“I think it's not about technology. It's about experiences.”
“Love” is a word that seems far removed from the lingua franca of the 21st-century corporation. And yet Aldo isn’t alone in its heart-forward view of business relationships. One of Salesforce’s headlines is “We make your customers love you,” making the two companies natural allies.
Love comes through in everything Aldo does, from the relationship employees have with one another to the way they serve customers, Frisk said.
Amy Stern, Aldo’s Global Vice President of Human Resources, said love motivates the company’s leadership to give associates what they need to succeed. “One of the ways we demonstrate love here internally is sharing knowledge and … the tools that we provide to our associates,” Stern explained. “We can empower them with knowledge to be the best they can be, and to really serve our customers in a much deeper way … It allows them to put the customer at the centre of our universe.”
For example, Salesforce brings customer data to the mobile devices that sales associates use to give better service to customers in Aldo stores, and informs call-centre staffers so they can resolve calls 20% faster. That shows love for Aldo’s customers and respect for their time.
“Their expectation is that we know them and their behaviours and their preferences, regardless of where they are,” said Lance Martel, Chief Information Officer. “I think it's not about technology. It's about experiences.”
With predictive intelligence on marketing cloud and on its website, Aldo can recommend a second pair of shoes in a similar style or a coordinating handbag. If you look at a pair of shoes on Aldo’s website, when you walk into a store, Aldo’s app will tell a sales associate what you want so you can try those shoes on faster. Using App Cloud and AppExchange, Aldo’s A-list app manages and tracks interactions with top-tier customers, and showcases select shoes or prereleases, offering special perks to their best customers.
Having the right information helps Aldo associates make recommendations that feel personal and generous, not like generic upselling, Martel said.