engage! creating powerful human connections with email - emsa australia keynote
TRANSCRIPT
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…
Stay longer
Buy More
Expand Internally
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?
Stay longer
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Expand Internally
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
Stay longer
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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�[email protected]
Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com
And contact me via [email protected]
@LincolnMurphy
Engage! Creating Powerful Human Connections with Email