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Delighting Customers with Context to Drive Remarkable Experiences
- 1. #INBOUND1 4 BE REMARKABLE BY DELIGHTING YOUR CUSTOMERS WITH CONTEXT (AND WHERE TO FIND IT!) Loree McDonald Channel Consultant, HubSpot
- 2. LOREE MCDONALD @loreemcdonal d Loree was once voted “Most HubSpotty” by her peers. This is an absolute honor although I’m not quite sure what “HubSpotty” actually means yet.
- 3. AGENDA 1 What’s the deal with customer delight anyway? 2 What it means to delight your customers 3 Be remarkable by delighting with context 4 Empowering your team to delight
- 5. #INBOUND14 1 WHAT’S THE DEAL WITH CUSTOMER DELIGHT ANYWAY?
- 6. #INBOUND14 What the heck is “customer delight”?
- 7. #INBOUND14 Customer Delight Customer delight is surprising a customer by exceeding his/her expectations and thus creating a positive emotional reaction. This emotional reaction leads to word of mouth. “Customer Delight” Wikipedia (our savior in the digital world)
- 8. #INBOUND14
- 9. #INBOUND14 Customer Delight Customer delight is Inbound Marketers, INBOUND14
- 10. Customer Delight #INBOUND14 Customer Satisfaction Expectations are met Expectations are exceeded
- 12. #INBOUND14
- 13. Listening to your customer’s needs #INBOUND14
- 14. Designing with the customer in mind #INBOUND14
- 16. #INBOUND14
- 17. #INBOUND14 Customer Delight Customer delight is Inbound Marketers, INBOUND14 about creating an individual experience for every customer to enhance their relationship with your brand.
- 18. “#CustomerDelight is about creating a relationship with your brand #INBOUND14” #INBOUND14 #TweetableTakeaway
- 19. #INBOUND14 So what’s the buzz all about?
- 20. #INBOUND14 Is there ROI associated with customer delight?
- 21. Of customers would pay extra to guarantee a better service 70% #INBOUND14 It costs 6-7 times more to acquire a new customer than retain an existing one – Bain & Company 55% – Defaqto research of buying experiences are based on how the customer feels they are being treated – McKinsey
- 22. #INBOUND14 Do “promoters” really tell others about their experience?
- 23. 30% better Than leads generated from other marketing channels #INBOUND14 Referral leads convert roughly – Tony Nissen, R&G Technologies, 2013 16% higher life-time value – Wharton School of Business, 2013 3 to 10 times Higher than that of a “somewhat satisfied” customer. – Infoquest A referred customer has a “Totally satisfied” customers have a repurchase rate that is
- 24. “#CustomerDelight creates long-time value from current customers #INBOUND14” #INBOUND14 #TweetableTakeaway
- 25. 2 WHAT IT MEANS TO DELIGHT #INBOUND14 YOUR CUSTOMERS
- 26. #INBOUND14 Customer Delight Customer delight is about creating an individual experience for every customer to enhance their relationship with your brand. Inbound Marketers, INBOUND14
- 27. Prioritizing customer happiness #INBOUND14
- 28. 1. Cost of a new lead is higher than the cost of keeping a current customer Via Ross Beard, Client Heartbeat, 2013 #INBOUND14 2. Monitoring customer happiness = insights on “at risk” customers 3. Happy customers = more referrals = higher converting leads
- 29. #INBOUND14 Solving for the customer
- 30. #INBOUND14 Know your customers
- 31. #INBOUND14 Speak their language
- 32. #INBOUND14 Delighting from within
- 33. #INBOUND14
- 34. “Customers will never love a company until #INBOUND14 the employees love it first.” -Simon Sinek
- 35. #INBOUND14 Inspire from the top
- 36. #INBOUND14
- 37. #INBOUND14 Create lasting relationships
- 38. “#CustomerDelight is about knowing the impact you have on customers #INBOUND14” #INBOUND14 #TweetableTakeaway
- 39. #INBOUND14 3 BE REMARKABLE BY DELIGHTING WITH CONTEXT
- 40. Delight through relevant channels #INBOUND14
- 41. Keep up with customers’ success #INBOUND14
- 42. #INBOUND14 Be at trusted advisor
- 43. #INBOUND14 Produce content that delights
- 44. “#CustomerDelight is providing value to your customers by understanding their needs #INBOUND14” #INBOUND14 #TweetableTakeaway
- 45. #INBOUND14 4 EMPOWERING YOUR TEAM TO DELIGHT
- 46. #INBOUND14 Create a culture of delight
- 47. Explain the “whys” to your team #INBOUND14
- 48. Report on customer happiness #INBOUND14
- 49. #INBOUND14
- 50. Turn employees into promoters #INBOUND14
- 51. #INBOUND14 Listen to your employees feedback
- 52. #INBOUND14 “So – what? I have to rethink my whole company’s goals?”
- 53. #INBOUND14 Create you a culture that your employees are proud to be a part of are proud to be a part of
- 54. “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” - Charles Darwin #INBOUND14
- 55. “#CustomerDelight is about inspiring from within and influencing outwards #INBOUND14” #INBOUND14 #TweetableTakeaway
- 57. #INBOUND14 THANK YOU! @loreemcdonald
Editor's Notes
- Let’s hear a round of applause if you’ve had a good time at our conference this year so far! Alright ladies and gentlemen, who came here to learn about customer delight? Hands up - who here thinks your business is doing everything right in customer delight? (Pause) Without a doubt – doing everything right? Alright some hands have definitely gone down, but that’s ideally why we’re here.
- I am: Loree McDonald, a channel consultant (description), Fun Fact. Why me: passion for delight, worked in event planning at Sheridan hotel, Sales at Apple, Support at HubSpot, and now Partner channel. Now: give you suggestions on how to make delight part of your business – let’s dive in Next slide: agenda
- Now to really come away with a good understanding of delight and how to be remarkable at it – we have to break things down into pieces. – 4) Next slide: INBOUND hashtag
- If your friends aren’t tired of your tweeting yet – you aren’t doing it right! Next slide: What’s the deal with customer delight anyway?
- So what’s the deal with customer delight anyway? That’s why you’re all here right? To learn what it is, how to do it, and how to make it something we take home with us. Next slide: what the heck is customer delight?
- So what the heck is it? What is customer delight? This is a presentation is it not? And through my vigorous hours of research – I have discovered there is this specific commonality in all presentations: any guesses what it is? a definition slide. Next slide: definition
- Alright wikipedia, show us what you’ve got! Great. Do you guys feel like you can now go back to your businesses, amp your team up, and execute a customer delight strategy? Next slide: nope
- Nope. That’s alright – and I have an idea: because Inbound is about creating remarkable content, let’s create something today. Together. Now. Let’s make our own definition for what customer delight is
- Customer delight is… Well. You know it’s a lot of things actually. Let’s talk about what Customer delight isn’t first.
- To talk about what customer delight is, it makes sense for us to first separate it’s meaning from customer satisfaction: What’s the different: expectations are met vs expectations are exceeded. It’s as simple as that. Next slide: customer delight is being human
- Story: Amazon Support Chat Next slide: screenshot of chat
- Amazon Support Chat Next slide: listening to your customers needs
- Story: Zappos Free returns, no-hassle returns, Surprise upgrade shipping – train their reps to create an emotional connection and build rapport 75% of their purchases come from repeat customer – that’s incredible. KPI (key performance indicators) are about how many moments of delight-ation were created. Best man arrives with no shoes, woman can’t find previously purchased shoes, 75% of their purchases come from repeat customer – that’s incredible. & KPI (key performance indicators) are about how many moments of delight-ation were created. Crazy stories: Best man arrived at a wedding realizing he had no shoes – Zappos overnighted him shoes to the hotel Woman staying at a hotel near their headquarters had forgotten her favorite shoes at home (original Zappos purchase) and when she called found Zappos no longer sold these shoes, but a rep found them at a mall, bought them, and delivered them free of charge
- Story: Apple: headphones pausing music When you drop your iPhone or iPod, and your headphones slip out – the music stops exactly where you were. The product designers are going beyond the calls of design to create features to their products by foreseeing potential issues that could occur down the road. Next slide: being memorable
- Story: Shark Tank: Fit Deck, Phil Black Next slide: shark art
- Story: Shark Tank: Fit Deck, Phil Black Next slide: definition
- Let’s return to our definition – and let’s update it with what we have so far
- Tweetable takeaway Next slide: what’s the buzz all about?
- Now I know what you’re thinking – “Loree is that your natural hair color? It’s crazy that it’s so red.” And the answer is yes. Yes it is. But what you might also be asking is – why should I care? And that’s a fair question. Ethos, Pathos, Logos (emotion, credibility, logic) Next slide: ROI
- So let’s talk logical appeal – because I think we’re going to continue covering the emotional appeal stories and I hope I have conveyed my credibility and passion for this – but as marketers we can’t always focus on the fluffy nice things – so let’s throw up some facts.
- Facts Next slide: do promoters
- Next slide: facts
- Next slide: tweetable takeaway
- Tweetable takeaway Next slide: what it means to delight our customers
- So now we understand what customer delight is, what characteristics it has, and what benefit it provides to us Next slide: definition
- So now that we know what it is, let’s talk about the ways in which we can begin to delight
- Prioritizing Customer Happiness – because it means more profit for us What are some of the reasons to prioritize customer happiness? Next slide: facts
- It’s easier and more affordable to keep customers than to find new ones By monitoring customer happiness, we can predict changes or foresee issues Happy customers give better referrals, which convert better than normal leads Next slide: solving for the customer
- Story: Ritz Carlton has the right to spend up to $2000 per day to help make things right for a customer The money is symbolic but the intention is not - We are saying to our employees we trust you. We select the best talent. Just help the guest. Next slide: know your customers
- Story: Frank Auger – restaurant in Texas Next slide: speak their language
- Story: Call into Support = two scenarios Next slide: delight from within
- Story: Baby onesies, Evan Dean’s alcohol wedding send-off, Peter Scher’s bike theft Next slide: baby onesie
- Story: Baby onesies, Evan Dean’s alcohol wedding send-off, Peter Scher’s bike theft Next slide: Sinek
- Next slide: inspire from the top
- Culture Code: viewed 1.4+ million times on SlideShare Next slide: our culture code
- Culture Code: viewed 1.4+ million times on SlideShare Next slide: create lasting relationships
- Internal & External delight Know the impact you have Next slide: tweetable takeaway
- Tweetable takeaway Next slide: be remarkable by delighting with context
- Next slide: delight through relevant channels
- Story: LinkedIn Charity donation Lindsay Harrington’s customer We did wrong by them, but wanted to make it right – so we found something meaningful and made an effort through that channel Next slide: keep up with customer success
- Do this: Follow your customers on social media, check in with them more than you have to – to ensure you’re always providing value to them via your relationship Next slide: be a trusted advisor
- Workflows: anniversary, birthdays, Co-writing content Asking for reviews Sending along relevant news stories/articles Next slide: produce content that delights
- Custom 404 error pages Form validation (are you really from the future?) Email unsubscribe Know your customer’s needs so the content you produce can be valuable Next slide: tweetable takeaway
- Tweetable takeaway Next slide: empowering your team to delight
- How to: trust your employees Example: Jet Blue Flight was delayed taking off, they gave free movies to everyone to enhance their experience. The passenger asked why – and the flight staff said they are given the ability to make almost any decision as long as it falls within the organization’s principles
- Your team will never be bought into something if they don’t understand the bigger impact. Why keep your intention a secret? How to: Next slide: Report on customer happiness
- NPS, Tally, Next slide: tally
- Tally example Next slide: turn employees into promoters
- How to: Anonymous surveys, DiSC, Happy@hubspot.com, eNPS, open feedback policies Story: APPLE positive intention and feedback to anyone Next slide: LISTEN
- Keep your ear to the ground – chances are you only hear from customers when they’re very VERY happy or very upset. Your frontline employees who interact with your customers on a day-to-day basis are your best insight into how to adapt. They might even have some good ideas along the way. Next slide: so I have to re-think my whole company?
- Are you kidding me? You’re asking me that? YES the answer is so obviously yes! Next slide: create a culture your employees want to be a part of
- Create
- Next slide: tweetable takeaway
- Tweetable takeaway Next slide: key takeaways
- We talked about what delight is How to delight customers How to use context to delight How to bring this back and start a delight revolution Next slide: end