Have you ever eaten dog food? This week we have a shaggy dog story for you as we talk to Kat Knocker, Head of Product and Customer Experience for tails.com. It is my pleasure to introduce Kat Knocker, who has worked for some really interesting brand such as Innocent Drinks and graze.com throughout her career, but now Kat is all about keeping her customers in the center of everything tails.com does by creating an unforgettable user experience. Tails.com is an online dog food company with a difference, in that it tailors the right mix of food for each and every individual dog, so who should the be target… the dogs? Or their owners? I’ll let Kat deal with that one. But first I wanted to know, what we all wanted to know – what is the worst dog joke you hear all the time? Takeaways- You must treat each and every one of your customers as an individual as they expect a personal, VIP experience every time. It isn’t only every dog that is unique, it’s also your customers. A clear customer-led value set is key to the success of tails.com. - A companies customer experience should be seamless and also delightful! As Kat so eloquently put it, remember back to a great restaurant experience where you felt like you were the only one’s in the place and were amazed by, not just the food, but the entire experience and the things you may not have even noticed. But remember that customer expectations change and it is important to keep up with these trends. - The only way you know if you have created a good, no, great customer experience, is to be a customer yourself. Be a customer from start to finish, go through each part of the process from the customers point of view, not your internal, rose tinted glasses view. You’ll be able to see what works, what doesn't, the pain points and the areas where opportunities to improve are, along with how you or your customers are actually feeling. And test, test everything. If you don’t, you are never really learning, you are just making a change. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksKat Knocker (LinkedIn): https://www.linkedin.com/in/kat-knocker-1b085211/ Tails.com: https://tails.com CIM marking formula: http://regions.cim.co.uk/london/home/news/2017-march/studying-how-to-meet-the-examiner-s-expectations/ Books:The Lean Start-Up (Eric Ries): https://amzn.to/2KRzgxY App:Evernote: https://evernote.comSpotify: https://www.spotify.com/uk/Sonos: https://www.sonos.com/ Customer Experience:Fitbit - https://www.fitbit.com/uk/home