The work
Different industries, one specialty: the customer's point of view, and making it count in what a company decides to do.
Volkswagen of America, Volkswagen Group, Audi of America, Porsche Cars North America, International Trucks, Maserati
Saks Fifth Avenue, Lord & Taylor, Hudson's Bay Company, Smart & Final, The Children's Place, New York & Company, The Shade Store, Windsor Fashion, Vince, Tory Burch, Moose Knuckles
NARS, Shiseido, Clé de Peau Beauté, Weleda, The Vitamin Shoppe, Yankee Candle
Royal Caribbean International, Regent Seven Seas Cruises
Purina, Diageo, Bayer, PepsiCo, CVS/pharmacy, Take Care Health/Walgreens
Begin (HOMER), Kaplan University, AmeriCares
Automotive
Customer journey mapping and CRM strategy for Volkswagen of America, built to a framework that carried across sixteen markets, then extended to two sister marques.
Eight years later Audi came back and asked for the whole thing again, current state and future state.
Beauty
Journey mapping and a strategic framework for Weleda's US business, against competitors outspending them 250 to 1 in media.
The work contributed to a move from ninth to fourth in the US natural beauty category, a reversed decline at Whole Foods, and triple-digit growth on weleda.com.
Retail and fashion
Journey mapping, segmentation and brand positioning for Windsor Fashion, which catalyzed a shift away from a product-led strategy.
Windsor doubled its store count, from 100 to 200 locations, in the year following the engagement.
Luxury retail
The strategy, the business requirements and the training program behind Saks Fifth Avenue's clientelling model, so the people on the floor could run it.
The client came back years later, and the work extended from one banner to the rest of the group.
Retail loyalty
Customer loyalty strategy for Smart & Final's business and professional customers, whose needs were different enough from the general shopper program to deserve their own. Qualitative discovery, concept development and quantitative testing to size and rank the features before anything was built.
The work contributed to seven consecutive quarters of positive comparable sales, which the chief executive cited as a key differentiator.
Agency partnership
Embedded CRM strategy consultant on the Purina account at VML, leading cross-agency workstreams on customer journey work and CRM strategy.