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Intelligence Briefs

Bacardi is bridging the gap between boardroom and bar

Industry Contributor

Michelle Francis, Head of Digital Strategy
News Corp

23 February 2020 2min read

Bacardi has prioritised and focussed on customer-centricity since its initial years. The original brand ambassadors would wait at Havana airport to greet tourists and whisk them away for a Bacardi rum cocktail. Today Bacardi is putting employees in the shoes of the customer by encouraging them to experience the brand and the cocktails it can be a part of.

Key points:

  • Bacardi isn’t just talking the talk, it is walking the walk when it comes to putting the customer first
  • Bacardi’s latest “back to the bar” initiative puts all employees, from all different levels of the hierarchy, in the shoes of the customer, by stepping out of the office and into the bar to experience the product as the customer would
  • Whilst back to the bar is an employee initiative, it’s a demonstration of the culture at Bacardi that employees are the firm's biggest ambassadors

My Takeout

Customer centricity can only be achieved when you completely understand the market and the people who decide whether to buy your products or services. Bacardi have demonstrated through its “back to the bar” initiative that it truly values the customer experience to ensure Bacardi is their rum of choice. By encouraging the team to go to the bar and have a Bacardi, they experience the product from the customers’ perspective, regardless of whether they are from sales, product or marketing. The experience helps everyone relate better to the customer, and no doubt deliver a better experience and a happy customer is a loyal customer.

It’s difficult at times to take that step back, and shift your perspective to be that of the customer. Brands like Bacardi are doing a great job in walking the walk and will no doubt see success from their latest “back to the bar” initiative.

Let’s go. What do you think?

Industry Contributor

Michelle Francis, Head of Digital Strategy
News Corp

Michelle started her career 13 years ago in digital media, and has a unique perspective from her experience working in both media agency and sales side, across multiple verticals including FMCG, entertainment, finance, automotive and retail. Michelle is Head of Digital Strategy at News Corp Australia, tasked with driving digital thought leadership across the business helping to produce innovative product and commercial solutions. Michelle is the co-chair of the IAB Effectiveness council and is a guest lecturer at University Technology Sydney.

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