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

Latest Videos

More Videos

More Brand Posts

What a great help! You can also use apps like Connecteam to establish great leadership. Not only that your management of employees would ...

Kimberly Wise

Why kindness is the make or break for modern leadership

Read more

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...

Harry

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

So many words, so little business benefit.

Brett Iredale

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Ms Bennett joined in 2017 yet this article states she waited until late 2020 to initiate a project to update the website. The solution t...

Munstar Cook

How Super SA put customers at the heart of its digital transformation

Read more

Blog Posts

The real cost of doing customer service badly

Headlines of unacceptable waiting times to get onto Qantas will have many brand owners, chief executives and boards thinking, ‘thank goodness that is not us’. But Qantas isn’t the only company being inundated with calls with no reprieve in sight, it’s just dominating headlines right now.

Kath Blackham

CEO, Versa

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Sign in