Be Remarkable by Delighting your Customers with Context - #INBOUND14 - Loree McDonald

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BE REMARKABLE BY DELIGHTING YOUR CUSTOMERS WITH CONTEXT(AND WHERE TO FIND IT!)

Loree McDonald

Channel Consultant, HubSpot

Loree was once voted “Most HubSpotty” by her peers. This is an absolute honor although I’m not quite sure what “HubSpotty” actually means yet.

@loreemcdonald

LOREEMCDONALD

1 What’s the deal with customer delight

anyway?

2 What it means to delight your customers

3 Be remarkable by delighting with context

4 Empowering your team to delight

AGENDA

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1 WHAT’S THE DEAL WITH CUSTOMER DELIGHT ANYWAY?

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What the heckis “customer delight”?

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Customer DelightCustomer delight is surprising a customer by exceeding his/her expectations and thus creating a positive emotional reaction. This emotional reaction leads to word of mouth. “Customer Delight” Wikipedia (our savior in the digital world)

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Customer DelightCustomer delight is

Inbound Marketers, INBOUND14

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Customer Satisfaction

Expectations are met Expectations are exceeded

Customer Delight

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Being Human

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Listening to your customer’s needs

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Designing with the customer in mind

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Being memorable

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Customer DelightCustomer delight is

Customer delight is about creating an individual experience for every customer to enhance their relationship with your brand.

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“#CustomerDelight is about creating a relationship with your brand #INBOUND14”

#TweetableTakeaway

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So what’s the buzz all about?

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Is there ROI associated with customer delight?

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6-7 times

It costs

– Bain & Company

more to acquire a new customer than retain an existing one

55% – Defaqto research

Of customers would pay extra to guarantee a better service70%

– McKinsey

of buying experiences are based on how the customer feels they are being treated

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Do “promoters” really tell others about their experience?

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30% better

Referral leads convert roughly

– Tony Nissen, R&G Technologies, 2013

Than leads generated from other marketing channels

16% higher – Wharton School of Business, 2013 life-time value

3 to 10 times– Infoquest

Higher than that of a “somewhat satisfied” customer.

A referred customer has a

“Totally satisfied” customers have a repurchase rate that is

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“#CustomerDelight creates long-time value from current customers #INBOUND14”

#TweetableTakeaway

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2 WHAT IT MEANS TO DELIGHT YOUR CUSTOMERS

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Customer DelightCustomer delight is about creating an individual experience for every customer to enhance their relationship with your brand.

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Prioritizing customer happiness

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1. Cost of a new lead is higher than the cost of keeping a current customer

Via Ross Beard, Client Heartbeat, 2013

2. Monitoring customer happiness = insights on “at risk” customers

3. Happy customers = more referrals = higher converting leads

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Solving for the customer

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Know your customers

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Speak their language

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Delighting from within

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“Customers will never love a company until the employees love it first.”

-Simon Sinek

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Inspire from the top

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Create lasting relationships

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“#CustomerDelight is about knowing the impact you have on customers #INBOUND14”

#TweetableTakeaway

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3 BE REMARKABLE BY DELIGHTING WITH CONTEXT

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Delight through relevant channels

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Keep up with customers’ success

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Be at trusted advisor

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Produce content that delights

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“#CustomerDelight is providing value to your customers by understanding their needs #INBOUND14”

#TweetableTakeaway

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4 EMPOWERING YOUR TEAM TO DELIGHT

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Create a culture of delight

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Explain the “whys” to your team

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Report on customer happiness

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Turn employees into promoters

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Listen to your employees feedback

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“So – what? I have to rethink my whole company’s goals?”

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Create a culture that your employees youare proud to be a part of

are proud to be a part of

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“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

- Charles Darwin

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“#CustomerDelight is about inspiring from within and influencing outwards #INBOUND14”

#TweetableTakeaway

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Key Takeaways

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THANK YOU!

@loreemcdonald

Be Remarkable by Delighting your Customers with Context - #INBOUND14 - Loree McDonald

Marketing