Why Girl Scouts of the USA CEO is pressing ‘fast forward’ on its digital transformation

The youth organization's leader talks with SAP's customer experience exec about badges, STEM skills and, of course, the cookies

It’s a highly distributed organization, dependent on local volunteers and creates the kind of value that transcends traditional bottom-line metrics. On top of all that, the Girl Scouts of the USA has two different sets of customer experiences to keep in mind.

First, of course, are the experiences of the girls who join its programs. They are legion —an estimated 1.6 million across the country — and they are learning skills that go way beyond traditional areas such as cooking or camping.

Then, of course, are the customers of its most famous product: the Girl Scout cookies that members sell every year to raise money for the work the organization does. That’s an addressable market of, well, pretty much everyone.

Girl Scouts Sylvia Acevedo
Sylvia Acevedo, Girl Scouts of America

Though the effort to contain the spread of COVID-19 has put a temporary halt to in-person gatherings for groups like the Girl Scouts, the organization is hardly standing on the sidelines waiting for it to be over,

In fact, Girl Scouts of the USA CEO Sylvia Acevedo says

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