On the TechTO stage ×1
First seen on the TechTO stage in 2018. Every talk is searchable — ask the archive about Melissa ↗
In their words
your employees are your number one brand ambassadors and they should be your best customers
eliminate channel switching so if I am a consumer and I contact you through social media do not direct me to your call center
satisfaction doesn't equal loyalty there's very little correlation related to that
Quick answers
What was Melissa Batchelor's role when she spoke at TechTO?
Manager of Customer Experience Strategy at Canadian Tire. TechTO's listing for the Retail Tomorrow event (4 October 2018, MaRS Discovery District) gives that title, and she opened her talk by saying she managed the customer experience strategy at Canadian Tire.
What did she tell the TechTO audience?
That three measures together give a full view of customer experience: Net Promoter Score, customer satisfaction and customer effort score. She named Netflix, Zara and Starbucks as the benchmarks she looked to when building strategy (TechTO stage, October 2018).
Where did her team sit at Canadian Tire?
Outside marketing. Answering an audience question, she said her role sat under connected retail, which was separate from the marketing division, so she could not speak to Canadian Tire's marketing strategy (TechTO stage, October 2018).
Where is she now?
Not publicly documented. No citable source for a role after 2018 was found when this page was checked in October 2026.