Building Better Customer Experiences – Best of Whiteboard Friday

Are you aware of your buyer’s expertise after they develop into a lead? It’s simple to fall in the identical outdated rut of newsletters, invoices, and gross sales emails, however for a really distinctive buyer expertise that improves their retention and love to your model, you might want to go above and past. In this in style episode of Whiteboard Friday, the ever-insightful Dana DiTomaso shares three large issues you can begin doing in the present day that can immensely higher your buyer expertise and make incomes these leads worthwhile.

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Video Transcription

Hi, Moz followers. My title is Dana DiTomaso. I am the President and associate of Kick Point, and in the present day I’ll discuss to you about constructing higher buyer experiences. I do know that in advertising and marketing quite a bit of our jobs revolve round getting leads and extra leads and why cannot we’ve all of the leads.

The typical buyer expertise:

But in actuality, the opposite half of our job needs to be ensuring that these leads are taken care of once they develop into clients. This is particularly essential if you do not have, say, a buyer care division. If you do have a buyer care division, actually you ought to be interlocking with what they do, as a result of sometimes what occurs, if you’re working with a buyer, is that after the sale, they often get surveys.

– Surveys

“How did we do? Please rate us on a scale of 1 to 10,” which is a gigantic scale and type of ineffective. You’re a four, otherwise you’re an eight, otherwise you’re a 6. Like what really differentiates that, and the way are individuals selecting that?

– Invoices

Then invoices, like clearly essential as a result of you need to invoice individuals, significantly if in case you have an enormous, costly product otherwise you’re a SaaS enterprise. But these invoices are typically sort of impersonal, bizarre, and perhaps not nice.

– Newsletters

Maybe you’ve got a publication. That’s superior. But is the publication targeted on gross sales? One of the issues that we see quite a bit is, for instance, if any individual clicks a hyperlink within the publication to get to your web site, perhaps you have written a weblog publish, after which they see a fantastic large popup to join our product. Well, you are already a buyer, so that you should not be seeing that popup anymore.

What we have seen on different websites, like Help Scout really does a fantastic job of this, is that they’ve a parameter of publication on the finish of any URLs they put of their publication, after which the popups are suppressed since you’re already within the publication so that you should not see a popup encouraging you to enroll or be a part of the publication, which is sort of a crappy expertise.

– Sales emails

Then the very last thing are gross sales emails. This is my private favourite, and this could actually be prevented in case you go under consideration-based mostly advertising and marketing automation as a substitute of private-based mostly advertising and marketing automation.

We had a scenario the place I used to be a buyer of the internet hosting firm. It was in my title that we have signed up for all of our purchasers, after which one of our builders created a brand new account as a result of she wanted to entry one thing. Then instantly the gross sales emails began, not realizing we’re on the identical area. We’re already a buyer. They in all probability should not have been doing the onerous sale on her. We’ve had this occur time and again.

So simply actually just remember to’re not sending your clients or individuals who work on the identical firm as your clients gross sales emails. That’s a very cruddy buyer expertise. It makes it seem like you do not know what is going on on. It actually can destroy belief.

Tips for an improved buyer expertise

So as a substitute, listed below are some additional issues that you are able to do. I imply repair some of these items if perhaps they don’t seem to be working effectively. But listed below are another issues you are able to do to actually make sure that your clients know that you simply love them and you prefer to them to maintain paying you cash eternally.

1. Follow them on social media

So the very first thing is following them on social. So what I actually love to do is use a device reminiscent of FullContact. You can take everybody’s e-mail addresses, run them by way of FullContact, and it’ll come again to you and say, “Here are the social accounts that this person has.” Then you go on Twitter and also you comply with all of these individuals for instance. Or in case you do not wish to comply with them, you can also make an inventory, a hidden record with all of their social accounts in there.

Then you’ll be able to see what they share. A device like Nuzzel, N-U-Z-Z for Americans, zed zed for Canadians, N-U-Z-Z-E-L is a good device the place you’ll be able to say, “Tell me all the things that the people I follow on social or the things that this particular list of people on social what they share and what they’re engaged in.” Then you’ll be able to see what your clients are actually inquisitive about, which can provide you a superb sense of what sorts issues ought to we be speaking about.

An organization that does this very well is InImaginative and prescient, which is the app that lets you share prototypes with purchasers, significantly design prototypes. So they’ve a weblog, and quite a bit of that weblog content material is extremely helpful. They’re clearly taking note of their clients and the sorts of issues they’re sharing based mostly on how they construct their weblog content material. So then discover out in case you might help and actually take into consideration how I might help these clients by way of the issues that they share, by way of the questions that they are asking.

Then make sure that to observe unbranded mentions too. It’s not significantly onerous to watch a selected record of individuals and see in the event that they tweet issues like, “I really hate my (insert what you are)right now,” for instance. Then you’ll be able to head that off on the go perhaps as a result of that this was this buyer. “Oh, they just had a bad experience. Let’s see what we can do to fix it,”with out being like, “Hey, we were watching your every move on Twitter.Here’s something we can do to fix it.”

Maybe not fairly that creepy, however the concept is attempting to comply with these individuals and look ahead to these unbranded mentions so you’ll be able to head off a possible offended buyer or a buyer who’s about to depart off on the go. Way cheaper to maintain an present buyer than get a brand new one.

2. Post-sale monitoring

So the following factor is publish-sale monitoring. So what I would really like you to do is create a pretend buyer. If you’ve got heaps of gross sales personas, create a pretend buyer that’s every of these personas, after which that buyer ought to get all of the emails, invoices, all the pieces else that a common buyer that matches that persona group ought to get.

Then check out these accounts. Are you superior, or are you tremendous annoying? Do you hear nothing for a yr, aside from invoices, after which, “Hey, do you want to renew?” How is that dialog going between you and that buyer? So actually attempt to concentrate to that. It is determined by your group if you wish to inform people who that is what’s occurring, however you actually wish to be sure that that buyer is not receiving preferential therapy.

So you wish to be sure that it is sort of not apparent to people who that is the pretend buyer so that they’re like, “Oh, well, we’re going to be extra nice to the fake customer.” They needs to be getting precisely the identical stuff that any of your different clients get. This is extraordinarily helpful for you.

three. Better content material

Then the third factor is healthier content material. I feel, usually, any group ought to reward content material otherwise than we do at the moment.

Right now, we’ve an enormous deal with new content material, new content material, new content material on a regular basis, when in actuality, some of your greatest-performing posts could be outdated content material and perhaps you must return and replace them. So what we like to inform individuals about is the Microsoft mannequin of rewarding. They’ve used this to reward their staff, and half of it is not simply new stuff. It’s outdated stuff too. So the best way that it really works is 33% is what they personally have produced.

So this might be new content material, for instance. Then 33% is what they’ve shared. So take into consideration for instance on Slack if any individual shares one thing actually helpful, that is nice. They can be rewarded for that. But take into consideration, for instance, what you’ll be able to share along with your clients and the way that may be rewarding, even in case you did not write it, or you’ll be able to create a roundup, or you’ll be able to put it in your publication.

Like what are you able to do to carry worth to these clients? Then the final 33% is what they shared that others produced. So is there a means you can amplify different voices in your group and be sure that that content material is getting on the market? Certainly in advertising and marketing, and particularly in case you’re in a big group, perhaps you are actually siloed, perhaps you are an web optimization and you do not even discuss to the paid individuals, there’s cool stuff occurring throughout your entire group.

Quite a bit of what you’ll be able to carry is taking that stuff that others have produced, perhaps you might want to flip it into one thing that’s simple to share on social media, or you might want to flip it right into a weblog publish or a video, like Whiteboard Friday, no matter goes to be just right for you, and take into consideration how one can amplify that and get it out to your clients, as a result of it is not simply advertising and marketing messages that clients needs to be seeing.

They needs to be seeing every kind of messages throughout your group, as a result of when a buyer provides you cash, it is not simply because your advertising and marketing message was nice. It’s as a result of they imagine within the factor that you’re giving them. So by reinforcing that perception by way of the kinds of content material that you simply create, that you simply share, that you simply discover that different individuals share, that you simply shared out to your clients, quite a bit of sharing, you’ll be able to definitely enhance that relationship along with your clients and actually flip simply your common, run-of-the-mill buyer into an precise raving fan, as a result of not solely will they keep longer, it is a lot cheaper to maintain an present buyer than get a brand new one, however they will refer individuals to you, which can be quite a bit simpler than shopping for quite a bit of advertisements or spending a ton of cash and energy on web optimization.


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