Nestlé’s Bakkali: Experiences With A Side Order Of Goosebumps

The key is blending online, offline, social, and customer service together to create a holistic view of the customer, says Betty Bakkali, CRM activation manager at Nestlé Suisse.

“We’re not in the product and services industry anymore, it’s all about experiences and giving [customers] goosebumps.”

That’s the challenge facing Betty Bakkali, who as CRM activation manager at Nestlé Suisse looks after up to 50 local brands on a daily basis.

Speaking to CMO.com at the Adobe Summit EMEA 2016, she said: “Online, offline, social, consumer service, campaign results—all that needs to blend together to give me a holistic view of my consumer so I can give them more engaging experiences.”

The onus, she believes, is on marketers: “It’s up to us to be there at the right time, with the right message, and in the right channel. We’re still in the early steps of the journey … and it needs to feel natural. Good marketing doesn’t feel like marketing.”