Episode 10 | "Reinvent Customer Journeys and Metrics" - Sienne Veit | Statements of Intent Podcast

In this episode, David Mannheim sits down with Sienne Veit, Founder & Chief Product Officer at Invisible Stuff.Through 20 years in global and UK retail and technology sectors, Sienne has helped notable brands grow like Kingfisher, John Lewis & Partners, M&S, Morrisons, Samsung, and Sony. Constantly utilising new tech, she is passionate about customer centricity and building a brand the right way.Sienne and David discuss the importance of reinventing customer journeys and metrics. They delve into the shortcomings of relying solely on conversion rates and explore alternative metrics that better capture the customer experience. Sienne emphasises the need to understand the reasons behind changes in conversion rates and tailor strategies accordingly, especially in the era of mobile shopping.Topics Covered:The limitations of conversion rate as a metricUnderstanding the reasons behind fluctuations in conversion rateThe importance of measuring customer journeys and behaviourAdvocating for customer lifetime value as a key metricThe value of mobile apps in capturing omnichannel dataBalancing immediate ROI with long-term customer valueKey Quotes:"Conversion rate to me is a lag metric. And it means a number of people have, have gone about their shopping journey and been successful in my book. You can have a ton of grumpy customers that have kind of fought their way tooth and nail through your website to get what they want.""I think better metrics are metrics that are allied to their mission.""If you notice what I do, then I probably haven't done my job. If you don't notice what I do, then I am doing my job really well."Episode Chapters00:00 Introduction01:01 Guest Introduction: Sienne Veit03:49 Sienne's Statement: Reinvent Customer Journeys And Metrics08:37 The Mobile Shopping Shift and Its Impact on Metrics12:22 The Power of Apps in Enhancing Customer Journeys16:36 Balancing Immediate ROI with Long-Term Customer Value20:11 Sienne's Last Words20:46 OutroSocial MediaSienne's LinkedIn → https://www.linkedin.com/in/sienneveit/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent