"Designing the Customer Experience," Love With Food >> Aihui Ong [COMMERCISM 2014]
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1) The document discusses designing the customer experience for an organic snack subscription service called Love With Food. 2) Key aspects of the customer experience discussed include packaging that delivers on brand promises, keeping subscriptions fun and surprising customers, and ensuring products arrive in good condition. 3) Additional tips provided are choosing the right fulfillment partner, providing above-and-beyond customer service, and having employees experience the subscription service first-hand to empathize with customers.
"Designing the Customer Experience," Love With Food >> Aihui Ong [COMMERCISM 2014]
- 1. ! ! ! Designing The! Customer Experience! ! Aihui Ong (i-we)! Founder & CEO!
- 2. What Is Love With Food HELP CONSUMERS DISCOVER ORGANIC OR ALL-NATURAL SNACKS
- 3. Brands We Work With Non-GMO Gourmet Popcorn Seattle, WA Non-GMO Coconut Chips San Francisco, CA Goat’s Milk Caramel Brookfield, VT All-Natural Salsa Albuquerque, NM
- 4. Love With Food Acquired Walmart Customers
- 5. ! ! KEY FOCUS! Customer Experience! ! customer experience != ui/ux! !
- 6. We Deliver EMOTIONAL COMMERCE
- 7. How To Deliver a Good Surprise via Snail Mail? 1 Deliver the PROMISE 2 Packaging 3 Keep it Fun 4 Products Arrive in Good Condition 5 Above & Beyond Customer Service 6 Eat Your Own Dog Food
- 8. Deliver Your Promise • Organic! • All-Natural! • Unique! • No Artificial Crap X! So, what is! YOUR PROMISE?
- 9. Packaging 1st Box! white box! with sticker! ! $0.60/box 3rd Box! red outside! red inside! ! 40% increase! in price 2nd Box! red outside! nothing printed inside! ! $0.33/box
- 10. Deliver Your Promise. Packaging • Write message that speaks to your target audience! ! • Give a PAT on the back. Make people SMILE :)! ! • More than 250,000 meals DONATED
- 11. Keep it Fun. Different Theme Hot Cocoa Marshmallow! Beverage Topper
- 12. Keep it Fun. Celebrity Partnerships Andrew Zimmern! of Bizarre Foods Chef Ming Tsai Chef Ryan Scott! & PopChips
- 13. How To Keep It Fun? Pre-plan Editorial Calendar 12 MONTHS ahead 3 Prank Your Customers LoveWithWeed.com Cards Against Humanity! RAISED PRICES on BlackFriday Include a Surprise Gift2 1
- 14. Products Arrive in Good Condition A The HOT Summer Heat Test Test for EXPLOSION! Caused by! Heat Moldy Box
- 15. Products Arrive in Good Condition B The VIOLENT Test. Throw Box Against the Wall Which snack! SURVIVED?
- 16. Optimal! Position Repeat VIOLENT Test Till All Snacks Survive
- 17. Products Arrive in Good Condition C Game of Tetris. Box MUST CLOSE! Rosemary Shortbread Cookies (very fragile)! Buffered by Chips (left) and Popcorn (right) Place Chips on TOP of Cookies to ! prevent any cookie movement
- 18. Products Arrive in Good Condition D Steps-By-Steps Packing Instructions for Fulfillment Staff Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step 9 Step 10 Step 11
- 19. How to Pick The Right Fulfillment Partner 1st Time we OUTSOURCED! we FAILED :( What Did We Learn?! • Strict SLA! • Partners need to have good relationship with carriers! • Great QA team
- 20. Above and Beyond Customer Service Tracking number says delivered. But NO BOX The squirrel STOLE my box I didn’t get my box cos I gave you the wrong address We always RESHIP a box.! No questions asked.
- 21. Customer Service Tools For Phone Ticketing System Zopim Online Chat Additional Tools! Built by Tech Team
- 22. Eat Your Own Dog Food Everyone at Love With Food MUST! ! • sign up for a subscription (free employee perk)! ! • get the box in the mail every month! ! • feel the same pain/joy of our customers! ! • great way to QA our fulfillment partner
- 23. More Than 25,000 YouTube Videos
- 24. ! THE END ! Aihui Ong (i-we)! aong@lovewithfood.com