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Mark Kilens - The Pillars of Delight - SDINBOUND Meetup
- 1. THE PILLARS OF DELIGHT
- 2. Mark Kilens @MarkKilens Leader of HubSpot Academy
- 3. AGENDA 1 The pillars of delight 2 The customer delight checklist 3 Creating content that fosters delight
- 4. THE PILLARS OF DELIGHT1
- 7. Seated at the best table
- 8. 1 Innovation 2 Communication 3 Education THE THREE PILLARS OF DELIGHT
- 9. INNOVATION Change is better than the status quo. Innovate to serve people with the right products.
- 10. COMMUNICATION Personal is better than impersonal. Communicate to help people.
- 11. EDUCATION Empowering is better than ignoring. Educate people to grow their knowledge.
- 12. “It’s everyone’s job to delight customers.” @MarkKilens
- 13. of 1,000 consumers surveyed said they’ve cut ties with a brand over a single poor customer service experience. 65% 2014 Parature State of Multichannel Customer Service Survey
- 14. CUSTOMER DELIGHT IS A COMPETITIVE ADVANTAGE.
- 15. of companies surveyed said they currently provide a ‘very integrated’ customer experience. 8% Econsultancy/CACI Integrated Customer Experience Report.
- 16. of companies say they are just now developing a strategy for delivering an integrated customer experience. 58% Econsultancy/CACI Integrated Customer Experience Report.
- 17. “Customer service shouldn’t just be a department, it should be the entire company.” - Tony Hsieh, CEO of Zappos
- 19. Building trust is core to customer delight.
- 20. Trust is what will create lasting relationships with people.
- 21. How you serve people to build trust: • Answer their questions • Solve their problems • Help them reach their goals
- 22. Customer delight is not just a post-sale activity. It should be a priority both pre- and post-sale. Trust can be built at every interaction.
- 23. You can’t provide awesome service and build trust if you don’t know who your customers are.
- 24. Semi-fictional representations of your ideal customers based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. Buyer Personas are:
- 25. Everyone at your business should be able to identify a customer by their persona.
- 26. USE A PERSONA TOOL
- 27. of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly. 82% (Live Person)
- 28. Solve the problems Be enthusiastic & fun THE CUSTOMER DELIGHT CHECKLIST Provide recommendations
- 29. Listen: Silence is your friend Acknowledge: Display genuine empathy LAER Explore: Ask questions Resolve: Solve the problem and provide a recommendation 3 1 2 4
- 30. Employees should be problem solvers. Solve the right problems for the right personas.
- 31. Make sure you always resolve all their problems. Be a true “problem solver.”
- 33. …is formed by every interaction.
- 34. Every small interaction makes a difference.
- 35. Use the checklist to exceed people’s expectations. It will help you build trust and create promoters.
- 36. Delight your team members and they will delight your customers. Happy team members create magic moments.
- 37. Develop team principles that your team members live by. Principles create autonomy and empower people to make decisions on their own.
- 38. • Execute with excellence • Educate with passion • Create a consistent learning experience • Seek out company-wide collaboration • Provide outstanding customer service • Always be learning • Never settle *Stay weird HUBSPOT ACADEMY PRINCIPLES
- 39. Interactions that leave a lasting impression on a person MAGIC MOMENTS
- 41. WISTIA’S GOPRO STORY 1. Company does #goproweek, talking about all of the awesome things about GoPro cameras. 2. Customer tweets saying he loves #goproweek and wishes he had one. 3. Wistia buys him a GoPro. Yep. 4. Wistia makes this video with the GoPro they send him: https://crlvideo.wistia.com/medias/f5cepoumib The result: Wistia created a customer evangelist.
- 43. CREATING CONTENT THAT FOSTERS DELIGHT3
- 44. Always be teaching, from the first interaction to the last.
- 45. “The businesses that are the best educators will be the most successful.” - @MarkKilens
- 46. Personas help you create the right content. The right content will most effectively attract your ideal visitors, convert them into leads, and close them into customers. Content to attract visitors Content to delight customers Content to convert visitors and close leads
- 47. The Buyer’s Journey Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision. Decision Stage Consideration StageAwareness Stage
- 48. + =
- 49. 1 Case Studies 2 Videos 3 Infographics 4 Whitepapers 5 Calculator/Worksheets 6 eBooks 7 Templates 8 Research reports 9 Checklists 10 Webinars 11 SlideShare decks 12 Whatever else you can come up with! CONTENT FORMATS
- 50. A C E djust. What needs to be added? Removed? Re-worded? Take out purely internal content and make it public-friendly. ombine. How can you combine related or unrelated things to provide new value and meaning? xpand. What have you already done that you can dig deeper into—or provide a more comprehensive big picture view? RE-PURPOSING EXISTING CONTENT
- 51. CREATE CONTENT JUST FOR CUSTOMERS Blog articles Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
- 52. Great examples of customer content: • Apple • Home Depot • Whole Foods • Williams-Sonoma • Wistia
- 53. WILLIAMS-SONOMA
- 54. HOME DEPOT
- 55. Customer stories are gold!
- 56. CUSTOMER STORIES
- 59. HUBSPOT + WISTIA INTEGRATION
- 60. Measure and track all interactions to help you improve the customer experience.
- 61. WHY DATA? Data improves how you execute the pillars of delight and ensures you’re always challenging the status quo.
- 62. Go exploring! Ask questions to learn more about a person’s problem or question.
- 63. Don’t ask yes/no or leading questions.
- 64. • Content’s usefulness • Overall experience • New content ideas • Page, inline or email widget HIVELY.CO OR TEMPER.IO
- 65. HUBSPOT + SURVEYMONKEY • Net promoter score • Buyer persona data • Event feedback
- 66. Solve for the customer, Don’t solve for the number.
- 67. Everyone's priority should be to serve people. Serve your website visitors, leads, customers & promoters.
- 68. It's not what you say, but how you make them feel that creates a lasting relationship.
- 69. Embrace and Follow The Pillars of Delight If you do, everyone at your organization will be focused on creating remarkable experiences that your customers will love.
- 70. Remember: You build trust in every small interaction you have with people.
- 71. All of those small interactions will create lasting relationships.
Editor's Notes
- Status quo: Most resources are spent on acquiring customers and building your product Drama: Customer always feels left out. Resolution: Embrace the three pillars and apply the seven guidelines
- Let me tell you this story about delight. 8:30 pm dinner reservation Table wasn’t ready at 8:30 Saved two bar seats
- Executive chef visit Custom-made appetizer Champagne toast
- Drinks and apps on the house A nice evening became an unforgettable night
- It’s everyone’s job to delight customers. Product team, marketing, sales, services, support Not just the services or support team, but everyone’s job from sales to marketing to the executive team Everyone and execution
- Let’s take a close look at the inbound methodology
- Delivering happiness
- Status quo: Most resources are spent on acquiring customers and building your product Drama: Customer always feels left out. Resolution: Embrace the three pillars and apply the seven guidelines
- Only will do that if they trust you
- Do you focus on delighting people pre and post sale today. Take a moment to think about that. You don’t just delight people post sale.
- Customer centric company, company culture, leadership
- Buyer personas are semi-fictional characters that businesses CREATE, through research, analysis, and taking a close look at who’s already buying from them--to represent their ideal customers. Notice this says “customers” though! A lot of companies actually have more than one buyer persona- on average, they probably have between 3 and 5 buyer personas. How you know you’ve reached the “edge” of one persona and the other one begins is when those shared generalities disappear. When you’re creating your personas, you’re probably going to notice that your customer base falls into one of a couple different buckets, or broad categories. Those buckets are your personas.
- Customer centric company, company culture, leadership
- Flexibility and autonomy
- Flexibility and autonomy
- Employees will be problem solvers when you using the checklist. You have to educate employees about the personas so they create personal interactions
- You need to serve all of the people because the customer’s experience
- Every small interaction by every employee Communication is critical Experience with anything and everything You learned how to create these experience throughout the last 10 classes
- By following the checklist but also creating moments of magic
- Trust
- Employees will help one another learn the principles. The principles serve the team.
- Status quo: Most resources are spent on acquiring customers and building your product Drama: Customer always feels left out. Resolution: Embrace the three pillars and apply the seven guidelines
- Take a moment to think about how do you educate people pre and post sale today.
- And maybe most importantly, your personas are who you’re creating your content for: and once you’ve identified them, you’ll know exactly what content to create to attract the right visitors, convert them into leads, close those leads into customers and even delight them into promoters.
- Instead of talking about top, middle, or bottom of the funnel, The BJ is made up of 3 steps, or stages: the awareness stage, the consideration stage, and the decision stage that portray the experiences your potential customers go through. READ Every single one of you has a buyer’s journey—its simply the mental journey someone goes through starting with when they first have a problem or are in need of a service like yours all the way to when they are actually one of your customers or clients. Before we go any further, though, let’s look at what an example of this process might look like: Can someone explain for me what your customer’s buyer’s journey might look like?
- After telling each of the 5 chapters of Betty’s story, we have a pretty good understanding of who she is as a buyer and as a person. We can use that and now start thinking of ideas for content we might want to create based on who she is—for example, if she’s worried about the logistics of travelling in an RV, we might want to create a guide of the top 10 RV campgrounds in her area. If she would prefer to see or tour the actual model of RV before purchasing, we could replace a photo gallery on our product page with a 360-degree video tour or post an offer to let her test-drive the vehicle.
- We know what content is, but content itself actually comes in many different flavors. Remember, content is simply information available to our visitors—but that information can come in many different forms. Content includes things like: Case studies Video Whitepaper Calculator/worksheet Ebook Template Research report Checklist Webinar Free demo Trial download Answer frequently asked questions Create lists How to’s - and how to not’s Pose questions to or poll your social media networks infographics write about what you do! what questions would an outsider have? short videos, webinars, slidesjare If you wamt to learn how to create content like this, sign up to attend one of our live labs for examples of content like this! In the meantime, let’s look at a couple of examples of what this content actually looks like.
- ACE- adjusts, combine, expand: enterprise content creation. Adjust- how can you adjust existing content to work. Combine: you have 5 single-page things that aren't really tied together, how can you do that? Maybe from different departments. Expand: how can you expand on things you've already done.
- Record everything to help you improve the overall experience and provide better service to people when the next interaction occurs Help you innovate
- Collect both types of data Will help empower your employees Help you improve different types of interactions Learn how to innovate, improve communications and better educate
- To learn more
- Open-ended questions, remember the 80/20 rule Collect all of the data and document
- Collect both types of data Will help empower your employees Help you improve different types of interactions Learn how to innovate, improve communications and better educate
- Collect both types of data Will help empower your employees Help you improve different types of interactions Learn how to innovate, improve communications and better educate
- If you exceed their expectations you have built more trust
- And trust is critical to creating an inbound experience
- Relationships that people will remember and share.