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CXBuzz Interview With Michelle Long, Director of Communication & Corporate Social Responsibility at Shop LC

Hi Michelle, tell us about yourself and your background?

I serve as the Director of Communication and Corporate Social Responsibility for Shop LC.  With has over 20 years of retail and refining customer experience with large Big Box retailers I’m a well-known speaker empowering cultures to become more customer savvy and increasing employee morale.

What do you think is the ultimate checklist for a product launch strategy?

Full-Circle Rollout Plan for team/employees, customers, stakeholders and community.  Each segment needs to be engaged, interested and

What are some of the ways companies can strive to become more customer-centric?

    • Be Curious
    • Segmentation
    • Active Listening
    • Old Fashion Focus Groups
    • Experiment

Michelle’s tips for personalization

What tips do you have for marketing executives that wish to improve their personalization strategies?

Break your data down into decile in both volume and sales dollars, build your segmentation from these, look for opportunities and create your personalization around key needs of the most relevant data.

Do you think personalization and customer-centricity are going to become increasingly more relevant in the coming year? How so?

You have to cut through the clutter, the best way to achieve this is to give your customers something that is meaningful to them. Look at how often they react with your messages and when and adjust accordingly

What is one element that must always be considered when working on a marketing strategy?

How your control group is performing against your new concept.  Be sure to prove that your strategies are working, using a control group will help you look at numbers for your new/test initiatives without giving you false hopes

What’s the most common mistake you see in a company’s social media strategy?

Typos and bad photography – you immediately lose credibility. Social media is all about attracting eyeballs.  Make me want to stare. Make me want to watch more than once. If you can hold my attention, you have a better chance of conversion to a sale.

What do you think companies can do to build a loyal customer base?

You need to give them something they believe in.  If can be a low price, superb quality, a mission to end hunger, superior customer service.  Find your niche and stick to it.

What’s the most insightful book you read in 2020?  

I really enjoyed the Culture Code by Daniel Coyle, wonderful and insightful short stories tying directly to business, customers, culture and teams.

About the author

Efrat Vulfsons
Efrat Vulfsons
Efrat Vulfsons is the CEO & Co-Founder of PR Soprano and the editor of CXBuzz parallel to her soprano opera singing career. Efrat holds a B.F.A from the Jerusalem Music Academy in Opera Performance.


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