!
!
!
Designing The!
Customer Experience!
!
Aihui Ong (i-we)!
Founder & CEO!
What Is Love With Food
HELP CONSUMERS DISCOVER
ORGANIC OR ALL-NATURAL SNACKS
Brands We Work With
Non-GMO
Gourmet Popcorn
Seattle, WA
Non-GMO
Coconut Chips
San Francisco, CA
Goat’s Milk
Caramel
Brookfi...
Love With Food Acquired Walmart Customers
!
!
KEY FOCUS!
Customer Experience!
!
customer experience != ui/ux!
!
We Deliver EMOTIONAL COMMERCE
How To Deliver a Good Surprise via Snail Mail?
1 Deliver the PROMISE
2 Packaging
3 Keep it Fun
4 Products Arrive in Good C...
Deliver Your Promise
• Organic!
• All-Natural!
• Unique!
• No Artificial Crap
X!
So, what is!
YOUR PROMISE?
Packaging
1st Box!
white box!
with sticker!
!
$0.60/box
3rd Box!
red outside!
red inside!
!
40% increase!
in price
2nd Box...
Deliver Your Promise. Packaging
• Write message
that speaks to your
target audience!
!
• Give a PAT on the
back. Make
peop...
Keep it Fun. Different Theme
Hot Cocoa
Marshmallow!
Beverage Topper
Keep it Fun. Celebrity Partnerships
Andrew Zimmern!
of Bizarre Foods
Chef Ming Tsai
Chef Ryan Scott!
& PopChips
How To Keep It Fun?
Pre-plan Editorial Calendar 12 MONTHS ahead
3 Prank Your Customers
LoveWithWeed.com Cards Against Huma...
Products Arrive in Good Condition
A The HOT Summer Heat Test
Test for
EXPLOSION!
Caused by!
Heat
Moldy Box
Products Arrive in Good Condition
B The VIOLENT Test. Throw Box Against the Wall
Which snack!
SURVIVED?
Optimal!
Position
Repeat VIOLENT Test Till All Snacks Survive
Products Arrive in Good Condition
C Game of Tetris. Box MUST CLOSE!
Rosemary Shortbread Cookies (very fragile)!
Buffered b...
Products Arrive in Good Condition
D Steps-By-Steps Packing Instructions for Fulfillment Staff
Step 1 Step 2 Step 3 Step 4
S...
How to Pick The Right Fulfillment Partner
1st Time we OUTSOURCED!
we FAILED :(
What Did We Learn?!
• Strict SLA!
• Partners...
Above and Beyond Customer Service
Tracking
number says delivered.
But NO BOX
The squirrel
STOLE my box
I didn’t get my
box...
Customer Service Tools
For Phone Ticketing System Zopim Online Chat
Additional Tools!
Built by Tech Team
Eat Your Own Dog Food
Everyone at Love With Food MUST!
!
• sign up for a subscription (free employee perk)!
!
• get the bo...
More Than 25,000 YouTube Videos
!
THE END
!
Aihui Ong (i-we)!
aong@lovewithfood.com
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"Designing the Customer Experience," Love With Food >> Aihui Ong [COMMERCISM 2014]

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IN PACKAGING, WE TRUST: DESIGNING THE CUSTOMER EXPERIENCE, Aihui Ong, Founder & CEO, Love With Food

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"Designing the Customer Experience," Love With Food >> Aihui Ong [COMMERCISM 2014]

  1. 1. ! ! ! Designing The! Customer Experience! ! Aihui Ong (i-we)! Founder & CEO!
  2. 2. What Is Love With Food HELP CONSUMERS DISCOVER ORGANIC OR ALL-NATURAL SNACKS
  3. 3. Brands We Work With Non-GMO Gourmet Popcorn Seattle, WA Non-GMO Coconut Chips San Francisco, CA Goat’s Milk Caramel Brookfield, VT All-Natural Salsa Albuquerque, NM
  4. 4. Love With Food Acquired Walmart Customers
  5. 5. ! ! KEY FOCUS! Customer Experience! ! customer experience != ui/ux! !
  6. 6. We Deliver EMOTIONAL COMMERCE
  7. 7. How To Deliver a Good Surprise via Snail Mail? 1 Deliver the PROMISE 2 Packaging 3 Keep it Fun 4 Products Arrive in Good Condition 5 Above & Beyond Customer Service 6 Eat Your Own Dog Food
  8. 8. Deliver Your Promise • Organic! • All-Natural! • Unique! • No Artificial Crap X! So, what is! YOUR PROMISE?
  9. 9. Packaging 1st Box! white box! with sticker! ! $0.60/box 3rd Box! red outside! red inside! ! 40% increase! in price 2nd Box! red outside! nothing printed inside! ! $0.33/box
  10. 10. Deliver Your Promise. Packaging • Write message that speaks to your target audience! ! • Give a PAT on the back. Make people SMILE :)! ! • More than 250,000 meals DONATED
  11. 11. Keep it Fun. Different Theme Hot Cocoa Marshmallow! Beverage Topper
  12. 12. Keep it Fun. Celebrity Partnerships Andrew Zimmern! of Bizarre Foods Chef Ming Tsai Chef Ryan Scott! & PopChips
  13. 13. How To Keep It Fun? Pre-plan Editorial Calendar 12 MONTHS ahead 3 Prank Your Customers LoveWithWeed.com Cards Against Humanity! RAISED PRICES on BlackFriday Include a Surprise Gift2 1
  14. 14. Products Arrive in Good Condition A The HOT Summer Heat Test Test for EXPLOSION! Caused by! Heat Moldy Box
  15. 15. Products Arrive in Good Condition B The VIOLENT Test. Throw Box Against the Wall Which snack! SURVIVED?
  16. 16. Optimal! Position Repeat VIOLENT Test Till All Snacks Survive
  17. 17. Products Arrive in Good Condition C Game of Tetris. Box MUST CLOSE! Rosemary Shortbread Cookies (very fragile)! Buffered by Chips (left) and Popcorn (right) Place Chips on TOP of Cookies to ! prevent any cookie movement
  18. 18. Products Arrive in Good Condition D Steps-By-Steps Packing Instructions for Fulfillment Staff Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step 9 Step 10 Step 11
  19. 19. How to Pick The Right Fulfillment Partner 1st Time we OUTSOURCED! we FAILED :( What Did We Learn?! • Strict SLA! • Partners need to have good relationship with carriers! • Great QA team
  20. 20. Above and Beyond Customer Service Tracking number says delivered. But NO BOX The squirrel STOLE my box I didn’t get my box cos I gave you the wrong address We always RESHIP a box.! No questions asked.
  21. 21. Customer Service Tools For Phone Ticketing System Zopim Online Chat Additional Tools! Built by Tech Team
  22. 22. Eat Your Own Dog Food Everyone at Love With Food MUST! ! • sign up for a subscription (free employee perk)! ! • get the box in the mail every month! ! • feel the same pain/joy of our customers! ! • great way to QA our fulfillment partner
  23. 23. More Than 25,000 YouTube Videos
  24. 24. ! THE END ! Aihui Ong (i-we)! aong@lovewithfood.com

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