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Ep 306: "Enlightened Hospitality" and the Secret to Killer CX with Eli Weiss from Jones Road Beauty
15 ideas de marketing sacadas de «Ep 306: "Enlightened Hospitality" and the Secret to Killer CX with Eli Weiss from Jones Road Beauty», de DTC Podcast…
- 15 ideas despiezadas
- Fuente DTC Podcast
- Dura 44 min
- Publicada en 2023
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Geo-targeting de email list para lanzamientos en retail: excluir compradores online, calibrar radio de distancia
Canales de adquisiciónCuando Jones Road tiene stock nuevo en una tienda física, el equipo geo-targeta su email list con tres filtros: (1) excluir clientes que ya compraron online para no canibalizar, (2) calibrar el radio (5 vs 10 millas) según qué tan lejos viajaría la gente por ese producto, (3) priorizar clientes que compraron en retail previamente (más propensos a visitar de nuevo). Shopify POS permite ver el histórico in-store…
targeting your list towards retail launches and I just wanted to ask hey how strong is this is just a question from my personal standpoint like do you have geographical data based on IP on every single user and is that do you consider that really accurate data it's directionally accurate so clavio has you know most customers um it's directionally accurate meaning like obviously somebody can have three homes or somebody can be traveling or somebody can you know have installed an email or used an email when they lived in one place and live in another um but yeah I think I think it's mostly IP…
Escúchalo en el minuto 21:52
Email plain text desde la persona específica que asesoró al cliente, al lanzar un producto nuevo
Retención y relación con el clienteCuando Jones Road lanza un producto nuevo, el equipo envía un email plain text a clientes previamente shade-matched desde la dirección del especialista que los asesoró. El mensaje: 'Hola, soy la persona que te ayudó con tu tono hace seis meses. Acabamos de lanzar este producto que es perfecto para tu piel.' Eso replica el trato de personal shopper de Bloomingdale's o Saks, que ninguna marca DTC ha hecho de forma…
launching a new product can we reach out to these people that we shade matched uh with an email from the person that shade matched them saying like hey it's me again uh if you don't remember I helped you six months ago we actually launched it launched this new product that'll be perfect for you um if you have dry skin or if you have oily skin like this is perfect for you with a little you know like that's kind of what works well in retail right like this Personnel like personal concierge type of shopping personal shopper experience client telling right like you see that in Bloomingdale's and…
Escúchalo en el minuto 15:34
Upsell con contexto > upsell con urgencia: 'notamos esto sobre ti' convierte mejor que '10 segundos o explota'
ConversiónEli Weiss distingue entre upsell 'cringe' ('solo te quedan 10 segundos para comprar o explota') y upsell 'pensado' ('notamos que en tu quiz dijiste X, compraste Y, y estadísticamente otros clientes como tú compran Z; te lo sugerimos'). El segundo respeta la inteligencia del cliente y construye LTV; el primero convierte a corto plazo pero erosiona confianza. Los upsell tools existentes (Rebuy, Zipify) maximizan…
that's kind of the difference I talk about this sometimes Twitter the difference between like cringe and gross upselling versus thoughtful upselling is like the cringe upselling is like you have 10 seconds to purchase this or itself explodes um the thoughtful upselling is we notice you told us this on your quiz we noticed you bought this statistically based on what we've seen across the rest of our customers you have a very high chance of buying this so it's almost like predictive repurchase not timing predictive repurchase what's or predictive next purchase which nobody's done right there…
Escúchalo en el minuto 27:18
Segmenta email por LTV predicho: a VIPs dale email 'thoughtfully hard', a long-tail espacia más
Retención y relación con el clienteJones Road identifica el top 10% de clientes que probablemente serán VIP (basado en señales de primera orden: ancho de categorías en primera compra, AOV, etc.) y les envía email 'thoughtfully hard': muchos emails pero todos educativos, con upsell útil, que parecen valor. Al long-tail (clientes con señales de churn), les espacian emails para no quemar la relación. Las incentives de las agencias de email están…
um we did a a really fun project with Alex G around kind of like a a retention dive I mean we learned you know a lot of these characteristics early on or like the width like the amount of categories wide a customer goes in their first order as an indicator um the amount of like obviously the aov is an indicator so when you have those indicators the the ideal best case scenarios go hard on those customers and the people that we know are statistically maybe not our kind of like vip's top 10 percent be strategic don't go too hard because you're you're probably just going to get them to…
Escúchalo en el minuto 31:00
Divide el CX en dos: AI para tickets repetitivos, humanos solo para intervenciones de alto impacto
Retención y relación con el clienteEli Weiss propone separar CX en dos carriles: las preguntas repetitivas ('¿dónde está mi pedido?', '¿funciona este producto con X?') se automatizan con AI. Los momentos que importan (un pedido que salió mal, una queja grave, una oportunidad de deleitar) los atiende un humano. Es el mismo modelo que los grandes hospitales aplican: AI para triage, humano para tratamiento. Recomendación: no entregues todo tu CX a AI…
to like the other flip side of you know again like a no best practices thought process is around AI right like there's gonna and we can get in that more detail but there will be a time where the monotonous boring where's my order type [ __ ] you know outside of the wonderment solution there's going to be a time where the same boring questions get answered by a robot that's fine when you go to when you go to either extreme and you know what my hot take for this episode it'll come after you growth marketers too right because with performance Max and you know and meta's Advantage Plus we're…
Escúchalo en el minuto 13:17
Mide LTV a 3-6 meses, no solo AOV: el shade matching duplica o triplica el LTV en Jones Road
Medición y experimentosEn lugar de mirar el AOV como métrica final, Jones Road Beauty rastrea el LTV a 3-6 meses. Los clientes shade-matched (asesorados para encontrar su tono correcto) tienen un LTV 2-3x mayor que clientes sin asesoría, incluso si el AOV inicial fue similar. Esto justifica invertir tiempo humano en una función que un call center tradicional mediría como 'ticket más largo'. Recomendación: redefine la métrica de éxito de…
differently on a very practical level instead of looking at aov as like the the final number we're looking at six month LTV or three month LTV as a very very important number right and shade matching is that is that one perfect example where we're seeing that you know maybe they spend a little bit more when they're shade matched they actually spend a lot more but even if they spent around the same much on a six-month window it's you know it's double or triple um so we're trying to like okay if these shade match customers are really valuable how do we talk to them differently and then again it…
Escúchalo en el minuto 15:01
Cuestiona los 'best practices' de marcas más grandes: lo que funciona en Athletic Greens no es tu situación
Medición y experimentosEli Weiss advierte contra copiar 'lo que le funcionó a X' como si fuera transferible. Athletic Greens testea 500 variaciones con presupuesto infinito; lo que funciona para ellos puede no funcionar para una marca con poco tráfico o copy débil. Recomendación: no adoptes 'best practices' sin auditar tres cosas: (1) tu tráfico y volumen estadístico, (2) la calidad de tu copy/producto, (3) si la táctica depende de marca…
diapers or like supplements or skin care you're all kind of D to C and I think a lot of this comes to just looking at what works quote unquote works for somebody else um you're like well athletic greens like they obviously test it 500 ways so if it works on their side it obviously works on mine and then again cognitive dissonance on like well maybe it doesn't work because like my traffic is [ __ ] or maybe it doesn't work because my copy is [ __ ] and we just copy paste a lot of this kind of came to boil with the whole glossier thing a couple of weeks ago everyone's like glossier's new site…
Escúchalo en el minuto 9:52
ConversiónEli Weiss argumenta que hay un punto medio entre 'one-click everywhere' y '10 steps en checkout'. La fricción útil existe en pre-purchase: el quiz de Jones Road existe para que el cliente entienda qué está comprando (no vende base incorrecta que devuelven). Pero el checkout debe ser one-page para no perder el momento de compra. Friction bien puesta = menos devoluciones, más confianza. Friction mal puesta = abandono…
the the broader ideology here is that the more steps you can remove from a thoughtful customer like a customer purchase Journey the better um I think it's like it's so fascinating to me because when you think about the fasts of the world right the five dollar hoodies and the bolts and all these other kind of companies that we're doing basically what Shope was doing but they were like across the whole internet and blah it's again kind of this middle ground right whereas if you just put in your information once and click one button and purchase everywhere that's obviously not the best case…
Escúchalo en el minuto 33:42
Regla 51% para contratar CX: el 49% se enseña, el 1% (EQ y empatía) no
Investigación de mercado y clienteEli Weiss (Jones Road) adopta la regla 51% de Danny Meyer: el 49% del trabajo (herramientas, tácticas, plataformas como Gorgias, Klaviyo, Octane) se aprende en el trabajo; el 1% (EQ, empatía, ponerse en los zapatos del cliente) no se enseña. Contrata por ese 1% y enseña el resto. La industria gastó décadas formando analistas técnicos; el diferenciador real es la empatía, y se detecta en entrevista, no en prueba…
like things that I've pulled into the way I hire which is almost you know 49 of your work the Tactical stuff is very easy to learn I didn't know a thing about kind of like the Practical CX like how to use gorgeous or how to whatever x y z I didn't know my way around the clavio a few years ago I have no education I learned everything on the job the thing that nobody could have taught me is the EQ and the empathy piece of like just slowing down and putting yourself in somebody else's shoes so I think that's like the 51 rule is like you need an extra one percent of that EQ side and the Tactical…
Escúchalo en el minuto 39:25
ConversiónEli Weiss argumenta que hay un punto medio entre 'one-click everywhere' y '10 steps en checkout'. La fricción útil existe en pre-purchase: el quiz de Jones Road existe para que el cliente entienda qué está comprando (no vende base incorrecta que devuelven). Pero el checkout debe ser one-page para no perder el momento de compra. Friction bien puesta = menos devoluciones, más confianza. Friction mal puesta = abandono…
the the broader ideology here is that the more steps you can remove from a thoughtful customer like a customer purchase Journey the better um I think it's like it's so fascinating to me because when you think about the fasts of the world right the five dollar hoodies and the bolts and all these other kind of companies that we're doing basically what Shope was doing but they were like across the whole internet and blah it's again kind of this middle ground right whereas if you just put in your information once and click one button and purchase everywhere that's obviously not the best case…
Escúchalo en el minuto 33:42
Estrategia de contenidosEli Weiss señala que los marketers con 100K+ seguidores que producen 'sludge' diario (volumen sin sustancia) terminan con engagement tan bajo que ganan MENOS por tweet/newsletter que un creador con audiencia más pequeña y engagement alto. La métrica de vanity (followers) esconde la métrica que paga (engagement rate × audiencia). Recomendación: optimiza para engagement rate, no para follower count. 10K seguidores con…
this from the newsletter and from the like sponsor tweet side people don't realize that when I look at other people in the space that have a hundred plus thousand followers like I'm actually getting paid more than them on a per tweet or per newsletter basis because of the Vol like the volume game doesn't actually help when it's when when you talk about getting paid because your engagement is crap right like yeah reply for DM whatever like that just doesn't it doesn't hold off a lot of this is like relevant the customer experience and retention as well but I will go down the rabbit because I…
Escúchalo en el minuto 6:24
Lanza un producto nuevo como pre-venta con muestra previa para medir demanda sin sobredimensionar inventario
Oferta y precioJones Road lanzó su primera fragancia como pre-venta. La marca anticipaba que el inventario duraría mucho más, pero se agotó en menos de una semana. Resultado: validación brutal de demanda sin haber hecho un full launch de retail, y un FOMO real para el relanzamiento. Recomendación: para categorías nuevas sin data histórica, lanza como pre-venta limitada con muestra previa (para que el cliente sepa qué compra). El…
is the first fragrance so Bobby has launched fragrance way earlier in her career um and Bobby loves fragrance I think I think what people don't quite understand is how close she is to copy and ideation and this is the way that she describes fragrance right it's like this smells like I'm walking out of the shower and it's like oh that's perfect and that goes on the product page um but it was it was a blast I think it's you know launching any new category you're not quite sure how it'll do and it absolutely crashed it sold out in less than a week and we anticipated it would last a lot longer…
Escúchalo en el minuto 18:24
Enlightened Hospitality: enfócate en el equipo primero, las ganancias y clientes vienen después
Marca y posicionamientoEli Weiss cita a Danny Meyer (Setting the Table): la jerarquía correcta de prioridades en un negocio con hospitalidad es (1) empleados, (2) clientes, (3) comunidad, (4) proveedores, (5) inversores. Si tus empleados se sienten parte de algo más grande, ellos crean las experiencias que deleitan a los clientes, y las ganancias siguen. Ejemplo: un restaurante cuya mesera corre a la casa del cliente a recoger boletos…
favorite things are in light in the hospitality and the 51 Rule and light and hospitality is essentially like focus on your team focus on your people and the rest everything else comes after that so creating a place where people feel like the work they're doing is is changing lives um and everything comes after that the you know the the profits and the investors and even the customers um you know so so putting an emphasis on people um the 51 rule is is one of my kind of like things that I've pulled into the way I hire which is almost you know 49 of your work the Tactical stuff is very easy to…
Escúchalo en el minuto 38:56
Retención y relación con el clienteEli Weiss (Jones Road Beauty) argumenta que, al contrario del journey digital (ad → quiz → PDP → checkout → shipping → delivery), la experiencia retail es un momento único de 1-3 minutos. El cliente entra, ve la cara del dependiente, tiene una conversación, decide. Las reseñas que destacan el retail como razón de amor por la marca confirman que ese momento único pesa más que cualquier touchpoint digital…
I think at its core retail is so interesting because for most people it's this one three minute experience that will Define their entire Journey with us for a lot of customers it's their first touch point and they haven't seen a million ads they probably heard about it from a friend online we just have this like eloquent long journey where they come from the ad they take the quiz they check out the PDP the website the shipping the delivery versus retail is just this one pivotal moment they walk in the smile on the face of the person helping them the conversation the way that conversation…
Escúchalo en el minuto 1:19
Un equipo de CX de ~8 personas maneja 30,000 tickets al mes en Jones Road Beauty
Estrategia y decisiones de negocioJones Road Beauty procesa aproximadamente 30,000 tickets de CX al mes con un equipo de 6 full-time + algunos part-time (~8 personas). El equipo está estructurado por 'esquina' (corner): una persona es dueña de returns, otra de email técnico, otra de community/DMs, etc. Cada persona tiene foco claro en lugar de ser generalista. Recomendación: si manejas más de 1000 tickets al mes, asigna 'esquinas' (especialidades) a…
many tickets do you have today how many tickets are you guys rocking a day these days I mean we have like a good 30 000 tickets a month give or take wow it's a lot of tickets and I just I also just one last question I just want to ask you what does your team look like at this point yeah um our team is you know like we have like six ish full time and a couple of part-time um you know CX at this current moment is also community so you know it's the DMS it's the comments on social um you know as we continue to grow we're trying to give everyone kind of a corner um to focus on so it's not…
Escúchalo en el minuto 42:02
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