Brand Spotlights
The Brand Spotlight Series showcases innovations and solutions to CX challenges, from today’s leading brands.
Freshpet
An interview with Lisa Diehl, Director, Consumer Care at Freshpet
Execs In The Know (EITK): Can you share a little about your background and what led you to your current role at Freshpet?
Lisa Diehl: I began my amazing career in the travel industry in Chicago, Illinois, spending 14 years in various leadership roles within consumer care at a corporate travel management company. As technology advanced, I transitioned to the online sector, managing leisure and business travel at
Orbitz.com in Chicago, where I managed the customer relations area for almost 15 years.
After nearly three decades in the travel industry, I shifted to the consumer-packaged goods (CPG) sector, relocating to Sacramento, California, to lead Consumer Advocacy at Blue Diamond Growers (almonds) for nearly six years. Over two years ago, I joined Freshpet, drawn by its alignment with my passion for animals and commitment to consumer care. Now, I regularly commute between California and New Jersey, seamlessly merging my professional expertise with my personal interests.
EITK: What does your role as Director of Consumer Care at Freshpet entail on a day-to-day basis?
Lisa: Every day, I am dedicated to amplifying the voice of the consumer by bridging perspectives between our Pet Parents and Freshpet, ensuring their feedback resonates throughout our organization. I oversee an internal consumer care team and play a pivotal role in supporting the success of our external contact center partner, Callzilla.
The Callzilla Team, which is an extension of our consumer care team, excels in taking great care of our Pet Parents who reach out for assistance. Additionally, I manage our relationship with our consumer care technology partner, Emplifi, to optimize workflow and seamlessly integrate data across all consumer touch points. I also oversee the consumer care aspect of our relationship with our prestigious veterinarian partners, who provide exceptional care when a pet has a health issue in correlation with our food. My goal is to ensure that Freshpet effectively engages with our Pet Parents through their preferred communication channels.
EITK: Can you share a memorable story or feedback from a Freshpet customer that has stuck with you?
Lisa: Freshpet receives hundreds of testimonials from Pet Parents who share how our food has positively impacted their pets’ lives. Whether improving general health, alleviating allergies, managing weight, or satisfying picky eaters, our food makes a difference. One of my favorite stories is about a dog named Abby.
From Abby’s Pet Mom: “Abby was immobile, not eating or drinking, and had severe diarrhea at 14 1/2 years old. We knew this was the end for her and were working to make her comfortable for her last days with us. We were diligently trying to find something she would eat. We were carrying her upstairs so she could be next to us at night and back downstairs in the morning. Her hindquarters did not want to work, and with her not eating or drinking, she had no way to gain strength. Then, a friend recommended Freshpet. At this point, I was ready to try anything. We got a bag and fed a little to start. She LOVED it. So did our black lab, by the way. She began eating again and drinking water. That was a month ago. Last night, we were up a little late, and Abby wanted to go to bed. Usually, we have been carrying her upstairs since this happened to her. She went to the stairs, looked at my husband, and then looked at the stairs. He told her in just a minute and before we knew it, we could hear the clink of her toenails slowly working her way up the stairs. I attribute this to the health benefits of the food you have made. Thank you for giving us more time with our precious Abby.”
EITK: What sets Freshpet apart from other pet food brands on the market?
Lisa: At Freshpet, we believe all dogs and cats deserve the best. We’ve created a totally different approach to feeding our four-legged family members. It’s quite simple: we use wholesome, healthy ingredients, gently cooked without preservatives to lock in nutrients and keep the delicious recipes fresh in the fridge. Every wholesome recipe starts with high-quality proteins and farm-fresh fruits and vegetables. Our healthy meals are steam-cooked to lock in vital nutrients, all done according to the highest quality and food safety standards under the oversight of our veterinary nutritionists.
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