Scott Martineau - Delivering Beyond Expectation

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Lifecycle Marketing Track - ICON14

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  • Goals:
    Help you see the importance of focusing on Wowing customers
    Provide 5 specific action items to help you Wow every customer
    Provide helpful resources that make implementing those things more easy.
  • My wife and I enjoy change
    We move every couple of years, and also have a couple of rental properties
    9 mortgage loans in the last 10 years. 9 Different loan officers
    Only had a bad experience with one
    Others didn’t follow-up
    No one did anything to create Wow after the sale. Wham Bam...
  • You could say: We’ll use no one else for real estate other than Brian Judy, till death do us part.
    Debunk the Myth:
    When people buy from you, they aren’t committed yet. It’s more like the first date.
  • Sometimes we get confused:
    We just went through all of this investment to get a customer
    They picked us, right?
    Yes, but you haven’t won them over for life yet.
    I believe that people WANT to find companies they can rely on for the rest of their life.
    Who LIKES to go search for a new company to help them with a known problem?
    We want to have “our guy”, or “our gal”
    But we don’t grant this position too quickly
  • Here’s what’s really going on.
    You are on trial.
    The new customer has one eye on you, but they’re still open to ‘seeing other people’ until you cinch the deal.
  • What we’re talking about today is how you can:
    SYSTEMATICALLY WOW your customers
    So the competition fades into the background
    And you get Repeat Customers for life.
    Who are Raving Fans who tell all of their friends
  • You’re married when they decide that you are the only one they’ll ever consider in your category.
    This is YOUR JOB.
    If you don’t have raving-fan customers, it’s because you aren’t creating systematic WOW.
  • Tie into $$
    Make WOW bigger
  • Let’s go back to the story of the 9 foolish loan officers
    I was worth $1500 to Loan Officer #1 ($1,000 left over after taking out marketing costs)
    But what could I have been worth?
    Same $500 in marketing
    What if the loan officer had decided to commit to WOWing me?
    Extreme: send me a $5 gift every month for the past 10 years?
    $25k
    Still: $23,900!!
    To earn $23.9fk if he continues his model,
    he’d pay about $12K to acquire.
    That’s a lot of work, time, and money…
  • How many of you have seen Moneyball?
    Don’t copy big companies.
    Do stuff they can only dream of. Think, Moneyball!
    FOCUS ON YOUR STRENGTHS
  • One of your advantages…
    AGILITY
    Everyone in this room has the power to create a remarkable WOW process and implement by 9pm tonight!
    Or maybe you already have something in place: How can you take what you have to the next level? By 9pm tonight?
  • Here’s an example of someone who uses automation (Southwestern Consulting).
  • The Card:
    Full picture of the cleaner - not just in a work situation - some were with their kids, some were with their wife/husband, some were with their beloved pet.
    A short bio of the cleaner – hobbies, interests, etc.
    The Result: “Absolutely astonishing!”
    All of a sudden there was a connection.
    Churn slowed down to an acceptable level.
    Customer complaints dropped significantly.
    And our hardworking loyal cleaners started to enjoy recognition when they came in each day to the client’s office.
    It was awesome!”
  • Hired a woman from Craigslist
    $0.35/card
    handwrites them twice/week, mails and stamps them
    Customers loved it, shared it, talked about it, and praised it.
    It's an amazing and simple strategy for WOW'ing your customers!
  • Hired a woman from Craigslist. $0.35/card
    handwrites them twice/week, mails and stamps them
    Customers loved it, shared it, talked about it, and praised it.
    It's an amazing and simple strategy for WOW'ing your customers!
    Sometimes SIMPLE is remarkable.
  • Let’s systematize this so it happens like clockwork.
  • MORTONS – this is indicative of a company that has a strong culture of wow.
    Have you created a culture of WOW?
  • Ideas
    Give employees Amazon gift card with which to Wow customers? Teach them to think for themselves
    Company bonus for high NPS score?
    Infusionsoft Company award: Delight Award.
    Share great service stories by email.
  • Company Chocomize will send personalized chocolate bars
  • Hire an artist from Etsy to fulfill your new and ongoing WOW gifts
  • Try hiring someone from fiverr or Craigslist to fulfill your hand written notes
  • Draft an example of one message with WOW! specific to your business.
    What’s an idea of a gift or other ways you can wow a customer in your business?
  • 1, 3, 6
  • Service call
  • Survey your customers (at the appropriate time) to find out if you’re WOW!-ing, and:
    Fix what’s wrong
    Get repeat business
    Get referrals
    Negatives can be positives! Be willing to face the brutal facts.
  • NPS Survey Campaign
    [Add what happens in each one here]
  • NPS Survey Campaign
    Promoter Score (9 & 10)
    Thank you
    Ask for Referral
    Neutral (6, 7, 8)
    Email message: “How did we fail? What can we do to turn you into a promoter?”
    Detractor:
    Phone call action
  • Draft email
    Decide on NPS vs Customer satisfaction
    When to send it?
    Other questions?
    Could you use a landing page with other questions to track performance in other areas?
  • Take their mind back to
    Monopoly
    $25k customers
    Remind them that life is happier for them and employees when customers are happy
    But this requires execution
    Take this worksheet and put it into action!
  • Take their mind back to
    Monopoly
    $25k customers
    Remind them that life is happier for them and employees when customers are happy
    But this requires execution
  • Scott Martineau - Delivering Beyond Expectation

    1. 1. The Ultimate Event for Small Business Success. Delivering Beyond the Customer’s Expectations How to systematically create customers for life Scott Martineau Co-Founder, Infusionsoft @scottmartineau
    2. 2. The Ultimate Event for Small Business Success. The Parable of The 9 Foolish Loan Officers @scottmartineau
    3. 3. The Ultimate Event for Small Business Success. The Parable of the Wise Realtor @scottmartineau Brian K. Judy, Assoc. Broker Mesa Verde Real Estate
    4. 4. The Ultimate Event for Small Business Success.@scottmartineau No one else.
    5. 5. The Ultimate Event for Small Business Success. What we think is going on… @scottmartineau
    6. 6. The Ultimate Event for Small Business Success. What is really going on… @scottmartineau
    7. 7. The Ultimate Event for Small Business Success. Earn The Monopoly With WOW @scottmartineau
    8. 8. The Ultimate Event for Small Business Success.@scottmartineau No one else.
    9. 9. The Ultimate Event for Small Business Success.@scottmartineau
    10. 10. The Ultimate Event for Small Business Success. WOW MarketingMarketing @scottmartineau $25,000$25,000 $1500$1500
    11. 11. The Ultimate Event for Small Business Success. Small Company. BIG Advantage! @scottmartineau
    12. 12. The Ultimate Event for Small Business Success.@scottmartineau Agility + Automation
    13. 13. The Ultimate Event for Small Business Success. “The moment someone signs up for coaching they instantly receive a welcome voice broadcast from me that includes my personal email address (in case they have issues) and it outlines exactly what they can expect in the first few weeks of coaching with our team.” - Rory Vaden Southwestern Consulting @scottmartineau How SB ICON Finalists WOW:
    14. 14. The Ultimate Event for Small Business Success. How SB ICON Finalists WOW: The Challenge: •To humanize the interaction between each customer & their cleaner. The Solution: •A welcome card with a bio & picture of the cleaner. The Result: •Lower churn •Drop in complaints @scottmartineau
    15. 15. The Ultimate Event for Small Business Success. How SB ICON Finalists WOW: “We continuously stay in touch with them via social media posts, email and phone calls. Clients receive phone calls from the receptionist when they are due for an appointment or a visit. We also make courtesy calls to clients to see how their pets are doing.” – Lee Richter Holistic Veterinary Care @scottmartineau
    16. 16. The Ultimate Event for Small Business Success. How SB ICON Finalists WOW: “We want to be like Zappos and WOW our customers! So…we decided to write hand written thank you notes to new and repeat customers…” - Chris Brisson Call Loop @scottmartineau
    17. 17. The Ultimate Event for Small Business Success. How SB ICON Finalists WOW: @scottmartineau
    18. 18. The Ultimate Event for Small Business Success. How To Create The Monopoly 1. Culture of WOW 2. New Customer WOW 3. Ongoing WOW 4. Satisfaction Survey @scottmartineau
    19. 19. The Ultimate Event for Small Business Success. 1. Create a culture of WOW! @scottmartineau
    20. 20. The Ultimate Event for Small Business Success. Are You Creating a Culture of WOW? • Train it. Teach it. Talk about it. (Intend to WOW!) • Hire people who love to serve • Fire poisonous employees • Incentivize it • Empower Employees to WOW @scottmartineau
    21. 21. The Ultimate Event for Small Business Success. Activity: Plan Your Culture of WOW @scottmartineau
    22. 22. The Ultimate Event for Small Business Success. 2. Welcome New Customers with A Splash! • Send a welcome giftSend a welcome gift • Send a series of timed warm follow ups.Send a series of timed warm follow ups. • Do little things people don’t expect.Do little things people don’t expect. • Add a personal touch.Add a personal touch. • Be present in case they need anything.Be present in case they need anything. @scottmartineau
    23. 23. The Ultimate Event for Small Business Success.@scottmartineau Gift ideas:
    24. 24. The Ultimate Event for Small Business Success.@scottmartineau
    25. 25. The Ultimate Event for Small Business Success. Fulfillment ideas: @scottmartineau
    26. 26. The Ultimate Event for Small Business Success. Fulfillment ideas: @scottmartineau
    27. 27. The Ultimate Event for Small Business Success. Activity: Plan Your Welcome WOW @scottmartineau
    28. 28. The Ultimate Event for Small Business Success. 3. Implement a system for ongoing Wow. @scottmartineau
    29. 29. The Ultimate Event for Small Business Success. 3. Implement a system for ongoing Wow. @scottmartineau
    30. 30. The Ultimate Event for Small Business Success. Activity: Plan Your Ongoing WOW @scottmartineau
    31. 31. The Ultimate Event for Small Business Success. 4. Periodic Survey: How well are we doing? @scottmartineau
    32. 32. The Ultimate Event for Small Business Success. 4. Find out how well you’re doing @scottmartineau NPS
    33. 33. The Ultimate Event for Small Business Success.@scottmartineau 4. Find out how well you’re doing
    34. 34. The Ultimate Event for Small Business Success. Activity: Plan Your Survey @scottmartineau
    35. 35. The Ultimate Event for Small Business Success. Earn The Monopoly With WOW @scottmartineau
    36. 36. The Ultimate Event for Small Business Success. How To Create The Monopoly 1. Culture of WOW 2. New Customer WOW 3. Ongoing WOW 4. Satisfaction Survey @scottmartineau
    37. 37. The Ultimate Event for Small Business Success. Q&A Scott Martineau Co-Founder, Infusionsoft @scottmartineau @scottmartineau

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