Michele Peters Email and Phone Number

Developing a customer experience that meets the needs and expectations of your customers and employees is a balance of art and science. No single method matches an individual organization's needs. I'm a seasoned professional who will help you understand what you need to delight your customers and employees. I'll listen, learn and help you created a vision, lay out a roadmap or lead a team to imagine digital and physical experiences that surpassed stakeholders' expectations so that both your company and your customers can thrive.From research through service design, I'm an accomplished professional who can help you understand your why — and how to execute on it.Clients: Bir Ventures, FrienDeck.com, Sylvan Hills Farm, RedBrick Health, American Equity Investment Life Insurance Company, Colle McVoy

I helped clients figure out what was working — and what wasn’t. Always starting from a human perspective — employees, other stakeholders, customers — I listened, learned and then created a vision, laid out a roadmap or led a team to imagine experiences that surpassed expectations so that both the company and their constituents could thrive.Example engagements:Global Pharmacy Retail Chain | During the pandemic, I led efforts to bring a customer lens to improving medical testing services that had been hastily put together to meet emerging needs. Based on patient and team-member research, I worked across design, product and development teams to create a customer-focused roadmap that would position the chain as a leader in health testing.Fortune 500 Dental Supply & Animal Health Organization | I collaborated with internal and external stakeholders to lead a multi-million-dollar, multi-year digital transformation — from strategic vision through customer research, product roadmap and customer testing. We integrated content strategy and operations into design and development cycles to increase efficiency and speed to market.Fortune 500 Insurance and Financial Services | I worked across business and IT teams to create a strategy that integrated customer needs, client goals, and optimized efficiency in creating, maintaining, and delivering appropriate content at the right moment to meet customer and business needs.Partners for Good | I led pro-bono efforts to transform the customer experience of three community-based organizations, and assisted in creating opportunities in this space.To support internal efforts, I led a global cohort to create a point of view (POV) on the importance of content to an organization’s customer experience — from strategy and creation through operations and engineering. Slalom will use this POV to help clients understand how to optimize their content operations while fully realizing internal and external needs for content.

Combining consumer experience, content strategy and behavior design, I partnered with teams across the organization to create engaging end-to-end experiences that helped our clients meet their well-being goals by engaging their consumers in healthy activities.I led customer experience development — from discovery to design — for a comprehensive wellness portal and digital application. Then transitioned to working with professional service and client teams, I created a discovery process through which we led clients to establish key aspirations, user personas and business needs. We combined this learning with recognized behavior design and content strategies to create unique, white-labeled experiences for each of our clients that met their individual customers' needs across more than 500 organizations in the U.S. and Canada.To complete the loop, I worked closely with our product and development teams to fully understand current product and service capabilities, monitor and analyze consumer use and feedback, and to continuously advise on the evolution of our products and services.

As a manager on the Content Strategy and Behavior Design Team, I worked with our team to understand how to best use behavior theory to guide the vision, strategy and creation of content that engaged and inspired our clients and their consumers to form positive, life-enhancing habits.
I mentored other strategists and worked closely with our user experience designers, data analysts, writers, software developers, product managers, client representatives, sales team, communications specialists, and others to create experiences that help consumers reinforce healthy lifestyles. • Managed behavior design and content team (content strategists, writers, and producers) • Collaborated with product managers, information architects, UX designers, producers, client representatives and software developers to create content and experiences that balanced user needs, business objectives and client requests • Ensured content adhered to evidence-based health and behavioral science practices; accreditation and quality standards; and RedBrick Health’s voice, brand, and style • Continually analyzed content performance to understand user behavior and push toward continuous improvement • Followed Agile development practices

As a member of the leadership team, I led the international marketing, membership, technical support and training teams. I worked closely with the CEO and international Board of Trustees on a daily basis. • Rebuilt the organization’s brand • Streamlined the organization' message across multiple channels to focus on needs for members and ensure the most return on association investment, resulting in an increase in worldwide membership • Advised on changes in business operations that increased revenue, including moving Member Support to an internal model, reducing expenses and greatly improving direct support to our members • Created the association’s first annual conference, which attracted more than 100 participants from 20 countries

I served on the leadership team to create a centralized communications structure for internal and external communications, media relations, interactive marketing, social media, publications, photography and graphic design. My team increased Explore Minnesota’s presence by 40% over one year through a well-executed $500,000 website project and $100,000 social media campaign.In addition, I managed numerous content and print projects, including production of 8-10 magazines & a newspaper each year. This, combined with our media relations strategies gained coverage equivalent to more than $4 million in advertising year-over-year.

I created this position to establish the International Species Information System brand throughout the zoological community. I oversaw, budgeted and executed all strategic planning for communications and marketing activities for internal audiences, current and potential members, investors, media and the public.