Episode 24 – Customer Experience and Eating Dog Food – Kat Knocker – Head of Product and Customer Experience – tails.com


Have you ever eaten dog food?
This week we have a shaggy dog story for you as we talk to Kat Knocker, Head of Product and Customer Experience for tails.com. But before we do that you need to know that after this interview we will take a look at how each and every CIM assignment and exam paper should be structured and we’ll review the CIM Level 4, December 18 Integrated Communications Assignment, Task 2 (b).

But First it is my pleasure to introduce Kat Knocker, who has worked for some really interesting brand such as Innocent Drinks and graze.com throughout her career, but now Kat is all about keeping her customers in the center of everything tails.com does by creating an unforgettable user experience. Tails.com is an online dog food company with a difference, in that it tailors the right mix of food for each and every individual dog, so who should the be target… the dogs? Or their owners? I’ll let Kat deal with that one. But first I wanted to know, what we all wanted to know – what is the worst dog joke you hear all the time?

– You must treat each and every one of your customers as an individual as they expect a personal, VIP experience every time. It isn’t only every dog that is unique, it’s also your customers. A clear customer-led value set is key to the success of tails.com.

– A companies customer experience should be seamless and also delightful! As Kat so eloquently put it, remember back to a great restaurant experience where you felt like you were the only one’s in the place and were amazed by, not just the food, but the entire experience and the things you may not have even noticed. But remember that customer expectations change and it is important to keep up with these trends.

– The only way you know if you have created a good, no, great customer experience, is to be a customer yourself. Be a customer from start to finish, go through each part of the process from the customers point of view, not your internal, rose tinted glasses view. You’ll be able to see what works, what doesn’t, the pain points and the areas where opportunities to improve are, along with how you or your customers are actually feeling. And test, test everything. If you don’t, you are never really learning, you are just making a change.


Top Tip – CIM Marking Formula: Concept/theory, Application, Evaluation and Presentation
How should you structure your answers. What is the best method for doing this and is there a right and wrong process?

Within your answer you can and should be creative and inventive. Sticking to the norm may sound like a good idea and in some instances it is, but you want an examiner to be engaged with your assignment and it, in itself to be engaging. This means it will be much easier to mark. But there is a set formula that you should look to follow as a basis for each answer, that will help give you structure, which is the Concept/theory, Application, Evaluation and Presentation formula.

You should be looking to cover all four of these elements – Concept/theory, Application, Evaluation and Presentation within each of your answers. The percentage of each changes however, depending on what level of qualification you are going for and there is a link in the show notes as to what this percentage is. The higher the level, the more evaluation your are expected to provide, so don’t get hung up on explaining all the concepts and theories you are bringing into your answers. This is the reverse for Level 3, where concept and theory will form the bulk of your answers.

Check these percentages out and us it as a guide as to how much of each you will need to put into your answers.

Use it as a guide and remember that you always get 10% for your presentation, that is a whopping 10 whole marks so make sure your assignment is readable and pleasing on the eye.


CIM Level 4 December 18 Integrated Communications Task 2 (b)
This question is similar to what question 2(a) is asking for, only you will have to be more descriptive about building credibility, by way of the messages given and the channels used to communicate these messages. Consider the impact different types of messages can have and why your current campaigns (although perhaps not targeting this new group) don’t resonate with them. What needs to change to build credibility?

Is it credible by association with something or someone! Is there technical requirements that need to be understood to bridge that gap between knowledge and trust?

Credibility can come from many different elements and these will be specific to your own industry, so make sure there is a fit as to what is seen as credible and what you are communicating has credibility.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Kat Knocker (LinkedIn): https://www.linkedin.com/in/kat-knocker-1b085211/
Tails.com: https://tails.com

CIM marking formula: http://regions.cim.co.uk/london/home/news/2017-march/studying-how-to-meet-the-examiner-s-expectations/

The Lean Start-Up (Eric Ries): https://amzn.to/2KRzgxY

Evernote: https://evernote.com
Spotify: https://www.spotify.com/uk/
Sonos: https://www.sonos.com/

Customer Experience:
Fitbit – https://www.fitbit.com/uk/home