How Delightful Customer Experiences Powered Bloom & Wild to 20M Deliveries

In the final episode before the summer break, we’re joined by Bloom & Wild’s Chief Customer Officer, Charlotte Langley.  She reveals the strategies and insights that have driven 20m deliveries and 100k 5-star reviews for the letterbox flower brand.As the CCO, she shares exactly how she approaches the vital role of being the voice of the customer, bridging the gap between commercial needs and customer desires; a responsibility she carries with utmost dedication whilst pairing commercial savvy with creative acumen. Charlotte also shares some of Bloom & Wild’s codified principles around team structure, customer centricity, and creative thinking that have allowed Bloom & Wild to become one of the biggest success stories not only in the category but also in the D2C space. What truly sets Bloom & Wild apart is their commitment to going above and beyond for their customers. By employing high-powered data analytics and leveraging their genuine care, they proactively address potential issues like late deliveries and repeatedly “surprise & delight” customers. The future looks bright as the company blooms to encompass broader gifting categories, all whilst preserving the emotional connection that lies at the heart of its exceptional customer experience.Tune in and share this episode with a marketer you know that will love it! 👂🏻 Listen on your favorite platform 🎧 : https://link.chtbl.com/scratch📕Chapters:00:00 Episode intro02:30 Guest intro 04:53 One Challenger brand you’re passionate about right now? 07:15 Tell us about your role/remit as Chief Customer Officer.10:45 Do you own a revenue target within the business? Does that sit with someone else?12:29 You also oversee product which is quite unique in terms of the role - was it always structured this way or did you create this? 16:00 Commerical understanding is key when you’re trying to be a marketer who matters at the C-suite level. 17:16 What are the principles/practices that have contributed to Bloom & Wild’s incredible growth over the past decade? 23:40 Is there a process/budget around this strategy of “surprising & delighting” customers? 26:56 How do you balance being data-driven and being idea led when it comes to product innovation? 29:42 You tested bricks & mortar retail as a channel, what made you decide to cut it even in light of traditional wisdom? 32:38 How are you thinking about the next 10 years of growth to become a true rival brand? 36:50 How do you “stretch” the Bloom & Wild brand to spread into new categories? 39:55 Lightning round- Biggest Win? 40:33 - Biggest struggle? 41:00 - Best marketing resource 42:38 - Biggest lesson you’ve learned? 43:26 - One thing CMOs should do differently after listening to this? ❓Mentioned in the Show: 📲AMP community for CMOs - If you’re a brand-side marketer and want to join, check it out here - https://www.wearerival.com/amp-group Pentire Drinks: https://pentiredrinks.com/ "Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Charlotte on Linkedin. @charlottelangleyFind Eric on LinkedIn and tweet him @efulwiler. Say hi at [email protected], we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024