STEP AWAY FROM THE SCREEN: THE VALUE OF MEETING CUSTOMERS IN PERSON - MARGOT DA CUNHA

1. Margot
da Cunha
Wistia
Step away from the screen:
The Value of meeting
customers In Person
SUPCONF NYC 2016

2. @ChappyMargot
Step Away from the Screen:
The Value of Meeting
Customers in Person

3. #WistiaFest / @twitter-handle
Hello!
I’m Margot
Customer
Success
Manager at
Wistia
@ChappyMargot

4. @ChappyMargot

5. #WistiaFest / @twitter-handle
Fun Fact: My
childhood
nickname was
“The Tank”
Can you guess
which one is me?

6. @ChappyMargot
Think about your most
meaningful relationships…

7. @ChappyMargot
Technology

8. @ChappyMargot

9. @ChappyMargot

10. @ChappyMargot
And this isn’t just true for
personal relationships…

11. @ChappyMargot
My Favorite Customer: Cleve from Dollar Shave
Club

12. “Above all types of online relationships, offline
one's are still the most powerful and important… I
would rather have four hundred offline friendships
than thousands of online one's for this very
reason."
- Dan Schawbel, Personal Branding Guru

13. @ChappyMargot
Take your highest
value relationships
offline

14. @ChappyMargot
Agenda
• The who/when/where/how/why to executing in-person customer meetings
• Stories of successful meetings with Wistia customers
• How to create human connections at scale

15. @ChappyMargot

16. @ChappyMargot
Average number of emails a
U.S. worker receives each day
122!

19. @ChappyMargot
Make real human
connections

20. 77% of people believe face-to-face
meetings are a necessity not a
luxury
Wall Street Journal

21. 85% believe face-to-face
meetings are more likely
to result in breakthrough
thinking

22. 82% believe
face-to-face
meetings bring
out the best in
people

23. "In-person business meetings let attendees develop
transparency and trust in ways that are not possible wit
other forms of communication."
- Joe Mullich, Wall Street Journal

24. Make business
more human

25. Skeptical Ben
• CEO at Guitar Tricks (online guitar lessons)
• Business relies on video
• Using Wistia lightly (just for short marketing videos)
• Unsure about moving his video library to a
new platform
• Burnt in the past

27. @ChappyMargot
+
“We’re always worrying a lot about downtime.”
“ We don’t trust our video service company.”
“When we experienced over 5 hours of video downtime we received no
support.”
“Their canned responses on tickets and lack of a phone number make us feel
like they were hiding from us.”

28. @ChappyMargot
>100 emails + 3 phone calls +
engineering

29. @ChappyMargot
14,000 videos!

30. @ChappyMargot
More $$$ baby!

31. “Face-to-face visits are rare in our
business. Now we feel like
someone has our back. Putting a
face to the name in-person really
added a level of trust we never
had with our last video service. "

32. The Anonymous NPS Detractor

33. Come on over to
Wistia!
• What is your team working on/
towards?
• How have you been using video/
Wistia?
• Pain points, feature requests
• Tour the space
• Next steps

34. Live Training on Wistia Stats for the
entire Academy team

35. “Thanks again for conducting that training. Professors instantly started
bouncing ideas off me afterwards…
It was really well organized and you touched upon everything we
needed to know. Everyone thought it was incredibly helpful.”

36. @ChappyMargot
Don’t take detractor as an answer!

37. Invite your unhappy
customers to the office

38. Your might be unable to fill
every need of the customer,
but showing empathy
& creating a
human connection
builds loyalty

39. Who?
When?
Where?
How?
• Reach out to a small list of your highest value customers in a
specific radius
• When it makes sense! Start small/local
• Your office, their office, a coffee shop, a bar… Let the customer
decide!
• Send a friendly and direct email explaining why you want to meet

40. Step One
Step Two
Step Three
Step Four
• Identify a list of 20-30 of your highest value customers in a
specific radius
• Reach out with a friendly/detailed email explaining why/when/
where you’d like to meet
• Prep for the meeting & meet! Research their account/
company and come with a flexible agenda of items to
discuss. Bring gifts!
• Follow-up with actionable items!

41. But, meeting every
customer in-person
isn’t scalable…

42. Our Goal
=
1 in-person meeting/month

43. While you can’t meet every
customer in person, you can…

44. Interact in a more human
manner
• Add an avatar to your email alias
• Use the video cam on your phone
calls
• Communicate like a human-being
• Incorporate 1:1 videos into your
communication

45. @ChappyMargot
" A Wistia Customer Cancelled

46. @ChappyMargot
What could we improve?
“Absolutely nothing. I’m just not using video
in my biz, anymore. Boohoo!!”

47. @ChappyMargot

48. @ChappyMargot

49. @ChappyMargot
Record Videos

50. @ChappyMargot

51. @ChappyMargot

52. @ChappyMargot

53. @ChappyMargot

54. @ChappyMargot
Send Personalized Screencasts

55. @ChappyMargot
Host a video making
competition to get your
team thinking about this!

56. • Create a video email signature
• Send out quick recordings for negative/positive
milestones
• Create screen recordings with live-action bumpers
• Host your own internal video making competition to delight customers
To Recap…

57. Not sure where to start?
wistia.com/blog/
your-first-video
wistia.com/library

58. Turn your customers into advocates by making real human connectio

59. @ChappyMargot
Questions
?
@ChappyMargot