Andrew Watt
Global Leader of Customer Care and CX Insights at Owlet Baby Care- Claim this Profile
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Bio
Berlynn Pierce
Andrew developed an ever-evolving and dynamic team over the year we worked together. He implemented segment-based CRM communication, expanded the reach of product launches, and initiated the birth of a CDP for a complicated business and data model. He cared about his team and is a willing, capable mentor. Andrew displayed genuine concern for those who worked with him, encouraged conversation across departments, and positioned CRM for immense growth in the coming years.
Roger Stokes
Andrew is a pleasure to work with. From the first day I had the opportunity to interact with him, I could feel his passion for the business and for people. Andrew has the ability to glean amazing insights into projects, procedures and the health of any business he is responsible for. For example, upon taking ownership of Ancestry's Member Services, he was able to immediately challenge the current technology layout and advocate for change. Change is not an easy process for a large organization, however, Andrew did an excellent job in scoping out needs, vendors, timelines and had a project plan ready to roll quickly and efficiently. From these efforts alone, Member Services had the ability to provide a better online help experience and phone IVR experience for our customers. It also allowed his leadership team to elevate their thinking and act more strategically as the business continues to grow. Andrew is also a very thoughtful leader. As group, he brought in an outside specialist to administer a Birkman assessment. This was brilliant as it allowed our group to understand how we work together better as a team in different environments as well as when we are under stress. Knowing these details about each other helped us understand how we react and how to cope with any and all changes. As a leadership team we grew professionally and personally under Andrew's guidance and direction. He is a thoughtful and strategic planner that moves quickly and gets the job done right but also takes the time to understand roadblocks and can adjust at a moments notice. I appreciate Andrew's leadership, passion and insistence for excellence in all he does.
Berlynn Pierce
Andrew developed an ever-evolving and dynamic team over the year we worked together. He implemented segment-based CRM communication, expanded the reach of product launches, and initiated the birth of a CDP for a complicated business and data model. He cared about his team and is a willing, capable mentor. Andrew displayed genuine concern for those who worked with him, encouraged conversation across departments, and positioned CRM for immense growth in the coming years.
Roger Stokes
Andrew is a pleasure to work with. From the first day I had the opportunity to interact with him, I could feel his passion for the business and for people. Andrew has the ability to glean amazing insights into projects, procedures and the health of any business he is responsible for. For example, upon taking ownership of Ancestry's Member Services, he was able to immediately challenge the current technology layout and advocate for change. Change is not an easy process for a large organization, however, Andrew did an excellent job in scoping out needs, vendors, timelines and had a project plan ready to roll quickly and efficiently. From these efforts alone, Member Services had the ability to provide a better online help experience and phone IVR experience for our customers. It also allowed his leadership team to elevate their thinking and act more strategically as the business continues to grow. Andrew is also a very thoughtful leader. As group, he brought in an outside specialist to administer a Birkman assessment. This was brilliant as it allowed our group to understand how we work together better as a team in different environments as well as when we are under stress. Knowing these details about each other helped us understand how we react and how to cope with any and all changes. As a leadership team we grew professionally and personally under Andrew's guidance and direction. He is a thoughtful and strategic planner that moves quickly and gets the job done right but also takes the time to understand roadblocks and can adjust at a moments notice. I appreciate Andrew's leadership, passion and insistence for excellence in all he does.
Berlynn Pierce
Andrew developed an ever-evolving and dynamic team over the year we worked together. He implemented segment-based CRM communication, expanded the reach of product launches, and initiated the birth of a CDP for a complicated business and data model. He cared about his team and is a willing, capable mentor. Andrew displayed genuine concern for those who worked with him, encouraged conversation across departments, and positioned CRM for immense growth in the coming years.
Roger Stokes
Andrew is a pleasure to work with. From the first day I had the opportunity to interact with him, I could feel his passion for the business and for people. Andrew has the ability to glean amazing insights into projects, procedures and the health of any business he is responsible for. For example, upon taking ownership of Ancestry's Member Services, he was able to immediately challenge the current technology layout and advocate for change. Change is not an easy process for a large organization, however, Andrew did an excellent job in scoping out needs, vendors, timelines and had a project plan ready to roll quickly and efficiently. From these efforts alone, Member Services had the ability to provide a better online help experience and phone IVR experience for our customers. It also allowed his leadership team to elevate their thinking and act more strategically as the business continues to grow. Andrew is also a very thoughtful leader. As group, he brought in an outside specialist to administer a Birkman assessment. This was brilliant as it allowed our group to understand how we work together better as a team in different environments as well as when we are under stress. Knowing these details about each other helped us understand how we react and how to cope with any and all changes. As a leadership team we grew professionally and personally under Andrew's guidance and direction. He is a thoughtful and strategic planner that moves quickly and gets the job done right but also takes the time to understand roadblocks and can adjust at a moments notice. I appreciate Andrew's leadership, passion and insistence for excellence in all he does.
Berlynn Pierce
Andrew developed an ever-evolving and dynamic team over the year we worked together. He implemented segment-based CRM communication, expanded the reach of product launches, and initiated the birth of a CDP for a complicated business and data model. He cared about his team and is a willing, capable mentor. Andrew displayed genuine concern for those who worked with him, encouraged conversation across departments, and positioned CRM for immense growth in the coming years.
Roger Stokes
Andrew is a pleasure to work with. From the first day I had the opportunity to interact with him, I could feel his passion for the business and for people. Andrew has the ability to glean amazing insights into projects, procedures and the health of any business he is responsible for. For example, upon taking ownership of Ancestry's Member Services, he was able to immediately challenge the current technology layout and advocate for change. Change is not an easy process for a large organization, however, Andrew did an excellent job in scoping out needs, vendors, timelines and had a project plan ready to roll quickly and efficiently. From these efforts alone, Member Services had the ability to provide a better online help experience and phone IVR experience for our customers. It also allowed his leadership team to elevate their thinking and act more strategically as the business continues to grow. Andrew is also a very thoughtful leader. As group, he brought in an outside specialist to administer a Birkman assessment. This was brilliant as it allowed our group to understand how we work together better as a team in different environments as well as when we are under stress. Knowing these details about each other helped us understand how we react and how to cope with any and all changes. As a leadership team we grew professionally and personally under Andrew's guidance and direction. He is a thoughtful and strategic planner that moves quickly and gets the job done right but also takes the time to understand roadblocks and can adjust at a moments notice. I appreciate Andrew's leadership, passion and insistence for excellence in all he does.
Experience
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Owlet Baby Care
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United States
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Health, Wellness & Fitness
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100 - 200 Employee
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Global Leader of Customer Care and CX Insights
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Feb 2020 - Present
Revitalized our Customer Care through engaging teams, unlocking relevant, new technologies, and roadmapping priorities against ROI opportunity assessments and level of effort analysis. - Launched “White-glove Service” to support new product with integrated LCM tactics (Oct 2021). - Maintained 95% CSAT while reducing cost per contact by 5%. - Built proactive customer reviews program which improved Star ratings over 15% on key product across retailer sites. - Launched global customer service capability across 15 new countries in 12 months. - Developed “Insights to Action” program that drove product and customer experience improvements and reduced service contacts on two key product issues by 10% and 15% respectively. - Reduced customer service contact rate by over 30+ on #1 service issue via use of insights and testing of new technology. Show less
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University of Utah - David Eccles School of Business
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United States
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Higher Education
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300 - 400 Employee
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Adjunct Professor Digital CRM and LCM Analytics
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Jan 2019 - May 2021
Introducing Digital CRM and Customer Experience courses to University of Utah's Eccles School of Business. Teaching undergrad and grad courses. Introducing Digital CRM and Customer Experience courses to University of Utah's Eccles School of Business. Teaching undergrad and grad courses.
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1-800 CONTACTS
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United States
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Retail Health and Personal Care Products
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400 - 500 Employee
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Head of LCM and Customer Experience Insights
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Aug 2017 - Aug 2019
Strategically led a customer engagement team in the evaluation and improvement of digital marketing and delivery of personalized customer experiences. Drove innovation across CRM and customer insights teams respectively. - Relaunched targeted direct mail for acquisition and retention of best customers, beating CPA and retention goals; employed an “always on test and learn” process. - Partnered with ecommerce, SMS and App channel leader to drive integrated testing to improve results across site messaging and push channels. - Implemented Lifecycle and LTV segmentation, driving 18% YoY sales growth to existing customers (email and dmail). - Employed customer insights to revamp new customer onboarding program, driving 200bps improvement in sales (email and dmail). - Implemented predictive-response model, improving cross-sell rates by 30% for new product (email and dmail). - Introduced discipline of employing customer lifetime value to improve acquisition, leading to 22% YoY improvement in customer acquisition (first YoY positive comp in profitable acquisition in 14 months). - Partnered with acquisition team to deploy an email and targeted social lead conversion program, driving 5% - 7% increase in conversion of high-value segment. - Reduced churn 14% with best customers YoY, during period of low growth. - Developed customer engagement dashboard and data quality reporting. - Revitalized Net Promoter Score program, driving 200 bps improvement in six months through collaboration with operational departments and revision of survey tool. - Successfully designed an app user profile and needs assessment, resulting in a more personalized experience to these customers and "clones" of these app. Show less
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Ancestry
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United States
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Software Development
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700 & Above Employee
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Vice President, Member Services & LCM Operations
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Jul 2015 - Jun 2017
Hired to transform Member Services and revamp Marketing Operations to deliver personalized customer strategy. Results include: - Realigned Marketing Operations team to support integrated, cross-channel strategy. - Revamped CRM stack across email/digital marketing and call center for better CEX (Salesforce). - Improved call center sales 8% in non-peak periods, and 25% in peak season. - Eliminated unprofitable product reducing annual costs by $1.4MM; employing call center analytics. - Transformed culture from a reactive to a proactive; improved team engagement 600bps during time of immense change. - Launched four impactful customer-experience technologies on time and on budget. - Launched customer self-service online support system in 10 countries; reduced costs $1MM/year while improving CSAT 3%. - Launched new CEM technology to engage customers in providing service, reducing costs by 1% in year 1. - Launched IVR - reduced low value agent-based contacts by 30%; annualized savings $400K+. - Launched Live-Agent Chat - delivered 2:1 efficiency ratio in US and UK pilots (vs. phone). - Launched Call Quality solution, improving first call resolution 5%; no negative impact to. handle time. Show less
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Shell
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United Kingdom
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Oil and Gas
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700 & Above Employee
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Loyalty Strategy and Operations Leader
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Apr 2014 - Jul 2015
Developed proprietary Loyalty systems; as well as business case and roadmap for future CRM capabilities. Deployed two major Loyalty promo delivery tools (eReceipts and site-based messaging). Developed business case analytics to drive realignment of promotion investment strategy. Revised CRM customer segmentation, employing Size & Share-of-Wallet models to optimize promo spend. Developed proprietary Loyalty systems; as well as business case and roadmap for future CRM capabilities. Deployed two major Loyalty promo delivery tools (eReceipts and site-based messaging). Developed business case analytics to drive realignment of promotion investment strategy. Revised CRM customer segmentation, employing Size & Share-of-Wallet models to optimize promo spend.
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Walmart
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United States
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Retail
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700 & Above Employee
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Sr Director CRM and Digital Marketing
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Jul 2010 - Mar 2014
- Improved high-value member retention by 3% over control via integrated direct mail and email. - Improved email results 30%+ YoY over two consecutive years. - Drove 80% YoY increase of ecommerce holiday sales via improved promo planning with merchants. - Partnered with the Small Business team to improve high-value member retention by 3% over control. - Partnered with merchant partners to develop two segment-level digital and direct mail programs, driving: a. A 6% increase in membership acquisition with high-value New Mom’s segment. b. Incremental sales of 11% with the New Mom’s segment. c. A 1.5% improvement in retention of high-value Active Seniors segment. Show less
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Allant Group
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Marketing Services
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1 - 100 Employee
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Principal, CRM Strategy
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Apr 2007 - Jun 2010
Planned, developed, and managed analytic-driven direct marketing strategies for Fortune 500 clients. - Launched Account Planning process, driving $3MM in new RFPs in first year. - Revised acquisition targeting and messaging for Dell Computers; drove a 7% improvement. - Revised Dell’s call center tactics; improving average order size by 15%. - Developed CRM Roadmaps for Charter Communications, NY Times, and two other F1000 clients. Planned, developed, and managed analytic-driven direct marketing strategies for Fortune 500 clients. - Launched Account Planning process, driving $3MM in new RFPs in first year. - Revised acquisition targeting and messaging for Dell Computers; drove a 7% improvement. - Revised Dell’s call center tactics; improving average order size by 15%. - Developed CRM Roadmaps for Charter Communications, NY Times, and two other F1000 clients.
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The Gap
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San Francisco Bay Area
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Sr Director Customer Strategy & Analytics
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Mar 2005 - Apr 2007
Planned, developed, and executed Direct/CRM initiatives for this $11 billion apparel company. Focused on developing a contact strategy for a 20 million name database supporting a $50 million direct mail (Budget) business for Gap, Old Navy, and Banana Republic; as well as respective online properties. - Led build of monthly test designs (targeting, offers, messages, formats) and new segmentation tools for 15MM to 20MM piece direct mail and integrated email programs. - Built ecommerce customer profitability reporting and customer profiling capabilities to enable improved online offer and message delivery; reduced spend against “deal seekers” segment. - Improved sales and retention with Banana Republic “at risk” segment by 250bps. - Led cross-functional team in root-cause analysis, driving a 200bps improvement in loyalty acquisition. - Led customer P&L analytics worker e-commerce business; improved offer testing and marketing budget allocation. - Improved sales and retention with Banana Republic at lifecycle risk segment by 250bps. - Revamped Loyalty A&U tracking to align with size and share of wallet segments, Improving messaging strategy to high-value customers. Show less
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The Walt Disney Company
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United States
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Entertainment Providers
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700 & Above Employee
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VP of Direct Marketing
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Mar 2004 - Mar 2005
Recruited by a former colleague to join MovieBeam, a Disney-owned company that provided video-on-demand service. Led conversion of the business from a retail only model to a direct-to-consumer model. Division was shut down by new CEO. - Drove a 50% reduction in acquisition costs in eight months across DRTV and mail. - Improved call center closure rates by over 20% by revamping call center sales strategy. Recruited by a former colleague to join MovieBeam, a Disney-owned company that provided video-on-demand service. Led conversion of the business from a retail only model to a direct-to-consumer model. Division was shut down by new CEO. - Drove a 50% reduction in acquisition costs in eight months across DRTV and mail. - Improved call center closure rates by over 20% by revamping call center sales strategy.
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Sony Electronics
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United States
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Computers and Electronics Manufacturing
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700 & Above Employee
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Director CRM and Direct-to-Consumer Acquisition
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2000 - 2004
- Partnered with U.S. Chief Experience Officer to design and implement a customer satisfaction and purchase intent study, identifying key opportunities and threats to sales growth and brand loyalty. Drove Sony from #4 in the industry to #1 in customer service through strategy and policy resets. - Partnered with SVP of Ecommerce to grow ecommerce sales 50%+ YoY for consecutive years by optimizing online and offline spend through continuous testing. - Partnered with four Product Leads to design and deploy a customer-centric program employing email, catalog, and microsites; driving an incremental 12% in sales across channels. Show less
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Education
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University of Oklahoma
MA, Communications and Advertising -
2001 - 2002
Six Sigma
Greenbelt Certification, Value of Data in Marketing and Customer Strategy
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