Experimenting with the vast amount of new technologies can prove difficult for marketers, especially since some of them are harder to measure versus more traditional ones.
But at Safelite AutoGlass, experimenting with new technologies is encouraged.
“We have adopted a fail fast strategy,” Kerry Hurff, Safelite AutoGlass AVP, Customer and Brand Technology, told Loyalty360. “Our CEO allows us, even expects us, to fail a lot. This empowers our teams to try different technologies and approached quickly, learn and move on, without the fear of losing our jobs…it is very refreshing! “
Hurff said that the company’s key pillar is its Customer Driven philosophy.
“We utilize a very disciplined process of Listen, Focus, Create, Delight, and do it all over again,” he explained. “This ensures we engage and delight our customers, make it easy for them to do business with us, and retain their loyalty both for our business, and our Insurance partners.”
Since marketers are tasked to be more data-centric than ever before, yet the challenge of creating actionable insight from data is more challenging than before, Hurff offered some advice.
“My advice would be to find the scarce experts who have analytics techniques and integrate them into your team,” he said. “Safelite utilizes both structured and unstructured data in unique ways to drive actionable insights. We are very “planful” in our approach, and have a calendar of events for our social activities. We also are very nimble when opportunity arises, and when threats appear.”