How to bring your 'brand purpose' to life with practical tools and tips | SumoSalad, Chief Customer Officer, Lawrence Mitchell

Customer Experience Leaders

English - October 02, 2017 13:02 - 38 minutes - 35.2 MB - ★★★★★ - 26 ratings
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Previous Episode: "Companies that put customers first have it backwards ... employees come first." | BlackBerry, former Managing Director (ANZ), Ray Gillenwater

Next Episode: What role should marketing play in designing customer experiences? | Monash University, Senior Marketing Lecturer, Peter Wagstaff

Lawrence Mitchell is the Chief Customer Officer at SumoSalad. SumoSalad is a quick service restaurant (QSR) with over 160 franchise locations across Australia. And as you'd expect for a brand like this, the in-store experience is paramount. Since we were speaking to one of Australia's only Chief Customer Officers, we asked Lawrence exactly what he does in his role. Not only that, but he also shares a great tip to ensure senior management knows whats going on at the customer level of your organisation.

Resources mentioned:

Conscious Capitalism (book), by John Mackey and Rajendra Sisodia.
Testing WhatsApp to communicate in a visual way on mobile devices, provided that it's used for "positive sharing".
The SumoSalad app (iOS | Android) has enabled busy professionals to order and collect much more quickly.
Start With Why (book), by Simon Sinek.

Key takeaways (starts at 31:51):

The side-by-side program and spending time in-store learning from customers
Knowing your Why and brand purpose
Bringing buyer personas to life
Getting the comms right by experimenting with communications channels

This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.