October 13, 2016

Douglas Burdett

Leader of Hampton Roads HubSpot User Group Host of The Marketing Book Podcast

@MarketingBook

Agenda •  Introductions •  What the heck is HubSpot? •  How buyers have changed •  The inbound methodology •  The pillars of delight

Over 150 HUGs Worldwide

Let’s step back and look at the marketing universe

The challenge of marketing has gone from space è attention

Marketing – traditionally space constrained

•  You could buy attention (advertising) •  You could beg for attention from the media

(PR) •  You could bug people one at a time to get

attention (sales)

But two things have broken our marketing megaphone

1) Marketing Interruption Avoidance Technology •  TV remote controls •  Do not call lists •  Caller ID •  CAN-SPAM Act (2003) •  Ad Blocking Software •  RSS readers

•  MP3 players •  DVRs •  Satellite Radio •  Streaming music •  Streaming video •  Podcasts

2) The Internet •  Every company is a media company •  You can build your own audience •  Buyers can do their own research and

delay contacting the seller

Your prospects are in a castle with a drawbridge up. They’re not going to let you in unless they are interested.

THE PILLARS OF DELIGHT

65% of consumers surveyed said they’ve cut ties with a brand over a single poor customer service experience.

SOURCE: 2014 Parature State of Multichannel Customer Service Survey

The customer's experience is formed by every interaction.

1  Innovation

2  Communication

3  Education

THE THREE PILLARS OF DELIGHT

INNOVATION

Change is better than the status quo. Innovate to serve people with the right products.

COMMUNICATION

Personal is better than impersonal. Communicate to help people.

EDUCATION

Empowering is better than ignoring. Educate people to grow their knowledge.

Building trust is core to

customer delight.

82% of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly.

SOURCE: Live Person

Solve problems

Be yourself

THE CUSTOMER DELIGHT CHECKLIST

Provide recommendations

Team members should be problem solvers.

1  Delighting team members

2  Educating team members

3  Empowering team members

4  Listening

5  Asking

6  Serving

7  Following up

THE SEVEN CUSTOMER DELIGHT GUIDELINES

1  Delighting team members

2  Educating team members

3  Empowering team members

4  Listening

5  Asking

6  Serving

7  Following up

THE SEVEN CUSTOMER DELIGHT GUIDELINES

Your hiring methodology is critical to delighting your customers.

Test for Culture Fit Create a set of culture-specific interview questions, have the interviewee meet with multiple people, and create pre-hire culture immersion experiences.

CREATE A HIRING METHODOLOGY THAT TESTS:

•  Skills

•  Culture fit

•  Beliefs

•  Experience •  Ideas

1  Delighting team members

2  Educating team members

3  Empowering team members

4  Listening

5  Asking

6  Serving

7  Following up

THE SEVEN CUSTOMER DELIGHT GUIDELINES

“Customer service shouldn’t just be a department, it should be the entire company.”

- Tony Hsieh, CEO of Zappos

Every small interaction makes a difference, because they create the larger experience.

Always solve for the customer.

Education should reinforce the fact that team members should

1  Delighting team members

2  Educating team members

3  Empowering team members

4  Listening

5  Asking

6  Serving

7  Following up

THE SEVEN CUSTOMER DELIGHT GUIDELINES

Let the personalities of your team members shine through. You hired them correctly, so set them free.

Develop principles that your team members live by. Principles create autonomy and empower people to make decisions on their own.

Your team members are the face of your business.

1  Delighting team members

2  Educating team members

3  Empowering team members

4  Listening

5  Asking

6  Serving

7  Following up

THE SEVEN CUSTOMER DELIGHT GUIDELINES

Silence is your friend. Follow the 80/20 rule.

Listen, acknowledge, and empathize.

Measure and track all interactions.

This will help you improve the customer experience.

1  Delighting team members

2  Educating team members

3  Empowering team members

4  Listening

5  Asking

6  Serving

7  Following up

THE SEVEN CUSTOMER DELIGHT GUIDELINES

Go exploring with customers. Ask questions to learn more about their problem or goal.

•  Why •  How •  What

•  Where •  When •  Who

START QUESTIONS WITH THE FOLLOWING WORDS

1  Delighting team members

2  Educating team members

3  Empowering team members

4  Listening

5  Asking

6  Serving

7  Following up

THE SEVEN CUSTOMER DELIGHT GUIDELINES

Your priority should be to serve people. Serve your website visitors, leads, customers, promoters – and most importantly, your team members.

The businesses who are the best educators will be the most successful.

Serve, delight, and educate with content. Companies who excel at educational content: •  Apple: In-person and online

•  Home Depot: In-person and online

•  Whole Foods: In-person and online

•  Williams-Sonoma: Online

•  Wistia: Online

WISTIA  

HOME DEPOT  

1  Delighting team members

2  Educating team members

3  Empowering team members

4  Listening

5  Asking

6  Serving

7  Following up

THE SEVEN CUSTOMER DELIGHT GUIDELINES

Resolve all of their problems.

Be on time. Set the right time expectations and don’t take longer than you promised.

It's not what you say, but how you make them feel that creates a lasting relationship.

In the words of Maya Angelou: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Keep inTouch!

THURSDAY, JANUARY 12, 20176PM, ODU WEBB CENTER

TOPIC: “ATTRACTING MORE OF THERIGHT TRAFFIC TO YOUR SITE"

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