The Modern Customer Podcast
About This Show
The Modern Customer Podcast is a show exploring the intersection of customer experience, social customer service and content. We will also dive into related leadership topics. The show is hosted by Forbes contributor and customer experience strategist Blake Morgan and features guests that include practitioners, authors, influencers and other tastemakers.
Most Recent Episode
More Than Data: Engaging Customers Authentically With The Ideal Marketing Mix
< 1 day ago
When customers choose a clothing brand, they take a lot of things into consideration, including price, style, availability, and brand reputation. It takes the perfect mix of fashion and function to draw in customers. But the clothes won’t sell themselves, so a strategic marketing mix is also required. In an increasingly data-filled world, many companies rely on analytics for every customer decision. However, TechStyle Fashion Group, which operates brands like Fabletics, Just Fab, and Shoe Dazzle, has expanded beyond just data to find the right combination of strategic data and human connections to maximize its marketing efforts. The company shows that a good marketing mix involves not just data but also personalization, technology, and a strong connection with the brand. Each of TechStyle’s brands works as a sort of subscription service—customers share data with the company and agree to visit the site on a monthly basis to see the new collections. Having detailed customer preferences, buying habits, and sizes in a huge database makes it easy for the company to create products it knows customers will buy and love. While the traditional retail model creates products it only hopes customers will purchase, brands like Fabletics use data to know exactly what customers want and sell a staggeringly high 90-95% of their products. With so much data on their customers, it would be easy for TechStyle brands to sit back, watch the return customers flow in, and treat everyone the same. But instead the company works to authentically reach out to customers to build a strong brand connection. When it comes to getting first-time customers, TechStyle relies on a wide variety of marketing methods. Because the brands are so data-driven, the marketing approach is also very personal. It adds to the brands’ values of working with each customer to create a great experience. Shawn Gold, TechStyle’s Corporate Marketing Officer, says that in the last year the company did around 24,000 different Facebook ads, 600 different versions of its websites, and 6,000 different emails. In many cases, the company uses existing data to find target markets and customers and then tailors the approach to best reach them. Added to the marketing mix is a strong word of mouth referral program. TechStyle’s brands tend to have very strong net promoter scores, with customers telling their friends and family about the services. This is due to not only have