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to see the bride back after that fruit fly lifecycle ended The relationship to the customer was event-driven (the wedding) and one-off ( happily ever after ) Thus the data was valuable only for historic reasons and market analysis, but nearly meaningless for the customer insights necessary to drive repeat business
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These were only a few of the specific issues that needed to be dealt with in conjunction with cultural mindsets that surfaced as the work continued About two years into the process, I was sent about 300 pages of documents from different programs at David s Bridal to review to see if they were on a customer-centric track They asked for my edgy New York style brutal assessment After spending two weeks reading and then writing an extensive commentary, my conclusion was no despite the obviously good intentions built into the program This sparked a series of meetings with senior executives and CRM-related team members, which uncovered something in retrospect that was not at all surprising Like zillions of sales-focused companies before them, DB was presuming for the customer, as opposed to listening to the customer So, because of the good nature of the people involved and the business value that the company could realize from a change, we decided to do something about it I went to the CEO, empowered by the David s Bridal evangelists, and laid out a plan to form a committee that I called the Customer Value Review Committee (CVRC) Here s how it was set up and what its purpose was: 1 Find the most customer-centric decision makers at the company and populate the committee with them Keep in mind, this was not meant to equate to a classically cross-functional team that a CRM program typically demands Fair departmental representation didn t matter What mattered was that the members were strongly focused on the customer even if they ran the supply chain or the art department (so to speak) They also had to be decision makers who were empowered to decide on something at the meetings being held by the committee
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2 Recognition that this wasn t a CRM implementation and it wasn t a project It was a programmatic approach to changing the culture at David s Bridal from sales-driven to customerdriven, but not a full-blown CRM effort
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3 It would be publicly endorsed by the CEO and that endorsement would be known throughout the entire company so that its authority as an empowered committee would be clear 4 It would do several things:
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Find out what the customers were actually saying and thinking not presume for them at all Find out what the store of the future would be like, as well as who the customer of the future would be Do a high level process and program review to see which DB processes were customer-value friendly and which weren t This was not a full look at each process, just an overview Do deep customer mapping of customers who were selected by store, geography, and other characteristics and interviewed by the members of the committee this was an absolute requirement Committee members, as customer-centric as they were, had in several instances little or no interaction with the customers in their recent senior management job incarnations
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5 Once this process was completed over about a year s time expand the results to a pilot 6 Keep the committee alive to act as the conscience of the customer inside of David s Bridal and to be the fount from which all customer-centric wisdom and projects would spring
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We got complete buy-in from the DB CEO and we were off to the races There were seven committee members and me We fought, laughed, loved, cried, got confused, lost focus, refocused, but at the end of it all, were able to say amen and hallelujah There were several significant epiphanies on the committee, particularly after the customer mapping was done and the results supported by both anecdotal and metric evidence All of a sudden what had been presumed for the customer was seen to be, simply, wrong For example, the registration process at the front door was seen to be an event of major impact It turned out the bride didn t even remember registering the vast majority of the time Second, the assumption throughout DB history was that price and selection were their great differentiators It turned out that price wasn t as important as selection
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