C-suite perspectives: The recipe for customer success at SumoSalad

Co-founder of SumoSalad talks about the appointment of a chief customer officer, data strategy and martech

Luke Baylis, SumoSalad co-founder and CEO
Luke Baylis, SumoSalad co-founder and CEO

SumoSalad co-founder and CEO, Luke Baylis, talks about marketing's broader business role and why he's so keen to improve customer understanding at the healthy fast food restaurant chain.

A digitally-driven marketing environment is enabling us… to have meaningful conversations and gain much greater insight into what our customers are looking for. Customers are very digitally connected these days. They are bombarded with information. This means that to have any serious engagement, brands need to establish a conversation with customers that is meaningful.  

As a CEO, my perception of marketing’s role… has changed compared with a few years ago. Originally, marketing was about communicating a message that you thought a broad audience would respond well to. Now that doesn’t have the same effect, because if you are communicating to everyone, that can mean you are communicating to no one. Marketing is now a much more holistic practice, as it encompasses customer experience and engagement at every touchpoint; in store, online, post-purchase customer support, loyalty and rewards interaction.  

The skills and attributes I expect our chief marketing officer/chief customer officer to have… all come back to understanding the customer. Not just from a demographical stand point, but a psychological one as well. It is important for the chief customer officer to be analytical, data driven and importantly, a people person.  

We’re allocating our marketing and digital dollars in the next 12 months… to furthering our understanding of Sumo’s customers. By using different data tools to enable this, we want to build more of a connected communication system that can be very direct and engaging. Sumo is looking to build a technology stack that enables us to pull insights from a range of different data sets, including data captured from the MySumo app, website, database and store network. Turning this data into insights will enable us to make better business decisions that positively affect our customers.  

One recent step we took to develop a business culture that’s focused on customer experience… is to hire our chief customer officer, Lawrence Mitchell, in February. Lawrence is responsible for enhancing the experience of our customers when they engage with Sumo, either in store, via the app or online.  

We’re using data strategically… by collecting a whole range of data points to help us understand what’s engaging customers and driving sales. Ultimately, it’s about leveraging data and analytics to build a smarter business so we can better serve our customers and create more personalised experiences.   

If I could only hire one new employee tomorrow… I would look to hire a chief technology or information officer, to drive the evolution of our technology stack and data management infrastructure. This would enable the business to have access to world-class tools to drive customer experience improvements across all touchpoints.  

The best piece of professional advice I’ve been given is… you have to be prepared to cannibalise your existing business in order to innovate for your future customer. Because if you are not prepared to challenge or disrupt your own business, someone else will. 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in