The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

23. Showing Up Authentically to Honor Your Customer Promise w/ Paula Hayes

ABOUT THIS EPISODE

Paula Hayes is on a mission to change the face of beauty by putting multicultural women at the center of the modern beauty movement.

She’s in an industry that’s about making people feel good about themselves. But she’s tackling a part of the market that has often been scorched and scorn by that industry.

In this episode Paula who is President and CEO of Hue Noir Cosmetics, shares how brand ambassadors help to extend the company’s reach and also tells the story of why she pulled her products from Target shelves.

Customers or potential customers don'tnecessarily understand the difference between someone who's part of the teamor a Friond of the team. If that front of the team is really telling the storywell. You're. Listening to the customerexperience podcast a podcast dedicated to helping today's growing businessesrestore a personal human touch throughout the customer. Life Cycle,get ready to hear Hou sales, marketing and customer success. Experts surpriseand delight and never lose sign of their customers. Humanity here is yourhost eefan Baute, Hey! Welcome back to the customerexperience podcast! I'm really glad you're here with me, because, alongwith her team, today's guest is on a mission to change the pace of beauty byputting multicultural women at the center of the modern beauty movementshe's, a chemist by background, which is very interesting who founded thecompany over a decade ago. Our guest today is Paula, Hay's president and CEOof Hunoor cosmetics. Welcome to the customer experience podcast. Thank youreally excited to be here. Ethis yeah, congratulations on what you've doneover the past decade and I look forward to getting into your personal story alittle bit your interest in what you're doing around customer experience.Thecross your team, but let's start where I always start, which is yourdefinition or your thoughts or you know, characteristics that you identify whenI say the words customer experience. Hmm, I first think of care, that's reallybig! For me. I also think of how we show up authentically N in a way thatis both valuing our customers, their opinions, their desires and thenultimately, delivering on our promise to meet their needs me all that playsinto my definition. It's so good! I love the word care because it's abouthow you make people feel and then promise is something that's soimportant. We set these expectations. We manage these expectations, but I'mgoing to follow up here with your choice of showing up authentically.What does that mean to you? I think, a O. First of all, I'm very excited thatthese words and concepts are bubbling up and popular business culture andit's okay to talk about these things and that they're part of theconversation, but just to get real on it like. What does that mean to youyeah? So I'm in an industry that first and foralmost yeah it's about making people feel good about themselves about theway they look about the way that they show up. But I emtactling a part of themarket that has often been really sporched and scorned by this industry,and so I feel like it's really important one. I think it's importantfor me as a business leader and as the founder, CEO and Visionary Person To beAuthentic N and what we're doing. I think it's important for our customersto see me in an authentic way, but I think it's important for me to instillthat in our entire culture. I think that the more that I do that, the morethat we're able to communicate with our customers in a way that tells them thatwe're not just this robotic company behind the sames delivering productsthat we really have their interest at the core of what we do. And so I findthat it's important just from a cultural standpoint that everyone youknow here knows that. That's what we're doing- and I always go back to- I thinkmy Mons are over and over is how are we fulfilling our customers? Promisebecause we say, as you said it, the opening our mission is to change theface of Bauty by putting multicultural women at the center of the modertbeauty movement. We only do that if we are authentically champion that everysingle day and what we do and then we ofton find with some of our consumersthat our brand experience is very different than the ones that they'vehad it in and with our industry in general, and they often find a companythat maybe is at our stage and that company isn't owned by the founderanymore. The founders, and maybe just...

...the name on attached to the company they're, notreally part of the company, so we actually can get questions from people.That say that's great. This is the way the company was founded and they'll,hear their story, but they'll say but who's behind it now and we love toraise our hands and say us we're Howi. We are still behind this company, andso that's kind of what I mean by you know showing up authentically that,regardless of whether it was just in the beginning when it was me and mygarage or now at a point where I've got teams and were natiurally recognizedand you kno were working to grow and expand that they know that we'reshowing up every single day for them awesome before we go farther forcontext for people and I'm going to wrap a lot in here so take whatever youwant and run with it. For a few minutes, you just said you started out of yourgarage, which is just a wonderful thing. You're, a chemist by background. Youfounded the company over a decade ago for folks that aren't familiar with HouO ar talk a little bit about. Why and how you found it. I have a feelingthere was a gap in the broader consumer experience that you were trying to fill.But what was your motivation? How did you make the transition just share alittle bit about you know who you are as a person and as a company? Okay,I'll, keep it as surt as I can to hey so I've loved makeup, all my life. Eversince I was you know a young girl trying on my mom's lipstick for thefirst time as I got older, it say in my teem years and I started to wear moremakeup. I started to discover that I had a couple of major issues with itthat if it worked for me from a color standpoint, it normally had a reallyadverse effect on my scan. I've got really really really sensitive scam,which only made my skin issues worse with which Rectavic O my confidence. Ifit worked for me from a far welot standpoint, so it didn't cause a lot ofissues, it looked horrible. In my opinion, thecolors never works, and I never felt confident going out that way. So it waslike a double es sort. I always with someone who liked to mix and tinkerwith things I'm a tinkerer by trade. In fact, my mom used to send me to the butsalon when I was little and I'd watch my style as S. I go like once a month,but I watch my style is like mixing the products and so in between services. Iwould go home and Mike stuff, so I always kind of had this fascinationwith mixing. You know beauty products anyway, so fast forward. I fell in lovewith science. I decided it was going to major in biology minor and chemistryand college. I had an Inqlin that I kind of wanted to do something in thecosmetic field because, yes, at least I saw a Gep for myself, but I alsostarted to just hear the complaints of all the other girls and women around me,but I had no. I concept or idea how to get there. I started my career as aproduct development chemist first in the bootfood and beverage industry. Istill had a love for makeup and infact on my first interview with my son Te beBossi. Ask where I saw myself ten years, and I literally said this may not bepopular, but I want to make makeup and he kind of chuckled, but he said youknow, there's so much crossover between food beverage and cosmetic industrythat if you get really really really good at the chemistry behind it allthere won't be anything that you can't make, and I kind of know kept him athis word when he ultimately hired me as research and development chemist. I gotreally good at product development, both taking everything fromreformulating to building a new concept to ultimately reverse engineering, andonce I could reverse engineer, he was right. There kind of wasn't anythingthat I couldn't make, but I started to reach a point in my career, where Icould look on store shelves and see all these cool products for all these coolcompanies that I had either worked. One or I had pitched and E. Ultimately, youknow got to the point where they could scall up and go to market, but I stillwas struggling with this fundamental need in makeup and it just seemed to melike. I don't understand why someone didn't hasn't tackled this already sofast forward. I finally got to a point where I said you know I could eitherkeep complaining and sitting back waiting for someone to solve theproblem, or I could tackle the problem myself and that's where Huno ar came tobe so good and so uniquely qualified to...

...do it at that point you know it's sofunny. Do Look at. I look at my career this way you look at it in reverse fromwhere you are today, and it all makes sense in hindsight, but as you're going,it doesn't really quite make sense. Yeah Oye, it's the right. They totallyhad that. In fact, if you ask some of my friends, you know when you're firstgetting out of college you'renall starting your careers, we're all kindof have our circles and I think every single one of them used to look at meand say what is she doing like you know? I was the one who had this. This job isan rd cemist coming right out of college. I you know I was traveling tothese places. I was making product yeah. I wasn't quite satisfied. I went backand got my NBA and then I started cross training and then I left there and youknow I just wanted to learn as many parts of business as I could and theyused to just, I think, look at me and bewilderment and then I leave all thatbehind to say I'm starting something in my garage abut. You know it's Gotit gotme to where I am today and so now it's funny having those same conversationswith some of those same people and- and me like Hou, said in hindsight, lookingat my career and I'm like yeah, you know it all did make sense. So good, sowe connected because a friend of mine saw one of your presentations and saidyou need to talk to Paula. Your presentation was scaling businessventures by innovative disruption, designing for gaps in the consumerexperience. Can you just speak to the kind of the guts of that presentation?A little bit, you used to word gaps in your previous answer, so maybe identifythose gaps and then share a couple of the main points: th that are ofinterest there yeah so that whole talk was about how you take this. You knowearly company and really set it up for success through scalling right and inmy opinion we could only successfully do that if we were making sure as aconsumer. You know good product company that we were bringing our customersalong for for the riht. If you will so that whole presentation for me- and itwas a- it- was a more of a generic presentation that I was hoping that,regardless of industry people could, you know, take some some points awayfrom, but it was the idea of understanding that growing and scellingare always the same thing. You know growing is one of those things whereyou're constantly adding resources, like you know, want o Rin a plant andthe plant grows, and you add some more and it grow some more, but it wasreally the idea of how you maximize your resources, both in terms of yourpeople and in terms of your you know, operations, but then also in terms ofyour experience with your customers right because, at the end of the dayfor a company like mine, unless I'm meeting their needs as I'm growing orscolling, it's all for nod, I really won't won't be around, and so I wantedto really set the stage for, for you know what that took. What was it goingto take to kind of manage all those things along the way that if you reallywere going to tackle a marketplace innovatively, you know the innovationreally had to take the place of learning how you were going todifferentiate yourself. It was about identifying. You know not only how youare differentiing yourself, but with service what product or how are yougoing to meet a need in that place where you're differenting yourself, youknow identifying that Nich and then I feel like the most important thing youcan do at that point is to work really hard to understand your targetedcustomers, their wants their needs, their desires, what they have, whatthey don't have and then working to set up your operation in your Nich to meetthat need, and so I talked a lot about just what it took to understand. Yourindustry identify those gaps, how you fit in those gaps. What's yourcustomers are really wanting how you can deliver to those customers based onthat and then how you design your entire operation to move in thedirection where you're doing all those things and and somewhat of a seamlessway, but then how do you grow? How do you scale along the way when you dothat, and I started to talk about once you kind of have all that in place? Youalways have to go back to your mission anvision. It's the only way- and itsounds Cliche- is what I said. But if...

...you don't keep that in mind, you willend up in a place that you may not have initially intended in your in yourexperience and for your company, so I just wanted to kind of show them howyou kind of bring everything along for the ride as you're kind of scelling andbeing innovative, and if you do all that. Well, that's how you just rapmarkets, so good, really, nice bow on the end of that thing and towrd the endthere. This idea that that the mission and the vision are so criticallyimportant, and it's this reminder like what are we actually doing here? Whyare we doing this y? A We actually about it's that North Star so like asyou're moving forwardin and growing and scaling you have all these routes youcan take and which route is the right route? It's not necessarily the onethat produces the most growth or scales the most efficiently. It's the one,that's the truest again going back, showing up authentically every day,yeah. Who Are we? What are we about? That so a theme from the get go as soonas you started in this conversation, you've been talking a lot aboutrelationships with customers, yeah and an so customer feedback. Talk aboutthat in a practical way like what kind of feedback mechanisms do you have? Howdo you stay in touch with your customers, because I know that it's true just inthe way that you talk about it, but tactically? How do you achieve that?And how does your team achieve that yeah? I think it's a multiprongapproach. It's everything from making sure that, from the very beginning asthey are trying to you know, discover products if they're new to US andthey're trying to get answers, they're, trying to make buying decisions, makingsure that we're available to them giving them some assurances. So itincludes everything from just trying to be clear, trying to communicate ourproducts and colors. Clearly we offer something called a Hughguarantee, whichis no questions. Ask Forty five days or like if you're not happy, we're nothappy, send it back because a lot of times, especially if we're dealing withdirected consumers, we're not always in front of people. We just want to givethem a little bit more confidence in their buying decisions. So it startswith that from there. For us, it starts with having excellent communicationwith them as soon as that order is placed. So we've got a really robustwhat I call personalized communication system on the back end and that's justmaking sure that we are communicating with them. We always always alwaysstrive to get orders out in forty eight hours or less making sure that thoseproducts are out the door that they are shipped, that they have trackinginformation that what comes with it is all the information that they wouldneed. We said you know, l benefit cards. We send all the things that they wouldneed to feel confident about their products. My team still employswhenever they can some handwritten notes and some of our orders. We justfeel like it's a really special touch, as when orders are delivered. It'simportant for me to make sure we're getting feedback from our customers, sowe not only communicate that we've got that forty five day guarantee onproducts, but seven days after their products are received. We follow up a Dand ask them if they can give us a review. We- and I tell themspecifically in this request that it's important for us. We want to make surethat we are doing the best job that we possibly can for them and that ourproducts are meeting their needs, but we also feel like their fadeback, helpsother people to make more confident buying decisions, so that goes outseven days after order. It's a personalized note. We request that wegive them. You know a little incentive, although the interesting thing is weget a lot of reviews back, but not many people take advantage of the incentivewhich I always find interesting Ti makes me feel like we're doingsomething. That's just connecting with them were they're, not necessarilyasking for something to return so anyway. We then take those reviews. Wepost those on the website. We make sure that you know I'm not always good attooting our own horn, but I try to make sure that that that we let people knowwhat we're hearing from customers and then it's continuing to follow up withthem. So that's a lot around our...

...directo consumer experience. We also know as a company that sellsproducts that are about appearance that are customers like us to show up. So wehave geared everything from our social media to product activations that we dowith our customers in mine. When I first started, I would go to any citythat I possibly could, and I you know do any event that I could get us inwe're now really focused like, especially on our top twenty markets ofmaking sure we have some way of showing up in those places. Now I can't get toall those markets anymore, but we've also been working to build out a prettyrobust brand ambassador program so that we always have people who are connectedto our organization who can represent us in those cities. We work really hardwith them. We make them. You know not only feel like they're part of the team,but we are engaging with them constantly we're doing fun sorts ofthings with them constantly, and then they go out and show up as their bestcells ith with our customers as well, and so we just try to have touchpointsall across the way to making sure that we, you know, are touching someone in areally personalized way. activations and having opportunities for people totry are also really important for our industry. You've gone o the days wherea lot of there are people who will buy products, side and scene, but it'sreally harde in the makeup space, so making sure that we're beating out andgiving people experiential chances to try- and you know, without pressure-we're not saying here try this now by it. It's just experience the branddiscover something new and we feel like that. INTURN leads to greatrelationships, and you know we try to cultivate that through our newslettersand other touchpoints as well so good. I have a variety of thingsthat are of interest to me. So I'll just knock him off forty five days. Itseems like a really good number. It's plenty generous, you know, gives memany many opportunities to use it. How do you arrive at forty five days, likewe've done a a thirty day, money back guarantee, no questions. Ask kind of athing talk about forty five! Well, you know I wanted forty five, because youknow we're talking to rect the consumer. It takes some time to get theirproducts our brand. I feel like a reflected by customers who are busywomen. Just like me. I've got a couple. Kids, I'm really busy. I may not alwaysget to that package MINET. It shows up on my doorstep. It might take me acouple days if it's something that I want to use. It might take me a weekbefore I open it. If it's something that I'm going to use honestly makeupis one of those things that looks different in different lighting. So ifI'm going out to an evening event or a day event, sometimes to makeup o waringmakes it just looks different, so I just wanted to give opportunities forpeople to try. I didn't want them to feel rush through the process, but Iwanted them to know that you know were willing to. You know, work with themand again, if it doesn't work, they could send it back. I had someone on myteam early on who sait, let's just do unlimited, but makeup is one of thosethings you you know at some point so that it either worksit doesn't work. So,instead of being a limited or instead of rushing, I decided I had like anextra couple weeks to our window and that's how we arrived it. That's greatsix and a half weeks is very generous and I love. I love the rational there.So I feel like you're doing probably some email and some direct mail inthese personal personalized touches is that okay, cool yep talk about theambassadors a little bit. This is something I was in a conversation witha guy at a different software company that I had the chance to visit and itwasn't an ambassador program per se, but these these friends of the companythat are properly like from a customer experience standpoint. They might justas well be a direct employee because the consumer doesn't know where carethe difference. How do you cultivate that? How do you develop it? Do youhave training? Do you have assets for them? What is your vedding process like?How do you you know when you hire a new team member you're precruiting, yourinterviewing, your hiring, your making offers and onboarding and training allthat? What does that look like for this kind of this, this half stepout outtype relationship with a yeah yeah.

It's not extremely different other thanthe fact that they're, not you know paid employees are part of the team.Like you said they really are friends of the brand and typically it startswith people who already have some sort of relationship with us. Often it'speople who are currently following us on social media or they're, showing upat the events when we're going out and doing some of these. You know majorevents across country, some of them express an interest, and how can I getinvolved that I love this brand? I want to get involved, and so, as I waslooking at the fact that you know we needed to be able to expand our reach,we have people raising their hands saying we want to be involved with thebrand. So this is something that we just started beginning of this year,because I wanted to take the time to put together everything that youmentioned. I had to make sure that we had a betting process. I had to makesure that we had an onboarding process of making sure that they could go outas confident as we need them to be representing the brand and talkingabout the brands of which you know meant that we not only had to onboardthem and get them set up and send then their shirts and make sure they havemake it up and make sure that they could do all the fun stuff but makingsure that they could. You know that they understood the brand. They couldtell the brand story, they understood the products and they could be asenthusiastic about the brand as we are. So we take everyone through thatprocess. They have opportunities to apply. In fact, right now we're doing awhole campaign, because I meed more and would love more brand ambassadors inlike the New Orleans area, Texas area, so social media post goes out. We sayhey if you're interested here's a link or tag a friend, a lot of people tagtheir friends which is great right, and so then they go through the officialapplication process, which really just ask them more questions about them andther. You know how do they hear about the brand and experience they have andthen we take them through the vetting and then once they're through thevedding. You know we want to be engaged with them, so we want to make sure thatthey have opportunities to engage with the brand. So we do fun. Things likewe'll do contest that allow them to create their own, looks sayng well,post them on our social media and well let people vote the in the winter getsher own IG. You know TV programming on our Troug, our social media or othersorts of fun, things a ways to promote them and show the great work thatthey're doing but also represent the the brand once they really up to speed.They may be the person who are going out and doing our events and then,prior to the events we make sure they non only have everything that they need.I have someone who's on call and make sure that they can, you know, set upsuccessfully that they can execute successfully, and then we always followup afterwards. We check on the experience we check on how they feltabout: u how things went and then we askd, if there's anything else, that wecan provide them in the way of training or support, and then in between them.We just love to invite the outso events and have fun with them, and so I feellike it, creates really a great friend someone who's enthusiastic about thebrand who understands a brand who coand speak not only well about us, but cando it in a really authentic way. So it goes back to that yeah. It's really acommunity building play in generals the way to in a way scale your proper team.That's been directly hired and compensated so scales that a little bitbut but you're creating this. This additional layer that allows thecommunity really happen in the local environment, I mean Wheyou, know thetop twenty markets. You could probably name them right now. If I asked You, Iwon't you CUND, probably name them and you'veprobably been to all of them at least once over the past couple years. Butyou know to your point this. This allows you to have that type ofrepresent. Where are you all based like where's, the bulk of your team inPortland, Oregon, okay, yeah and so yeah? Those brand ambassadors arecritical for us at markets like La in New York and Chicago and Yeah you'reright. I could name them all, but they you right. They really are an extensionof US and they allow us to show up- or...

...at least the brand, to show up in thoseplaces and and spaces. Sometimes we get things that come our way last minute orwe're beginning to work with a lot more of boutique retailers who want to justhave a day and have you know a hunowar theme day, and so we can send anambassador to go in and help out there and you know, and customers orpotential customers, don't necessarily understand the difference betweensomeone who's part of the team or a friend of the team. If that front ofthe team is really telling the story. Well, all they know is they've engagedwith the brand and they walk away with a better understanding and hopefully,Ou know more confidence about about us. What we do so you do business onlinethrough your own website. You also work through retails. If I read correctly,did you pull products out of a target store? Weh Youso? We were part of aprogram. That's Haret launched a little. Over a year ago we went into programcalled the merging beauty project and it basically was them taking eightcompanies that offered beauty products specifically in the cosmetic space forwomen of Color. This would be the first time that they really had focusproducts in that area. As part of I it, you know, bringing an end brands and it was a hundred stores which was youknow that that's that's no small change and it was in most of our popularmarkets. I was totally excited about it. It was not only a phenomenal billwarfor the brand I shop in target fact th. I think I was in target just early thismorning before coming into the office, so I'm been target a lot and I justthought what a great place Yo know place that me and a lot of women likeme shop already. I love the idea of our products being accessible and easy toreach, especially for talking retail, so we thought it would be a greatopportunity for us and and like I said it was a great billboard, but westarted to find out pretty quickly a piece of the customer experience thatwasn't happening for people who are interested in buying hugors products.Specifically, it was our twenty darkes shades of foundation and foundation. Isthat baselayer of product right and it's skintoned and it's got to work andit's got to work well. What I was finding, as I was watching comments orfeedback, is that a lot of women were walking in the store looking at theproducts, but they were walking away empty handed, and we wanted tounderstand why we also started to hear from target that they just weren't,seeing the sell volume that they were looking for. At the same time e then Istarted to find out that our sample requests people who were going on toour website to request samples of our foundation in increased by over thirteen hundredpercent. I didn't think that was any small coincidence no and what we dug into those numbersabout sixty five percent of that were people who had physically gone into ataret store. The others were people who were discovering the brand, whether itwas because they heard about the target lancs or they were discovering thebrand. But I just thought that is such a huge increase and what it meant. If Iwas really looking at that customer journey was that they realized. We wereintaret by one method or another. They were walking into the store they werelooking at the display. They couldn't make a decision. They weren't justgoing to buy a couple to figure out which one worked, so they were goingall the way back home, going on to their website requesting sampleswaiting for that request to be processed receiving their samples in the mailfrom US making a decision. Then the question was: Do we expect them to goback to go back into the store? At that point? Right I mean realistically forbeing really honest about it, and so I felt like that was a big part of whythat relationship just wasn't working and we had a mutual conversation justabout what was or wasn't working. I had...

...offered things like sending samples tothe stores ihad offered going in and doing instor activations all the thingsthat we know hands Dow work for our consumers. We had talked about thebeginning. We talked about again. It e just really wasn't the room to do thatin that in that platform in pace, and so as a result, we I thiy mutuallydecided that it just wasn't the right fit, especially for that type ofproduct for for a foundation, and so we parted ways, but it was amicable. We'veall said that you never know down the road. There might be another time orplace, but we've decided to focus as going out of that at the end of theyear on our director consumer, on maybe other retail relationships where wecould take some of the learnings from that experience and work with theretailer to make sure that that customer journey and experience waswhat the customer needs and what the store needs. So I'm happy to announce.I ended up signing the deal in January with Sallye beauty and we are workingwith them. We launched online on their stores may one and so we're lookingvery closely at that data. We want to be really clear about locations. Wealso want to be clear about customers, preference and using this time tointroduce our products to their customers and then will be talkingabout which locations we go into and how we provide that customer experienceNice taking a great opportunity, learning from it being true to what youwant to provide your customers and having to walk away from it and thentaking that learning and and turning it into another opportunity. So so the theexperience with the product itself is super important. Probably Education isas well. I feel like in some of the earlier part of our conversation hereyou know, is you're talking to try to try to lower the the lower the anxiety,I guess with the guarantee and some of these other pieces of information, justkind of lowering that barrier so that someone coan make a decision justtalkbriefly about the importance of education. In the experience that youwant to provide yeah, it's extremely important and it shows up in differentways it's important for us to communicate what our products are andwhat our products aren't to a customer. I think that helps to manageexpectations. We want people to understand the benefits of our products,but I also like to find a little bit of the. Why wh t why, behind what we do, Ialso find that in Maka, many women have hadexperiences before with makeup an sometimes you'd like to assume thatelipstic is just eliptic, but that's not necessarily the case, and some ofthat goes back to the formulation, and so it's important for me for people tounderstand our products, how they work best way to use them and all of thosethings are important also when it comes to things like our foundation, product,something that is it's extremely proprietary and it's not necessarilylike many of the products that customers have used before it'sespecially important because their experience their first experience withit is going to be shaped a little bit by what they've used prior to right.And so we want to make sure again that they're clear about what it is, what itisn't some people, my shades, sometimes look very different than other brandsshades, but there's a reason for that is because it really is for us aproduct solution. We took exacts in ton matches and you utilize that Datad todevelop each and every one of our shaves of foundation and started off asa custom shade for someone who had a particular need, and so it doesn'talways show up the way you would always see brand showup. So it's important forus to communicate those things. So that's on the customers side, but whenwe're talking about retailers, it's important for them to understand ourproducts. So we use everything from product fact sheets to make sure thatthat sells person in the store understands the products and can talkconflnt about the products to the...

...customer. We also make sure that I'llsend in ourselves team to go in and educate the custoers, not about notjust about the products but about the brand overall about the productsratings and reviews. Again it goes back to wanting them to be able tocommunicate in a way that helps people make bying decisions, and I think it'simportant for them to know more than just thes. Lipstick is ret, so we workhard on all those things and it's. It became obvious to me over the yearsjust how important that is, and sometimes it seems like a little thingwhere you could just have a conversation and have someoneunderstand, but it's very different from having a sales team that has allthe product fact shate sitting in the back. You know room or me sending aperson in to answer their questions and really work with them, one one. It isreally really important, especially because you're doing somethingdifferent. I think for folks that are listening and, and you don't have aphysical product or a tangible product. In this case, and I'm speaking for my own experience,yeah people come to our software with based on their expectations of howother things have worked before like you, we identified a gap in the waypeople are communicating every day and solved fort a bit, and so just gettingpeople up to speed on a new way to do something that is quite common yeah Iii for you. It's foundation right, like a lot of women, put on foundation everysingle day and they've done it for years, but this is different and sothat educational layer, just so critical poly. Congratulations! So muchon the growth that you've experienced over the past decade, it's really cool to have to speak withyou about a again identifying a gap and using that as your primary point ofdifferentiation in going to market but blending it with your personal passion.Your personal experience, having this unique background in the foresigt toget an NBA just because HEU wanted to understand how business works and thenhindsight, at all kind of, comes together before I hit my the way, Ialways love to close the show. Can you share on this journey that you've hadmaybe some things that you've struggled with or found some great success withalong the way in terms of preserving the type of experience you want toprovide your customers over this decade from from the garage yeah to you knowall the things we concluded with there with some of these retail opportunitiesand and all of that yeah. You know it's funny. I was having a conversation withof my staff members earlier because I feel like the longer we week to goalong. I can identify things that have happened over the years that I knowI've led to our success here and there are things that I think we can't takeour eyes off of, and one of them is just having the discipline to do thisstuff every single day. It seems easy to say: We've got our customerexperience dialed in, but it's another thing to executed every day, to listenevery day and to respond every day and to not take that for granted. So thereare things like that that I just tell my team we can't take, we can't takefor granted. I also think you know I'm my staff would tell you I'm I'm reallycool, I don't micromanage, but I am one of those one of those people that I'vereally believe that it's important for us to not have a lot of exceptionsright, because when we make exceptions or if all get to that tomorrow, oh youknow ill a person's bought from US three or four times tel. They know usby now. We don't need to respond the same way, but I feel like when you makethose kinds of exceptions. Those exceptions start to carode away andthey ultimately become the rules o overtime. I meand then you're movingfurther further away from delivering on that promise. So I just work reallyhard to make sure we say discipline and what we do that we always keep ourcustomers at the center of decisions that we make and new products ornewbree tellers that they are always at the center of that and that we've got acouple things around how we trait them...

...that that are not negotiable sa, I feellike as long as we do, that will be. Making decisions with them in mind willcontinue to look at the opportunities that come our way and ultimately, as Isaid, kind ofs, we were talking about that whole presentation. I gave earlieron scaling that will be bringing them along along for the ride as well,definitely a winning formula, and it's I'm sure it's all based in your missionand values as well. I think that that discipline- you know innovation is thenorm at that. The market is going to change, that consumers are going tochange, expectations are going to change, and so that discipline is whatallows you to stay in touch. This has been an absolute pleasure for me and Iknow listeners are going to enjoy it to relationships. Are Our number one corevalue here, so I always like to before? I let you go. I always like to ask: Isthere someone Ho like to thank her mention who's, had a positive impact onyour life or career, and is there a company that you'd like to give amention to for doing customer experience really really? Well, maybesome of that's inspired you on your journey in terms of building your owncompany yeah, you know, so there have been a couple. People that have theevebeen a lot of people. I should say that have been influential on me along theway, but I think to that really set me ut, for where I am now is my firstmentor and nit was Brenda Green. She was an ajuv professor and when Igraduated college I was so proud to call her and tell her. I got this jobas a product development chemist and we stayed in touch and at one day, ssheasked me well what's next and she wanted me to think about not settling,and I think she was the one who gave me that sparga do ant to really want to bemaking products for someone else. My entire career, she sparedthe interestin me going and even thinking about getting an MBA another. So I thinkshe's really critical and then one of my early bosses, his name was BillHadat. He was not only the person who told me that if I learned and did agreat job in formulation, there wouldn't be anything that I couldn't do,but he advocated for me so years later, when I was getting that NBA, hecomminced the company to cross train me across the entire business and thatbecause of the puzzle, started to come, come together and I think without thosetwo early experiences, I'm not sure if I would have done this venture. The waythat that it is- and I don't know how it would have ended up- I'm you know-all I can say is I'm excited about what I've accomplished and I know that theyspart a lot of it in terms of companies to shout out. You know I'll tell you acompany that I came across a couple years ago. We May I'm sure you've heardof it. It's stitch fix the thing that I liked about them wasthe idea of taking this really personalized service of being a notjust a personal shopper, but a stylist for someone and doing it and more of adigital format. I was kind of curious of whether it could work for me. Thitwas getting to the point where it was starting to get hard to pick pro. Youknow pick clothes and ventsand. I was too busy for it all, but did' want topay for a Styois stylist, and so I tried the service and what I foundpleasantly surprised me just the time that they took, even though it wasstill more of a personalized digital format. To get to know me a little bitto get to know my style, my preferences, but then to have a personal note, comewith all my products and to allow me to talk about things that I have coming upor trips that I was taking to have that person reference that, as they werethinking about items that they pulled for me and then ultimately, having thatbad coming the mail with it that if it didn't work for me, I could send itback, send them a few notes and Makin either. Send me something else or youknow, refund it. Al Together, I thought was actually a really pleasantexperience and so I've always kind of held that experience at even in adigital format, with something that you don't necessarily think of as a processthat could be desertedtized digitize, that there are still ways to helppersonal connection so shot out to them E, obviously they're not paying meanything for it, but I'm just happy to mention that one so good. I love theblend of digital and physical as well...

...as personal and personalized yeah.There is something truly personal about what they're doing there, in additionto the fun game of. Do you like this or that yeah? Neither you go that thatwhole thing, a l, Paula Ha president and CEO and founderof Hunoor cosmetics. Thank you so much for being here. If people enjoyed whatthey what they learned o year, how can someone connect with you or with youryour company or your products Yure? So the company website is hughnorcom, Hu enoircom. I can be found as Polyhaz on linked in I love connections. I justthink at like it's really important. I love to you know, learn about whatpeople are doing in their careers and you never know where paths cross. Youalso can find us on instagram as hunoar altogether or facebook as younoareawesome. Thank you again so much for your time and continue success to you.Thank you think, Tis, a pleasure being here, you are listening to the customerexperience podcast, no matter your role in delivering value and servingcustomers. Youre intrusting, some of your most important and valuablemessages to faceless digital communication. You can do betterrehumonize. The experience by getting face to face through simple personalvideos, learn more and get started. Free at Bombomcom you've been listeningto the customer experience podcast to ensure that you never miss an episodesubscribe to the show in your favorite podcast player or visit Bom bomcom.Thank you so much for listening until next time.

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