The Away Story
- Dustin Zender, Director, Customer Success, Alida
- Whitney Bauer, Customer Insights Senior Director, Away
How did Away revolutionize the luggage industry? By putting their customers first. With millions of loyal travelers and award-winning products that turned an industry on its head, Away knows that staying ahead requires more than just an iconic design and exceptional quality—it demands innovation driven by deep customer insights. Join us for a dynamic session to explore how Away built a thriving customer community, powered by Alida, to fuel their product development with rapid insights.
“Our customers are so excited to tell us…we can sometimes get somewhere in the range of 800 responses within 24 hours, which is enough for us to make really quick turn decisions.”
Actionable Takeaways:
- Prioritize direct customer connection: Build a dedicated customer community to foster two-way communication and gather continuous feedback.
- Leverage customer insights for product development: Involve customers in every stage of the product lifecycle, from ideation to launch, to ensure alignment with their needs and preferences.
- Close the feedback loop: Demonstrate to community members how their feedback is being used and provide them with exclusive access and recognition to strengthen their loyalty.
From Spreadsheets to Superfans: How Away Built a Thriving Customer Community
Let’s face it, getting genuine customer feedback can be a challenge. Endless surveys, low response rates, and the constant struggle to reach the right audience can leave even the most dedicated marketers feeling frustrated. But what if there was a better way? A way to connect directly with your most passionate customers, gather rapid insights, and build lasting brand loyalty? That’s the story shared in this engaging TMRE 2024 session, featuring Dustin Zender from Alida and Whitney Bauer from Away.
A Suitcase Story: From Broken Zipper to Brand Revolution
The session kicks off with a relatable anecdote: a broken suitcase at the airport. This personal experience sparked the creation of Away, a luggage brand built on the principle of putting the customer first. From the very beginning, Away prioritized understanding traveler needs through surveys and interviews. This customer-centric approach has been instrumental in the company’s growth, leading to the development of various suitcase sizes, bags, and accessories based directly on customer feedback.
However, maintaining this customer focus isn’t always easy. The travel landscape has changed dramatically in recent years, with new travel patterns, evolving customer preferences, and increased competition. Away recognized the need to stay agile and continuously adapt to these changes. This is where their customer community, known as “Zone One,” plays a crucial role.
Zone One: A Direct Line to the Customer
Away’s Zone One community consists of approximately 5,000 active members who have opted in to provide feedback and participate in various research activities. This dedicated group of customers provides a valuable resource for gaining rapid insights and making informed decisions.
Whitney shares a stark contrast between Away’s pre-community and post-community feedback processes. Before implementing Alida’s platform, Away relied on a cumbersome Google spreadsheet and their email team to contact customers, a process that could take up to two weeks just for planning. Now, with Zone One, they can gather hundreds of responses within 24 hours, enabling them to make quick, data-driven decisions.
The Power of Rich Profiles
One of the key advantages of Zone One is the ability to build rich customer profiles. With 52 profile variables, Away can segment their community based on demographics, attitudes, behaviors, and category engagement. This granular data allows them to target specific groups for relevant feedback, avoiding the need to repeatedly ask for information they already have.
Whitney shares a compelling case study about the development of new suitcase colors. Through open-ended feedback within Zone One activities, Away consistently heard requests for a purple suitcase. This insight led their team to develop several color options, which they then presented back to the community for feedback.
The results were clear: customers loved both a dark and a light purple option. This feedback not only validated the decision to offer purple but also helped Away de-risk their assortment by informing their buy decisions. Perhaps the most rewarding part of this process was being able to go back to the Zone One members and say, “You voted for this! It’s coming to life!” This direct connection and acknowledgment of customer input fosters deep brand loyalty.
Navigating Internal Pushback: The Power of Data and Passion
Whitney also touches on the challenge of navigating internal pushback when customer feedback deviates from initial plans. She emphasizes the importance of bringing forward data, customer quotes, and even video testimonials to demonstrate the passion and conviction behind customer preferences. This approach helps to open up conversations and influence decision-making, even when there’s initial resistance.
Key Takeaways: Building a Customer-Centric Culture
The session concludes with key takeaways for building a successful customer community:
- Know who the product is for: Use profile variables and existing data to target the right audience for feedback.
- Know the decisions you’re making: Determine the specific goals of each research activity, whether it’s de-risking assortment choices or exploring new product ideas.
- Know the community: Recognize the value of community members’ feedback and demonstrate how it’s being used to further engage them and strengthen their loyalty.
By prioritizing direct customer connection, leveraging customer insights for product development, and closing the feedback loop, Away has created a thriving customer community that drives innovation, informs business decisions, and fosters deep brand loyalty. This session offers a valuable blueprint for other companies looking to build similar customer-centric cultures.