be remarkable by delighting your customers with context (and where to find it!) [inbound 2014]
TRANSCRIPT
#INBOUND14
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
#INBOUND14
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)
#INBOUND14
Customer DelightCustomer delight is
Inbound Marketers, INBOUND14
Customer delight is about creating an individual experience for every customer to enhance their relationship with your brand.
#INBOUND14
“#CustomerDelight is about creating a relationship with your brand #INBOUND14”
#TweetableTakeaway
#INBOUND14
6-7 timesIt 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
#INBOUND14
30% betterReferral 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
#INBOUND14
“#CustomerDelight creates long-time value from current customers #INBOUND14”
#TweetableTakeaway
#INBOUND14
Customer DelightCustomer delight is about creating an individual experience for every customer to enhance their relationship with your brand.
Inbound Marketers, INBOUND14
#INBOUND14
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
#INBOUND14
“#CustomerDelight is about knowing the impact you have on customers #INBOUND14”
#TweetableTakeaway
#INBOUND14
“#CustomerDelight is providing value to your customers by understanding their needs #INBOUND14”
#TweetableTakeaway
#INBOUND14
Create a culture that your employees youare proud to be a part of
are proud to be a part of
#INBOUND14
“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”
- Charles Darwin
#INBOUND14
“#CustomerDelight is about inspiring from within and influencing outwards #INBOUND14”
#TweetableTakeaway