engage! creating powerful human connections with email - emsa australia keynote

Engage! Creating Powerful Human Connections with Email

Hello, my name is Lincoln Murphy I’m excited to be presenting to

@LincolnMurphy

Nobody wants MORE email!

But they do want SOMETHING…

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Advocate Externally @lincolnmurphy

The Power has Shifted

Customers have�ALL the�power!

“We have to PROVE our value

everyday!”

This FREAKS Vendors Out

Take the Power BACK!

But what if it’s �NOT about�taking the�

power BACK?

We’re all in this TOGETHER!

@lincolnmurphy

We need to look at POWER

differently

But what if it’s �NOT about�taking the�

power BACK?

“POWERis the capacity

to alter the state of others”

We EXIST to alter the state of our customers

Power is not�ours to�

TAKE back

Power is GIVENto us

Power requires them to �

TRUST us

Initial Power Transfer Requires�INITIAL TRUST

Ongoing Power Transfer Requires�

ONGOING TRUST

TwoACCELERATORS

of trust

Positive Authenticity

MeaningfulPersonalization

Newton’s 3rd Law

Make your CUSTOMERS

powerful!

They’ll make YOU�

powerful!

But how will they make YOU

powerful?

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Advocate Externally @lincolnmurphy

How do you make your customers POWERFUL?

By making them SUCCESSFUL

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

As customers SUCCEED and

EVOLVE…

…their relationship�with us should �

EVOLVE and GROW

EXPANSION comes from the Customer’s

SUCCESS

Customer SUCCESS-

driven Growth

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Advocate Externally @lincolnmurphy

Grow BECAUSE of your effort, not IN SPITE of it

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Interactions Start�

EARLY

“The seeds !of churn are !planted early” !– Lincoln Murphy!@lincolnmurphy!

Avoid�BAD FIT

Customers

Acquire customers with

Success POTENTIAL

Technical Fit

FunctionalFit

CompetenceFit

ExperienceFit

CulturalFit

@lincolnmurphy

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

RequiredOutcome

AppropriateExperience

Desired Outcome

What your customer needs to achieve

How they need to achieve it@lincolnmurphy

CustomerCharacteris9cs

Method

Customer(segment)

Desired Outcome

@lincolnmurphy

RequiredOutcome

AppropriateExperience

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Needstowork,no9metoeat

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Assignedsea9ng,WiFi,Foodservice,legroom

BusinessTraveler

Savemoney,enjoy

des9na9on

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Cheapfares,snacks&drinks

FamilyGoingonVaca9on

Nobody wants MORE email!

But everybody has a �Desired Outcome

Use email to move them toward their

Desired Outcome

Cut through�the NOISE

“Enter the conversation already taking place in your customer’s mind.” – Robert Collier

“Enter the conversation already taking place in your customer’s mind.” – Robert Collier c. 1937

Their Desired Outcome

The topic of the conversation in their mind

Their Desired Outcome

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Customer. SUCCESS.

When your CUSTOMERS

Succeed...

YOU Succeed!

Thank You!@lincolnmurphy�lincoln@lincolnmurphy.com

Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com

And contact me via lincoln@lincolnmurphy.com

@LincolnMurphy

Engage! Creating Powerful Human Connections with Email