building emotional connections (how to beat your competitors forever and ever)

Evan HamiltonHead of Community, UserVoice

Wednesday, August 21, 13

How to Beat Your Competitors Forever

and Ever

Success=

1) Fantastic product

Success=

1) Fantastic product2) Fantastic support

Success=

1) Fantastic product2) Fantastic support3) Emotional connection

Success=

1) Fantastic product2) Fantastic support3) Emotional connection

+ luck

BS?•Users generate your money, so let’s agree you need to keep them (happy).

•#1 cause of social media crises is unhappy customers - Altimeter

•Foursquare, SEOmoz, Zappos

BS?•This study from UserVoice:

1) Fantastic Product

What you’re already doing + community

Data lies

People are wrong

Data + Stories

Feedback Process

Feedback Process1) Review ideas

Feedback Process1) Review ideas2) Discuss ideas

3) ACT2) Discuss ideas

4) Respond3) ACT2) Discuss ideas

2) Fantastic Support

2) Fantastic SupportNot really that hard!

•Make support a priority

•Make support a priority•Use great tools (cough cough)

•Hire empathetic support staff•Use great tools (cough cough)

•Hire empathetic support staff•Take care of them

•Use great tools (cough cough)

•Respond quickly

•Empower support to solve & delight, not triage & silence

•Respond quickly

•Empower support to solve & delight, not triage & silence

•Don’t hide your contact info!

2) Fantastic SupportResource-intensive? Yes, but not as much as you think.

40%+ support tickets answered here

Fix It Twice.

3) Emotional Connection

In short: be MORE than a product.

Be the local, helpful hardware store owner, not Home Depot.

Best Practices

Transparency

Personal Emotional Connection (PEC)

•“Hi, Dave,” not “Hello,”

•“How are you?” ...then pay attention to the response!

•Mention kids? Send ‘em a toy.

•“How are you?” ...then pay attention to the response!

Create a Cause

People don’t rally around losing their money...they rally

around a CAUSE.

Create a CauseSEO as a serious profession

Create a CauseConquering BYOD

Create a CauseWeb Standards & Open Source

Create a CauseCelebrating & Furthering Exceptional

Support

3. ??? 4. Profit

How?•Find a burgeoning cause that lacks leadership

•Provide REAL value

•Connect people to each OTHER

•Put THEM first

In Conclusion

In Conclusion•Data+Stories = Great Product

•Put customers first

•Be transparent

•Build PEC

•Be transparent

•Build PEC

•Champion a cause

•Be transparent

•Build PEC

•Champion a cause

•Give a #%*&

Thank you.

@evanhamiltonwww.evanhamilton.comWednesday, August 21, 13

building emotional connections (how to beat your competitors forever and ever)

fantastic support

empathetic support sta

fantastic product

great tools cough cough

review ideas

feedback process

data stories

unhappy customers altimeter

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