In an age where customer obsession is fast becoming the number one item on every executive's agenda. We are seeing more and more disruption in the market place from start-ups who base their business with a laser-focus on the customer-first approach.
We interviewed Jackson Jeyanayagam, former Head of Digital Marketing at Chipotle, now Chief Marketing Officer at Boxed (US). A start up that is changing the way consumers - especially younger ones - think about “club” shopping.
“To properly disrupt a category, it’s critical to get a few things right – and have a bit of luck on your side; focusing on the right key priorities will ensure your organization makes the rest of the competition take notice.”
Mr. Jeyanayagam is Boxed’s first CMO and tasked with telling the brand story through compelling traditional and digital content, continuing to drive trial, expanding audiences within consumer and b-to-b audiences and consistently re-engaging with current customers.
Jackson Jeyanayagam will be speaking at the upcoming Chief Customer Officer Sydney event about his experience in working for disruptors in the market, how brands approached this disruption; the challenges they face; and how they will continue to evolve to maintain relevancy among fickle and savvy consumers.
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Corinium: What does it mean to be a disruptor in the age of the customer?
Jackson: I think it partially depends on what vertical you are in but it also partially doesn’t. There are some fundamentals that every fortune 500 and start-up alike, must adhere to. That includes: being transparent to a point that pushes you beyond your comfort zone; be values-driven vs. driven by a value; doing the things that everyone else says is not doable; balancing the needs of earnings/profit with what’s right for the customer; and a company-wide obsession with your vision.
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Corinium: What is the secret to customer engagement and driving customer demand (from a successful start up perspective, what can organisations learn from start ups like Boxed?)
Jackson: Ironically enough, I actually don’t think it’s a secret. I believe it’s really, really simple. It’s being true to yourself and consistent in how you act. So basic, but yet so rare, unfortunately. The brands that figure that out will be the ones that win. We are in a unique time right now, where consumers are coming to expect this and will make their choices on where to spend their money based on this commitment. Without this laser-focus on the customer-first approach, there is no way a brand can consider itself a true disruptor in this current marketplace.
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Corinium: What are your top 10 tips for marketing success in the age of the customer?
Jackson: Best-in-class product. Intuitive customer experience. Transparency. Focus. Staying the course, even when it’s difficult. Unapologetic and empathetic leadership. Organizational humility. An openness to sharing data and learning from your competitors.
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Corinium: How do you see the customer experience space changing in the next few years?
Jackson: I believe that automation and AI will continue to evolve and help us deliver experiences for the customer, before they even realize they need it. The future is built on the fact that we will be able to very accurately predict what you need and when you need it, allowing the customer to focus on what really matters – their family and friends.
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Corinium: Do you see the role of the CMO changing as customer experience becomes more and more prominent in business success?
Jackson: I think the best CMO’s are already there. They should be five steps ahead of what is currently expected from them and laser-focused on how to engage their most loyal and important customers in a way that is relevant and genuine, using data, technology and empathy/a high EQ to drive that strategy. That is the future but really…it’s the present.
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Join Jackson as he makes his Keynote Address: From Burritos to thinking outside of the "Boxed"... a journey of disruption, at the Chief Customer Officer Sydney on the 1st of November 2017
