PROFILE

Evan Snively

Loyalty Strategist, Chapman & Co. Leadership Institute

Evan Snively is a Sr. Client Engagement Associate at Chapman & Co. Leadership Institute, a consultancy that believes that businesses can, and should actively strive to be, the most powerful force for good in our society today. Chapman’s foundational belief in universal human principles allows it to successfully partner across a spectrum of unique brands: from American Airlines to the San Francisco 49ers, and Shell to the St. Louis Zoo.

In his role, Evan takes a science-based and data-driven approach when consulting on both his clients’ employee and customer culture, in order to create a sustainable and fulfilling business models, filled on all sides with passionate, permanent brand advocates.

Evan is also the co-founder of Every True Son, a licensed apparel company that serves the University of Missouri. Personally, he is loyal to a number of brands, including Spotify, Patagonia, and any restaurant that serves a good sweet tea. He has a degree in Economics from Loyola Marymount University and currently lives in St. Louis, MO, with his wife, two sons, and Great Dane.

For more on the services Chapman & Co. offers: ccoleadership.com/services

For the Tiger fans: everytrueson.com

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  • Posted on: 01/10/2022

    Are AI-powered customer service agents already human enough?

    Upon reading the opening sentence "what matters in the customer service experience is the PERCEIVED HUMANNESS of the interaction and that often an agent powered by artificial intelligence (AI) is as good or better than a real person," the term "perceived humanness" really stands out, and I'm not sure it's the right term. In this context I think it is probably defined as "a relatable, empathetic, and effective problem solver." Not all humans have those qualities, but AI can be designed to do just that (whether real or a mirage), so in that sense - YES, AI will be able to bring more (and more consistent) value to some customer resolution experiences than humans.
  • Posted on: 12/20/2021

    What happens when D2C brands diversify product lines?

    If a brand is able to dedicate as much passion for the secondary product lines as they do their initial one, then there is reason for consideration. Creating more stability is one advantage, but a potential disadvantage is a loss of trust if the secondary lines don't meet established brand or market standards. Usually the "solo D2C" brands specialize in a product that they have created some degree of disruption in - this is less likely to be true for secondary lines.
  • Posted on: 12/09/2021

    Will consumers ever get over the price hurdle for sustainable goods?

    Vrity (a data company that helps brands measure the economic impact of their values) has stated that 82 percent of U.S. consumers will be willing to spend more on a brand that shares their values. So in theory, if sustainability is a brand value for 50 percent of Americans, around 40 percent (50 percent x 0.82) of Americans will be willing to pay more for that brand. I don't necessarily see that "willingness to pay more" changing in the coming years, but I do see sustainable products becoming more the norm, so hopefully "regular priced" sustainable options will be within reach for everyone.
  • Posted on: 11/24/2021

    Jury says CVS, Walgreens and Walmart bear responsibility for opioid epidemic

    I agree with the defendant's claims that pharmacists should not be second-guessing doctors - at the individual level. However this case study certainly and tragically has shown that there should be some type of "whistleblower" or "red flag" infrastructure that pharmacists can utilize to track out of the ordinary prescription volume. And honestly, it probably also should be automated and reviewed by a board - not on the shoulders of the pharmacists themselves.
  • Posted on: 10/27/2021

    What should retailers do about angry reviews?

    As far as what factors are the most helpful, the poll has done a good job outlining the various areas of consideration: Legitimacy, Quantity, Recency, Sentiment, Rating. Quantity can help aid Legitimacy. I usually start there - if a product has less than 30-50 reviews and I do not already have trust established with the brand, I'm out and don't get to the other factors. Recency becomes more important in service-based industries as staff turnover can greatly alter the customer experience. Detail and sentiment become more important at higher cost/consideration purchases. And Rating of course is king.
  • Posted on: 10/21/2021

    What does Gen Z want?

    If you want to connect and understand how to drive loyalty, you can't just poll them - you need to hire them. I'm 32 and the world they "live" in is even hard for me to wrap my head around sometimes. The platforms and trends they interact with are changing at a pace that is unlike anything that has existed before and if you don't have people that are truly in the moment, the authenticity -- and the opportunity -- will be lost.
  • Posted on: 09/28/2021

    Will Americans finish this year’s Christmas shopping before Thanksgiving?

    It's going to be a split scenario. The people who are the usual early shopping suspects will be aware of the potential inventory shortages and adjust their behavior accordingly (they will shop earlier). The people who usually shop in November and December will be consistent with that behavior (though they might be more disappointed/frustrated this year).
  • Posted on: 09/23/2021

    Will ‘Built for Better’ put Walmart in a better light?

    It feels like Walmart is simply piggybacking off the work that the brands they supply have already done (and they absolutely should). Awareness and showcasing the work done behind the scenes is difficult when you are not selling direct through your own channel, so hopefully Walmart can help forward the cause - both through consumer awareness and maybe also a little pressure on brands to strive to comply with those designations. I'm not sure it will change purchase behavior in the short term though unless Walmart really starts giving priority placement in-store and online to these goods.
  • Posted on: 09/15/2021

    Rite Aid is going remote-first with its corporate workforce

    Georganne, you made two important callouts for this "debate" (which clearly there is no universal answer for).
    1. There are certain jobs and industries (like a retail buyer) that are naturally going to lend themselves to a more productive result when there is a dedicated collaboration space employees can go.
    2. Personality type and stage of life are going to influence the effectiveness of each environment (home vs. office) to a greater degree than we probably gave them credit for prior to the pandemic. I am an extrovert, but luckily my wife was also working from home, so at-home work wasn't so bad. If I was alone, I think it would have been really draining on me to be so isolated. The reverse is true for others.
    All in all - if your business allows for it, some type of mixed model is probably best for now in my opinion.
  • Posted on: 09/07/2021

    Why does Amazon want a branded TV?

    I agree with the projected placement, Oliver. I own a couple TCL Roku TVs and that quality picture (which is quite good) + Amazon bells and whistles seems to make sense. It will be the easiest way to get the largest footprint in homes so they can micro-monetize, and that is clearly what Amazon is after -- not high-end prestige.
  • Posted on: 08/31/2021

    Best Buy builds a virtual store to assist customers remotely

    As long as the wait to talk to an associate is minimal, the virtual store has the opportunity to be a really great customer experience, and a story that customers are likely to share with friends. I think there are some data driven "secret sauce" options that could differentiate the virtual experience from in-store, for example if Best Buy is able to share a virtual customer's browsing history on the Best Buy website (in an quick and easily digestible fashion) prior to them hopping on a call, it could help the Best Buy team member anticipate needs and show up really well. The same could be said if they were logged in and the team member had access to their purchase history to understand tendencies and budget ranges.
  • Posted on: 08/26/2021

    Should grocers take a lead role supporting weight loss efforts online?

    At some point the burden of responsibility needs to rest on the consumer. Education on healthy eating is available, but needs to be digested (no pun intended) and practiced on a deeper level than labels and filters - which could steer many uneducated, albeit well-intentioned, consumers in the wrong direction. If grocers want to get involved they can host healthy eating clinics and prep classes to get the hand raisers. If they are able to do this, and even if it is a loss-leader to lower the barrier to entry, I think that they will see quick returns.
  • Posted on: 08/11/2021

    Knowing when to make a change for a brand’s sake

    The most common reason I have been seeing rebrands over the past five years is to adjust the brand standards to be optimized for the digital world. Many legacy logos were created to live IRL and their complex dimension or wordmark does not translate to a screen in a hand or an app bubble. The advice I have is to start with the basic lines and add as few strokes as possible. "Striking simplification" has been the path to success for many major re-rebrands recently.
  • Posted on: 08/03/2021

    Will increasing mall traffic hit a speed bump due to the Delta variant?

    Areas with lower vaccination rates and higher surges are going to be the ones with the least disruption. At this stage, 1.5 years after the initial outbreak, you know who is going to change their behavior and who isn't. Areas with higher vaccination rates (and therefore a population which is more cautious) will see some decrease in foot-traffic, but probably not as significantly until the spike in cases get much worse (which hopefully does not happen).
  • Posted on: 08/02/2021

    Has Simone Biles struck marketing gold at the Tokyo Olympics?

    Any company who drops her as a spokesman -- get ready for the backlash. Obviously sponsorships were not on her mind at all when making her decision to take a break for her own safety, but it should open up some new opportunities - hopefully more meaningful opportunities - than simply slinging cereal. Well done Simone, and good luck on the balance beam!

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