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
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
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.
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
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
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.
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
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
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.
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.