Anna Esrov
VP of Customer Experience and Loyalty
Boll & Branch
Also available as audio
Mid-market retail can compete on hospitality, not just price or selection. Boll & Branch addresses a specific customer pain point—lack of product knowledge and confidence—by embedding expertise into the retail experience, turning a friction point into competitive differentiation.
Real-time customer feedback integrated into operational channels drives cross-functional engagement. A 50%+ survey response rate signals customers will engage deeply when asked; piping insights into Slack ensures feedback reaches decision-makers immediately rather than sitting in reports.
Listening infrastructure must be built into go-to-market strategy from the start. Esrov's early e-commerce experience building customer service from scratch shaped a culture where feedback directly informs product and experience improvements—a practice that scales better when embedded early than retrofitted later.
Conversation 108
And I have memories of her just dealing with customers, building relationships, problem solving, and I think that really stuck with me. But my first role out of college, I was working at Theory, which is a men's and women's apparel company. When I started there in planning, we didn't have a website, which is crazy. The company had been around for 13 years and didn't have customer service, and I had the opportunity to join the e-commerce team and help launch customer service from the ground up for a company that had been around for 13 years.
Anna Esrov, How Boll & Branch Turns Hospitality into a Competitive Advantage at Boll & Branch
Anna Esrov
OFFBounds Source · 108VP of Customer Experience and Loyalty · Boll & Branch
