Three years ago, boards and brand owners were confused about what the digital revolution meant for their consumers, their brand and their customer experience. We explored this in BrandHook’s first podcast series, Closing the Gap.
That has changed. According to 2017 predictions, 83 per cent of CMOs believe customer experience to be central to their role. But what we still fail to see is those brand and experiences changing in line with customer behaviour and customer needs.
Distributed through CMO from IDG, this new podcast series by BrandHook CEO, Pip Stocks, will explore customer intimacy, what makes a great customer experience and which brands Australian brand leaders think are doing it well.
Stocks will ask the same 7 questions to CEOs, CMOs and disruptors to unpack this problem, including Ed McManus (Powershop), Jee Moon (Luxottica/OPSM), Karen Lawson (Slingshot), Sara Daymond (VicSuper), and Rachel Kelly.
BrandHook is a brand and customer experience consultancy working with clients from Coles, AMP, OPSM, Schweppes, CUB, Zoos Victoria and The Country Rd Group.
First up:
Rachel Kelly, CEO, The Retail Collective, plus investor and startup advisor
As the ex-global CEO of T2 Tea, Rachel is an expert at building global retail brands and organisational transformation and integration. Passionate about shaping and empowering the next generation of retail leaders and entrepreneurs to realise and unlock sustained value and creating memorable customer experiences.
This is what Rachel brings to her new venture as founder and CEO of The Retail Collective.
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I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.
CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.
Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
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