Episode 10 | "Reinvent Customer Journeys and Metrics" - Sienne Veit | Statements of Intent Podcast
In this episode, David Mannheim sits down with Sienne Veit, Founder & Chief Product Officer at Invisible Stuff.
Through 20 years in global and UK retail and technology sectors, Sienne has helped notable brands grow like Kingfisher, John Lewis & Partners, M&S, Morrisons, Samsung, and Sony. Constantly utilising new tech, she is passionate about customer centricity and building a brand the right way.
Sienne and David discuss the importance of reinventing customer journeys and metrics. They delve into the shortcomings of relying solely on conversion rates and explore alternative metrics that better capture the customer experience. Sienne emphasises the need to understand the reasons behind changes in conversion rates and tailor strategies accordingly, especially in the era of mobile shopping.
Topics Covered:
- The limitations of conversion rate as a metric
- Understanding the reasons behind fluctuations in conversion rate
- The importance of measuring customer journeys and behaviour
- Advocating for customer lifetime value as a key metric
- The value of mobile apps in capturing omnichannel data
- Balancing immediate ROI with long-term customer value
Key Quotes:
- "Conversion rate to me is a lag metric. And it means a number of people have, have gone about their shopping journey and been successful in my book. You can have a ton of grumpy customers that have kind of fought their way tooth and nail through your website to get what they want."
- "I think better metrics are metrics that are allied to their mission."
- "If you notice what I do, then I probably haven't done my job. If you don't notice what I do, then I am doing my job really well."
Episode Chapters
00:00 Introduction
01:01 Guest Introduction: Sienne Veit
03:49 Sienne's Statement: Reinvent Customer Journeys And Metrics
08:37 The Mobile Shopping Shift and Its Impact on Metrics
12:22 The Power of Apps in Enhancing Customer Journeys
16:36 Balancing Immediate ROI with Long-Term Customer Value
20:11 Sienne's Last Words
20:46 Outro
Social Media
- Sienne's LinkedIn → https://www.linkedin.com/in/sienneveit/
- Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
- YouTube → www.youtube.com/@madewithintent
Creators and Guests
Host
David Mannheim
David is a big kid, a big Disney fan and a big geek. He founded User Conversion which was acquired by Brainlabs, is the author of The Person in Personalisation, and now the host of Statements of Intent. His mission is to help retailers care more for their customers by listening, being appropriate, being familiar and creating a relationship. He is doing that through his new start up, Made With Intent, a platform that helps retailers do just this by diligently understanding customer intent.
Guest
Sienne Veit
Founder & Chief Product Officer at Invisible Stuff. Through 20 years in global and UK retail and technology sectors, Sienne has helped notable brands grow like Kingfisher, John Lewis & Partners, M&S, Morrisons, Samsung, and Sony. Constantly utilising new tech, she is passionate about customer centricity and building a brand the right way.
