{"id":471,"date":"2018-11-15T15:32:46","date_gmt":"2018-11-15T15:32:46","guid":{"rendered":"http:\/\/www.jenmaroney.com\/blog\/?p=471"},"modified":"2019-01-03T20:47:56","modified_gmt":"2019-01-03T20:47:56","slug":"how-gerber-used-a-refined-cx-as-key-pillar-of-its-brand-transformation","status":"publish","type":"post","link":"https:\/\/www.jenmaroney.com\/blog\/2018\/11\/how-gerber-used-a-refined-cx-as-key-pillar-of-its-brand-transformation\/","title":{"rendered":"How Gerber used a Refined CX as Key Pillar of its Brand Transformation"},"content":{"rendered":"<p>My notes on the talk at the DMWF conference By Claudia Ciciliano, Director, Customer Engagement<\/p>\n<ul>\n<li>We looked at our competitors in category but also out of category, we looked at Babycenter and others<\/li>\n<li>Then plotted the services along a 2 x 2 looking at support services and transactional services<\/li>\n<li>They found an opportunity \/ differentiator to bring one to one experience to the table<\/li>\n<li>Developed the Dotti Service which is a text-based nutrition \/ sleep service, not a bot, manned by a team of 40 specialists<\/li>\n<li>Dotti is available for no fee and you don\u2019t have to use Gerber formula to use the service<\/li>\n<li>The users volunteer their data in order to use the service<\/li>\n<li>Dotti knows the full history of the user when she texts in, so Dotti remembers her child\u2019s name and asks how it\u2019s going on starting solids<\/li>\n<li>Mastered the redirect, a user asked about getting a tattoo and Dotti told her to check with her ob but how is the feeding going?<\/li>\n<li>Can set up a 30 minute lactation consultant appointment<\/li>\n<li>They found that My Gerber members spend 13% more by partnering with Nielsen<\/li>\n<li>Highly engaged members spend 84% more than the average user<\/li>\n<li>That helps to build the business case with finance partners and the CFO, they believe in the program<\/li>\n<li>Created a service with empathy, user said \u201cMy pediatrician wasn\u2019t helpful\u201d and Dotti replied with ugh language and mirrored the user then said come back to us anytime<\/li>\n<li>They helped a competitive formula user and also a 3 am text that said, \u201cU up?\u201d where the mother followed up on a feeding issue<\/li>\n<li>The call center is manned with 40 feeding specialists, they have automated tools for them on the backend, automated the conversation for simple questions<\/li>\n<li>The agent can accept the answer but it doesn\u2019t override the human interaction<\/li>\n<li>They considered creating a content hub, but realize that Babycenter was doing such a great job that it would be better to partner with them instead of creating their own<\/li>\n<li>Progressively profile from users coming in from banners or their website<\/li>\n<li>Launched in beta for a year, found that Dotti users at 5 times more engaged than regular users<\/li>\n<li>98% customer satisfaction<\/li>\n<li>Building an Alexa skill by the end of the year, and FB messenger as well as web chat<\/li>\n<li>Service is Marketing<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>My notes on the talk at the DMWF conference By Claudia Ciciliano, Director, Customer Engagement We looked at our competitors in category but also out of category, we looked at Babycenter and others Then plotted the services along a 2 x 2 looking at support services and transactional services They found an opportunity \/ differentiator&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-471","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/posts\/471","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/comments?post=471"}],"version-history":[{"count":4,"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/posts\/471\/revisions"}],"predecessor-version":[{"id":475,"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/posts\/471\/revisions\/475"}],"wp:attachment":[{"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/media?parent=471"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/categories?post=471"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jenmaroney.com\/blog\/wp-json\/wp\/v2\/tags?post=471"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}