In today’s competitive retail market, the role of Chief Customer Officer (CCO) is more crucial than ever. This position not only influences customer relationships but also drives growth and innovation in organizations. Amy McClellan, EVP and Chief Customer Officer at SpartanNash, shared her career journey and valuable insights on this critical role during her presentation at the Progressive Grocer’s Grocery Impact event in Orlando, Florida.
Starting her career as a cashier at Martin’s Super Markets at just 16 years old, McClellan cultivated her expertise in the grocery industry through a hands-on approach. Her experience spanned various roles including that of a personal shopper in an early online shopping initiative called Fast Groceries. This early insight into customer preferences and behaviors laid the foundation for her deep understanding of the retail landscape. She emphasized the importance of connecting with front-line associates to gain insights into the realities of the business. “She’s who I call when I want to know what’s really going on,” she noted, referring to her best friend Michelle, who shared this journey with her.
McClellan’s education played a significant role in her advancement as she pursued degrees in marketing and advertising. However, she made a strategic decision to leave an ad agency to take an office manager role at Martin’s. “Because I got to meet people, that experience was super-invaluable,” she said. Spending a decade in the Martin’s office allowed her to understand all facets of the business, from marketing to operational strategies.
A pivotal moment in her career came when she took on leadership responsibilities. Despite leading a peer group of male colleagues who had more experience in the field, her established relationships enabled her to foster trust and facilitate change. “Because I had worked alongside those folks for so long, we had created trust and I could get them to do new and different things,” she recounted. This underscores a crucial lesson for aspiring leaders: authentic engagement with team members can break down barriers of hierarchy and foster collaboration.
When Martin’s Super Markets was acquired by SpartanNash in 2019, McClellan faced the challenge of transitioning from a small family-owned business to a larger corporate entity. However, the culture she cherished remained intact. “It’s not what you sell, it’s what you stand for,” she asserted. Her perspective reveals the importance of aligning personal values with organizational culture, enabling leaders to better serve their teams and customers.
McClellan outlined SpartanNash’s “People-First culture,” which revolves around four core behaviors: serving, creating solutions, winning, and having fun. These principles have proven pivotal not just for internal dynamics but also in achieving customer satisfaction and loyalty. As she said, “These core behaviors take me all the way back to my beginnings at Martin’s Super Markets… they’re really fundamental to our industry.”
To advance in one’s career, McClellan shared her practical tips. First, individuals must clarify their goals and focus intently on deliverables. Experience in the field is invaluable for those looking to lead teams effectively. Finding mentorship from established leaders within one’s organization can provide crucial guidance. Moreover, creating a supportive team environment that encourages growth is indispensable.
Perhaps most importantly, she stressed the significance of the Golden Rule: treat others how you wish to be treated. In a dynamic field where customer needs constantly evolve, maintaining empathy and integrity can define a successful career path.
Mistakes are inevitable in any career, but McClellan advocated for viewing them as opportunities for growth. “No risk, no reward,” she explained, highlighting that taking chances can lead to leadership opportunities that otherwise might not arise. Her journey in retail has been marked by continuous learning and adaptation.
As she concluded her session, McClellan addressed whether she would regret spending most of her career in retail. Her answer was clear: “I don’t think I would be in the business if I hadn’t had the opportunity to experience lots of different things throughout my career.” This perspective reflects resilience and a commitment to continual personal and professional development.
In summary, aspiring CCOs and leaders in the retail sector can learn much from Amy McClellan’s career trajectory. Balancing the insights gained from front-line experiences with strategic leadership skills can empower individuals to succeed in customer-focused roles. The key lies in creating meaningful connections, embracing challenges as learning opportunities, and remaining steadfastly committed to personal and team values.
Customer experience, relationships, and values are at the heart of what it means to be a Chief Customer Officer. As the retail landscape evolves, those who hold this position will undoubtedly need to adapt their strategies to connect genuinely with consumers.
