“Everyone in marketing thinks I'm in IT, and everyone in IT thinks I'm in marketing.”
Bruce Millard, Safelite AutoGlass AVP of Digital Customer Experience, says in his career in social and digital media, he's learned to be the bridge.
“As a marketer, I need to understand what it is I'm asking of the IT department,” says SocialMedia.org member Bruce. “I could just put the marketing hat on and say ‘you IT guys figure it out,' but I've been doing this for 18 years. Chances are, I've been there once and done that once.”
After almost seven years working in various digital roles, he moved to Safelite, where he started building his team — immediately.
“I spent my very first day interviewing people for my team,” says Bruce.
He was looking for people with outgoing personalities, intelligence, and most importantly, passion. “Who do you want to talk to a cocktail party? You want to talk to someone who knows what they're talking about, is interesting, and is smart and passionate about something. There are going to be big hurdles to jump over and it will be easier to jump over them if you're passionate about it.”
Bruce quickly grew Safelite's digital force to a team of ten.
His team covers “anything with a tracking pixel.”
According to Bruce, that can include email, social, web, digital advertising, and video. They also work with the customer care team and an outside agency to cover social monitoring and responses during off hours.
The team's four disciplines include ad demand management, user experience design and visual design, social media management, and analytics and attribution.
Bruce believes analytics and attribution is probably his team's most important role. He says they live by the old saying in digital, “If you can't measure it, don't do it. And we can measure everything in digital media, and if we don't, shame on us, because we're missing an opportunity to learn.”
For 2016, he's looking to use those analytics to create a seamless omnichannel experience.
“Our business is based on a low incidence stress purchase. If you get a broken windshield, you just need this problem to go away.”
He says he's looking forward to collecting information to help make that process simpler for the customer — when someone visits from Facebook or their desktop or makes a phone call — Safelite should know who they are. “Not from a creepy ‘I know who you are' standpoint, but in a way that you don't have to repeat yourself and I can make this experience as seamless and frictionless as possible,” he explains.
“I think social media is an incredibly fun and compelling space to work in, and I look forward to being able to deliver communication to folks in social media consistently — to bring together how we're talking to them in social media with how we're delivering our service to them in person.”
Bruce started as a member of SocialMedia.org with Abbott Laboratories in 2012 and rejoined the community with Safelite AutoGlass in 2014. Find him on Twitter and ask about the early days of AOL.