Luckily, they had plenty of data on their hands. So, she turned to Blue Apron’s customer insights team to understand more about the challenges they faced and how to move the customer experience forward. A holistic view of the customer journey would require a strong understanding of how users were interacting with both sides of product coin. In fact, customers could only receive their physical products (the meal kits) via interacting with their online product (the Blue Apron site). However, she quickly realized that the physical product - their differentiator - could not exist independently of the digital one. That was where their competitive advantage lies.
In her opinion, the Blue Apron meal kit offered the best physical product, with the freshest and healthiest ingredients, tastiest recipes, and superior delivery to the customer. Physical + digital products = a winning recipeīefore joining the Blue Apron team, Linda had tried out all of their competitors. And that common thread was a holistic mindset about the customer journey, with multiple customer touchpoints built into each stage.Īt the Pendomonium Virtual conference, Linda shared how Blue Apron was able to thrive in spite of the many challenges of COVID-19 by relying on its customer-centric strategy. During her time at companies like Alibaba, Evernote, Etsy, and now as the CEO of Blue Apron, she realized that all of these companies did one thing successfully, which made them able to thrive even in unpredictable markets. For her, the best products take a complex process and make it intuitive and easy for the user to complete. In fact, she says she’s most comfortable when she’s uncomfortable. In that role, she had to take something difficult and/or traumatic and explain it to people in an easy-to-understand manner, anticipating uncomfortable questions along the way.Įven after she pivoted to marketing, she still found herself thriving in chaotic environments. She started her career in communications and consulting with a focus on crisis and issues management. Linda Kozlowski is comfortable with unpredictability.
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