From the beginning -- the first hire, the brand values, and the initial vision of the website -- cupcake dynamo Baked by Melissa has been focused on the experience of the customer. It’s part of the recipe. And with cupcakes being an emotional purchase, celebrating something happy, soothing something sad, or thanking when something is good, it's personal for both the customer and for co-founder Melissa Ben-Ishay, whose name is on the wall. Every experience a customer has reflects on Melissa herself. She joins Liliana Petrova to share how values have driven some of the most important decisions Melissa has had to make in the past 13 years, including: reacting quickly in the first moments of the pandemic; taking the risk to launch an epic and expensive customer experience campaign which both connected with customers and drove brand awareness for years to come; and, how this mompreneur had to overcome her initial reluctance to become the CEO of her own company only to find herself exactly where she should have been all along.

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