Never stop learning about your audience, advises ASOS' Eve Williams

Understand your audience and the role your brand can play in their lives, says Eve Williams, the brand experience director at ASOS.

In my role at, I am responsible for championing the best possible experience of our brand for our customers globally.

I get to bring to life the amazing work that our retail, delivery solutions and technology teams do to keep improving the customer’s experience. I’ve got ten tips, but I guess they all come back to the same message: put the customer at the heart of everything you do.

They are your greatest critic and can be your greatest advocate too. But only if you are always thinking about doing the right thing by them. Put your customer first and everything else will follow.

Never stop learning about your audience

They are your greatest asset and you have a duty to ensure you understand them. Only then can you understand the positive role your brand can play in their lives.

Always ask if you are doing the right thing by your customer

If you are, it generally means you are also doing the right thing by your team, brand and business too. If all those things don’t balance, ask the question why.

Be brave, take risks, fail fast

When you get those butterflies in your stomach, it’s normally because you are doing something exciting. If you don’t have that, it probably means your customers aren’t excited either. Taking risks can mean making mistakes, but this just gives you the chance to learn and make things better. Encourage teams to be open about what went wrong too – this can only create a positive, open and transparent culture.

Be authentic

It’s important to be genuine in everything you do, both as a brand and in how you work with others. If you care, it shows, so don’t be afraid to question things when they don’t feel authentic. There’s always another way.

Embrace your team's differences

You need the different dynamics of creative, data-driven, strategic and task-driven people. They all enable you to bring ideas to life and we should celebrate the role every single person plays.

Complacency is the enemy of success

There’s always more you can be doing and ways you can improve as an individual, team and brand. Create the momentum to keep challenging yourself more.

Be inspired by everything around you

Don’t get preoccupied by always looking inside the business. You need to be open to what’s going on in the world around you.

Care about what you do and what you stand for

That’s what makes it fun, because it means what you are doing matters. EMPOWER OTHERS. You and your team are only as good as the power of those others around you. Ensure they have all the tools they need to do an amazing job, then let them fly.

Enjoy what you do and nurture a culture where the people around you can enjoy it too

That fun is infectious and helps us love what we do.

Eve Williams is the brand experience director at Williams featured in Media Week’s 30 under 30 in 2012.

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