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Delighting Your Customers - How and Why to Go That Extra Mile

Presented by Janna Bastow at SaaStock - Dublin, Ireland - Sept 22, 2016

In this talk, Janna discusses what it means to delight your customers and why it's important to SaaS businesses to do so.

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Delighting Your Customers - How and Why to Go That Extra Mile

  1. 1. Delighting Customers How and why to go that extra mile
  2. 2. NPS Net Promoter Score Q: How likely are you to recommend this to a friend? 0 1 2 3 4 5 6 7 8 9 10 Not at all likely Very likely
  3. 3. NPS Net Promoter Score 0 1 2 3 4 5 6 7 8 9 10 DETRACTORS NPS = Promoters (%) -Detractors (%) PROMOTORSPASSIVES
  4. 4. NPS across industries
  5. 5. NPS sucks.
  6. 6. Better question: How would you feel if this product/feature were no longer available?
  7. 7. Product/Market Fit
  8. 8. But what about ‘DELIGHT’?
  9. 9. Delight = Exceeding Expectations
  10. 10. Kano method Satisfaction Investment
  11. 11. Kano method Satisfaction Investment Satisfiers
  12. 12. Kano method Satisfaction Investment Satisfiers Basic expectations
  13. 13. Kano method Satisfaction Investment Satisfiers Basic expectations Delighters
  14. 14. Kano How do you feel when a hotel has hot water? I like it this way I expect it this way I am neutral I can live with it this way I dislike it this way Feature is PRESENT
  15. 15. Kano How do you feel when a hotel does not have hot water? I like it this way I expect it this way I am neutral I can live with it this way I dislike it this way Feature is ABSENT
  16. 16. Expectations change! In 2011Facebook launched ‘Live Commenting’ In 2016Real-time commenting is a basic expectation
  17. 17. In B2B? Tough
  18. 18. Why bother delighting? “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 Buffet
  19. 19. What do delightful apps have that others don’t?
  20. 20. Solve an actual problem
  21. 21. Open the conversation
  22. 22. Close the feedback loop
  23. 23. Anticipate their problems
  24. 24. Empathise with your users
  25. 25. Do things that don’t scale
  26. 26. Case Study: Expedia
  27. 27. Make your users feel badass
  28. 28. Case Study: EE
  29. 29. What are you going to do to delight?
  30. 30. Thank you! Let’s go for a and talk about product. Drop me a line at janna@prodpad.com or say hi at @simplybastow Download these slides: bit.ly/simplybastow-saastock2016

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