This document discusses how to cultivate happy customers through customer delight. It outlines seven guidelines for customer delight, including delighting employees, educating employees, empowering employees, listening, asking questions, helping and educating customers, and following up. The key takeaways are that building trust through small interactions is important to customer delight; serving people should be the priority; and innovation, communication, and education are the three pillars of customer delight.
8. more costly to attract a new
customer than it is to retain an
existing customer.
6-7x
WHITE HOUSE OFFICE OF CONSUMER AFFAIRS
9. of consumers say that their
customer service experiences
with companies typically
exceed their expectations.
7%
ECHO 2012 GLOBAL CUSTOMER SERVICE BAROMETER
16. “If we all have a shared and beneficial outcome in
serving our customer, we have a unified place where all
our interests converge. Success is not defined by our
own personal and business line goals;
success is in the eyes of the customer.”
General John E. Michel
10 LEADERSHIP LESSONS FROM U.S. COMMANDING GENERAL JOHN E. MICHEL – HUFFINGTON POST
19. Customer delight is not just a
post-sale activity.
It should be a priority both pre- and post-sale and wherever customers
are in the buyer’s journey.
33. Test for culture fit
Create a set of culture-specific interview
questions, have the interviewee meet with
multiple people & create pre-hire culture
immersion experiences.
39. Develop team principles that your
employees live by.
Principles create autonomy and empower employees to make
decisions on their own.
40. solve for the customer.
The principles should reinforce
the fact that employees should always
41. • 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
42. • Teach every employee the pillars of customer delight
• Implement a new hire training program
• Develop on-going training programs
• Educate them by doing, not by way of lecture or presentation
• Share stories of what great customer service resembles
• Share examples of what solving for the customer looks like
• Everyone at the business should be educating employees in some capacity
HOW TO EDUCATE EMPLOYEES
47. They are the faces of the business.
They interact with people every day.
48. Solve their problems
Be enthusiastic & fun
THE CUSTOMER DELIGHT CHECKLIST
Provide recommendations
49. Under promise,
over deliver.
The Promise: Support rep says, “I’ll
contact you within 24 hours with
a solution.”
The Over Deliver: Support rep
contacts customer 6 hours later with
the solution.
59. Pay attention to verbal and
non-verbal communication.
Like facial expressions, vocal rhythm,
body expressions or touch. They will help you better
understand the person’s problem or question.
74. Follow and practice the seven guidelines.
If you do, you will be focused on creating a remarkable inbound experience
that your customers will love.
79. 1 Building trust is core to customer delight.
2 Your priority should be to serve people.
3 Every small interaction matters a lot because they create the
larger experience.
4 Customer delight is not just a post-sale activity.
5 The three pillars of customer delight are: innovation,
communication & education.
KEY TAKEAWAYS
80. 6 Your hiring methodology is critical to delighting your
customers.
7 Develop team principles that your employees live by.
8 Everyone at the business should be able to identify a
customer by persona.
9 It's not what you say, but how you make them feel that
creates a lasting relationship.
10 Solve for the customer, don’t solve for the number.
KEY TAKEAWAYS
81. RESOURCES
1 Inbound Inspiration Video – “Human” [video]
2 Are You Bogged Down in an 'ABC' Way of
Thinking? [blog post]
3 11 Ways to Give and Get Customer Love [blog post]
4 How to Use Welcome Emails to Delight Your New Blog
Subscribers [blog post]
Hinweis der Redaktion
Twitter hashtag
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
They don’t focus enough time and energy on their customers.
Most businesses don’t focus enough of their money or time attention on their customers
It’s a competitive advantage that must spans your entire customer lifecycle so you create an inbound experience
Let’s take a close look at the inbound methodology
Why would someone tell a friend about you product or business? Because they trust your product and business enough to recommend it.
Why pyramids? -KG
Throughout the certification we talked about humanizing the experiences people have with your sales and marketing.
NATO Air Training CommandPeople serve peoplePeople build trust with peopleYou’ve learned quite about about buyer personas.Use buyer personas to help you server people
You need to serve all of the people because the customer’s experience
Every small interaction by every employeeCommunication is criticalExperience with anything and everythingYou learned how to create these experience throughout the last 10 classes
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.
Higher-res image? -KGThe pillars are here to help you build trust with people. Trust that will create lasting relationshipsThey are here to inspire and guide you in creating an inbound experience.
Embrace and use the three pillars to help you create an inbound experience. Now it’s time to understand the 7 customer delight guidelines. Follow them to create an inbound experience.
And loyalty is built by two other things in that story So what really creates and enriches loyalty
People build trust with people
Trust
If you don’t believe this it will be hard to delight either group to make sure the larger experience is remarkable
Pause and reflect…do you have a hiring methodology
It shapes and creates all of the people to people interactions inside and outside of the business
Employees need to be educated that it’s everyone's job to delight customers, it’s a team effort
Trust is built or not built at each interaction. You need a way for your team to learn how to create the right interactions.
Employees will help one another learn the principles. The principles serve the team.
Not super keen on this slide’s design, but it’s fine. –KGThe customer should always be the main focus.Empower them so they are always solving for the customer.
Create an autonomous working environment.
New team photo? -KG
Flexibility and autonomy
You created an autonomous and collaborative work environmentIt will build trust with your customers and create lasting relationships
Collect both types of dataWill help empower your employeesHelp you improve different types of interactionsLearn how to innovate, improve communications and better educate
Need explanation of 80/20 rule on slide? -KGOnce you’ve listened and the customer explained their situation to you need to.
What’s the difference? -KGHave employees be consumers of the product or service.
The fifth guideline is about learning more.
To learn more
Open-ended questions, remember the 80/20 ruleCollect all of the data and document
The second most important guideline to building trust and creating an inbound experience.
Take a moment to think about how do you educate people pre and post sale today.
Employees will be problem solvers when you using the checklist.You have to educate employees about the personas so they create personal interactions
Give one example
If you exceed their expectations you have built more trust
Record everything to help you improve the overall experience and provide better service to people when the next interaction occurs Help you innovate
Who is ‘their’ in this case? Would it be better to say ‘all of your customers problems’? –KGAnd why is ‘problem solver’ in quotes? -KG
If you don’t, you’ll lose trust. It’s an interaction that people will definitely remember.
Automate some of thisCreate welcome emails
Responding to a positive action with another positive actionOffering time to increase leads Empowering employees will enable them to be reciprocial
PEOPLE WILL TRUST THAT YOU WILL:Solve their problemsBe there to answer their questionsBuild and maintain a good productMost importantly people will trust you and your business.
And trust is critical to creating an inbound experience
Relationships that people will remember and share.