In this episode, David Mannheim sits down with Sienne Veit, Founder & Chief Product Officer at Invisible Stuff.

Through 20 years in global and UK retail and technology sectors, Sienne has helped notable brands grow like Kingfisher, John Lewis & Partners, M&S, Morrisons, Samsung, and Sony. Constantly utilising new tech, she is passionate about customer centricity and building a brand the right way.

Sienne and David discuss the importance of reinventing customer journeys and metrics. They delve into the shortcomings of relying solely on conversion rates and explore alternative metrics that better capture the customer experience. Sienne emphasises the need to understand the reasons behind changes in conversion rates and tailor strategies accordingly, especially in the era of mobile shopping.

Topics Covered:

• The limitations of conversion rate as a metric
• Understanding the reasons behind fluctuations in conversion rate
• The importance of measuring customer journeys and behaviour
• Advocating for customer lifetime value as a key metric
• The value of mobile apps in capturing omnichannel data
• Balancing immediate ROI with long-term customer value

Key Quotes:

• "Conversion rate to me is a lag metric. And it means a number of people have, have gone about their shopping journey and been successful in my book. You can have a ton of grumpy customers that have kind of fought their way tooth and nail through your website to get what they want."
• "I think better metrics are metrics that are allied to their mission."
• "If you notice what I do, then I probably haven't done my job. If you don't notice what I do, then I am doing my job really well."

Episode Chapters

00:00 Introduction
01:01 Guest Introduction: Sienne Veit
03:49 Sienne's Statement: Reinvent Customer Journeys And Metrics
08:37 The Mobile Shopping Shift and Its Impact on Metrics
12:22 The Power of Apps in Enhancing Customer Journeys
16:36 Balancing Immediate ROI with Long-Term Customer Value
20:11 Sienne's Last Words
20:46 Outro

Social Media

• Sienne's LinkedIn → https://www.linkedin.com/in/sienneveit/
• Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
• YouTube → www.youtube.com/@madewithintent