Neil Demers joins us and discusses the correct pronunciation and history of Diego Pellicer a boutique cannabis dispensary brand with an interesting ownership structure. Based on his background, Neil is road mapping the entire customer journey. He’s trying to understand how the customer came to the brand, what that customer sees when they look at the edifice that houses the store, the experience checking-in, shopping with the budtender, checking out at the cashier and even enjoying the project at home. He dives in on each of those touch points to ensure he’s maximizing the customer experience at each of those touch points. He also listens to the voice of the customer to understand how he can differentiate the brand and deliver a unique experience.