Panel | The Customer’s Champion: Juggling Roles Without Dropping the Ball

Summary

In a panel discussion, e-commerce leaders from companies like Neumatic International and Philip Kingsley shared insights on maintaining customer focus, adapting B2B processes for B2C, and the challenges of aligning internal business operations with e-commerce growth. Key topics included prioritizing tech roadmaps, managing stakeholder expectations, and the importance of customer feedback in driving business strategy.

Takeaways

• 🎙️ The panel discussion was hosted by Johnny Norton, Sales Lead at Molly, a platform for effortless payments and money management.
• 🛍️ The panelists included e-commerce leads from various industries who shared their experiences in maintaining customer-centric strategies without compromising on operational efficiency.
• 🏆 Katherine from Numatic International emphasized the challenges of transitioning from B2B to B2C, including adapting internal processes and sharing resources with the wider business.
• 🤝 Alex from Brandon High Station discussed the importance of aligning B2B and B2C approaches, as well as managing multiple stakeholders to drive online initiatives forward.
• 🔑 Lauren from Philip Kingsley highlighted the need to prioritize profitability, protect margins, and focus on retention strategies, especially after a period of heavy acquisition.
• 🔄 The panelists agreed that the lines between B2B and B2C are blurring, with customers expecting a consistent experience across all touchpoints.
• 📈 There was a focus on using data to understand customer needs and to drive business decisions, including leveraging customer feedback and satisfaction scores.
• 💡 Personalization in e-commerce was identified as a growing trend, with the expectation that it will become a standard part of the online shopping experience.
• 🛠️ Streamlining processes and leveraging technology were discussed as key to improving efficiency and meeting customer expectations.
• 👥 The importance of relationship building within and outside the company was stressed, as it helps in understanding different perspectives and finding collaborative solutions.
• 🗓️ The panelists shared insights on prioritizing work effectively, focusing on projects that have the most significant impact on the customer and the business.

Q & A

What is the main focus of the panel discussion in the script?

The panel discussion focuses on how e-commerce leaders maintain their role as customer champions without dropping the ball, covering various aspects including payments, marketing, and the overall e-commerce channel.

Who is Johnny Norton and what is his role in the panel discussion?

Johnny Norton is the sales lead at UK for Molly, a platform offering effortless payments and money management. He is the host of the panel discussion and introduces the panelists.

What is the primary concern for Katherine, the e-commerce manager for Numatic International?

Katherine's primary concern is internal credibility. As a B2B company that has recently started selling directly to consumers, they are adapting many internal B2B processes to work for B2C.

What keeps Alex Henford, the eCommerce and digital marketing manager for Brandon High Station, up at night?

Alex is excited about his job and the many opportunities it presents. The challenge of balancing B2B and B2C aspects of the business, as well as managing multiple stakeholders, keeps him engaged and focused.

What is the main challenge Lauren Duncan, head of e-commerce at Philip Kingsley, is facing?

Lauren's main challenge is aligning the rest of the business to change their mindset on how to focus operational and supporting efforts to put e-commerce first, as it has become the number one revenue-driving channel for the business.

What is the significance of the B2B portal for Alex Henford and his company?

The B2B portal is a significant opportunity for Alex and his company to bring self-service online, allowing their reps to hand customers over to the online service and find more customers, thereby developing the online side of the business.

How does Katherine approach the challenge of brand control in her role?

Katherine is focused on setting a gold standard for selling Henry products, whether through direct sales or retailers. She aims to bring consistency in how the brand is presented and sold.

What is the key priority for Lauren Duncan's team this year?

Lauren's team is focusing on profitability, protecting their margin, and looking at retention strategies. They are also working on improving efficiency and customer retention through better website development and customer experiences.

How does Alex manage the diverse stakeholders in his role?

Alex manages stakeholders by giving everyone a 'little baby' or a specific area of responsibility with KPIs. This approach allows team members to be excited about their work and take ownership, which helps in managing the diverse stakeholders effectively.

What advice do the panelists have for someone starting out in e-commerce?

The panelists advise getting out of your bubble, learning from others, building relationships within the company and the wider community, and most importantly, asking customers what they want to shape everything you're doing.