Podcast Summary: Episode #693 - Optimizing the Post-Click Customer Experience with Riikka Söderlund, Katana Cloud Inventory

Podcast Information:

• Title: The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX
• Host: Greg Kihlström, Martech and AI Transformation Advisor
• Guest: Riikka Söderlund, Chief Operating Officer at Katana Cloud Inventory
• Release Date: June 20, 2025

Introduction to the Episode

In Episode #693 of The Agile Brand, host Greg Kihlström engages in an insightful discussion with Riikka Söderlund, the Chief Operating Officer at Katana Cloud Inventory. The episode delves into the often-overlooked connection between inventory management and customer experience (CX), emphasizing how optimizing inventory can significantly enhance post-purchase satisfaction and drive business growth.

The Critical Role of Inventory Management in Customer Experience

The conversation begins by highlighting the pivotal role that inventory management plays in shaping the customer experience. Riikka emphasizes that effective inventory control is not just a backend operation but a frontline contributor to customer satisfaction.

Riikka Söderlund [05:05]: "It really is that availability, that's what frictionless means. Constant availability and streamlined information sharing with the customer so that they know exactly what to expect, when to expect it, and preferably so that you can actually beat your competition in your speed of delivery."

Riikka explains that in today’s fast-paced market, merely having products in stock is insufficient. Brands must provide real-time, accurate inventory data to meet rising customer expectations for quick and reliable service.

Managing Inventory Complexity for Growing Brands

As businesses expand across multiple sales channels—such as Shopify, Amazon, and physical stores—the complexity of managing inventory increases exponentially. Riikka discusses common challenges faced by growing brands and offers strategies to mitigate these issues.

Riikka Söderlund [07:00]: "I think right now on top of mind for many brands is where are they sourcing their goods? Are they transferring manufacturing? Can they get all their raw materials that they used to get from one place? Maybe now it's multiple places. So those complexities can vary from brand to brand, but it's always, it's that complexity. When that starts to add up, it adds up exponentially."

She underscores the importance of transitioning from manual processes, such as spreadsheets, to cloud-based inventory management systems that provide real-time visibility and scalability.

The Integration of AI in Inventory Management

A significant portion of the discussion centers on the incorporation of artificial intelligence (AI) into inventory management systems. Riikka elaborates on how AI can revolutionize inventory processes by offering predictive analytics and automated recommendations.

Riikka Söderlund [11:16]: "The possibilities that AI can do in inventory management are absolutely endless. And we've only just gotten started."

She acknowledges the hesitation some brands have in fully trusting AI but highlights the potential for AI to enhance decision-making while allowing brands to maintain control over critical operations.

Enhancing the Post-Purchase Customer Experience Through Smart Inventory Strategies

The conversation shifts to the post-click experience, emphasizing that customer satisfaction doesn’t end at the purchase point. Riikka explains how smart inventory strategies contribute to a seamless post-purchase journey.

Riikka Söderlund [15:35]: "Just having that data available for your marketing team, for your marketing automation, whether you want to send email or SMS notifications, just whichever way you want to inform your customer about the status of their order."

Effective inventory management ensures that customers receive accurate updates about their orders, reducing frustration and enhancing trust. Additionally, Riikka discusses the importance of handling returns efficiently, a critical aspect of post-purchase experience.

The Future Shifts in Customer Experience and Inventory Management

Looking ahead, Riikka shares her insights on upcoming trends and shifts in the industry. She emphasizes the resurgence of focusing on customer experience as AI and automation evolve.

Riikka Söderlund [18:55]: "The brand actually needs to fight for its position and the added value it brings to that supply chain."

As supply chains become more automated and brands have the option to bypass traditional models, maintaining a unique and valuable customer experience becomes essential for brand differentiation.

Agility in Roles: Staying Updated with Rapid Tech Advances

In the concluding segment, Riikka offers personal strategies for staying agile and informed in a rapidly changing technological landscape. She highlights the importance of continuous learning and staying updated with the latest product updates from technology providers.

Riikka Söderlund [20:19]: "The speed with which AI is developing and these brands are using it to improve their product and their customer experience, I'm finding that actually that granular level of, well, what is HubSpot doing this week? That is actually helping me to understand what's happening in the bigger picture as well."

She underscores the value of subscribing to newsletters and following updates from key technology partners to remain at the forefront of industry developments.

Key Takeaways

1. Inventory Management as a CX Differentiator: Effective inventory control is essential for maintaining consistent product availability, directly impacting customer satisfaction and loyalty.
2. Managing Complexity with Cloud Solutions: Transitioning to cloud-based inventory management systems helps brands handle the complexities of multi-channel sales, ensuring real-time visibility and scalability.
3. AI Integration for Enhanced Efficiency: AI offers advanced capabilities in forecasting, planning, and optimizing stock levels, enabling brands to make data-driven decisions while maintaining operational control.
4. Post-Purchase Experience: Smart inventory strategies facilitate timely updates and efficient return processes, crucial for a seamless post-purchase customer experience.
5. Future-Proofing with Agility: Staying informed and adaptable through continuous learning and leveraging technology updates is vital for brands to remain competitive in an evolving market.

Notable Quotes

• Riikka Söderlund [05:05]: "Constant availability and streamlined information sharing with the customer so that they know exactly what to expect, when to expect it..."
• Riikka Söderlund [11:16]: "The possibilities that AI can do in inventory management are absolutely endless."
• Riikka Söderlund [15:35]: "Just having that data available for your marketing team... informs your customer about the status of their order."
• Riikka Söderlund [18:55]: "The brand actually needs to fight for its position and the added value it brings to that supply chain."
• Riikka Söderlund [20:19]: "That granular level of... what is HubSpot doing this week?... helping me to understand what's happening in the bigger picture."

Conclusion

Episode #693 of The Agile Brand offers a comprehensive exploration of how inventory management intersects with customer experience, particularly in the post-click phase. Riikka Söderlund's insights underscore the necessity for brands to adopt advanced, AI-driven inventory solutions to meet modern customer expectations and sustain growth. By embracing technology and maintaining agility, brands can transform inventory challenges into opportunities for delivering exceptional customer experiences.

For more information about Riikka Söderlund and Katana Cloud Inventory, visit the show notes.