Joelle Cann

• Voice of Customer
• At Saks OFF 5TH, I led the insights team and was responsible for driving the company’s Voice of Customer (VOC), market tracking and primary research programs
• My deep understanding of fashion retail, strong analytical and communication skills combined with my ability to influence and passion for improving customer experiences made me successful in this role
• Designed journey-based VOC program that leveraged dashboarding, text analytics and closed-loop systems to improve operational efficiencies, customer retention and informed executive decision making Owned cross-functional, KPI driven, monthly business reviews with senior leaders, that led to actions that relieved customer pain points related to site experience, service, fulfillment, and store operations and improved VOC scores Thought leader, creating, and driving comprehensive research strategies that combined primary research, customer data mining, and ongoing measurement tools to improve digital, retail, marketing, and operational experiences Managed and trained a team of remote researchers, creating a culture of accountability, skill growth and collaboration Key Accomplishments: ̶ Drove CEO & COO alignment with new VOC program vision, redesign, and actioning across all customer touchpoints ̶ Recommendations led to development of new processes to reduce customer supply chain frictions resulting in improved profitability by reducing returns and customer service calls ̶ VOC insights identified multiple website experience defects that were corrected, resulting in improved scores

At Nordstrom I defined the strategic roadmap and drove actions to improve every point of the customer journey. Key to my success is my ability to build strong relationships, synthesize insights across multiple sources, use those insights to inform a strategic point of view and present findings to leadership in a way that encourages action within the business.

§ Successfully managed VOC program redesign, led bringing VOC data in-house for more complex data mining and insights

§ Designed and lead complex qual & quant research resulting in a customer-centric business recommendations and successful actions around brand management, product pricing, product development and experience

§ Owned competitive landscape analytics, including market share tracking and product opportunity identification tools

§ Directly supported and coached a team of high-performing project managers, data analysts and researchers

Key Accomplishments:

̶ Established the international VOC experience tracking program tied to internal telemetry data for Nordstrom, encompassing 15+ retail touchpoints driving organizational efforts to improve the customer experience

̶ Created ongoing customer reporting, identifying how product categories and brands drive acquisition, retention, increased spend and impacted the customer mix overall, resulting in improved strategic planning

̶ Developed and drove enterprise adoption of advanced text analytics of customer feedback on experience & product resulting in improved internal product development, assortment assessments and external brand relationships

• As a consultant, I identified ways my clients could better leverage their data and generate insights to strengthen their brand and build customer relationships
• My success was driven by my ability to effectively frame business problems, identify knowledge gaps, implement targeted research studies, and deliver profit-driving deliverables
• Key Clients & Projects Include:
• CNBC (1 year) Built data driven insights to support CNBC’s marketing sales team
• SEATTLE SONICS & STORM (2 years) Formulated 2-year research strategy and guided program implementation

In this role, I directed a million-dollar annual research budget, and staff of three, reporting directly to NBA senior management. My primary responsibility was to provide actionable customer insights and market trends for the NBA league office, and the more than 40 NBA and WNBA teams.

§ Led design, implementation, and leadership presentations of strategic consumer research initiatives across more than 20 markets including experience measurement, media investment analysis and brand tracking studies

§ Conducted league-wide research with J.D. Power, TNS and other vendors to identify NBA and WNBA ticket plan renewal drivers, customer segmentation models, and avidity tracking

§ Prepared and managed department’s operational budget, negotiated vendor contracts and relationships valued at more than $1.5 million

Key Accomplishments:

̶ Launched first league-wide experience tracking program, resulting in league and team strategies used to develop more customer centric game experience including music selection, entertainment & operational improvements

̶ Led international brand equity research to inform expansion, licensing, and television sales opportunities