Cultivating Happy Customers
 

Cultivating Happy Customers

on

  • 3,881 views

Delighting your customers. By empowering your employees and cultivating happy customers, you'll be in a much stronger position to retain, to upsell and to drive success among your customers. You'll ...

Delighting your customers. By empowering your employees and cultivating happy customers, you'll be in a much stronger position to retain, to upsell and to drive success among your customers. You'll pave the way for word-of-mouth referrals and stay ahead of your competition by battling the attitude of indifference that so often drives customers away.

This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification

Statistics

Views

Total Views
3,881
Views on SlideShare
3,869
Embed Views
12

Actions

Likes
11
Downloads
327
Comments
1

5 Embeds 12

http://pinterest.com 5
http://www.weebly.com 4
https://twitter.com 1
http://personalblogsites.weebly.com 1
https://app.cyfe.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Twitter hashtag
  • Status quo: Most resources are spent on acquiring customers and building your product Drama: Customer always feels left out. Resolution: Embrace the three pillars and apply the seven guidelines
  • They don’t focus enough time and energy on their customers.
  • Most businesses don’t focus enough of their money or time attention on their customers
  • It’s a competitive advantage that must spans your entire customer lifecycle so you create an inbound experience
  • Let’s take a close look at the inbound methodology
  • Why would someone tell a friend about you product or business? Because they trust your product and business enough to recommend it.
  • Why pyramids? -KG
  • Throughout the certification we talked about humanizing the experiences people have with your sales and marketing.
  • NATO Air Training CommandPeople serve peoplePeople build trust with peopleYou’ve learned quite about about buyer personas.Use buyer personas to help you server people
  • You need to serve all of the people because the customer’s experience
  • Every small interaction by every employeeCommunication is criticalExperience with anything and everythingYou learned how to create these experience throughout the last 10 classes
  • Do you focus on delighting people pre and post sale today.Take a moment to think about that. You don’t just delight people post sale.
  • Higher-res image? -KGThe pillars are here to help you build trust with people. Trust that will create lasting relationshipsThey are here to inspire and guide you in creating an inbound experience.
  • Embrace and use the three pillars to help you create an inbound experience. Now it’s time to understand the 7 customer delight guidelines. Follow them to create an inbound experience.
  • And loyalty is built by two other things in that story So what really creates and enriches loyalty
  • People build trust with people
  • Trust
  • If you don’t believe this it will be hard to delight either group to make sure the larger experience is remarkable
  • Pause and reflect…do you have a hiring methodology
  • It shapes and creates all of the people to people interactions inside and outside of the business
  • Employees need to be educated that it’s everyone's job to delight customers, it’s a team effort
  • Trust is built or not built at each interaction. You need a way for your team to learn how to create the right interactions.
  • Employees will help one another learn the principles. The principles serve the team.
  • Not super keen on this slide’s design, but it’s fine. –KGThe customer should always be the main focus.Empower them so they are always solving for the customer.
  • Create an autonomous working environment.
  • New team photo? -KG
  • Flexibility and autonomy
  • You created an autonomous and collaborative work environmentIt will build trust with your customers and create lasting relationships
  • Collect both types of dataWill help empower your employeesHelp you improve different types of interactionsLearn how to innovate, improve communications and better educate
  • Need explanation of 80/20 rule on slide? -KGOnce you’ve listened and the customer explained their situation to you need to.
  • What’s the difference? -KGHave employees be consumers of the product or service.
  • The fifth guideline is about learning more.
  • To learn more
  • Open-ended questions, remember the 80/20 ruleCollect all of the data and document
  • The second most important guideline to building trust and creating an inbound experience.
  • Take a moment to think about how do you educate people pre and post sale today.
  • Employees will be problem solvers when you using the checklist.You have to educate employees about the personas so they create personal interactions
  • Give one example
  • If you exceed their expectations you have built more trust
  • Record everything to help you improve the overall experience and provide better service to people when the next interaction occurs Help you innovate
  • Who is ‘their’ in this case? Would it be better to say ‘all of your customers problems’? –KGAnd why is ‘problem solver’ in quotes? -KG
  • If you don’t, you’ll lose trust. It’s an interaction that people will definitely remember.
  • Automate some of thisCreate welcome emails
  • Responding to a positive action with another positive actionOffering time to increase leads Empowering employees will enable them to be reciprocial
  • PEOPLE WILL TRUST THAT YOU WILL:Solve their problemsBe there to answer their questionsBuild and maintain a good productMost importantly people will trust you and your business.
  • And trust is critical to creating an inbound experience
  • Relationships that people will remember and share.

Cultivating Happy Customers Cultivating Happy Customers Presentation Transcript

  • CULTIVATING HAPPY CUSTOMERS. Inbound Certification Class #11
  • #INBOUND
  • AGENDA 1  Why customer delight is so important 2  How to delight your customers 3  Seven customer delight guidelines 4  Key takeaways and resources
  • WHY CUSTOMER DELIGHT IS SO IMPORTANT.1
  • Most businesses spend the majority of their money and time on acquiring customers and building products.
  • Customers feel left out.
  • more costly to attract a new customer than it is to retain an existing customer. 6-7x WHITE HOUSE OFFICE OF CONSUMER AFFAIRS
  • of consumers say that their customer service experiences with companies typically exceed their expectations. 7% ECHO 2012 GLOBAL CUSTOMER SERVICE BAROMETER
  • There is a huge opportunity here!
  • Customer delight is a competitive advantage.
  • Your promoters will attract more strangers to your business. Take a moment to think about that.
  • Trust is what will create lasting relationships with people.
  • Trust is critical to creating an Inbound Experience. An experience that’s built by people, for people.
  • HOW TO DELIGHT YOUR CUSTOMERS.2
  • “If we all have a shared and beneficial outcome in serving our customer, we have a unified place where all our interests converge. Success is not defined by our own personal and business line goals; success is in the eyes of the customer.” General John E. Michel 10 LEADERSHIP LESSONS FROM U.S. COMMANDING GENERAL JOHN E. MICHEL – HUFFINGTON POST
  • The customer's experience …
  • …is formed by every interaction.
  • Customer delight is not just a post-sale activity. It should be a priority both pre- and post-sale and wherever customers are in the buyer’s journey.
  • The three pillars of customer delight.
  • 1  Innovation 2  Communication 3  Education THE THREE PILLARS OF CUSTOMER DELIGHT
  • INNOVATION Change is better than the status quo. Innovate to serve people with the right products.
  • COMMUNICATION Personal is better than impersonal. Communicate to help people.
  • EDUCATION Empowering is better than ignoring. Educate people to grow their knowledge.
  • SEVEN CUSTOMER DELIGHT GUIDELINES.3
  • “Loyalty is when people are willing to turn down a better product or price to continue doing business with you.” Simon Sinek
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • “Customers will never love a company until the employees love it first.” Simon Sinek
  • Delight your employees and they will delight your customers. Happy employees create happy customers and allow for sustained customer delight.
  • Customers and employees are a business’s greatest assets.
  • Your hiring methodology is critical to delighting your customers.
  • Test for culture fit Create a set of culture-specific interview questions, have the interviewee meet with multiple people & create pre-hire culture immersion experiences.
  • CREATE A HIRING METHODOLOGY THAT TESTS: •  Skills •  Culture fit •  Beliefs •  Experience •  Ideas
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • “Customer service shouldn’t just be a department, it should be the entire company.” Tony Hsieh, CEO of Zappos
  • Every small interaction makes a difference…
  • …because they create the larger experience.
  • Develop team principles that your employees live by. Principles create autonomy and empower employees to make decisions on their own.
  • solve for the customer. The principles should reinforce the fact that employees should always
  • •  Execute with excellence •  Educate with passion •  Create a consistent learning experience •  Seek out company-wide collaboration •  Provide outstanding customer service •  Always be learning •  Never settle * Stay weird HUBSPOT ACADEMY PRINCIPLES
  • •  Teach every employee the pillars of customer delight •  Implement a new hire training program •  Develop on-going training programs •  Educate them by doing, not by way of lecture or presentation •  Share stories of what great customer service resembles •  Share examples of what solving for the customer looks like •  Everyone at the business should be educating employees in some capacity HOW TO EDUCATE EMPLOYEES
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • Everyone at the business should be able to identify a customer by persona.
  • USE A PERSONA TOOL
  • Let employees’ personalities shine through. You hired them correctly, so let them free.
  • They are the faces of the business. They interact with people every day.
  • Solve their problems Be enthusiastic & fun THE CUSTOMER DELIGHT CHECKLIST Provide recommendations
  • Under promise, over deliver. The Promise: Support rep says, “I’ll contact you within 24 hours with a solution.” The Over Deliver: Support rep contacts customer 6 hours later with the solution.
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • Collect data. Identify opportunities to collect qualitative & quantitative data about the inbound experience.
  • Use social monitoring as a listening tool.
  • Silence is your friend. Follow the 80/20 rule.
  • Repeat what they said. Ensure you’re on the same page and you’re both discussing the same thing.
  • Show empathy and be empathetic.
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • Go exploring with customers. Ask questions to learn more about their problem or question.  
  • Start questions with Why, How, What, When, Where, Who
  • Pay attention to verbal and non-verbal communication. Like facial expressions, vocal rhythm, body expressions or touch. They will help you better understand the person’s problem or question.
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • “The businesses that are the best educators will be the most successful.” @MarkKilens
  • Solve their problems Be enthusiastic & fun THE CUSTOMER DELIGHT CHECKLIST Provide recommendations
  • Employees should be  problem solvers. Solve the right problems for the right personas.
  • Create content just for customers. Blog Articles Interactive Tools Photos and Infographics Videos and Podcasts Presentations and eBooks
  • How can you exceed their expectations? It will help you build trust and create promoters.
  • It's not what you say, but how you make them feel that creates a lasting relationship.
  • Measure & track all interactions to help you improve the inbound experience.
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • Make sure you always resolve all of their problems. Be a true “problem solver.”
  • Be on time. Set the right time expectations and don’t take longer than you promised.
  • Use email workflows to follow-up with customers after they purchase.
  • Solve for the customer, Don’t solve for the number.
  • 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
  • Follow and practice the seven guidelines. If you do, you will be focused on creating a remarkable inbound experience that your customers will love.
  • Developing and establishing trust is critical to creating an inbound experience.
  • Remember: You build trust in every small interaction you have with people.
  • All of those small interactions will create lasting relationships.
  • KEY TAKEAWAYS AND RESOURCES.4
  • 1  Building trust is core to customer delight. 2  Your priority should be to serve people. 3  Every small interaction matters a lot because they create the larger experience. 4  Customer delight is not just a post-sale activity. 5  The three pillars of customer delight are: innovation, communication & education. KEY TAKEAWAYS
  • 6  Your hiring methodology is critical to delighting your customers. 7  Develop team principles that your employees live by. 8  Everyone at the business should be able to identify a customer by persona. 9  It's not what you say, but how you make them feel that creates a lasting relationship. 10  Solve for the customer, don’t solve for the number. KEY TAKEAWAYS
  • RESOURCES 1  Inbound Inspiration Video – “Human” [video] 2  Are You Bogged Down in an 'ABC' Way of Thinking? [blog post] 3  11 Ways to Give and Get Customer Love [blog post] 4  How to Use Welcome Emails to Delight Your New Blog Subscribers [blog post]