Success in business is measured in many ways - but it's the businesses who go above and beyond to delight their customers that really stand out. To be delightful we have to know what's important to our customers - and that's where we have to gain context. In this session, we'll look at companies who are setting the standard, what you can do to delight your customers, and how to create a lasting culture of delight.

1. #INBOUND14
BE REMARKABLE BY DELIGHTING YOUR CUSTOMERS WITH CONTEXT
(AND WHERE TO FIND IT!)
Loree McDonald
Channel Consultant, HubSpot

2. 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

3. 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

4. #INBOUND14
#INBOUND14
@loreemcdonald

5. #INBOUND14
1
WHAT’S THE DEAL WITH CUSTOMER DELIGHT ANYWAY?

6. #INBOUND14
What the heckis “customer delight”?

7. #INBOUND14
Customer Delight
Customer delight is surprising a customer by exceeding his/her expectations and thus creating a positive emotional reaction. This emotional reaction leads to wordofmouth.
“Customer Delight” Wikipedia (our savior in the digital world)

8. #INBOUND14

9. #INBOUND14
Customer Delight
Customer delight is
Inbound Marketers, INBOUND14

10. #INBOUND14
Customer Satisfaction
Expectations are met
Expectations are exceeded
Customer Delight

11. #INBOUND14
Being Human

12. #INBOUND14

13. #INBOUND14
Listening to your customer’s needs

14. #INBOUND14
Designing with the customer in mind

15. #INBOUND14
Being memorable

16. #INBOUND14

17. #INBOUND14
Customer Delight
Customer delight is
Inbound Marketers, INBOUND14
about creating an individual experience for every customer to enhance their relationship with your brand.

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

19. #INBOUND14
So what’s thebuzz all about?

20. #INBOUND14
Is there ROI associated with customer delight?

21. #INBOUND14
6-7 times
It costs
–Bain & Company
more to acquire a new customer than retain an existing one
55%
–Defaqtoresearch
Of customers would pay extra to guarantee a better service
70%
–McKinsey
of buying experiences are based on how the customer feels they are being treated

22. #INBOUND14
Do “promoters” really tell others about their experience?

23. #INBOUND14
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

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

25. #INBOUND14
2
WHAT IT MEANS TO DELIGHT YOUR CUSTOMERS

26. #INBOUND14
Customer Delight
Customer delight is about creating an individual experience for every customer to enhance their relationship with your brand.
Inbound Marketers, INBOUND14

27. #INBOUND14
Prioritizing customer happiness

28. #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

29. #INBOUND14
Solving for the customer

30. #INBOUND14
Know your customers

31. #INBOUND14
Speak their language

32. #INBOUND14
Delighting from within

33. #INBOUND14

34. #INBOUND14
“Customers will never love a company until the employees love it first.”
-Simon Sinek

35. #INBOUND14
Inspire from the top

36. #INBOUND14

37. #INBOUND14
Create lasting relationships

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

39. #INBOUND14
3
BE REMARKABLE BY DELIGHTING WITH CONTEXT

40. #INBOUND14
Delight through relevant channels

41. #INBOUND14
Keep up with customers’ success

42. #INBOUND14
Be at trusted advisor

43. #INBOUND14
Produce content that delights

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

45. #INBOUND14
4
EMPOWERING YOUR TEAM TO DELIGHT

46. #INBOUND14
Create a culture of delight

47. #INBOUND14
Explain the “whys” to your team

48. #INBOUND14
Report on customer happiness

49. #INBOUND14

50. #INBOUND14
Turn employees into promoters

51. #INBOUND14
Listen to your employees feedback

52. #INBOUND14
“So –what? I have to rethink my whole company’s goals?”

53. #INBOUND14
Create a culture that your employees
you
are proud to be a part of
are proud to be a part of

54. #INBOUND14
“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsiveto change.”
-Charles Darwin

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

56. #INBOUND14
Key Takeaways

57. #INBOUND14
THANK YOU!
@loreemcdonald