Jacopo D’Alessandris was featured in the Amazon Advertising Week conference with Lisa Utzschneider while he was serving as the Chief Marketing Officer at Philips. He described to Lisa the way that Philips values their consumers needs and thoughts, the brand uses the feedback to evaluate their brands/products on the market. He also emphasizes how they build connections with their consumers through consumer and social care.
“One of the reasons we have been growing so fast with you (Amazon) is because there is a connection between what Amazon does and what we do.
“Amazon is all about starting with the consumer and working backwards. For us, our mantra is ‘end to end.’ We look at the marketplace through three different lenses: the first lens is the consumer and really understanding what the consumer needs are. The second lens is the customer and how we can partner with them to ensure those needs are served by both of us. The last lens for Philips is how we deliver innovation that the consumer wants. But it is not inside-out innovation. It is really outside-in, we make sure that we deliver meaningful innovation to our consumer. We spend a lot of time tracking what the consumer needs are. Of course we can do that digitally, which is the easiest way to do that: customer reviews, blogs, Facebook posts, listening all the time.
“We also do this offline, twice a year we do a big research project called the NPS, the net promoter score. We call this ‘the ultimate question,’ which is: would you recommend this product or brand to your friends or family? Asking that allows us to know what works and what does not work. Now we also have a connection with our consumers.
“Of course we also practice consumer care. We have a great team of people listening and answering the phone, or going on chats. When consumers have questions, they can engage with our consumer care team. The latest thing we are doing is called social care. Consumer care is usually more passive, so the consumer has a question or concern and they call us. Social care is using social media to proactively go to the social media of the consumer and listening to some of the conversations that are going on online or on blogs or Facebook pages. If there is a concern, we reach out. It is really driving the connection more proactively.”
Jacopo now works as the CEO and president at E-Alternative Solutions and continues to use a consumer-focused approach with his brands. His mission is to provide all consumers with a ‘WOW’ experience.
