loader from loading.io

3 Transformations at Serta Simmons With CMO Melanie Huet

The Modern Customer Podcast

Release Date: 01/29/2020

How Citi Uses Purpose-Driven Campaigns To Connect With Customers show art How Citi Uses Purpose-Driven Campaigns To Connect With Customers

The Modern Customer Podcast

Financial services might not seem like the most emotive industry, but consumers tend to have some of their most emotional moments connected with their finances—things like going to college, buying a house or saving for retirement. So when Citi performed an audit a few years ago and realized it wasn’t coming across as emotive, it knew it needed to make a change to better connect with customers. According to Jennifer Breithaupt, Citi’s Global Consumer CMO, the company switched its aim to lift people up with purpose-driven campaigns. One of its major components was storytelling. Breithaupt...

info_outline
5 Values That Drive Logitech’s Customer-Focused Culture show art 5 Values That Drive Logitech’s Customer-Focused Culture

The Modern Customer Podcast

In the fast-paced tech world, it’s tempting for companies to rely on their products. But Logitech, one of the world’s largest hardware companies, knows the importance of being customer-focused instead of just product-focused. The company takes a unique approach by having its CIO, Massimo Rapparini, also lead customer experience. But the connection between technology, information and customer experience works as Logitech builds a customer-focused company that delivers quality tech products and forward-thinking digital solutions. Marrying IT and CX helps the company lead the charge for...

info_outline
H&R Block’s Evolved Experience Aims To Wow Its 20 Million Customers show art H&R Block’s Evolved Experience Aims To Wow Its 20 Million Customers

The Modern Customer Podcast

More than 150 million Americans will file their taxes in the coming months. But how many of them will have a good experience doing it? H&R Block aims to create a smooth experience for its customers that both instills confidence and wows them. And that comes from continually evolving the customer experience to leverage both technology and human connection. H&R Block’s 20 million customers run the gamut of what they are looking for in an experience. According to CMO Vinoo Vijay, the first wave of customers files early because they want to get their refund as soon as possible. Later in...

info_outline
How Mamava Uses Design Thinking To Solve Customer Problems show art How Mamava Uses Design Thinking To Solve Customer Problems

The Modern Customer Podcast

When Sascha Mayer had her first baby, she realized a common problem for working moms: not having a good place to breastfeed or pump for their baby. Especially when she travelled for work, Mayer had difficulty finding a dignified place to use a breast pump and often found herself pumping in the bathroom. In talking with other moms, she realized she wasn’t alone and that the problem was rampant across the country. Mayer kept expecting someone else to solve the problem, but when no one did, she and her colleague Christine Dodson accepted the challenge. Using their backgrounds in design, they...

info_outline
3 Transformations at Serta Simmons With CMO Melanie Huet show art 3 Transformations at Serta Simmons With CMO Melanie Huet

The Modern Customer Podcast

The mattress industry definitely hasn’t been sleepy in recent years. With the success and growth of online, direct-to-consumer mattress companies, industry stalwarts have had to undergo major transformations to innovate and stay ahead of the competition. Melanie Huet, CMO at Serta Simmons, says the company’s reset has renewed its focus on consumer-led innovation and put customers at the heart of everything the company does. According to Huet, Serta Simmons’ success comes from its three recent transformations: digital, marketing and product. Digital Transformation The digital...

info_outline
Reducing Friction, Your Best Advantage In Creating Compelling Customer Experiences show art Reducing Friction, Your Best Advantage In Creating Compelling Customer Experiences

The Modern Customer Podcast

When you think of your interactions with brands, you likely find yourself experiencing some kind of friction. In physics, friction is anything that slows down progress, like a block trying to move across carpet. In customer experience, friction is any unnecessary effort to complete a task, and it can hurt the experience and how a customer views the brand. Roger Dooley is the author of Friction: The Untapped Force That Can Be Your Most Powerful Advantage and my podcast guest this week. He says that although friction is a relatively simple concept, it’s obvious that not everyone is aware of it...

info_outline
Creating A Great Experience For Customers Of All Ages show art Creating A Great Experience For Customers Of All Ages

The Modern Customer Podcast

How do you create a great experience for customers of different generations? That’s the challenge faced by children’s hair salon Pigtails & Crewcuts, which has two very distinct and different types of customers: children and parents. According to CEO Wade Brannon, the key is creating a personalized and comfortable experience for everyone.   Haircuts can be stressful for both children and their parents, so Pigtails & Crewcuts aims to create a relaxing atmosphere that is inviting for everyone. Children appreciate going somewhere that is designed for them with child-sized...

info_outline
Nordstrom Revamps Customer Experience With New Supply Chain Strategy show art Nordstrom Revamps Customer Experience With New Supply Chain Strategy

The Modern Customer Podcast

The supply chain isn’t typically a strong consideration when building a customer experience strategy. But at Nordstrom, the supply chain is a critical element of delivering quality customer experiences. The company recently re-imagined its supply chain with customers at the center to create a delivery and logistics process that gets customers exactly what they need, when they need it.  In order to build a new approach to the supply chain, Nordstrom had to let go of the historical concepts of what a supply chain can do. According to Ngoc Phan, VP Supply Chain Systems and Engineering,...

info_outline
Using Experiential Retail To Create A Carefree Escape show art Using Experiential Retail To Create A Carefree Escape

The Modern Customer Podcast

A company that rose out of tragedy is now a leader in experiential retail. Painting with a Twist was started 10 years ago after Hurricane Katrina to give people a safe haven and fun escape during a difficult time. Customers flocked to the chance to enjoy an evening painting and drinking with friends to escape from their cares and worries, and one of the first experiential retail businesses was born. Today, Painting with a Twist has more than 300 locations across the country and has created the sip and paint industry. The company encourages groups and friends to come together to paint a picture...

info_outline
Building Thoughtful Customer Experiences At Slack show art Building Thoughtful Customer Experiences At Slack

The Modern Customer Podcast

Some companies let customer experience come together on its own, while others take a more intentional approach. At Slack, the thoughtful, intentional approach has made it leader in customer experience as it constantly evaluates and updates its experience to meet customer needs. The thoughtful approach starts internally. Ali Rayl, VP Customer Experience, has been with the company from the beginning. As Slack experienced rapid growth, Ali and other leaders realized it was too big for one person to know everything. Slack customer service representatives now specialize in certain areas of the...

info_outline
 
More Episodes

The mattress industry definitely hasn’t been sleepy in recent years. With the success and growth of online, direct-to-consumer mattress companies, industry stalwarts have had to undergo major transformations to innovate and stay ahead of the competition. Melanie Huet, CMO at Serta Simmons, says the company’s reset has renewed its focus on consumer-led innovation and put customers at the heart of everything the company does.

According to Huet, Serta Simmons’ success comes from its three recent transformations: digital, marketing and product.

Digital Transformation

The digital transformation involved putting more resources and focus on consumer targets and insights. Serta Simmons used data analysis to better understand its customers. Instead of getting most of its insights from retailers as it had in the past, the company shifted to listening to customers to better understand what they want and need in a mattress. Serta Simmons also uses an innovation team to pilot new ideas, especially related to technology, to create a smoother internal and external experience.

Marketing Transformation

Serta Simmons’ marketing transformation involved shifting from the goal of satisfying customers to delighting them. The company built out its marketing team to better understand and connect with customers. One group that it found was missing from any mattress company was Gen Z and younger consumers. This is the group that is starting to or will soon be moving out of their parents’ house or finishing college and moving out on their own. Serta re-launched its 150-year-old Simmons brand for Gen Z. The idea is built around a crash pad—a basic first mattress that serves as a place to sleep and hang out. The mattress is part of a lifestyle, and the company’s effective new marketing approach is all about having fun and connecting with younger consumers.

Product Transformation

Serta Simmons’ research found that most consumers don’t understand the differences between mattresses or think they are really that different. But a renewed focus by consumers on getting quality sleep has led the company to create new products. Serta Simmons’ product transformation completely changed how the company thinks about its products to focus on issues most important to consumers, such as comfort and temperature, to create amazing sleep experiences. Huet says sustainability is a huge issue in the industry and one that mattress companies in general haven’t embraced. Serta recently launched its first sustainable Beauty Rest product to reduce the amount of plastic in oceans.

Like all industries, the mattress business is constantly evolving. In order to stay ahead of the curve and avoid being disrupted, Serta Simmons underwent multiple transformations. Successful companies will follow in its footsteps and continually adapt.