Inside OLLY’s Digital Strategy: Jennifer Peters on Using Martech and AI to Enhance the Customer Experience
08/29/24 • 36 min
This episode features an interview with Jennifer Peters, the Director of DTC, Martech, and Digital Compliance at OLLY. Jennifer has deep expertise in eCommerce and Martech, with extensive experience across marketing, technology and business development. At OLLY, she champions the fusion of technology and marketing for top-notch digital experiences. In this episode, Jennifer emphasizes the importance of fusing technology and marketing to replicate the in-store experience online. She discusses the unique challenges and strategies involved in selling OLLY products, especially new and complex categories like Adaptogens. The conversation also covers how AI is utilized for efficient product replenishment, the critical role of customer feedback in shaping product development, and trends in CX that are reshaping the industry. Tune in for insights on creating exceptional digital experiences and driving customer satisfaction.
Quotes
*”The key to optimization is, did we do the best we could do when we built this landing page? Because what we're seeing here is that there could be some tweaks here that could make it better. And for us, that is a little bit beyond the triage of like, ‘Oh man, this is really broken,’ to, ‘How can we just make sure this is the best we can put out here?’”
*”Especially when you're looking at design, which is an art form, it's beautiful. You want it to be beautiful. Sometimes beautiful doesn't drive conversions. Sometimes customers just want clear. And they want clean. And they want to understand exactly what to do when they hit that page. And sometimes that isn't beautiful and that can be really challenging.”
*”If we can't make our customer happy, what are we doing? Like, if we're building products around profitability and not around customer use, what are we doing? At the end of the day, everything you have to do is for your customer.”
*”Why did we make this decision? Like, what was the motivation for that? Was it because that's what customers want or was it something else? And when it's something else, you have to take the time to unpack that, address it, and figure out how to pivot that closer to, ‘But what would a customer want?’ And also understanding that you are never your customer. That's like the number one rule in marketing. There's always bias around you think that you're the customer. You are never, ever, ever the customer. The way you use your website is never the way a customer uses your website. And don't even think for a second that it is. You can't do that.”
*”For us, it starts with efficacy, and it starts with, ‘Does this solve a problem that people have?’ That's the very first thing you can do. And you have to make good products. You have to make products that work. That is the foundation of creating that trust, is we can promise you that our product works and that it's good and it will make you better. So that I think is really, really important. But then building on that, it's the consistency over time that I think builds the trust and not only with the product and the product quality, but with the experience, with the interactions.”
Time Stamps
[0:01] Meet Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY
[1:09] The Fusion of Technology and Marketing
[1:21] From Brick and Mortar to Digital: Jennifer's Journey
[1:53] Replicating In-Store Experience Online
[2:20] Understanding Customer Behavior and Analytics
[4:08] Educational Marketing at OLLY
[6:10] Trends in Digital Customer Experience
[8:20] Balancing AI and Human Interaction in Customer Service
[9:53] Optimizing Website Performance
[12:27] Measuring Customer Experience and Satisfaction
[15:53] AI-Driven Product Replenishment
[18:24] Challenges of Integrating Online and Offline Retail
[19:30] Understanding Customer Behavior with In-Store Tech
[20:23] Subscription Cancellations and Customer Retention
[22:06] Creating an Amazing Digital Customer Experience
[25:16] Focusing on the End Customer
[28:05] Building Trust Through Product Efficacy
[32:25] The Future of Customer Experience at OLLY[0:01] Meet Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY
[1:09] The Fusion of Technology and Marketing
[1:21] From Brick and Mortar to Digital: Jennifer's Journey
[1:53] Replicating In-Store Experience Online
[2:20] Understanding Customer Behavior and Analytics
[4:08] Educational Marketing at OLLY
[6:10] Trends in Digital Customer Experience
[8:20] Balancing AI and Human Interaction in Customer Service
[9:53] Optimizing Website Performance
[12:27] Measuring Customer Experience and Satisfaction
[15:53] AI-Driven Product Replenishment
[18:24] Challenges of Integrating Online and Offline Retail
[19:30] Understanding Customer Beh...
This episode features an interview with Jennifer Peters, the Director of DTC, Martech, and Digital Compliance at OLLY. Jennifer has deep expertise in eCommerce and Martech, with extensive experience across marketing, technology and business development. At OLLY, she champions the fusion of technology and marketing for top-notch digital experiences. In this episode, Jennifer emphasizes the importance of fusing technology and marketing to replicate the in-store experience online. She discusses the unique challenges and strategies involved in selling OLLY products, especially new and complex categories like Adaptogens. The conversation also covers how AI is utilized for efficient product replenishment, the critical role of customer feedback in shaping product development, and trends in CX that are reshaping the industry. Tune in for insights on creating exceptional digital experiences and driving customer satisfaction.
Quotes
*”The key to optimization is, did we do the best we could do when we built this landing page? Because what we're seeing here is that there could be some tweaks here that could make it better. And for us, that is a little bit beyond the triage of like, ‘Oh man, this is really broken,’ to, ‘How can we just make sure this is the best we can put out here?’”
*”Especially when you're looking at design, which is an art form, it's beautiful. You want it to be beautiful. Sometimes beautiful doesn't drive conversions. Sometimes customers just want clear. And they want clean. And they want to understand exactly what to do when they hit that page. And sometimes that isn't beautiful and that can be really challenging.”
*”If we can't make our customer happy, what are we doing? Like, if we're building products around profitability and not around customer use, what are we doing? At the end of the day, everything you have to do is for your customer.”
*”Why did we make this decision? Like, what was the motivation for that? Was it because that's what customers want or was it something else? And when it's something else, you have to take the time to unpack that, address it, and figure out how to pivot that closer to, ‘But what would a customer want?’ And also understanding that you are never your customer. That's like the number one rule in marketing. There's always bias around you think that you're the customer. You are never, ever, ever the customer. The way you use your website is never the way a customer uses your website. And don't even think for a second that it is. You can't do that.”
*”For us, it starts with efficacy, and it starts with, ‘Does this solve a problem that people have?’ That's the very first thing you can do. And you have to make good products. You have to make products that work. That is the foundation of creating that trust, is we can promise you that our product works and that it's good and it will make you better. So that I think is really, really important. But then building on that, it's the consistency over time that I think builds the trust and not only with the product and the product quality, but with the experience, with the interactions.”
Time Stamps
[0:01] Meet Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY
[1:09] The Fusion of Technology and Marketing
[1:21] From Brick and Mortar to Digital: Jennifer's Journey
[1:53] Replicating In-Store Experience Online
[2:20] Understanding Customer Behavior and Analytics
[4:08] Educational Marketing at OLLY
[6:10] Trends in Digital Customer Experience
[8:20] Balancing AI and Human Interaction in Customer Service
[9:53] Optimizing Website Performance
[12:27] Measuring Customer Experience and Satisfaction
[15:53] AI-Driven Product Replenishment
[18:24] Challenges of Integrating Online and Offline Retail
[19:30] Understanding Customer Behavior with In-Store Tech
[20:23] Subscription Cancellations and Customer Retention
[22:06] Creating an Amazing Digital Customer Experience
[25:16] Focusing on the End Customer
[28:05] Building Trust Through Product Efficacy
[32:25] The Future of Customer Experience at OLLY[0:01] Meet Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY
[1:09] The Fusion of Technology and Marketing
[1:21] From Brick and Mortar to Digital: Jennifer's Journey
[1:53] Replicating In-Store Experience Online
[2:20] Understanding Customer Behavior and Analytics
[4:08] Educational Marketing at OLLY
[6:10] Trends in Digital Customer Experience
[8:20] Balancing AI and Human Interaction in Customer Service
[9:53] Optimizing Website Performance
[12:27] Measuring Customer Experience and Satisfaction
[15:53] AI-Driven Product Replenishment
[18:24] Challenges of Integrating Online and Offline Retail
[19:30] Understanding Customer Beh...
Previous Episode
Unlocking the Power of AI in Pharma with Dr. Eric Trepanier of ODAIA
This episode features an interview with Dr. Eric Trepanier, Chief Strategy & Customer Officer at ODAIA, a SaaS company that leverages AI to ingest multiple data sources and empower marketers and sales reps to optimize their segmentation, targeting and execution to maximize sales. Eric holds a Doctor of Pharmacy degree and has over 20 years of experience in the industry. He contributes to the overall strategy and growth of ODAIA, leveraging his extensive experience in healthcare, technology, and business operations. And he plays a key role in promoting ODAIA's AI-powered platform, MAPTUAL, which helps pharmaceutical companies prospect, qualify, and engage healthcare professionals (or HCPs). In this episode, Eric explores how ODAIA uses AI and its advanced platform, MAPTUAL, to revolutionize customer engagement in the pharmaceutical industry. He shares insights from his 20+ years of experience in healthcare and business operations, highlighting the importance of personalized customer experiences, the shift from traditional to digital interactions, and the role of customer science. He also delves into how AI and machine learning contribute to better targeting and execution, ultimately facilitating faster access to life-changing treatments for patients.
Quotes
*”It's all about being obsessed with the customer. If you're not solving challenges for the customer, your platform and your business just won't work. So it's really about having that obsessive focus on the customer.”
*”I think the obsessive focus on delivering value to the customer and doing it in a data-driven way is what's allowed us to be successful and deliver some of the value that we've delivered to our customers. And ultimately, the key benefit that we really focus on is making sure that patients are able to get access to those life-changing drugs faster than they would have otherwise.”
*”Our goal is to not be a business intelligence tool, to be a tool that only provides that information they need in order to make those decisions to more effectively engage their customers.”
*”Trust is so important. As we got into this space and worked more with our pharma customers, so many of them were skeptical because they didn't want a black box AI or ML machine that they didn't understand. And if they saw results coming out of it that were different from what they expected, that trust was eroded really, really quickly.”
*”We're on the lookout for other technologies as well that can continue to add value to our customers. One thing we won't do is use technology for technology's sake. We're still very focused on giving patients access to those life-changing drugs and we'll use technology as appropriate to deliver on those goals.”
Time Stamps
[0:01] Meet Dr. Eric Trepanier and ODAIA
[1:31] Eric's Background in Pharma
[2:41] Understanding Customer Experience in Pharma
[4:20] Changes in the Pharma Industry
[7:16] Trends in Customer Behaviors and Preferences
[8:25] Customer Science and ODAIA's Approach
[9:46] Disrupting the Pharma Industry
[14:43] The Role of AI in Customer Experience
[15:54] MAPTUAL: Enhancing Digital Customer Experience
[30:19] Balancing Human Interaction and Automation
[33:52] Future of Customer Experience in Pharma
About our guest, Dr. Eric Trepanier
Dr. Eric Trepanier is a seasoned executive with broad experience in business operations, corporate leadership, investment management, and entrepreneurship. He is currently Chief Strategy & Customer Officer of ODAIA Intelligence, a SaaS company that leverages AI to ingest multiple data sources and empower marketers and sales reps to optimize their segmentation, targeting and execution to maximize sales.
Previously from 2018-2022, Eric was EVP and GM of Medicx Health, a data-driven healthcare company that delivers multi-channel media to Micro-Neighborhoods® with specific patients. He was responsible for the business P&L, while leading most teams, including sales, marketing, business operations, performance analytics, strategy and digital media. When he joined, he led a transformation of the culture that provided the foundation to stabilize revenue, and return it to strong double-digit growth as he left.
From 2012-2018, Eric took on increasing responsibility at WebMD where he ultimately built and led a multi-functional team doing strategic sales, competitive intelligence, business intelligence, market research, statistical analyses and data-driven marketing. The team was focused on helping the company deliver on its sales objectives by leveraging 1st and 3rd party data and analytics to develop and support the value story.
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