When we first started talking about the idea of partnering to gather the smartest minds in marketing and build conversations around the most important topics of the day, the ideas of coronavirus and quarantine weren’t even on our radar – but here we are. What were long-term strategies just a few short months ago have turned into imperatives – immediate imperatives – as customer sentiments, loyalties, tolerances and expectations have been turned on their head. Brands no longer have the luxury of improving customer engagement over the long term.
So we changed our strategy as well. For the next several weeks and months we’ll be talking to those same smart people about what the new customer landscape looks like now, and post-COVID. We’ll be talking about what has changed and what has yet to change, we’ll be talking about re-entry strategies and what brands are going to be aware of as they execute. In essence, we hope to build a holistic dialogue around the topic and create something of a conversational SWOT analysis in the process.
In this Conversation with TheCustomer, Devon Wylie, CEO of CRMC, and I sit down with Sue Lee, who is the Executive Director, Corporate CRM & Consumer Analytics for North America at Estee Lauder. It was a fast moving conversation and Sue has a lot to say about where she sees things going.