A Chat with Bob Land, VP of Consumer Engagement at Dorel Juvenile
May 20, 2016
We recently had the opportunity to chat with Bob Land, VP of Consumer Engagement at Dorel Juvenile. Bob recently accepted a Clarabridge Customer Experience Champion award on behalf of Dorel Juvenile, recognizing his team’s efforts in creating a Customer Experience Program with a proven return on investment.
Sentiments: Can you tell us a little bit about yourself and Dorel Juvenile?
Land: As a quick introduction, Dorel Juvenile, a segment of Dorel Industries, Inc., manufactures the most baby gear on the planet, with products available in over 100 countries. Dorel Juvenile’s portfolio features a diversity of strong global brands, such as Maxi-Cosi, Safety 1st, Quinny, and Tiny Love, as well as regional brands such as Cosco, Angel, Bébé Confort and Infanti. I’ve personally been with Dorel Juvenile since January 2014 and am passionate about enriching lives with solutions that compel consumers to absolutely LOVE a brand.
Sentiments: What role has your executive team played in building a successful Customer Experience Management (CEM) program?
Land: Executive support has been critical. Paul Powers joined Dorel’s executive team as President and CEO in 2013, and he truly understands the value of listening to customer feedback. With his appointment, our top leadership took the reins and gave our consumers a seat at the table. They drove investment in technology platforms – breaking down silos, replacing aging technology, and providing a toolbox of agile and API-connected systems (yes, Clarabridge included!). The exec team also inspired a culture of putting the consumer first, offering specialized training for rock star employees and implementing a new model where all of our Corporate Strategic Goals had a Voice-of-the-Consumer focus.
Sentiments: You mention that the drive for an improved consumer experience has shifted the employee culture. Can you tell us a bit more about this transformation?
Land: CEM is evolving within Dorel’s company culture as our employee’s entire frame of reference has morphed from being the best possible single-channel partner to offering the best multi-channel service to our retailers – all in the span of only two years and across a team of 7,500 employees worldwide. The migration away from experience-based business decisions to data-driven ones has been at the core of this cultural shift, with particular focus on encouraging team members to trust consumer insights data. To help achieve this, we provided extra coaching, town meetings, and training. Across the globe, physical offices were renovated, new video conference technology was rolled out, global teams were reorganized, and Consumer Experience became a corporate priority culminating in a global D2C Summit in Berlin.
Sentiments: How have employees responded to the focus on data-driven decisions?
Land: Everyone across the company believes in putting the consumer first. By sharing the value of consumer insights, enough seeds were planted to inspire employees to develop their own ideas to improve the consumer experience. One such idea resulted in a service that was a first for the juvenile industry – a Live Video Car Seat Installation Service. Using Facetime or Skype, consumers can now contact a Certified Car Seat Technician who can literally look over their shoulder to see if a car seat is installed safely. Since over 70% of car seats are not installed safely, this program is actually saving lives and it would not have been possible without a major culture shift.
Sentiments: What impact has your CEM program had on the business?
Land: We are now able to efficiently analyze and act on the voice of our consumers across all consumer touch-points. This has:
- Inspired data-driven decision making: Early Clarabridge insight was the deciding factor to re-name a multi-million dollar product line with a 12-year legacy. There had been enough new product features to warrant a re-naming, but the common thought at Dorel Juvenile was that consumer sentiment to this product line was very positive. However, Clarabridge data showed that consumers actually rated it very low. The newly named product line has broken every sales record at Dorel!
- Increased sales: Amazon.com sales for Dorel Juvenile have increased by more than 75% year-over-year.
- Improved consumer sentiment: Consumer Sentiment is on the rise and our newly implemented Net Promoter scores are consistently high compared to industry benchmarks.
- Driven product innovation: The Safety1st Home Safety Calculator was launched as a way of solving consumer problems instead of simply selling products. This easy to use calculator helps parents understand how to baby proof their apartments and homes based on a simple survey.
And this is only the beginning! Dorel Industries spans more than 25 brands, including Cannondale, Schwinn, Pacific Cycle, GT, and Mongoose, so consumers across the board are in for a real treat throughout their kids’ life journeys.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani