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Money Talks: Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight

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In our Q4 Knoxville HubSpot User Group (HUG) meetup, Holly Yalove (KnoxHUG Leader and VIEO Design Principal & Cheif Strategist) presented "Money Talks: Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight." At this last meetup of 2018 our HUG members learned how to plan and execute conversational strategies using HubSpot's CRM and conversation tools.

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Money Talks: Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight

  1. 1. MONEY TALKS: Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight #KnoxHUG knoxville.hubspotusergroups.com
  2. 2. First...What’s a HUG? HubSpot User Groups (HUGs) are: “Free, in-person quarterly meetups that are open to all HubSpot users. HUGs are typically hosted by a local HubSpot Agency Partner, and are designed to help you master all things strategy and software.“ #KnoxHUG knoxville.hubspotusergroups.com
  3. 3. First...What’s a HUG? “Each meetup tackles a marketing, sales, or services related theme and is presented by a HubSpot specialist or industry expert. HubSpot User Groups help you grow better by leveraging in-person education and networking.” - HubSpot (our sponsor!) @KnoxvilleHUG #KnoxHUG
  4. 4. Your Knoxville HUG Leader & Co-Leader Holly Yalove /hollyyalove Mitch Transue /mitchell-transue vieodesign.com Agency Certifications: • HubSpot Agency Partner • HubSpot Growth Driven Design Agency • HubSpot Design & Development • HubSpot Inbound Marketing & Marketing Software • HubSpot Inbound Sales & Sales Software • HubSpot Partner Sales & Delivery • HubSpot Client Management • HubSpot Contextual & Content Marketing • HubSpot Social Media • HubSpot Email Marketing • Certified Google Partner • Certified Yext Partner • HubSpot Beta Testers
  5. 5. What We’ll Cover • HUG News • Using Live Chat and Conversational Strategies to Increase Sales and Customer Delight • Q&A • HubSpot Product Update Highlights #KnoxHUG knoxville.hubspotusergroups.com
  6. 6. HUG NEWS Meetup Presentation Copy & Feedback Survey • We’ll send you all a copy of tonight’s presentation • Help the Knoxville HUG with your feedback! • HubSpot has a short HUG survey (NPS) • We’ll include a link in our follow-up email! 2019 Meetups • 4 meetups (one per quarter) • Topics, Dates, & Speakers TBA #KnoxHUG knoxville.hubspotusergroups.com
  7. 7. By: Holly Yalove Principal & Chief Strategist VIEO Design #KnoxHUG knoxville.hubspotusergroups.com MONEY TALKS: Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight
  8. 8. What We’ll Cover •What is “Conversational Strategy”? •Our On-Demand Economy •Where Conversations Fit In •HubSpot Conversations Tools •The 3 Core Pillars of Conversational Strategy #KnoxHUG knoxville.hubspotusergroups.com
  9. 9. Conversational Strategy A conversational strategy builds on the core concepts of inbound and has the end goal of empowering you to develop 1:1 relationships at scale — one conversation at a time. #KnoxHUG knoxville.hubspotusergroups.com Source: HubSpot
  10. 10. 60 Years Ago • Businesses were mostly local • People purchased from people they knew and trusted • Businesses built direct personal relationships with their customers - Source: HubSpot Fundamentals of Conversational Growth Strategy Course
  11. 11. Fast Forward: The Early 2000s • Technology changed things • You could reach more people in less time • But “shotgun” approaches ran rampant • Personal connections were lost - Source: HubSpot Fundamentals of Conversational Growth Strategy Course
  12. 12. What suffered? Relationships
  13. 13. 2006: Inbound Marketing Arrives • Massive paradigm shift • More targeted and buyer-persona focused • Attracting and delighting customers using educational content • Best practices = landing pages, lead- generation forms, and automated workflows - Source: HubSpot Fundamentals of Conversational Growth Strategy
  14. 14. Visit Landing Page Fill out Form Saved to CRM Email Sent Automated Sequence More Emails Meeting Set
  15. 15. #KnoxHUG knoxville.hubspotusergroups.com - Source: HubSpot Fundamentals of Conversational Growth Strategy We’ve Evolved We’ve become an “on-demand” economy
  16. 16. The way people converse with friends has changed what they expect from businesses.
  17. 17. We now start conversations on a variety of “channels.”
  18. 18. - Source: HubSpot Fundamentals of Conversational Growth Strategy Research Shows 42% 23% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Customer Digital Engagement Preference for questions/assistance Live Chat Email Social Media
  19. 19. - Source: HubSpot Fundamentals of Conversational Growth Strategy #KnoxHUG knoxville.hubspotusergroups.com Group Question! Describe a time when you’ve preferred live chat or social messaging to email.
  20. 20. Source: HubSpot Fundamentals of Conversational Growth Strategy Research Shows 90% of consumers want to be able to reach a business through messaging.
  21. 21. - Source: HubSpot Fundamentals of Conversational Growth Strategy Research Shows 44% say the ability to reach a company through live chat is the most important thing a company can do.
  22. 22. Research Shows Guess what % of customers won’t make a purchase from a website if there’s no live chat option? 77%! - Source: HubSpot Fundamentals of Conversational Growth Strategy
  23. 23. - Source: HubSpot Fundamentals of Conversational Growth Strategy Research Shows What percentage of companies use live chat on their website? Only 9%
  24. 24. - Source: HubSpot Fundamentals of Conversational Growth Strategy Research Shows What percentage of consumers expect a business to be available 24/7? 20% - 30% - 90% - or 99%? 90%
  25. 25. - Source: HubSpot Fundamentals of Conversational Growth Strategy #KnoxHUG knoxville.hubspotusergroups.com The Problem Businesses haven’t adapted to the 1:1 on-demand world as fast as consumer expectations have.
  26. 26. • Average company response time to a customer service ticket via email = 12 hours • 55% of B2B companies take more than 5 days to respond to a newly generated lead • Some don’t respond at all L Research Shows - Source: HubSpot Fundamentals of Conversational Growth Strategy
  27. 27. • The average landing page lead conversion rate = 2.35% • The average email open rate = 20% Bottom line: Businesses are missing out on opportunities to connect with prospects and build relationships that will retain and increase customers. Research Shows - Source: HubSpot Fundamentals of Conversational Growth Strategy
  28. 28. We have to: • Meet prospects and customers where they want to connect • Leverage the strengths of each channel while mitigating the weaknesses - Source: HubSpot Fundamentals of Conversational Growth Strategy
  29. 29. Conversational Strategy You can use conversational strategy to create rich, cross-channel engagement with prospects, customers, and promoters on a personal level. #KnoxHUG knoxville.hubspotusergroups.com - Source: HubSpot Fundamentals of Conversational Growth Strategy
  30. 30. Conversational Strategy The end goal? Making everyone feel unique, special, and heard. #KnoxHUG knoxville.hubspotusergroups.com - Source: HubSpot Fundamentals of Conversational Growth Strategy
  31. 31. Why? Because everyone matters. Our goal as marketers, sales people, or customer service providers is to make sure that the person we’re interacting with leaves our conversation confident that they mattered to us and our businesses. #KnoxHUG knoxville.hubspotusergroups.com - Source: HubSpot Fundamentals of Conversational Growth Strategy
  32. 32. 1. Build 1:1 relationships 2. Do it at scale How Do You Do Both?
  33. 33. Conversational Strategy Pillars There are three core pillars of conversational strategy: 1. Time to Live (TTL) 2. Shared Knowledge 3. SCOPE #KnoxHUG knoxville.hubspotusergroups.com - Source: HubSpot Fundamentals of Conversational Growth Strategy
  34. 34. Develop Strategy with Pillars Use the 3 pillars to develop your conversational strategy Execute Strategy with Tools Execute that strategy using conversation tools
  35. 35. TTL is the amount of time someone is willing to reasonably wait after they’ve said something (or sent a message) before they start to lose patience. Pillar #1. Time to Live (TTL) - Source: HubSpot Fundamentals of Conversational Growth Strategy
  36. 36. Different channels have different TTL periods • Email: 24–48 hours response time is typically accepted • Live Chat or FB Messenger: Within minutes for an initial response and only a few seconds while in conversation Why Time to Live (TTL) is Important - Source: HubSpot Fundamentals of Conversational Growth Strategy
  37. 37. Chatbots to the Rescue! Tools to Help TTL - Source: HubSpot Fundamentals of Conversational Growth Strategy Chatbots can act as virtual team members. Use chatbots to help users get the fast response they expect.
  38. 38. Visit Landing Page Fill out Form Saved to CRM Email Sent Automated Sequence More Emails Meeting Set
  39. 39. HubSpot’s “Conversations” feature includes tools for Live Chat and chatbots Chatbots to The Rescue! - Source: HubSpot Fundamentals of Conversational Growth Strategy Tip: You can set it to ask chat visitors to leave an email. This will 1) create a contact record and 2) the conversation will be recorded on their timeline!
  40. 40. HubSpot’s “Conversations” Tools
  41. 41. HubSpot’s Conversations Tools
  42. 42. HubSpot’s Conversations Tools
  43. 43. HubSpot’s Conversations Tools Choose when to show Live Chat
  44. 44. HubSpot’s Conversations Tools Set Automatic Reply Options “During Business Hours” Set Options for After Business Hours
  45. 45. HubSpot’s Conversations Tools Target welcome messages to specific Audiences
  46. 46. HubSpot’s Conversations Tools Target messages to specific pages
  47. 47. HubSpot’s Conversations Tools Create custom messages
  48. 48. HubSpot’s Conversations Tools Route to specific team members
  49. 49. Need more time to find the answer? Need a better channel for communicating the information needed? Don’t wait to answer- you can deliver what’s needed through a different channel. Switching Channels - Source: HubSpot Fundamentals of Conversational Growth Strategy
  50. 50. • We can respond to prospects and customers • Within the time period they expect • With information and answers that allow them to move forward in their unique buyer's journey Using the Right Strategy & Tools - Source: HubSpot Fundamentals of Conversational Growth Strategy
  51. 51. Shared knowledge is the collective total of information that you have available: 1. For the person with whom you’re interacting 2. For your company’s area of expertise Pillar #2: Shared Knowledge - Source: HubSpot Fundamentals of Conversational Growth Strategy
  52. 52. Relational Information: The details provided by a person or related directly to a person (or business). Pillar #2: Shared Knowledge - Source: HubSpot Fundamentals of Conversational Growth Strategy
  53. 53. Factual Information: The knowledge that’s owned by your business and relates to the products and services you provide. Pillar #2: Shared Knowledge - Source: HubSpot Fundamentals of Conversational Growth Strategy
  54. 54. When knowledge is kept personal, others can’t access it or use it when they need to. As a result, relationships will suffer. Why Shared Knowledge is Important - Source: HubSpot Fundamentals of Conversational Growth Strategy
  55. 55. Think about how you feel when: • You’re asked the same questions over and over • You get inconsistent answers • No one seems to remember you or your history Why Shared Knowledge is Important
  56. 56. Use a CRM to maintain relational information. Tools to Help Shared Knowledge
  57. 57. Use a Knowledge Base to maintain factual information. Tools to Help Shared Knowledge
  58. 58. Ticketing Systems • Should tie into your CRM to provide specific relational information • Should leverage your Knowledge Base to provide factual information Tools to Help Shared Knowledge
  59. 59. CRMs Knowledge Bases Ticketing Systems Live Chat & Chatbots Templates Snippets Tools to Help Shared Knowledge
  60. 60. HubSpot Shared Knowledge Tools • CRM • “Conversations” (Inbox & live chat, bots, snippets, templates) • Knowledge Base • Tickets
  61. 61. HubSpot Shared Knowledge Tools
  62. 62. HubSpot Shared Knowledge Tools
  63. 63. Pillar #3: SCOPE - Source: HubSpot Fundamentals of Conversational Growth Strategy SCOPE is a suggested list of best practices and principles you’ll want to use when developing your conversational strategy. S = Standardize - information for consistency C = Contextualize – what’s said for relevance O = Optimize – for the channel being used P = Personalize – the information available (like a person’s name) E = Empathize - to people’s situations and feelings
  64. 64. Tying Everything Together with S.C.O.P.E. - Source: HubSpot Fundamentals of Conversational Growth Strategy S = Standardize content and resources so that we can deliver consistent, factual content: • Every single time • Across all channels
  65. 65. Tying it All Together with S.C.O.P.E. - Source: HubSpot Fundamentals of Conversational Growth Strategy C = Contextualize what’s said for relevance We need to fit our standardized information into the proper context of a conversation.
  66. 66. Tying it All Together with S.C.O.P.E. - Source: HubSpot Fundamentals of Conversational Growth Strategy Contextualizing Tips: • Understand the eight ways questions could be asked: who, what, where, when, why, how, which, or yes/no • Understand what actions or activities have occurred up to the point of the current conversation
  67. 67. Tying it All Together with S.C.O.P.E. - Source: HubSpot Fundamentals of Conversational Growth Strategy O = Optimize for the channel being used üLeverage the strengths of a given channel üMitigate its weaknesses The goal: Making sure you’re providing the right information, in the right way, for the given channel
  68. 68. Tying it All Together with S.C.O.P.E. - Source: HubSpot Fundamentals of Conversational Growth Strategy P = Personalize the information available üLeverage the information already collected on the person you’re conversing with üUse CRM data to make the conversation feel unique, special, and tailored to them
  69. 69. Tying it All Together with S.C.O.P.E. - Source: HubSpot Fundamentals of Conversational Growth Strategy E = Empathize üBuild 1:1 relationships by tuning into how the person on the other end of the conversation feels üAcknowledge how the other person is feeling to ensure an emotionally appropriate response
  70. 70. Conversational Strategy Pillars Recap! 1. Time to Live (TTL) 2. Shared Knowledge 3. S.C.O.P.E #KnoxHUG knoxville.hubspotusergroups.com - Source: HubSpot Fundamentals of Conversational Growth Strategy
  71. 71. HubSpot Product Update Highlights Convert Non-HubSpot Forms into HubSpot Forms • Who gets it? This is now available to all users of non-HubSpot forms.
  72. 72. HubSpot Product Update Highlights Updates To Lead Flows - Now Further Aligned with Forms Tool • You can now select a default value for a form field within a lead flow • Edit the labels within a drop down select form field • Associate contacts from lead flow with a Salesforce Campaign, or register them for a webinar through GoToWebinar (for portals with these integrations) Who gets it? The ability to edit your form field default values is available for users of Marketing Hub Starter, Professional, and Enterprise.
  73. 73. HubSpot Product Update Highlights Company-Based Workflows • Setting properties • Creating tasks • Sending email • More coming soon • Who gets it? Any Pro-level customer has access to company-based workflows, but sending an email from a company workflow is only available to Marketing Pro and Enterprise customers.
  74. 74. HubSpot Product Update Highlights YouTube Reports • Enterprise portals will now have the option of connecting a YouTube account to HubSpot. • Access via Social Settings
  75. 75. HubSpot Product Update Highlights Content Strategy Topic Reports • See metrics such as: • the number of content pieces associated to the topic • total sessions • bounce rate • and average sessions length. • See the pillar page for that specific topic, as well as information regarding that page’s performance • Who gets it? Marketing Pro-level customers
  76. 76. HubSpot Product Update Highlights Branching Logic in Company, Ticket, & Deals Workflows • Functionality that’s available in contact-based workflows has been added for Company, Ticket, & Deal workflows • Branching in workflows helps customers create powerful logic and streamline what would have been multiple workflows into one place • Who gets it? Sales Pro, Service Hub Pro, and Marketing Pro and all Enterprise tiers
  77. 77. HubSpot Product Update Highlights Service Hub Additions: • Embedded Automation for Feedback: New automation that allows you set up actions that are triggered by a contact's response to a NPS survey. • Knowledge Base Article Feedback: New feedback mechanism and insights that tell knowledge base users how helpful their customers find a given knowledge base article. • Knowledge Base Search Reporting: See what clients are searching for. • Re-order Knowledge Base Categories and Articles: New ability to control the order in which articles and categories appear on the homepage and category pages in your Service Hub knowledge base. Who gets it? Service Hub Professional users

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