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10 steps towards
MORE HUMAN MARKETING
BYEBYE,MARKETING
AUTOMATION,
HELLOHUMANS!
Find the human in the technology. The currency
marketers trade in has not changed even if the
methods have. Emotion is what we exchange
«
»
SIMON MAINWARING
WE’RE NOT SAYING YOU SHOULD GIVE UP
ON MARKETING AUTOMATION ALL TOGETHER
WE’RE NOT SAYING YOU SHOULD GIVE UP
ON MARKETING AUTOMATION ALL TOGETHER
HUMAN INTERACTION
JUST DON’T GIVE UP ON
MARKETING AUTOMATION IS GREAT
MARKETING AUTOMATION IS GREAT
It drives a
14,5% INCREASE
in sales productivity
MARKETING AUTOMATION IS GREAT
It drives a
14,5% INCREASE
in sales productivity
It can bring in
4 TIMES MORE
qualified leads
MARKETING AUTOMATION IS GREAT
It drives a
14,5% INCREASE
in sales productivity
It can bring in
4 TIMES MORE
qualified leads
It can generate
50% MORE
sale-ready leads
THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE
CLICK HERE TO SEE FULL CASE STUDY
BUT IT WORKS EVEN BETTER WITH
HUMAN INTERACTION
THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE
CLICK HERE TO SEE FULL CASE STUDY
BUT IT WORKS EVEN BETTER WITH
HUMAN INTERACTION
WHAT THEY DID
Had travel agents
call people after
they opened their
latest emailing
campaign
THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE
CLICK HERE TO SEE FULL CASE STUDY
BUT IT WORKS EVEN BETTER WITH
HUMAN INTERACTION
WHAT THEY DID
Had travel agents
call people after
they opened their
latest emailing
campaign
the results
81% increase in
booked cruises
compared to
previous year
AND YOU EARN A LOT MORE
THE SCi SALES group study
CLICK HERE TO SEE ARTICLE
AND YOU EARN A LOT MORE
THE SCi SALES group study
CLICK HERE TO SEE ARTICLE
68% of buyers
talked to a sales
person before
making their last 3
purchasing
decisions
AND YOU EARN A LOT MORE
THE SCi SALES group study
CLICK HERE TO SEE ARTICLE
68% of buyers
talked to a sales
person before
making their last 3
purchasing
decisions
The average order
value with human
interaction was
£68,032 and it
dropped to only
£1,018 without
YOUR MARKETING MORE HUMAN
IT’S NOW TIME TO START MAKING
(This guide contains general guidelines and one practical example
for each step of the process. ENJOY!)
1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
Only use scripts for learning purposes
1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
Only use scripts for learning purposes
Don’t let your policy kill all creativity
1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
Only use scripts for learning purposes
Don’t let your policy kill all creativity
Create company values and guidelines instead
1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
Only use scripts for learning purposes
Don’t let your policy kill all creativity
Create company values and guidelines instead
Let your employees be themselves, focus on hiring the right people
BY JETBLUE
A GREAT EXAMPLE OF EMPLOYEE EMPOWERMENT
Flight attendants can take almost any
decision as long as they can justify it on
the basis of one of the airline’s five core
values: Safety, Caring, Integrity, Fun or
Passion
THEIR POLICY
CLICK HERE TO READ ABOUT THE POLICY IN ACTION
2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
Organize social media trainings
2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
Organize social media trainings
Invite everyone to create content for your blog
2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
Organize social media trainings
Invite everyone to create content for your blog
Put them in the spotlight (they are the authors not your brand)
2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
Organize social media trainings
Invite everyone to create content for your blog
Put them in the spotlight (they are the authors not your brand)
Make them the face of your brand
BY HUBSPOT
PUTTING EMPLOYEES IN THE SPOTLIGHT
In all the content that they post, Hubspot put their
employees first. Employees are allowed to advertise
their own twitter on Slideshare presentations for
example.
WHAT THEY DO
CLICK HERE TO see a presentation on hubspot culture
3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
Put your customers in the spotlight with case studies
3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
Put your customers in the spotlight with case studies
Always mention your sources (use via @username on twitter)
3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
Put your customers in the spotlight with case studies
Always mention your sources (use via @username on twitter)
Ask your readers what they want you to write about
3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
Put your customers in the spotlight with case studies
Always mention your sources (use via @username on twitter)
Ask your readers what they want you to write about
Use Facebook and Linkedin to create a conversation around your content
BY SHEP HYKEN
EXCELLENT TWITTER SHARING
He mentioned us as the authors which brought attention
to us. He twitted a part of the article showing he read it
and finally he answered our «thank you» tweet!
WHAT he did right
CLICK HERE TO go to shep’s twitter (and follow)
4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
Look for conversations, not praises
4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
Look for conversations, not praises
Reach out to people and try to find common interests
4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
Look for conversations, not praises
Reach out to people and try to find common interests
Always create win-win situations
4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
Look for conversations, not praises
Reach out to people and try to find common interests
Always create win-win situations
Nurture leads to turn them into long term customers
BY BRYAN HARRIS
THE «POSTER BOY» FORMULA
It’s how Bryan became friends with Noah Kagan from
AppSumo. And it got him featured in the AppSumo
newsletter, bringing huge valuable traffic to his site. And
all that without spending a dime (just a lot of time)
WHat is the «poster boy» formula?
CLICK HERE TO read about the «poster boy» formula
5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
Do what your competitors are too lazy to do
5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
Do what your competitors are too lazy to do
Spend more time on each post / email / presentation
5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
Do what your competitors are too lazy to do
Spend more time on each post / email / presentation
Pay attention to little details
5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
Do what your competitors are too lazy to do
Spend more time on each post / email / presentation
Pay attention to little details
Ask for feedback and act on it
BY NEIL PATEL
WORKING HARD TO GET WHERE YOU WANT
We can’t all be as hard working as Neil Patel (he works all
day 7 days a week). But there’s something we can learn
from that: good results don’t come easy. If you want
success you have to stop going for the easy solution.
NEIL WORKS HARD AND IT WORKS!
CLICK HERE TO read about neil’s schedule
6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
Look at customers data with a human point of view
6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
Look at customers data with a human point of view
Use what you know to make marketing more personal
6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
Look at customers data with a human point of view
Use what you know to make marketing more personal
It’s not about how many followers you have, it’s about interactions
6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
Look at customers data with a human point of view
Use what you know to make marketing more personal
It’s not about how many followers you have, it’s about interactions
Craft a tailored experience for each customer
BY AMAZON
USING DATA FOR BETTER CUSTOMER EXPERIENCE
Go to Amazon’s Home Page, you’ll notice
how they make it all about YOU and not
about their «star» products. That’s a
good use of customers’ data!
personalized home page
CLICK HERE TO READ about the amazon shopping experience
7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
Give out random relevant discounts to returning customers
7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
Give out random relevant discounts to returning customers
Allow employees to make exceptions to your usual rules
7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
Give out random relevant discounts to returning customers
Allow employees to make exceptions to your usual rules
Show customers your human side
7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
Give out random relevant discounts to returning customers
Allow employees to make exceptions to your usual rules
Show customers your human side
Don’t just fix problems, go beyond to provide exceptional service
BY ZAPPOS
SPREADING CUSTOMER HAPPINESS
A Zappos customer failed to send shoes
she wanted to return because her mom
passed away. Not only Zappos sent UPS
to pick-up the shoes but also sent the
customer flowers
THEY SENT FLOWERS TO A CUSTOMER!
CLICK HERE TO READ the whole story
8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
Ask people why they need your product
8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
Ask people why they need your product
Write articles to answer your clients’ questions
8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
Ask people why they need your product
Write articles to answer your clients’ questions
Let your audience speak for you
8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
Ask people why they need your product
Write articles to answer your clients’ questions
Let your audience speak for you
Listen to the answer and don’t make it all about you
BY APP SUMO
ASKING FOR FEEDBACK
App Sumo doesn’t only ask you if you are happy, or sad,
they mainly use customer feedback to sell their
products. Actually the comments under the products
they offer is worth 100 descriptions.
Asking customers how they feel
CLICK HERE TO SEE WHAT I’M TALKING ABOUT
9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
Don’t be afraid to be vulnerable
9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
Don’t be afraid to be vulnerable
Be transparent, share your experience (failure and success)
9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
Don’t be afraid to be vulnerable
Be transparent, share your experience (failure and success)
Don’t use too many technical words
9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
Don’t be afraid to be vulnerable
Be transparent, share your experience (failure and success)
Don’t use too many technical words
Let customers know you’re just like them
BY BUFFER
SHARE YOUR FAILURES TO HELP OTHERS
Buffer recently published an article
about how they got rejected from Y
Combinator. The key is not to be
ashamed of failures, but share them so
your readers can learn from them. Lots
of famous entrepreneurs have failed.
HELP OTHERS LEARN FROM YOUR FAILURES
CLICK HERE TO READ BUFFER’S REJECTION STORY
10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
Offer several ways to reach you (email, video chat, phone...)
10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
Offer several ways to reach you (email, video chat, phone...)
Never send emails from no-reply addresses
10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
Offer several ways to reach you (email, video chat, phone...)
Never send emails from no-reply addresses
Don’t use too many «scripted» answers
10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
Offer several ways to reach you (email, video chat, phone...)
Never send emails from no-reply addresses
Don’t use too many «scripted» answers
Reach out to website visitors before they even come to you
BY AMAZON KINDLE
MAKE IT SUPER EASY TO REACH YOU
Last december, Amazon added a feature
to its Kindle device: an instant video chat
support button. Customers can now
reach a consultant at any time by
simply clicking a button on their device.
THE KINDLE MAYDAY VIDEO CHAT BUTTON
CLICK HERE TO READ more about mayday
WITH LIVE VIDEO CHAT
WE CAN HELP YOU MAKE MARKETING HUMAN
1 EMPOWER YOUR EMPLOYEES WITH BODY LANGUAGE TRAINING
2 PROMOTE YOUR EMPLOYEES BY ADVERTISING THEM AS «EXPERTS»
3 STOP TALKING ABOUT YOURSELF AND USE VIDEO TO GET FEEDBACK
4 LOOK FOR FRIENDS NOT FANS BY HAVING ONE-ON-ONE CONVERSATIONS
5 BE READY TO WORK HARD FOR QUALITY CUSTOMER SERVICE
6 USE DATA TO HELP CUSTOMERS BY WRITING TAILORED CHAT INVITATIONS
7 RANDOM ACTS OF KINDNESS
8 ASK MORE QUESTIONS AND DON’T GIVE SCRIPTED ANSWERS
9 TELL YOUR STORY BY TAKING CLIENTS BEHIND THE SCENE
10 MAKE IT EASY TO TALK TO YOU WITH REAL-TIME COMMUNICATION
SEND DISCOUNTS TO RETURNING CLIENTS
TOGETHER!
LET’S START BUILDING THE MARKETING OF THE FUTURE
LET’S DO THIS
Listen to your customers’ voice
and increase your online sales
http://customericare.com
Follow us on Twitter: @customericare
SUBSCRIBE TO OUR NEWSLETTER
Thank you!
Aurelie Chazal
Marketing Manager at Customericare

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10 steps towards more human marketing

  • 1. 10 steps towards MORE HUMAN MARKETING BYEBYE,MARKETING AUTOMATION, HELLOHUMANS!
  • 2. Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange « » SIMON MAINWARING
  • 3. WE’RE NOT SAYING YOU SHOULD GIVE UP ON MARKETING AUTOMATION ALL TOGETHER
  • 4. WE’RE NOT SAYING YOU SHOULD GIVE UP ON MARKETING AUTOMATION ALL TOGETHER HUMAN INTERACTION JUST DON’T GIVE UP ON
  • 6. MARKETING AUTOMATION IS GREAT It drives a 14,5% INCREASE in sales productivity
  • 7. MARKETING AUTOMATION IS GREAT It drives a 14,5% INCREASE in sales productivity It can bring in 4 TIMES MORE qualified leads
  • 8. MARKETING AUTOMATION IS GREAT It drives a 14,5% INCREASE in sales productivity It can bring in 4 TIMES MORE qualified leads It can generate 50% MORE sale-ready leads
  • 9. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE CLICK HERE TO SEE FULL CASE STUDY BUT IT WORKS EVEN BETTER WITH HUMAN INTERACTION
  • 10. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE CLICK HERE TO SEE FULL CASE STUDY BUT IT WORKS EVEN BETTER WITH HUMAN INTERACTION WHAT THEY DID Had travel agents call people after they opened their latest emailing campaign
  • 11. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE CLICK HERE TO SEE FULL CASE STUDY BUT IT WORKS EVEN BETTER WITH HUMAN INTERACTION WHAT THEY DID Had travel agents call people after they opened their latest emailing campaign the results 81% increase in booked cruises compared to previous year
  • 12. AND YOU EARN A LOT MORE THE SCi SALES group study CLICK HERE TO SEE ARTICLE
  • 13. AND YOU EARN A LOT MORE THE SCi SALES group study CLICK HERE TO SEE ARTICLE 68% of buyers talked to a sales person before making their last 3 purchasing decisions
  • 14. AND YOU EARN A LOT MORE THE SCi SALES group study CLICK HERE TO SEE ARTICLE 68% of buyers talked to a sales person before making their last 3 purchasing decisions The average order value with human interaction was £68,032 and it dropped to only £1,018 without
  • 15. YOUR MARKETING MORE HUMAN IT’S NOW TIME TO START MAKING (This guide contains general guidelines and one practical example for each step of the process. ENJOY!)
  • 16. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human
  • 17. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human Only use scripts for learning purposes
  • 18. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human Only use scripts for learning purposes Don’t let your policy kill all creativity
  • 19. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human Only use scripts for learning purposes Don’t let your policy kill all creativity Create company values and guidelines instead
  • 20. 1 EMPOWER YOUR EMPLOYEES They’re the one making your brand human Only use scripts for learning purposes Don’t let your policy kill all creativity Create company values and guidelines instead Let your employees be themselves, focus on hiring the right people
  • 21. BY JETBLUE A GREAT EXAMPLE OF EMPLOYEE EMPOWERMENT Flight attendants can take almost any decision as long as they can justify it on the basis of one of the airline’s five core values: Safety, Caring, Integrity, Fun or Passion THEIR POLICY CLICK HERE TO READ ABOUT THE POLICY IN ACTION
  • 22. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account
  • 23. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account Organize social media trainings
  • 24. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account Organize social media trainings Invite everyone to create content for your blog
  • 25. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account Organize social media trainings Invite everyone to create content for your blog Put them in the spotlight (they are the authors not your brand)
  • 26. 2 PROMOTE YOUR EMPLOYEES 100 employees accounts have a lot more power than 1 branded account Organize social media trainings Invite everyone to create content for your blog Put them in the spotlight (they are the authors not your brand) Make them the face of your brand
  • 27. BY HUBSPOT PUTTING EMPLOYEES IN THE SPOTLIGHT In all the content that they post, Hubspot put their employees first. Employees are allowed to advertise their own twitter on Slideshare presentations for example. WHAT THEY DO CLICK HERE TO see a presentation on hubspot culture
  • 28. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki)
  • 29. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki) Put your customers in the spotlight with case studies
  • 30. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki) Put your customers in the spotlight with case studies Always mention your sources (use via @username on twitter)
  • 31. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki) Put your customers in the spotlight with case studies Always mention your sources (use via @username on twitter) Ask your readers what they want you to write about
  • 32. 3 STOP TALKING ABOUT YOURSELF For every post about yourself post 19 about others (Guy Kawasaki) Put your customers in the spotlight with case studies Always mention your sources (use via @username on twitter) Ask your readers what they want you to write about Use Facebook and Linkedin to create a conversation around your content
  • 33. BY SHEP HYKEN EXCELLENT TWITTER SHARING He mentioned us as the authors which brought attention to us. He twitted a part of the article showing he read it and finally he answered our «thank you» tweet! WHAT he did right CLICK HERE TO go to shep’s twitter (and follow)
  • 34. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually
  • 35. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually Look for conversations, not praises
  • 36. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually Look for conversations, not praises Reach out to people and try to find common interests
  • 37. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually Look for conversations, not praises Reach out to people and try to find common interests Always create win-win situations
  • 38. 4 LOOK FOR FRIENDS NOT FANS If they like you, people will become fans of your brands eventually Look for conversations, not praises Reach out to people and try to find common interests Always create win-win situations Nurture leads to turn them into long term customers
  • 39. BY BRYAN HARRIS THE «POSTER BOY» FORMULA It’s how Bryan became friends with Noah Kagan from AppSumo. And it got him featured in the AppSumo newsletter, bringing huge valuable traffic to his site. And all that without spending a dime (just a lot of time) WHat is the «poster boy» formula? CLICK HERE TO read about the «poster boy» formula
  • 40. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes
  • 41. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes Do what your competitors are too lazy to do
  • 42. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes Do what your competitors are too lazy to do Spend more time on each post / email / presentation
  • 43. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes Do what your competitors are too lazy to do Spend more time on each post / email / presentation Pay attention to little details
  • 44. 5 BE READY TO WORK HARD Nothing good comes easy as the popular saying goes Do what your competitors are too lazy to do Spend more time on each post / email / presentation Pay attention to little details Ask for feedback and act on it
  • 45. BY NEIL PATEL WORKING HARD TO GET WHERE YOU WANT We can’t all be as hard working as Neil Patel (he works all day 7 days a week). But there’s something we can learn from that: good results don’t come easy. If you want success you have to stop going for the easy solution. NEIL WORKS HARD AND IT WORKS! CLICK HERE TO read about neil’s schedule
  • 46. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest
  • 47. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest Look at customers data with a human point of view
  • 48. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest Look at customers data with a human point of view Use what you know to make marketing more personal
  • 49. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest Look at customers data with a human point of view Use what you know to make marketing more personal It’s not about how many followers you have, it’s about interactions
  • 50. 6 USE DATA TO HELP CUSTOMERS Stop storing data and start using it in your customers’ interest Look at customers data with a human point of view Use what you know to make marketing more personal It’s not about how many followers you have, it’s about interactions Craft a tailored experience for each customer
  • 51. BY AMAZON USING DATA FOR BETTER CUSTOMER EXPERIENCE Go to Amazon’s Home Page, you’ll notice how they make it all about YOU and not about their «star» products. That’s a good use of customers’ data! personalized home page CLICK HERE TO READ about the amazon shopping experience
  • 52. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results
  • 53. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results Give out random relevant discounts to returning customers
  • 54. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results Give out random relevant discounts to returning customers Allow employees to make exceptions to your usual rules
  • 55. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results Give out random relevant discounts to returning customers Allow employees to make exceptions to your usual rules Show customers your human side
  • 56. 7 RANDOM ACTS OF KINDNESS A simple act of kindness can sometimes bring huge results Give out random relevant discounts to returning customers Allow employees to make exceptions to your usual rules Show customers your human side Don’t just fix problems, go beyond to provide exceptional service
  • 57. BY ZAPPOS SPREADING CUSTOMER HAPPINESS A Zappos customer failed to send shoes she wanted to return because her mom passed away. Not only Zappos sent UPS to pick-up the shoes but also sent the customer flowers THEY SENT FLOWERS TO A CUSTOMER! CLICK HERE TO READ the whole story
  • 58. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening
  • 59. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening Ask people why they need your product
  • 60. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening Ask people why they need your product Write articles to answer your clients’ questions
  • 61. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening Ask people why they need your product Write articles to answer your clients’ questions Let your audience speak for you
  • 62. 8 ASK MORE QUESTIONS The best way to get someone’s attention is by showing you’re listening Ask people why they need your product Write articles to answer your clients’ questions Let your audience speak for you Listen to the answer and don’t make it all about you
  • 63. BY APP SUMO ASKING FOR FEEDBACK App Sumo doesn’t only ask you if you are happy, or sad, they mainly use customer feedback to sell their products. Actually the comments under the products they offer is worth 100 descriptions. Asking customers how they feel CLICK HERE TO SEE WHAT I’M TALKING ABOUT
  • 64. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories
  • 65. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories Don’t be afraid to be vulnerable
  • 66. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories Don’t be afraid to be vulnerable Be transparent, share your experience (failure and success)
  • 67. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories Don’t be afraid to be vulnerable Be transparent, share your experience (failure and success) Don’t use too many technical words
  • 68. 9 TELL YOUR STORY Emotion is the key! Nothing gets shared like personal stories Don’t be afraid to be vulnerable Be transparent, share your experience (failure and success) Don’t use too many technical words Let customers know you’re just like them
  • 69. BY BUFFER SHARE YOUR FAILURES TO HELP OTHERS Buffer recently published an article about how they got rejected from Y Combinator. The key is not to be ashamed of failures, but share them so your readers can learn from them. Lots of famous entrepreneurs have failed. HELP OTHERS LEARN FROM YOUR FAILURES CLICK HERE TO READ BUFFER’S REJECTION STORY
  • 70. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation
  • 71. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation Offer several ways to reach you (email, video chat, phone...)
  • 72. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation Offer several ways to reach you (email, video chat, phone...) Never send emails from no-reply addresses
  • 73. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation Offer several ways to reach you (email, video chat, phone...) Never send emails from no-reply addresses Don’t use too many «scripted» answers
  • 74. 10 Make it easy to talk to you Never underestimate the power of one- on-one conversation Offer several ways to reach you (email, video chat, phone...) Never send emails from no-reply addresses Don’t use too many «scripted» answers Reach out to website visitors before they even come to you
  • 75. BY AMAZON KINDLE MAKE IT SUPER EASY TO REACH YOU Last december, Amazon added a feature to its Kindle device: an instant video chat support button. Customers can now reach a consultant at any time by simply clicking a button on their device. THE KINDLE MAYDAY VIDEO CHAT BUTTON CLICK HERE TO READ more about mayday
  • 76. WITH LIVE VIDEO CHAT WE CAN HELP YOU MAKE MARKETING HUMAN 1 EMPOWER YOUR EMPLOYEES WITH BODY LANGUAGE TRAINING 2 PROMOTE YOUR EMPLOYEES BY ADVERTISING THEM AS «EXPERTS» 3 STOP TALKING ABOUT YOURSELF AND USE VIDEO TO GET FEEDBACK 4 LOOK FOR FRIENDS NOT FANS BY HAVING ONE-ON-ONE CONVERSATIONS
  • 77. 5 BE READY TO WORK HARD FOR QUALITY CUSTOMER SERVICE 6 USE DATA TO HELP CUSTOMERS BY WRITING TAILORED CHAT INVITATIONS 7 RANDOM ACTS OF KINDNESS 8 ASK MORE QUESTIONS AND DON’T GIVE SCRIPTED ANSWERS 9 TELL YOUR STORY BY TAKING CLIENTS BEHIND THE SCENE 10 MAKE IT EASY TO TALK TO YOU WITH REAL-TIME COMMUNICATION SEND DISCOUNTS TO RETURNING CLIENTS
  • 78. TOGETHER! LET’S START BUILDING THE MARKETING OF THE FUTURE LET’S DO THIS Listen to your customers’ voice and increase your online sales
  • 79. http://customericare.com Follow us on Twitter: @customericare SUBSCRIBE TO OUR NEWSLETTER Thank you! Aurelie Chazal Marketing Manager at Customericare