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Tales of the
Customer Experience
HIGHS, LOWS, & LESSONS LEARNED
FROM MARKETING EXPERTS
TIMELESS CUSTOMER EXPERIENCETALESAND LESSONS FROM 11 MODERN MARKETERS
KATIE MARTELL
Marketing
Consultant
MATT HEINZ
Presid...
Legend has it, on a warm spring early-Stone Age day, in a small village (with a
name lost to architectural ruin), a flying...
JENNIFER RENAUD
CMO, Oracle Marketing Cloud
“
The key to customer experience
is really knowing who your
customer is in the...
KnowYour Customer and
Offer Exactly WhatThey Need
LEE ODDEN
CEO, TopRank Marketing
“
STUDY YOUR CUSTOMER’S BEHAVIOR
Companies reach out to me on a daily basis,
out of the b...
“
BUILD A RELATIONSHIP—BEFORE THE SALE
When companies reach out to
me to work out with them, the
only time a cold call lik...
“
RESEARCH, DISCOVER, AND BE GENUINE
Often, I receive automatic emails from
someone in business development or
sales, aski...
STEVE OLENSKI
Senior Content
Strategist, Oracle
Marketing Cloud
“
DELIVER WHAT THE CLIENT REALLY WANTS
I once brought a wi...
Tired and thirsty, Gorg beamed with wide sunken eyes at a sight in the distance: A
limestone cave painting directing trave...
MakeYour Customer
Feel Special andValued
“
RIGHT ANY WRONGS—FAST!
I was at grocery store in Carlsbad, Calif.,
and asked a twentysomething clerk for
diapers. He loo...
“
SURPRISE AND DELIGHT
I recently survived the harrowing
experience of planning a
wedding. We had bridesmaids
all over the...
“
BE YOUR CUSTOMER’S FAVORITE CHOICE
Dunn Lumber, here in Seattle, has been
fantastic to work with. I do a lot of projects...
“
PAY ATTENTION TO RELATIONSHIP DETAILS
Framing pictures has never
been one of my skills. I recently
happened across the K...
“
STAY TOP OF MIND
My experience is with a brand that failed
to build a relationship with me. They didn’t
understand the v...
The following month, Gorg sauntered along the dirt floor of the Inter-tribal Gatherers’
Convention. Fellow attendees marve...
Happy Customers Are
Your Greatest Evangelists
“
ALWAYS THANK YOUR CUSTOMERS
I ran into a problem a few
years ago with malware on my
site, and I turned to a company
call...
BE A SUCCESSFUL MODERN MARKETER
The most successful modern marketers still draw from
time tested principles established du...
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Tales of the Customer Experience - Highs, Lows, & Lessons Learned from Marketing Experts

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In this Slideshare, 11 top marketing experts share the insights they gained through their own entertaining, engaging and even surprising customer experiences. Internalize the missing modern marketing links from these personal stories to map how you will successfully guide the journey for your own customers.

Published in: Marketing
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Tales of the Customer Experience - Highs, Lows, & Lessons Learned from Marketing Experts

  1. 1. Tales of the Customer Experience HIGHS, LOWS, & LESSONS LEARNED FROM MARKETING EXPERTS
  2. 2. TIMELESS CUSTOMER EXPERIENCETALESAND LESSONS FROM 11 MODERN MARKETERS KATIE MARTELL Marketing Consultant MATT HEINZ President, Heinz Marketing MARK FIDELMAN CEO, Evolve! SHELLY KRAMER Co-CEO, V3Broadside LEE ODDEN CEO, TopRank Marketing JAY BAER President, Convince and Convert EMILY CRUME Director of Strategy, Social Media Examiner MACK COLLIER Digital Marketing Strategist NATE RIGGS Founder and CEO, NR Media Group STEVE OLENSKI Senior Content Strategist, Oracle Marketing Cloud JENNIFER RENAUD CMO, Oracle Marketing Cloud
  3. 3. Legend has it, on a warm spring early-Stone Age day, in a small village (with a name lost to architectural ruin), a flying Petroglyph announcing a new general store arrived at the cave front of Gorg the Gatherer. Gorg sniffed the parchment and arched his frontal brow ridge. He was quite curious about the message: “Grand Opening!” and “Berry Gatherers’ Special—This Weekend Only.” As it happened, Gorg needed a new berry basket, and his instinct was that this sale was meant just for him.This was recorded history’s first successful piece of targeted marketing. Gorg glanced at his sundial. He would need a full day on his burro for the sojourn from his rural cave to the village mall. But this was only the beginning of Gorg’s customer journey... THE DAWN OF CUSTOMER EXPERIENCE Chapter I
  4. 4. JENNIFER RENAUD CMO, Oracle Marketing Cloud “ The key to customer experience is really knowing who your customer is in the first place. If you don’t know them how can you provide the right experience?
  5. 5. KnowYour Customer and Offer Exactly WhatThey Need
  6. 6. LEE ODDEN CEO, TopRank Marketing “ STUDY YOUR CUSTOMER’S BEHAVIOR Companies reach out to me on a daily basis, out of the blue, suggesting I take a look at their software.Then they follow up with comments like, “Did you see my email?” and “I am reaching out for a third time / fourth time ...” With 200+ inbound emails a day and a very strong distaste for any kind of unsolicited sales pitch, this kind of outreach is just spam and I cannot click delete fast enough. When repeated emails are sent, as if I’ve neglected my duties to be sold to, it reinforces the brand as one I would never want to do business with. The lesson is pretty basic for sales and marketing: Do your homework and understand the customer. For today’s B2B buyer, that means creating awareness and useful engagement through content. Make it easy for buyers to pull themselves to brand information, engage with it, and opt-in for further communications.
  7. 7. “ BUILD A RELATIONSHIP—BEFORE THE SALE When companies reach out to me to work out with them, the only time a cold call like that works is if they’ve established a prior relationship with me. They can comment on a blog post or interacted with me on Facebook, Twitter, or Instagram—it’s not like there’s a shortage of ways to interact with me. But yet, I get all these cold, blind emails, phone calls, direct messages saying “Hey, you’re probably really busy”—which I am—”But we’ve got this crazy, new app we’d like you to download.” There’s literally no way that’s ever going to happen unless you build that relationship before the sale. The reality is, this is the same way business has been done since the 1920s. The same rules apply. Just because you have access to email doesn’t mean you should just email everybody and hope for the best. JAY BAER President, Convince and Convert
  8. 8. “ RESEARCH, DISCOVER, AND BE GENUINE Often, I receive automatic emails from someone in business development or sales, asking for a meeting to sell me their solution. I can tell there has been no research or discovery. And if there is no response to the original note, the script typically calls for a second topper to the original request. Automated emails aren’t automagic. They aren’t silver bullets, yet many companies put effort into mass, impersonal contact in the hope it will yield results. This isn’t a genuine way to earn business. It is a waste of the prospect’s time, and a waste of the time dedicated to writing scripts and scheduling automated emails. So do your homework, research a prospect, and find a fit. Don’t make the mistake of thinking technology is magic. EMILY CRUME Director of Strategy, Social Media Examiner
  9. 9. STEVE OLENSKI Senior Content Strategist, Oracle Marketing Cloud “ DELIVER WHAT THE CLIENT REALLY WANTS I once brought a window air- conditioning unit to a repair shop.The unit was old, so I specifically asked for an estimate of the cost to fix it. I left the repair shop with a receipt emblazoned with the words “Call Customer With Estimate Before Doing Any Work.” Over a week went by without an update, so I called the shop. A gentleman informed me the unit had been repaired and was ready for pickup. Huh? “I’m sorry, but why wasn’t I called with an estimate first, as I had requested?” I asked. “I have no idea, sir, but the total is $87.50. That’s not a lot of money, anyway, so I guess we just went ahead and fixed it. Do you want it or not?” “Excuse me?” I said. “Who are you to say what is and what it isn’t a lot of money? What if I don’t want to pay for it?” “Well, then I’ll make it so it doesn’t work again.” Needless to say, I never did business with this brand again.
  10. 10. Tired and thirsty, Gorg beamed with wide sunken eyes at a sight in the distance: A limestone cave painting directing travelers to the store’s grand opening. Gorg had arrived. The store offered valet burro service, and Gorg didn’t manage three steps before receiving a hearty bro hug from the owner, an effervescent, entrepreneurial hunter named Gorac. “Welcome, good sir, to my new shoppe,” Gorac greeted Gorg with a mug of hot pterodactyl cider. “I’m here for the berry gatherers’ special,” Gorg said. “Ahhh, you’re here for the two-for-one!’ Gorac boomed. “And you rode all the way from rural cave-land, so I’ll throw in a third.” Gorg couldn’t wait to unveil his colorful, hand-woven baskets at next month’s gatherers’ convention. He retrieved his goat, tipped the valet three flint arrowheads, and began his journey home. Unknown to Gorg, his customer journey wasn’t finished… THE DAWN OF CUSTOMER EXPERIENCE Chapter II
  11. 11. MakeYour Customer Feel Special andValued
  12. 12. “ RIGHT ANY WRONGS—FAST! I was at grocery store in Carlsbad, Calif., and asked a twentysomething clerk for diapers. He looked at me oddly, seemed to question himself at first, then walked me to an aisle and proceeds to hand me Depends adult diapers. This young arse thought I was asking for myself! When I told him they were for my 2-year old daughter, he apologized profusely, fake laughed, then rushed me over to the children’s diaper aisle. Word about his “mix-up” must have got around quick because by the time I got to checkout (literally minutes later), the cashier was snickering and asking if the counter was wet and if she could “wipe it up.” In the end, they didn’t charge me for the diapers. They also assured me I could have my first batch of Depends free—when I was ready. Well played. MARK FIDELMAN CEO, Evolve!
  13. 13. “ SURPRISE AND DELIGHT I recently survived the harrowing experience of planning a wedding. We had bridesmaids all over the world, so a group- shopping trip to our local bridal boutique wasn’t happening. I discovered brideside.com, filled out a form, and received a text from my stylist in a matter of minutes. She helped us pick the dresses for bridesmaids ranging 4’10” to 6’1”. Each got the chance to try on dresses at their homes. Their team handled our tight schedule and made sure we got the dresses on time. My stylist also sent an adult coloring book with colored pencils to help me de-stress, and to thank me for doing business with them. Every marketer can learn from Brideside’s customer care, level of communication, attention to detail, and empathy for the buyer. I will be referring them whenever I can. KATIE MARTELL Marketing Consultant
  14. 14. “ BE YOUR CUSTOMER’S FAVORITE CHOICE Dunn Lumber, here in Seattle, has been fantastic to work with. I do a lot of projects around the house and regularly need lumber and associated hardware. Big-box stores are typically a little cheaper, but the service at Dunn Lumber is just so good. They deal with professional contractors all day long, but they’re all still so patient in working with me, the individual, to determine exactly what I need. They help me make better decisions and help me understand differences between products or lumber classifications, etc. In all industries, the takeaway question is “How do you make yourself someone’s favorite?” Part of that is creating such an easy, enjoyable experience that the shopper wouldn’t think of going somewhere else. MATT HEINZ President, Heinz Marketing
  15. 15. “ PAY ATTENTION TO RELATIONSHIP DETAILS Framing pictures has never been one of my skills. I recently happened across the Keepsake app and gave it a try. It was incredibly easy to upload pictures, select a frame, and confirm the order. Within an hour, a Keepsake representative named Dave emailed me to confirm everything went through and to ask about my experience. Within a week, I had a solid product in hand—a nicely framed picture of my wife and I at our friend’s wedding. That same day, another email from Dave hit my inbox. He had noticed the order was delivered, and he wanted to make sure I was happy with the quality. The level of service and care Dave demonstrated enticed me to order another four or five framed pictures from Keepsake. Sometimes it’s easy to forget that the smallest, truly personalized effort causes brands to stick in the mind of the consumer. NATE RIGGS Founder and CEO, NR Media Group
  16. 16. “ STAY TOP OF MIND My experience is with a brand that failed to build a relationship with me. They didn’t understand the value a CRM (Customer Relationship Management) system can deliver. So, as many businesses do, they left the forward progression of the relationship in my—the customer’s—hands. In this instance, this busy customer forgot that she was ready to buy. Without a CRM system in place, there’s no way to track when a customer signals readiness to hand over money, to close the deal. I wrote an article about it and sent a copy to this business. They quickly realized the lost income as a result of leaving the customer in charge of the relationship—and subsequently purchased a CRM system. I call that a win! SHELLY KRAMER Co-CEO, V3 Broadside
  17. 17. The following month, Gorg sauntered along the dirt floor of the Inter-tribal Gatherers’ Convention. Fellow attendees marveled at his new berry baskets, and Gorg happily grunted Gorac’s praises at every display booth. “He offers the best customer experience,” Gorg told anyone who asked and many who didn’t. One question left him baffled: Can these baskets carry anything other than berries? Gorg referred people to the village know-it-all, Groogle. Gorg rounded a corner to the exhibitors’ hall and stopped in his tracks.There, amid dozens of booths, was Gorac, displaying a new line of baskets. “My friend!” Gorac said, rushing from his booth to embrace Gorg. “You sent so many from your village to my store. I must thank you,” Gorac told Gorg, promising free upgrades whenever he debuted a new line of baskets. “You are my greatest brand ambassador, and I will always take care of you.” THE DAWN OF CUSTOMER EXPERIENCE Chapter III
  18. 18. Happy Customers Are Your Greatest Evangelists
  19. 19. “ ALWAYS THANK YOUR CUSTOMERS I ran into a problem a few years ago with malware on my site, and I turned to a company called Sucuri. They cleaned it up no problem. Since then, I’ve promoted them on #Blogchat as a company other bloggers should look to in order to keep their blogs and sites clean. Sucuri saw I was promoting them and contacted me to say thank you. They offered me a free service and asked for a testimonial quote, which I happily provided. Brands should be doing everything they can to thank their happy customers. Only good things can come from it. MACK COLLIER Digital Marketing Strategist
  20. 20. BE A SUCCESSFUL MODERN MARKETER The most successful modern marketers still draw from time tested principles established during Gorg, Gorag and Groogle’s heyday. Positive customer experiences come from: • Knowing your customer • Surprising and delighting •Thanking and rewarding Internalize the missing modern marketing links from these personal customer experience stories to map how you will successfully guide the journey for your own customers. Learn more best practices and customer stories by viewing the latest installments in Oracle Marketing Cloud’s “The Journey to Modern Marketing” video series. WATCH VIDEO

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