CULTIVATING HAPPY CUSTOMERS.

Inbound Certification Class #9

MarkKilens

Leader of HubSpot Academy

invented a home snowmaking machine.

@MarkKilens

#INBOUND

AGENDA.

1. WHY DELIGHTING YOUR CUSTOMERS IS SO IMPORTANT

2. KNOW YOUR AUDIENCE

3. HOW TO DELIGHT YOUR CUSTOMERS

4. KEY TAKEAWAYS AND RESOURCES

WHY DELIGHTING YOUR CUSTOMERS IS SO IMPORTANT.

1

CUSTOMERS ARE YOUR GREATEST ASSET

of customers who had negative experiences told 10 or more others.

48%

Harvard Business Review: http://hbr.org/2010/07/stop-trying-to-delight-your-customers/ar/1

of customers who had a positive service interaction told 10 or more people about it.

23%

Harvard Business Review: http://hbr.org/2010/07/stop-trying-to-delight-your-customers/ar/1

Michael LeBoeuf’s, “How To Win Customers and Keep Them for Life”

WHY CUSTOMERS QUIT DOING BUSINESS WITH A COMPANY.1% die

3% move away

5% develop other friendships

9% leave for competitive reasons

14% are dissatisfied with product68% quit because of an attitude of indifference toward the customer by the owner, manager, or some employee

THEY ARE THE BOSS.

Delight your

employees & they

will delight your

customers.

The customer's perception of your

company is formed by every interaction.

• Upsells

• Retention

• Customer success

• Word of mouth referrals

• Happy customers

BENEFITS OF DELIGHTING YOUR CUSTOMERS.

It’s all about building lasting relationships.

KNOW YOUR AUDIENCE.2

You can’t provide awesome service if you don’t know who they are

of customers cited shared values as the primary reason for a strong brand relationship.

64%

CEB & Harvard Business Review: http://hbr.org/2012/05/to-keep-your-customers-keep-it-simple/ar/1

Most customers aren't particularly loyal to any one business, but rather what the business stands for

• Quality

• Price

• Results

• Convenience

WHAT DO YOUR CUSTOMERS VALUE?

Everyone at the business should be able to identify a

customer by persona.

Be a ”solutionist:” solve the problem for the

right persona

BE EMPATHETIC

Match your body language & tone of voice.

• Solve their problems

• Provide recommendations

• Be enthusiastic & fun

MAKE IT ALL ABOUT THEM

HOW TO DELIGHT YOUR CUSTOMERS.3

THE CUSTOMER IS ALWAYS JOB ONE.

Make your customer's needs your number one priority

RESPECT CUSTOMERS:THEY’RE ALWAYS RIGHT

UNDER

PROMISE, OVER DELIVER

EXCEED THEIR EXPECTATIONS

Build products and create services that

your customers need and desire

“MAKE IT EASY FOR YOUR

CUSTOMERS

BE TIMELY

STEPS TO DELIGHTINGYOUR CUSTOMERS.8

1) TRAIN YOUR EMPLOYEES

2) PRACTICE WITH YOUR EMPLOYEES

3) LISTEN TO YOUR

CUSTOMERS FIRST

4) MAKE SURE YOU UNDERSTAND WHAT

THEY ARE TELLING YOU

5) ASK QUESTIONS

6) HELP SOLVE

THEIR

PROBLEMS

7) EDUCATE YOUR CUSTOMERS

8) FOLLOW UP WITH THEM

1. Train

2. Practice

3. Listen

4. Understand

5. Ask

6. Help

7. Educate

8. Follow up

8 STEPS TO DELIGHTING YOUR CUSTOMERS

3 FORMS OF RECIPROCITY

ONE-TO-ONE

ONE-TO-MANY

EMPLOYEES NEED TO BE EMPOWERED

Develop customer principles

that your employees

live by.

DON’T TRY TO HARD SELL

YOUR CUSTOMERS.

Always resolveall theirproblems

Less is more!

No more than2 or 3 options

CREATE CONTENT JUST FOR THEM

Customer

CUSTOMER EDUCATION

• Webinars

• Videos

• Blog articles

• Emails

• Exclusive content

Be active on social media

#HUBSPOTTING

#INBOUNDLEARNING

Be active on social media

Set-up lifecycle stages

Leverage smart content

Send personalized emails

Send personalized emails

Use email workflows to delight customers after they purchase.

MEASURE AND TRACK EVERYTHING

CUSTOMER SATISFACTION SCORE.

American customer satisfaction index (acsi)

NET PROMOTER SCORE (NPS).

CUSTOMER EFFORT SCORE

It's not what you say, but how you make them feel that creates a lasting relationship

Remember it's the small interactions that make a big difference..

KEY TAKEAWAYS AND RESOURCES.4

KEY TAKEAWAYS

1. Customers are your greatest asset

2. Delight your employees & they will delight your

customers.

3. You can’t provide awesome service if you don’t know who

they are.

4. Make your customer's needs your number one priority

5. Under promise, over deliver

6. Remember it's the small interactions that make a big

difference.