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What is Customer Delight & Why Customer Success Should Drive It


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Delight is a word in customer success that has been tossed around a lot...but what does it really mean and how do you create a strategy and process for it? The team at Bonjoro decided to dig into this word and concept, and they were able to come up with some very interesting findings.

Join Planhat and the Bonjoro team as we discuss their findings on delight and customer success, as well as their suggestions for creating a strategy to incorporate it into your business strategy.

What you'll learn:
• What is customer delight and why customer success should drive it?
• Why is it important?
• How can you use it in your CS strategy?
• What is the potential ROI?
• Q&A @ the end

Published in: Business
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What is Customer Delight & Why Customer Success Should Drive It

  1. 1. What is Customer Delight? With Matt Barnett & Oli Bridge
  2. 2. “Put it in lipstick on your mirror, or whatever...Any business with delighted customers has a sales force they won’t have to pay; You don’t see them, but they are talking to people all the time.” Warren Buffett
  3. 3. Agenda ● What is customer delight? ● Why is it important? ● Examples of customer delight done well ● Tips for getting started with your customer delight strategy ● Q&A at the end
  4. 4. “Customer Delight is a systematised and intentional approach to delighting your customers to increase engagement, loyalty, and advocacy.”
  5. 5. What actually is it? ● It produces a wow reaction ● It appears spontaneous or unexpected ● It contains a personal touch ● It makes the customer feel valued ● It’s genuine ● It creates a ‘talking point’
  6. 6. Why it works Personalisation = “The Cocktail Party Effect” Reticular Activating System as pathway to someone’s conscious mind: “If you’re at a party with dozens of people chatting, you’ll find that you can easily tune out of those conversations. They’re background noise. But, as soon as someone says something that is of particular interest to you, you will magically tune into that specific conversation.”
  7. 7. Beware the “But it’s not my job…”
  8. 8. Why does all this matter to Customer Success? You have a crucial role to play in BRAND building, often you are the face, the voice of the brand!. Don’t think your role is ONLY about to getting people to value in product That is core, but not mutually exclusive with delight!
  9. 9. Why does this matter now? We are stuck at a juncture between automation and human relationships. Ethos at Bonjoro: Automate processes but never relationships + When done right, Customer Delight can be the biggest lever for conversion and retention within your business. + In today’s SaaS ecosystem you need the basic commodities to even compete and sell, so delight is one way to stand out
  10. 10. CS is a GROWTH engine too 1. Make customers loyal because retention is 7 times more cost effective than getting new customers. Commercially it is intelligent to retain as many customers as possible. 2. Have more profitable customers - delighted customers accord less importance to price. 3. Generate a growth channel of advocacy. 92% of customers consider word of mouth as the most reliable source of information.
  11. 11. The Maths behind delight ● NPS measures willingness to recommend your product. ● A score of 50 > 1/2 customers are willing to recommend ● If 35% actively refer 1 customer = 17.5 % free leads ● In reality 5% will refer 11 + leads, and 1% of your true influencer’s will bring you 100’s to 1000’s of referrals… The impact to your bottom line starts to reach 10 - 20% pretty quickly.
  12. 12. The Maths behind delight ● Quite simply, if you double your NPS score, you’ll double the number of referrals your business will get. ● @Bonjoro, 50% of our entire growth comes from Customer referral (N.B. our NPS is 75). Referred customers have a 13% conversion rate (3x greater than the industry average), 37% higher retention rate, and a lifetime value of 16% more than the average customer.
  13. 13. Wall of love ❤️ Bonjoro is just about to release a Wall of Love on our site Nps = 75
  14. 14. Product & Brand influence = motivated CS teams Delighted customers can drive the brand from the inside out NOT just marketing!
  15. 15. The Key to Delight Fuse with your existing customer touchpoints to ELEVATE them. Not a replacement Take relationships from 1 - 1000 in seconds!! Simple things, massive impact on your job
  16. 16. Strategy & Tools to systematically delight
  17. 17. Say hello to our Chief Delight Officer
  18. 18. Gifs on brand
  19. 19. Hand written cards
  20. 20. Personal videos "We have been using Bonjoro for 3 months & reduced our overall churn by 17%" Matt Ragland, ConvertKit
  21. 21. Case Study: Fusing Delight with Success Russ Perry & Alex Guevara, Design Pickle
  22. 22. Bonkers AMA from Design Pickle CS team
  23. 23. Freestyle raps to thank annual upgrades
  24. 24. 6 steps to get started
  25. 25. Step 1. Take time to define your own values, these will define the limits and direction of your approach to customer delight.
  26. 26. Step 2. Identify your key customer moments. Map their journey on a sheet of paper and look for opportune moments to add a personal touch vs. your usual automated touchpoints.
  27. 27. Step 3. Begin to test some of your ideas at those key customer moments. Test often and test fast, you learn as much from what doesn’t work as what does.
  28. 28. Step 4. Share your successes internally. Pro tip: create a Slack channel dedicated to customer feedback that your entire company or team has access to.
  29. 29. Step 5. Continue to refine these activities and bring customers closer to your organisation. Always take time out as a team to discuss the things customers have loved, and let this energy feed future efforts.
  30. 30. Step 6. Measure. Measure. Measure. NPS is a simple measure that will demonstrate the effect of your efforts.
  31. 31. @bonjoroapp