scratch for large businesses like Visa Europe, Sky, and Journey Further. He has practiced innovation in analytics and testing/experimentation, and knows all about how to marry this with KPI performance.

Topics Covered:
The difference in pressures between agency and client-side rolesShort-term business pressures vs building long-term customer loyaltyThe pitfalls of over-relying on metrics like conversion ratesUnderstanding and optimising for the customer's intent and experienceMoving beyond metrics to a more holistic view of customer behaviour
Key Quotes:
“I’m not a toilet seat addict.”"Conversion rate is a good example where you can do something to increase conversion rate and you would successfully increase conversion rate, but that would have a detrimental impact on your entire business and you would never know.""We need to move to understanding more of the total systems that govern how people behave and interact.”"Imagine if you try to sort of optimise your friendship with one of your friends through metrics, you know, you wouldn't do it, would you? It just would be really, really weird."
Episode Chapters
00:00 Introduction
00:49 Guest Intro: Johnny Longden
03:23 The Pressure In Retail vs. Agency
05:55 Short-Term Pressures vs. Long-Term Customer Needs
08:54 Stop Over-Relying on Metrics
17:18 Customer Intent and Experience
21:35 Jonny's Statement of Intent: Data and Tech vs Customers
22:43 Outro
Social Media
Jonny's LinkedIn → https://www.linkedin.com/in/jonnylongden/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → https://www.youtube.com/@madewithintent
Wed, 08 May 2024
18 - 17 | Personalisation Is Nothing Without Relevance According to Tim Ryan
In this episode, David Mannheim chats to Tim Ryan, Director of Digital at Seasalt, about his thoughts on how eCommerce has evolved over the past 15 years - both the good and the bad. He emphasises the importance of driving relevance over pure personalisation and making online shopping experiences as frictionless as possible for customers.

Tim has over 16 years experience working in eCommerce for brands like The Walt Disney Company, Direct Line Group, Lidl GB, Karen Millen… The list goes on! Tim has a wealth of skills from digital marketing and SEO to product strategy. If anyone knows how to maximise sales onsite, it’s him.

Topics Covered:
How eCommerce has changed, from a lack of personalisation to assumptions based on limited dataThe balance between personalisation and allowing customer choiceUsing data to become a customer-led businessThe limitations of broad customer personas
Key Quotes:
"Personalisation is only as good as the on-site journey the relevance that you're actually pushing through, so it can't just be personalising a bit of content or product offering.”"You want the customer to be able to choose things, otherwise everyone would just push all their money through PMAX driving customers to a random product.”"It's about making the journey as frictionless and relevant as possible. It's not just about purchase, it's about understanding the customer's drivers.”
Episode Chapters

00:00 Introduction
01:09 Guest Intro: Tim Ryan
04:25 How eCommerce Has Changed Over 15 Years
09:56 Pro or Anti Personalisation?
13:24 Tim's Statement: Driving Relevance Over Personalisation
19:07 Tim's Personalisation Experience And Advice
22:37 Outro

Social Media
Tim's LinkedIn → https://www.linkedin.com/in/tryan1/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → https://www.youtube.com/@madewithintent
Wed, 01 May 2024
17 - 16 | Why treating customers as numbers can damage brand with Martin Sheerin
In this episode, David Mannheim sits down with Martin Sheerin, Director of Digital Product at N Brown Group.

Martin explains how brands will gain more reward by prioritising decisions based on customer needs rather than lagging metrics like conversion.

After working for brands like Moneysupermarket, The Co-operative Bank, and Phones4u, Martin has over 16 years of expertise in eCommerce, user experience, and conversion rate optimisation. In this time, he has not only transformed businesses but also fostered teams to excel in creating innovative digital products and touchpoints that significantly improve customer journeys.

Topics Covered:
Martin’s role as a Director of Digital Products at N Brown GroupUnderstanding the difference between leading and lagging metricsThe importance of customer-centric testing and optimisationN Brown's "Run, Grow, Transform" model for balancing short and long-term goalsAdvice for how to keep the customer at the heart of business decisions
Key Quotes:
"If you think about customers as numbers, you'll drive the number up now, but it's very short-lived.""We're not only looking at the sale, but the whole loop - before you come to our websites through to how do I make you want to make a second purchase with us?""If you just do conversion optimisation, you'd minimise the content and push people through. What we found was by making it a slightly longer process and helping people understand the product, we got more sign-ups and retained more customers."
Episode Chapters
00:00 Introduction
01:06 Guest Introduction: Martin Sheeran
01:43 The Role of a Director of Digital Products
03:36 Understanding Leading vs. Lagging Metrics
06:41 The Importance of Customer-Centric Testing
17:15 The Three-Speed Model: Run, Grow, Transform
24:20 Martin's Advice For Other eComm Leaders
28:18 Outro
Resources
‘A Brief History of Netflix Personalization’ by Gibson Biddle → https://gibsonbiddle.medium.com/a-brief-history-of-netflix-personalization-1f2debf010a1
Wed, 24 Apr 2024
16 - 15 | How to Keep Your Brand Relevant with Matthew Gratze
In this episode, David is joined by Matthew Gratze, Director of Customer at Signet Jewellers.

Matthew shares his perspective on the importance of being relevant to each customer's unique shopping journey and how to deliver personalised, contextual experiences.

Matthew holds experience across several sectors from baby & child to jewellery. His leadership in driving major business transformations and digital strategies for brands like Halfords, Ann Summers, and Mothercare has earned him a spot on The Retail Week Etail Power List 2016 top 50.

Topics Covered:
The lessons Matthew learned about customer-centricity during his time at AppleBalancing the pressures of new customer acquisition versus retention strategiesMaking experiences relevant and appropriate to each unique customer journey and missionWhy relevance trumps one-size-fits-all marketing

Key Quotes:
"If you can design a journey or a product or a mission perfectly with the customer in mind, it's very difficult to go wrong from that stance.""How do you become more relevant for each of those shopping journeys or shopping missions? That's where retailers could really win.""Being relevant is about how we become more relevant for that shopping experience there and then based on signals, browsing intents, etc.”"We get stuck with short-term views and try to fix very small things rather than looking at the bigger picture."

Episode Chapters
00:00 Introduction
01:16 Guest Introduction: Matthew Gratze
03:21 Matthew's Lessons In Selling
13:18 Balancing Acquisition vs. Retention
17:38 Matthew's Statement: Be Relevant
23:12 Matthew's Last Words
23:46 Outro

Social Media
Matthew’s LinkedIn → https://www.linkedin.com/in/matthewgratze/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent
Wed, 17 Apr 2024
15 - 14 | What Online Retailers Can Learn From Physical Retailers with Richard Chapple
In this episode, host David Mannheim talks to Richard Chappell, Chief Growth Officer & Co-founder of The Growth Foundation, about the importance of replicating the in-store experience online. They discuss Richard's career journey from working on the shop floor to becoming a retail consultant, and why brands need to "walk the store" digitally to better connect with customers.
As former Head of Marketing at play.com, Founder & CEO at THG Ingenuity and CMO at Gymshark, Richard helped grow all three into unicorn companies. With 20 years of experience in DTC eCommerce, he is an expert at unlocking huge, profitable and sustainable growth for start-ups, scale-ups and established businesses.

Topics Covered:
Richard's background working at major retailers like Sainsbury's Homebase, Play.com, and GymsharkTranslating physical retail strategies to the online environmentUsing AI and personalisation to recreate two-way communicationOvercoming barriers like living in the CMS and not "shopping the store"Why eCommerce brands need to stay close to their customers
Key Quotes:
"I think often people just live in the kind of eCommerce CMS in the background and actually never shop their stores.""It's thinking about…testing things like arriving on homepages and saying 'are you a new or returning customer?' Almost like signposting as you would do in a physical store.""Actually reaching out to those top customers...getting founders, owners, and team members to talk to their customers directly...the amount of insight you can gain is phenomenal."
Episode Chapters
00:00 Introduction
01:11 Introducing Richard Chappell: A Retail and eCommerce Veteran
01:26 Richard's Statement: Act Like a Physical Retailer
04:58 Richard's Career Path
06:42 Bringing Physical Retail Strategies to Online Stores
17:11 Overcoming Barriers to eCommerce Success
22:46 Richard's Final Advice
23:47 Outro

Social Media
Richard's LinkedIn → https://www.linkedin.com/in/richardchapple/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → http://www.youtube.com/@madewithintent
Wed, 10 Apr 2024
14 - 13 | How eCommerce Neglects 40% of Society with Janis Thomas
In this episode, host David Mannheim sits down with Janis Thomas, Managing Director of Look Fabulous Forever.
Janis has 25 years experience in delivering multi-million pound marketing and eCommerce projects in high-growth businesses. She has grown diverse brands from The Times Educational Supplement to Playboy.
Janis discusses how eCommerce often neglects a significant portion of society—those over 50 years old, who make up 40% of the population. Janis shares her perspective on the importance of truly understanding and catering to customers, regardless of their age or demographic.

Topics Covered:
Janis' diverse career journey, from marketing at Playboy to building eCommerce brandsHer statement: eCommerce neglects 40% of society.The need for diversity in organisations to better represent and understand customersWhy we shouldn’t assume customer preferences and behavioursLook Fabulous Forever's approach to building long-term relationships and trust with customers
Key Quotes:
"If we concentrate our organisations with people in that 25 to 39 age group, how can we possibly ever hope to understand and fully represent the remaining 80% of the population?""We can't just put a picture of our blusher on Google search. You are never gonna buy our product. You need to understand about it and why we exist."“Over time, we'll build a relationship, we'll build trust.”
Episode Chapters
00:00 Introduction
01:02 Guest Introduction: Janis Thomas
05:18 Janis' Statement: eCommerce Neglects 40% of Society
12:00 Get to Know Your Customers
18:19 The Long Journey to Purchase: Building Trust and Engagement
21:47 Janis' Final Advice
22:22 Outro

Social Media
Janis' LinkedIn → https://www.linkedin.com/in/janisthomas/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent
Wed, 03 Apr 2024
13 - 12 | Why Personalisation Requires More Than Surfacing Content with Tom Bailey
This week on Statements of Intent, we dive into how personalisation is really about supporting customers' desired intent. Our guest Tom Bailey, VP Product Analytics at Made With Intent, shares his perspective on moving beyond surface-level targeting to truly understand each individual's needs. Tom is an expert when it comes to data and isn’t afraid to ask the tough questions to find practical solutions.

Topics Covered:
The evolution of personalisation in eCommerce - from Boots loyalty cards to real-time intent signalsWhy conversion rate alone paints an incomplete pictureUsing natural language processing to interpret customer intent through on-site languageCreating cross-functional teams focused on the customer experience
Key Quotes:
"Personalisation is not necessarily always about giving something away monetarily. You just need to be suiting people based on what their needs are.""A website is fundamentally made up of pieces of text. Underlying the website is text we can interpret to understand intent.""We have to start listening beyond the noise of sales data and start tuning into the real people we're trying to serve.""True loyalty comes from making your customers feel seen, heard, and understood as individuals."
Episode Chapters:
00:00 Introduction 01:10 Guest Introduction 06:20 Discussion on Personalisation in eCommerce 08:18 Statement of Intent: Personalisation Isn't Surfacing Content, It's Supporting Intent Effectively 14:09 Technicality of Inferring User Intent 22:17 Outro

Social Media:
Tom’s LinkedIn → https://www.linkedin.com/in/tom-bailey-a03406a2/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent
Wed, 27 Mar 2024
12 - Episode 11 | "Put Yourself In The Customer's Shoes" - Cameron Goldie | Statements of Intent Podcast
In this episode, host David Mannheim sits down with Cameron Goldie, Head of eCommerce at Grenade.

Cameron has 8 years experience of driving profitable acquisition growth and retention strategies across the UK, Switzerland, and the US. His expertise in leveraging technology to build sustainable infrastructures and his people-first approach have significantly contributed to his ability to navigate complex platforms, optimise customer journeys, and spearhead international marketing campaigns.

Cameron shares his core values centred around presence, health, and well-being, which shape his approach to customer experience. He unpacks the "Jobs to Be Done" framework and its role in delivering value aligned with customer needs. Grenade's use of AI for customer service is explored and their plans for elevating the shopping experience in 2024 through technology upgrades.

Topics Covered:
Cameron's core values of presence, health, and well-beingApplying the “Jobs to Be Done" framework to eCommerceCameron's statement of intent: Putting yourself in the customer's shoesUsing AI for customer service: Grenade's balanced approachCatering to diverse customer needs and journeysGrenade's 2024 strategy: New front-end UX, customer data platform, and mobile app

Key Quotes:
"Let's add value from the ground up and give customers what they need.""If you've got the presence to recognise what the customer needs, it's then asking them what they need and continually asking them what they need.""If you're 5 percent everywhere, how'd you be a hundred percent in one place? It's very difficult."

Episode Chapters

00:00 Introduction
00:47 Guest Introduction: Cameron Goldie
01:39 Cameron's Core Values
06:30 The Jobs To Be Done Framework
07:18 Cameron's Statement of Intent: Put Yourself In The Customers Shoes
10:00 AI and CX: A Grenade Case Study
13:48 Catering to Diverse Customer Needs
21:32 Grenade's Strategy for 2024
24:26 Outro And Football Predictions

Resources
The Jobs to be Done Framework → https://amzn.eu/d/8CjEZLY

Social Media
Cameron's LinkedIn → https://www.linkedin.com/in/cameron-goldie-295a44139/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → https://www.youtube.com/@madewithintent
Wed, 20 Mar 2024
11 - Episode 10 | "Reinvent Customer Journeys and Metrics" - Sienne Veit | Statements of Intent Podcast
In this episode, David Mannheim sits down with Sienne Veit, Founder & Chief Product Officer at Invisible Stuff.

Through 20 years in global and UK retail and technology sectors, Sienne has helped notable brands grow like Kingfisher, John Lewis & Partners, M&S, Morrisons, Samsung, and Sony. Constantly utilising new tech, she is passionate about customer centricity and building a brand the right way.

Sienne and David discuss the importance of reinventing customer journeys and metrics. They delve into the shortcomings of relying solely on conversion rates and explore alternative metrics that better capture the customer experience. Sienne emphasises the need to understand the reasons behind changes in conversion rates and tailor strategies accordingly, especially in the era of mobile shopping.

Topics Covered:
The limitations of conversion rate as a metricUnderstanding the reasons behind fluctuations in conversion rateThe importance of measuring customer journeys and behaviourAdvocating for customer lifetime value as a key metricThe value of mobile apps in capturing omnichannel dataBalancing immediate ROI with long-term customer value
Key Quotes:
"Conversion rate to me is a lag metric. And it means a number of people have, have gone about their shopping journey and been successful in my book. You can have a ton of grumpy customers that have kind of fought their way tooth and nail through your website to get what they want.""I think better metrics are metrics that are allied to their mission.""If you notice what I do, then I probably haven't done my job. If you don't notice what I do, then I am doing my job really well."
Episode Chapters

00:00 Introduction
01:01 Guest Introduction: Sienne Veit
03:49 Sienne's Statement: Reinvent Customer Journeys And Metrics
08:37 The Mobile Shopping Shift and Its Impact on Metrics
12:22 The Power of Apps in Enhancing Customer Journeys
16:36 Balancing Immediate ROI with Long-Term Customer Value
20:11 Sienne's Last Words
20:46 Outro

Social Media
Sienne's LinkedIn → https://www.linkedin.com/in/sienneveit/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent
Wed, 13 Mar 2024
10 - Episode 9 | "Progress Over Perfection" - Nik Fletcher | Statements of Intent Podcast
In this week's episode, we chat with Nik Fletcher, Head of Digital Experience at Rapha, about the importance of progress over perfection in eCommerce. We discuss why brands fail to authentically connect with shoppers, and how to rebuild trust by embracing vulnerability.

Topics Covered:
The passion gap between eCommerce practitioners and customersShort-term thinking that overlooks long-term loyaltyWhy ego and perfectionism hinder customer centricityThe role of vulnerability in driving change
Key Quotes:
"It takes two people to start a movement, the lone outsider and the first follower. But you've got to be vulnerable to be that first or second person.""It's about progress, knowing that vision of where you want to be and holding that true. It's about keeping that justice."“Sometimes it’s like, ‘What would this be like in the real world?’ in a store. That’s the most foundational, human, common sense way of looking at things.”
Episode Chapters
00:00 Introduction
01:28 Guest Introduction: Nick Fletcher
04:08 Nik's Statement: Progress Over Perfection
06:39 The Balance Between Progress and Perfection
17:32 Ego and Vulnerability in E-commerce
21:22 Outro

Social Media
Nik's LinkedIn → https://www.linkedin.com/in/nikfletcher/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent
Wed, 28 Feb 2024
9 - Episode 8 | "Don't Be Short-Term Focused" - Sean Ellis | Statements of Intent Podcast
In this episode of Statements of Intent, host David Mannheim talks to Sean Ellis, author of 'Hacking Growth' and founder of Qualaroo and Growth Hackers, about improving long-term growth in eCommerce. They discuss the importance of customer satisfaction and delivering value to ensure sustainable growth, the necessity of setting the right objectives, and the balance between focusing on revenue and growth. Ellis emphasises the need for cross-functional team alignment and the shift from short-term to long-term focus. The conversation sheds light on strategies for maintaining a strong customer base and the dangers of over-reliance on short-term success metrics.

Topics Covered:
The problem with prioritising short-term metrics like signups over long-term valueBalancing quantity and quality - getting the right users to the right experienceSetting objectives that reflect authentic value to drive impactThe challenges of cross-functional alignment in action, not just theoryFocusing the entire organisation on delivering core value
Key Quotes:
"Anything that doesn't lead to customers being extremely happy and coming back is probably not worth doing.""You may end up losing a lot of people who just, 'Oh, well, I'm not interested in that.' And so they, they don't end up converting, but now you're converting the right people.""Theory without habits, that doesn't get you anywhere."
Episode Chapters
00:00 Introduction
00:55 Guest Introduction: Sean Ellis
03:02 Sean's Statement: Don't Be Short-Term Focused
06:06 Understanding Conversion Rates
09:34 Balancing Quality and Quantity
17:23 The Challenges of Implementing Customer-Centric Growth
21:12 Outro

Resources
Hacking Growth by Sean Ellis and Morgan Brown → https://www.goodreads.com/book/show/31625067-hacking-growth
Social Media
Sean’s LinkedIn → https://www.linkedin.com/in/seanellis/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/YouTube → https://www.youtube.com/@madewithintent
Wed, 21 Feb 2024
8 - Episode 7 | "Move From Customer Service to Customer Care" - Martin Newman | Statements of Intent Podcast
In this episode, host David Mannheim chats with Martin Newman, one of the world's leading authorities on customer centricity, about bringing more empathy and care to customer interactions in eCommerce. Martin is the Founder of The Customer First Group and has worked with brands like Burberry, Ted Baker, Intersport, and Harrods. He also scaled and sold global eCommerce agency Practicology. He is a global speaker and author of 2 books including ‘The Power of Customer Experience’.

Topics Covered:
The importance of personalised experiences in eCommerceMoving from customer service to customer careGiving frontline staff autonomy and independenceThe lack of empathy in many organisations
Key Quotes:
"The front line of any organisation...that front line are the difference between success and failure.""Every single business selling anything can start the process of turning a customer into a fan, but it's the process of how you talk to them, how you engage with them, how you personalise the experience.""I really believe that one of the reasons why a lot of big high street brands that are no longer around basically...fundamentally believe at the heart of that was a lack of empathy."
Episode Chapters:
00:00 Introduction
01:06 Guest Introduction: Martin Newman
06:44 Martin's Statement: Move From Customer Service to Customer Care
10:42 Independence in Customer Service
16:05 A Lack of Empathy in Organisations
21:39 Outro

Resources:
The Power of Customer Experience: How to Use Customer-centricity to Drive Sales and Profitability by Martin Newman → https://amzn.eu/d/9jffMqM100 Practical Ways to Improve Customer Experience: Achieve End-to-End Customer Engagement in a Multichannel World→ https://amzn.eu/d/1SWszht
Social Media:
Martin’s LinkedIn → https://www.linkedin.com/in/martindnewman/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent
Wed, 14 Feb 2024
7 - Episode 6 | "No Purpose Left Behind." - Paul Prior | Statements of Intent Podcast
In this episode, Host, David Mannheim, chats with Paul Prior, Head of Digital at Three, about bringing humanity back to the world of eCommerce.
Topics Covered:
Paul's guiding principle of "No Purpose Left Behind"Why eCommerce focuses too much on technology over peopleThe role of courage and bravery in eCommercePractical ways to focus on each customer's unique purpose
Key Quotes:
"Online isn't really about technology, it's about the people that are sitting behind technology, and we are complex mofos.""People are scared in general. Like, so you only really have two basic emotions. You have fear and joy.""It takes a lot of courage to ask the big questions, when it's much easier to just ignore them and carry forward."
Episode Chapters:
00:00 Introduction
00:56 Guest Introduction: Paul Prior
02:23 Paul's Statement: No Purpose Left Behind
07:15 The Role of Technology in eCommerce
14:53 The Importance of Courage and Bravery in eCommerce
21:43 Practical Application of 'No Purpose Left Behind'
25:35 Outro
Social Media:
Paul on LinkedIn → https://www.linkedin.com/in/priorp/Made With Intent → https://www.linkedin.com/company/madewithintent/YouTube → https://www.youtube.com/@madewithintent
Wed, 07 Feb 2024
6 - Episode 5 | "Cultivate Connection And Shared Moments" - Thibaut Pugin | Statements of Intent Podcast
In this episode of Statements of Intent, host David Mannheim speaks with Thibaut Pugin, VP of Software Engineering at Gousto, about cultivating human connection and shared moments in eCommerce.

Topics Covered:
The challenge of balancing data and human connections in businessCreating shared experiences and a sense of communityCatering to diverse individual preferencesEmpathising with customers and meeting them where they are
Key Quotes:
"But for the time being, I think the main difference between us and a set of algorithms and data is something akin to emotion.""We want to belong, right? We want to have that sense of we're in it together."“You have to be curious. You have to want to get to know others. You have to want the best for others.”"How do you create and cultivate those experiences and shared moments? That's really just thinking about that customer, what do they want? Are you meeting them where they are, but also sometimes anticipating their needs?"
Episode Chapters:
00:00 Introduction
01:11 Guest Introduction: Thibaut Pugin
02:38 Thibaut's Statement: Cultivate Connection And Shared Moments
04:00 The Challenge of Balancing Data and Human Connection
08:58 Creating Shared Connections and Moments
18:34 The Gousto Experience: Catering to Individual Preferences
21:47 Outro

Social Media:
Thibaut Pugin's LinkedIn → https://www.linkedin.com/in/thibautpugin/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent
Wed, 31 Jan 2024
5 - Episode 4 | "Losing Purpose As You Scale" - Chris Sheard | Statements of Intent Podcast
In this episode, host David Mannheim chats with Chris Sheard, eCommerce Director at Castore, about the challenge of maintaining your company's purpose and values as you rapidly scale and grow. Focusing too much on cost efficiencies and revenue growth can slowly erode the customer intimacy and care that attracted people to your brand in the first place.

Topics Covered:
Balancing business growth with staying true to your original mission and intentThe impact of scaling up on customer and employee experienceThe role leaders play in upholding company values across large organisationsConnecting your internal culture to external brand communications
Key Quotes:
"Purpose is really the only thing you’ve got unless you’re completely innovating in that space.""Suddenly the purpose can get diluted and lost. And you suddenly realise the teams underneath you don't reflect those true values that made the brand what it is.""As the business and organisations gets bigger and bigger and bigger...the owners become that little bit further away from it. They're the core people of this purpose."
Episode Chapters
00:00 Introduction
00:52 Guest Introduction: Chris Sheard
03:00 The Challenge of Maintaining Purpose While Scaling
07:01 The Impact of Scaling on Customer Experience
07:37 Balancing Efficiency and Purpose in Business Growth
11:20 The Role of Senior Management in Maintaining Purpose
16:11 The Influence of Brand Purpose on Customer Attraction
20:16 Outro

Social Media
Chris’ LinkedIn → https://www.linkedin.com/in/chrissheard/
Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
YouTube → https://www.youtube.com/channel/UCtRDNcawXH8j35CyZc5M4Sg
Wed, 24 Jan 2024
4 - Episode 3 | "It's All About Context" - Matthew Lawson | Statements of Intent Podcast
Host David Mannheim chats with Guest Matthew Lawson, Chief Digital Officer at Ribble Cycles. With over 20 years in eCommerce, Matthew shares his insights on the industry's evolution from capability to efficiency, the tension between short-term and long-term goals, and why the context of wider business objectives and market conditions should inform how brands treat their customers.
Topics Covered:
The evolution of eCommerce from innovation to efficiencyBalancing business KPIs like marketing costs, sessions, and conversion ratesAdapting strategies and tactics based on wider business goals and market conditionsThe tension between short-term and long-term objectivesTreating customers appropriately throughout their purchase journey

Key Quotes:
"Conversion rate is a barometer of what you're willing to, or what you can afford in regards to driving sessions and marketing.""It's harder for someone to say let's go for the long term investment.""Don't chase the sale, build the brand."

Episode Chapters:
00:00 Introduction
01:14 Guest Introduction: Matthew Lawson
08:14 Matthew's Statement: It's All About Context
13:28 The Impact of Short-termism
19:22 Customer Treatment in Long Purchase Cycle
21:34 Understanding Customer's Intent
24:17 Outro
Social Media:
Matthew’s LinkedIn → https://www.linkedin.com/in/mjlawson/
LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
YouTube → https://www.youtube.com/channel/UCtRDNcawXH8j35CyZc5M4Sg
Wed, 17 Jan 2024
3 - Episode 2 | "Put People Before Process" - Ed Deason | Statements of Intent Podcast
“Put People Before Process”
In this episode, former head of customer experience Ed Deason shares his perspective on how businesses lose sight of customer needs amidst internal processes and efficiency drives. He recounts real-life examples of companies prioritising procedure over empathy—and one that gets it right. The key takeaway? Put people before process.

Topics Covered:
Why companies become process-centric rather than customer-centricSpecific examples of poor process-driven customer serviceThe negative impacts of commercialism and efficiency obsessionWays to foster human connections in e-commerceBalancing team productivity with customer satisfaction
Key Quotes:
"They lose sight of what their customers are trying to achieve and trying to get done. And therefore they provide a really crappy customer experience as a result.""I blame commerce for that. I blame greed, I blame the need for more is more, I blame VCs, investment, shaping people's perception away from the customer and more towards growth and scale.""What they want is their problem solved first time. What they want is the answers they were looking for. What they want is a bit of empathy."
Episode Chapters:
00:00 Introduction
01:05 Guest Introduction
01:34 Statement of Intent: People Before Process
03:38 Personal Customer Service Stories
07:47 The Problem with Processes
10:48 Impacts on Customer Experience
15:52 Fostering Connections
18:54 Balancing Metrics

Social Media:
LinkedIn → https://www.linkedin.com/company/madewithintent
YouTube → https://youtube.com/madewithintent
Ed’s LinkedIn → https://www.linkedin.com/in/edward-deason/
Wed, 10 Jan 2024
2 - Episode 1 | The Person In Personalisation | Statements of Intent Podcast
In this debut solo episode, host David Mannheim lays out the premise and purpose behind the "Statements of Intent" podcast and shares his own statement of intent.
Topics Covered:
David’s statement of intent: "We've lost the person in personalisation."Why David started this podcast and who it's for - a place for eCommerce professionals to share their guiding principles and beliefs (their statement of intent) that challenge the status quo - prioritising growth and metrics over customer care.David's personal background - he has 2 young sons, founded and sold User Conversion (now Brainlabs), and wrote the book "The Person in Personalisation". After past business struggles, he now finds purpose in his mission of rebalancing business metrics vs. customer satisfaction. He founded Made With Intent, a platform that helps retailers be more personal with their customers through understanding and predicting intent.David's perspective that the "person" has been lost in personalisation due to over-commercialisation, lack of care and intimacy, and the inability to properly attribute those human elements. He discusses the concepts of competence vs care from the book "The Human Brand."
Key Quotes:
"It feels as though we’ve forgotten that there are people behind this screen.""Personalisation for me is all about, you know, the act of being personal, really, it's a relationship mechanism, it's a communication principle.”"At what point does something turn from segmentation to personalisation? There's 50 shades of grey."
Episode Chapters

00:00 Introduction
00:58 The Concept of Statements of Intent
03:28 Personal and Family Life
08:07 The Person in Personalisation
10:24 The Personalisation Facial
14:36 Care and Competence
19:09 Outro
Resources
Made With Intent website → www.madewithintent.aiThe Person In Personalisation by David Mannheim → https://amzn.eu/d/dSptRQSThe Human Brand by Malone and Fiske → https://amzn.eu/d/bIwaEFs
Social Media
LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → https://www.youtube.com/channel/UCtRDNcawXH8j35CyZc5M4Sg
Tue, 02 Jan 2024
1 - Season 1 Trailer | Statements of Intent Podcast
Welcome to the Statements of Intent podcast, the show that's dedicated to breaking the status quo gripping eCommerce.
Fri, 24 Nov 2023

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