Fast Facts
- Whatnot employees sell on the app during work for performance evaluation.
- CEO Grant LaFontaine emphasizes a strong customer-centered culture at Whatnot.
- Hiring focuses on candidates’ app usage and customer perspective understanding.
- All employees must engage in customer support and use the app quarterly.
Embedding Consumer Insight in Company Culture
Whatnot sets a remarkable standard for integrating consumer focus into its business model. The company’s commitment starts even before hiring. Interview candidates must show genuine familiarity with the app. They answer questions like, “What do you think about it? What could be improved?” This requirement ensures every new employee possesses an understanding of the customer experience from day one.
Once onboard, employees must engage with the app directly. Whatnot mandates that every full-time worker buy and sell items, as well as respond to customer support tickets. This unique practice, often referred to as “dogfooding,” allows employees to experience the platform as users. Employees receive $150 in credits to facilitate their transactions, and they complete these tasks on company time. This approach not only enhances employee familiarity with the product but also helps identify areas needing improvement.
The Practicality of Real-World Experience
Whatnot’s strategy shows how practical experience can cultivate a consumer-first mentality. By actively participating in buying and selling, employees gain firsthand knowledge of customer pain points. They understand what works and what doesn’t. CEO Grant LaFontaine underscores the need for a customer-centered culture. He emphasizes, “If you want to build a customer-centered culture, you have to actually follow through on building one.”
However, not every organization can replicate this model. Smaller businesses may lack resources for such extensive programs. Yet, Whatnot demonstrates that customer engagement via direct experience can significantly enhance product development, customer service, and overall satisfaction. Other companies can adopt similar practices—perhaps by enabling employees to utilize products or services as part of their routine but should consider the scalability of such initiatives.
Whatnot provides a blueprint for prioritizing consumer insights. By embedding consumer engagement deeply into its culture, the company builds a workforce that advocates for its users while actively identifying ways to enhance their experience. In a rapidly changing technological landscape, this focus on the customer offers a competitive advantage, positioning Whatnot as a leader in live shopping.
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