Refreshing your CX with Scott Finlow, CMO for the PepsiCo Foodservice Division

This episode features an interview with Scott Finlow, CMO for the
PepsiCo Foodservice Division. In this episode, Scott talks about
creating centers of excellence within a large company, operating
with a digital-first mindset, and catering to experiential
consumers.


Quotes


*”What’s important is to build a comprehensive and dynamic
understanding of people, not just as consumers, nor just as
shoppers, but in a more holistic way. To understand them as
people, what their motivations are, what their behaviors are, not
just in a moment, but over the course of a day or a week or a
lifetime. And that becomes a more important way to understand
people as you seek to build brands authentically and genuinely to
help meet their needs, whether it's an individual brand or a
portfolio of brands. That's different in different markets and in
different contexts. And it's an incredibly dynamic space now more
than ever.”


*”You may go to Starbucks in the morning. You may be at 7 Eleven.
You may be ordering from from B-Dubs for lunch. You're living in
an omni-channel world today. The construct of retail to some
degree in food service doesn't really present itself clearly to a
consumer or to people. And that's increasingly what we need to
contextualize and understand when we do our work, when we
understand people, when we build our brands, when we build the
experiences. We want to create. ”


*”Retail is looking to create a more experiential environment.
And I think the world that you live in in terms of being focused
on customer experience and guest experience is incredibly
relevant across both. And everyone needs to work hard to
understand that guest, and or consumer, and create a better
experience for them. What's important is understanding what the
nature of a better experience is, right? And there are probably
some common underpinnings. Things like convenience, things like
depending on the context, something that's maybe unique and
special, certainly relevant, is going to be incredibly important.
Value is always a constant at a high level and is also dynamic,
and very much unique and dynamic across the different contexts as
well.”


“In every role I've ever had, CX has been at the root of it. One
thing that I think is really important is for everyone in the
company to think that way about it no matter what your role is,
whether you're in sales or finance. How are you just thinking
about the consumer, the user, the customer, and how you build a
better brand experience and a better business as part of that?
That should be at the heart of every CPG organization. That's for
sure.”


“Act like an owner. No matter where you are in the business, be
an owner of the brands. Be an owner as it relates to
understanding your customers, helping your customers and
supporting that business. Don't don't have it be someone else's
job. Make it your job. Make it everyone on your team's job to
think about that experience and organize at least a part of your
work and your mindset to be hyper-conscious about how you can
make that a better experience.”


Time Stamps


*[3:36] Making sense of consumer insights


*[9:30] Building a unique brand experience in foodservice


*[12:20] Creating the experiential environment


*[14:12] Understanding the consumer across silos


*[17:13] Taking ownership of your CX


*[18:38] Future-proofing by shaping your brand in context 


*[21:09] Adapting CX to COVID


*[23:39] Driving innovation at PepsiCo through IT


*[28:46] The future of PepsiCo and sustainability initiatives


*[33:09] Advice for CX leaders


Bio


Scott Finlow is the Chief Marketing Officer for the PepsiCo
Foodservice Division.  Scott and his team are responsible
for translating deep consumer and customer insights into
innovation and experiences that accelerate growth, build brands
with purpose and transform the business for the future. 
Scott has been with PepsiCo for 25 years in a variety of
Marketing roles in the US and Asia.


Thank you to our friends


This episode is brought to you by IBM. If you are responsible
for Customer Experience, they've created a White Paper just for
you. In the CX North Star Report, you can learn more about how to
activate your CX vision. Download it here


Links:


Connect with Scott on LinkedIn


Follow Scott on Twitter


Check out the PepsiCo Foodservice Digital Labs


Connect with Phil on LinkedIn


Follow Phil on Twitter