This week on the pod we have Eli Weiss, DTC Twitter darling and Director of Customer experience at Olipop.
🧐 What’s the most underutilized moment in the brand experience?
It’s the time between a customer placing their order and actually receiving it.
Retail: “You make the impulse decision. You purchase the product. You test it outside and you love it.”
DTC: “By the time you get it, the hype and the magic is so often over. So how do you keep people tied in?”
“It’s about that perfect amount of not being really annoying, while keeping people in the loop and keeping people excited and engaged.”
📝 Beyond the customer survey
Eli encourages brands to prioritize non-formal one-on-one chats with customers.
Instead of forming an expensive focus group, or relying on customer surveys that are unlikely to reveal customers’ true feelings and frustrations, just talk to people.
“It’s when they’re having a good time on Saturday, tagging you in a post on Instagram, you reach out and say “Wow, where did you buy this?”
“It's finding people where they’re at. They’re willing to chat, willing to talk, willing to have these conversations. It’s been the best qualitative data.”
👋🏻 Customer success = reaching out before shit hits the fan
Eli challenges the misconception that CX is exclusively a way to put out fires.
“When you think about it as a way to put out fires, it’s obviously nothing you want to invest in. Versus, if you think about leveraging it as a marketing channel, that to me is a very simple way to invest in it.”
CX is the best way to keep people happy and make sure they repurchase.
🤝 Act like a human!
“You can say you love customer experience. You can say you’re a customer-centric brand. But do you put your money where your mouth is?”
For Olipop, this comes down to acting as a human would act.
This can look like surprise and delight initiatives such as sending plants to sixty-five customers.
Or discovering a couple was purchasing Olipop for their wedding and gifting them something off their registry.
“If you got a gorgeous plant from a brand you spent $50 at, you gotta be crazy not to tell 10 people. That's our vision.”
Do things that don’t scale and go above and beyond to create branded moments that cause people to say “wow this brand really cares.”