J. Crew's Drexler walks the conversational marketing talk

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J.Crew’s CEO Mickey Drexler is a great example of a CEO who lives conversational marketing, passionately listening to customers and incorporating their ideas into the business strategy.

In his Saturday N.Y. Times story, “A CEO Sells the Store,” Joe Nocera wrote:

“Visiting stores, quizzing the staff, critiquing everything in sight — and most of all, meeting customers, is at the core of how Mr. Drexler runs J. Crew. It’s also what makes him happiest.”

The story also talks about how Drexler personally follows up with customers he meets in stores. He’s intent on hearing their ideas — positive and negative. The customer is his muse, his energy, his grounding.

While CEO of the Gap Drexler lost touch with the customer, as many CEOs do, and lost his confidence. At J.Crew he’s intent on doing what he does best — visiting stores every day; reading, responding and acting on customers’ emails; and asking customers for input. He told Nocera:

“People want to be listened to and they want to be respected. Besides this is how you learn what is on their minds. What can be more important than that?”

Probably nothing. While most clothing chains are struggling, J. Crew’s 2007 revenues were up 14% and the company is profitable.

I think I’ll have to check out J. Crew’s new line of suits….and tell Mickey what I think. I know he’ll listen, and that’s a most powerful marketing strategy.