Putting customers at the centre of your world2020|25:19
“At Yu Mei we’ve not only made the customer the centre of our world, but we’ve included them in every single part of the design and brand development over the last five years.” In this presentation from NZTE’s Digitally Speaking series Jessie Wong, founder and CEO of luxury leather goods brand Yu Mei, talks about the importance of understanding and listening to your customers when selling online. By knowing what drives them, companies can communicate more effectively with them. Yu Mei is a customer-centric business. Its products are designed with a specific person in mind, as a direct response to their unmet needs. Jessie holds the view that behind every customer with a problem, there will be 100 more with the same issue. “We need to understand what gets our customer out of bed in the morning in order to be able to cater to their increasingly growing expectations,” she says. “If we don’t, we risk creating a business or product that doesn’t serve them and doesn’t appeal to anyone.” This understanding of its customers’ values helps guide the brand’s messaging and, subsequently, the way Yu Mei customers experience the brand. It feeds into the company’s online presence, particularly through social media platforms such as Instagram, which Yu Mei uses as a two-way communication channel with its customers.