EPISODE 187
Building Mr. Beast’s 100M+ Chocolate Brand
with Customer Experience Expert Jess Cervellon
A great customer experience is the difference between someone choosing to buy from you again…or switching to your competitor. Today’s guest will help you turn one-time buyers into repeat customers through a powerful experience and community engagement.
Jess Cervellon is the Founder of Open Late Collective, an agency blending brand strategy, insights, CX, and digital marketing. As the former Vice President of Customer Experience at Feastables, a $100M+ chocolate venture founded by YouTube superstar Mr. Beast, Jess is laser-focused on crafting unforgettable customer experiences. She’s become a go-to expert in creator brand strategy and end-to-end customer experience.
Mapping Your Customer Journey
At their cross-disciplinary agency, Jess and her team help clients with everything from positioning and messaging to content marketing and community building–but there’s one piece that provides the foundation, and that’s customer experience.
Your customer experience needs to be consistent and on-brand through every part of the process, from awareness to acquisition to conversion to post-purchase and retention.
Start with the awareness phase of your customer journey: what are your top-of-funnel awareness channels? Where are customers coming from? From there, look at how you’re going to turn that traffic into leads and sales (acquisition). Your website, messaging, and positioning all have a role to play. Jess recommends looking at each platform as a separate funnel, for example mapping out the journey your customers take on your website.
Building Community Around Your Brand
No matter what industry you’re in, community is an essential part of brand-building. You need to engage with your audience regularly, whether that means replying to comments and DMs on social media, activations in retail, or hosting pop-up events to spread brand awareness.
For newer brands, start by building your email list, even if you already have a large social media following. Remember that you don’t own your followers’ contact information. Try to cross-pollinate as much as possible, sending people from social media to your website and vice versa.
Enjoy this episode with customer experience expert Jess Cervellon…
Soundbytes
7:57-8:16
“Customer experience is really important and thinking about customer experience as not just support, but thinking about your customer experience from everything from awareness to acquisition to conversion to post-purchase. Every portion of that customer’s journey is so important and you need to bleed your entire brand identity through that customer experience.”
Quotes
“We want to help brands be informed by data, not just gut feelings.”
“I know my bread and butter is the creator world and CPG world and I want to help people within those realms. I don’t want to take on additional things that I can only half-ass. We only operate at 110.”
“Everyday is different and it’s all about asserting different boundaries.”
Links mentioned in this episode:
Podcast Resources
Open Late Collective: https://openlatecollective.com/
Connect with Jess on LinkedIn: https://www.linkedin.com/in/jess-cervellon/
The Juice with Jess Podcast: https://juice.kustomer.com/
Feastables: https://feastables.com/
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