Quick Commerce Needs to Understand the Value of Consistency
Diego-Tarek de Aristegui, Chief Marketing Officer at MANO and an expert in quick commerce, spoke about Gen Z’s expectations from brands creating a two-way conversation using an increasingly growing democratic toolkit. Diego-Tarek de Aristegui, Chief Marketing Officer at MANO has over 14 years of experience in leading roles at Leo Burnett MENA and Diageo Innovation […]
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Diego-Tarek de Aristegui, Chief Marketing Officer at MANO and an expert in quick commerce, spoke about Gen Z’s expectations from brands creating a two-way conversation using an increasingly growing democratic toolkit.
Diego-Tarek de Aristegui, Chief Marketing Officer at MANO has over 14 years of experience in leading roles at Leo Burnett MENA and Diageo Innovation Europe.
MANO GROUP LIMITED is a quick-commerce grocery delivery platform servicing several markets across Africa. A recipient of a multitude of international creative awards, he has built brands across several continents. Based out of Madrid, he oversees a fast-growing operation and team expanding across the African continent.
Excerpts from the interview;
How does the CX approach change when dealing with GenZ?
I believe the fundamentals of a solid customer experience are well-known, and have been set as a standard for some time now. Some of the main pillars are:
- An insightful understanding of a human/customer tension point that the businesses can address
- Identifying all relevant customer journey pleasures and pain points and developing propositions that address and enhance each.
- Continuously welcoming and seeking out customer feedback for ongoing optimisation.
Regarding Gen Z, I believe that human beings across generations are quintessentially the same. What changes, though, is the environment, the culture, or in other words, the zeitgeist of the epoch.
Each generation has a different set of expectations as well as different thresholds for tolerance and openness to new and old ideas. How we behave is greatly affected by how we interact with each other which is very much a function of technology, and the advances we achieve as a species. Gen Z, a fully digital native cohort, clearly expects brands to behave in a certain way and create a two-way conversation using an increasingly growing democratic toolkit.
They expect brands to tackle matters that will impact our lives today, and in the future. CX must address current needs across relevant touchpoints but it must also inspire a mindset for ongoing progress.
Do you think employee experience has an impact on customer experience?
Employee experience is noticeable when customers deal with a service provider but it is also the case for providers of goods. Companies with a clearly defined customer-centric purpose that has been properly aligned across the organisation tend to outperform those who have failed. A company’s purpose is perhaps one of the critical ingredients for an organisation’s success. It is also a fragile idea that needs to be protected and championed by all. More than a vision and a mission statement, stakeholders need to be aligned on a purpose that is unique to the organisation.
A customer/human-centric purpose is championed by the C-suite to shareholders and trickles down others in the company. An organisation that can bring to life its purpose continuously and consistently can positively contribute to the overall employee experience which in turn generates positive ripple effects across the board.
How is the CX journey defined in your organisation?
We are a service provider, over and above being a retail business delivering goods. What drives every human being at the company is an obsession to provide the best quality service and experience to our customers. This obsession is not us trying to be what our competitors are not; it is something that has driven the culture of the organisation since day one.
We are a business that aims to have control across the value chain from the dark stores we operate to the products we source or could create in the future, our digital platforms, how we deliver the goods, and the last mile service to the customer. There is in-depth attention to every detail of that process, ensuring we live up to our promise daily. We’ve realised that players tend to overlook the value of consistency in the quick commerce business. We ask for a paradigm shift in behaviour from our customers within a category still in its infancy. Being inconsistent, especially in these early days, comes at a tremendous cost for the category.
What is the role of technology in improving your CX?
Technology is an enabler in our business, not the end service or product itself. Nevertheless, we seriously value the importance of technology and the solutions we can create to truly take the customer experience to new heights. More can be done, and more should be done, to create a hyper-personalised relationship with our customers. Shopping is a very personal experience, even if it’s for groceries. Our customer’s personalities and habits are continuously reflected in every interaction. Over and above personalisation of the shopping experience, our ambition is to inject more human/sensorial dimensions as we further develop our tech.
What are the challenges in CX for the online retail space?
There’s a pleasurable sensorial experience in going to your favourite supermarket and eyeing a display of fresh produce. From the smell, visual cues and touch, the in-presence experience is hard to replicate for quick commerce. Therefore, we have a massive responsibility to hand-pick the best products for our customers. The promise of quality that we communicate to our customers is a combination of sourcing the best possible produce/brands, preserving them in the right conditions, and delivering to their doorstep goods that look like the pictures on the app. At the end of the day, we are shopping on behalf of our customers. We must put ourselves in their shoes, and aim to live up to their standards.
What can delegates expect from your session at CX NXT?
A provoking point of view, a robust debate, and a keenness to answer your questions.
Diego-Tarek de Aristegui, Chief Marketing Officer at MANO and expert in quick commerce will be speaking at CX NXT, a customer experience summit, Address, Dubai Marina, UAE on November 17 and 18, 2022.
