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  Ke...
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 AFFAI...
of consumers say that their
customer service experiences
with companies typically
exceed their expectations.
7%
ECHO 2012 ...
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 con...
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
...
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 Sin...
1  Delight Employees
2  Educate Employees
3  Empower Employees
4  Listen
5  Ask Questions
6  Help & Educate
7  Follow up
S...
1  Delight Employees
2  Educate Employees
3  Empower Employees
4  Listen
5  Ask Questions
6  Help & Educate
7  Follow up
S...
“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 sustaine...
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 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
S...
“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...
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 col...
•  Teach every employee the pillars of customer delight
•  Implement a new hire training program
•  Develop on-going train...
1  Delight Employees
2  Educate Employees
3  Empower Employees
4  Listen
5  Ask Questions
6  Help & Educate
7  Follow up
S...
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 D...
1  Delight Employees
2  Educate Employees
3  Empower Employees
4  Listen
5  Ask Questions
6  Help & Educate
7  Follow up
S...
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
S...
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. Th...
1  Delight Employees
2  Educate Employees
3  Empower Employees
4  Listen
5  Ask Questions
6  Help & Educate
7  Follow up
S...
“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
Presentatio...
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
S...
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
S...
Follow and practice the seven guidelines.
If you do, you will be focused on creating a remarkable inbound experience
that ...
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 matt...
6  Your hiring methodology is critical to delighting your
customers.
7  Develop team principles that your employees live b...
RESOURCES
1  Inbound Inspiration Video – “Human” [video]
2  Are You Bogged Down in an 'ABC' Way of
Thinking? [blog post]
3...
Cultivating Happy Customers
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Cultivating Happy Customers

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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

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  • 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

    1. 1. CULTIVATING HAPPY CUSTOMERS. Inbound Certification Class #11
    2. 2. #INBOUND
    3. 3. AGENDA 1  Why customer delight is so important 2  How to delight your customers 3  Seven customer delight guidelines 4  Key takeaways and resources
    4. 4. WHY CUSTOMER DELIGHT IS SO IMPORTANT.1
    5. 5. Most businesses spend the majority of their money and time on acquiring customers and building products.
    6. 6. Customers feel left out.
    7. 7. more costly to attract a new customer than it is to retain an existing customer. 6-7x WHITE HOUSE OFFICE OF CONSUMER AFFAIRS
    8. 8. of consumers say that their customer service experiences with companies typically exceed their expectations. 7% ECHO 2012 GLOBAL CUSTOMER SERVICE BAROMETER
    9. 9. There is a huge opportunity here!
    10. 10. Customer delight is a competitive advantage.
    11. 11. Your promoters will attract more strangers to your business. Take a moment to think about that.
    12. 12. Trust is what will create lasting relationships with people.
    13. 13. Trust is critical to creating an Inbound Experience. An experience that’s built by people, for people.
    14. 14. HOW TO DELIGHT YOUR CUSTOMERS.2
    15. 15. “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
    16. 16. The customer's experience …
    17. 17. …is formed by every interaction.
    18. 18. 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.
    19. 19. The three pillars of customer delight.
    20. 20. 1  Innovation 2  Communication 3  Education THE THREE PILLARS OF CUSTOMER DELIGHT
    21. 21. INNOVATION Change is better than the status quo. Innovate to serve people with the right products.
    22. 22. COMMUNICATION Personal is better than impersonal. Communicate to help people.
    23. 23. EDUCATION Empowering is better than ignoring. Educate people to grow their knowledge.
    24. 24. SEVEN CUSTOMER DELIGHT GUIDELINES.3
    25. 25. “Loyalty is when people are willing to turn down a better product or price to continue doing business with you.” Simon Sinek
    26. 26. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    27. 27. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    28. 28. “Customers will never love a company until the employees love it first.” Simon Sinek
    29. 29. Delight your employees and they will delight your customers. Happy employees create happy customers and allow for sustained customer delight.
    30. 30. Customers and employees are a business’s greatest assets.
    31. 31. Your hiring methodology is critical to delighting your customers.
    32. 32. 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.
    33. 33. CREATE A HIRING METHODOLOGY THAT TESTS: •  Skills •  Culture fit •  Beliefs •  Experience •  Ideas
    34. 34. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    35. 35. “Customer service shouldn’t just be a department, it should be the entire company.” Tony Hsieh, CEO of Zappos
    36. 36. Every small interaction makes a difference…
    37. 37. …because they create the larger experience.
    38. 38. Develop team principles that your employees live by. Principles create autonomy and empower employees to make decisions on their own.
    39. 39. solve for the customer. The principles should reinforce the fact that employees should always
    40. 40. •  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
    41. 41. •  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
    42. 42. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    43. 43. Everyone at the business should be able to identify a customer by persona.
    44. 44. USE A PERSONA TOOL
    45. 45. Let employees’ personalities shine through. You hired them correctly, so let them free.
    46. 46. They are the faces of the business. They interact with people every day.
    47. 47. Solve their problems Be enthusiastic & fun THE CUSTOMER DELIGHT CHECKLIST Provide recommendations
    48. 48. 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.
    49. 49. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    50. 50. Collect data. Identify opportunities to collect qualitative & quantitative data about the inbound experience.
    51. 51. Use social monitoring as a listening tool.
    52. 52. Silence is your friend. Follow the 80/20 rule.
    53. 53. Repeat what they said. Ensure you’re on the same page and you’re both discussing the same thing.
    54. 54. Show empathy and be empathetic.
    55. 55. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    56. 56. Go exploring with customers. Ask questions to learn more about their problem or question.  
    57. 57. Start questions with Why, How, What, When, Where, Who
    58. 58. 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.
    59. 59. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    60. 60. “The businesses that are the best educators will be the most successful.” @MarkKilens
    61. 61. Solve their problems Be enthusiastic & fun THE CUSTOMER DELIGHT CHECKLIST Provide recommendations
    62. 62. Employees should be  problem solvers. Solve the right problems for the right personas.
    63. 63. Create content just for customers. Blog Articles Interactive Tools Photos and Infographics Videos and Podcasts Presentations and eBooks
    64. 64. How can you exceed their expectations? It will help you build trust and create promoters.
    65. 65. It's not what you say, but how you make them feel that creates a lasting relationship.
    66. 66. Measure & track all interactions to help you improve the inbound experience.
    67. 67. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    68. 68. Make sure you always resolve all of their problems. Be a true “problem solver.”
    69. 69. Be on time. Set the right time expectations and don’t take longer than you promised.
    70. 70. Use email workflows to follow-up with customers after they purchase.
    71. 71. Solve for the customer, Don’t solve for the number.
    72. 72. 1  Delight Employees 2  Educate Employees 3  Empower Employees 4  Listen 5  Ask Questions 6  Help & Educate 7  Follow up SEVEN CUSTOMER DELIGHT GUIDELINES
    73. 73. Follow and practice the seven guidelines. If you do, you will be focused on creating a remarkable inbound experience that your customers will love.
    74. 74. Developing and establishing trust is critical to creating an inbound experience.
    75. 75. Remember: You build trust in every small interaction you have with people.
    76. 76. All of those small interactions will create lasting relationships.
    77. 77. KEY TAKEAWAYS AND RESOURCES.4
    78. 78. 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
    79. 79. 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
    80. 80. 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]
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