Great webinar by Mark Kilens (@markkilens) leader of HubSpot Academy.
It's everyone's job to delight customers.
Loyal customers are worth at least 10 times more their first purchase. In the case of Chipotle, I'm worth 10,000 times.
Forty-eight percent of customers who had a negative experience will tell 10, or more people about it.
Customer perception of your company is based on EVERY interaction with your company.
EVERY phone call.
EVERY social media exposure.
Everything must be consistent. Consistency builds trust. Trust builds loyalty.
You can't provide awesome service if you don't know who your customers are, what they want or what they value.
Every customer is different. Don't assume you know what they want.
Most customers are not loyal to businesses, they're loyal to what businesses stand for. Chipotle stands for food with integrity.
Consumers value quality, price, value and results.
A loyal customer will forego a cheaper product or service to do business with you because they have developed an emotional connection with your brand.
There are three pillars of customer delight:
- Product -- must be as good or better than anything else currently available.
- Communication -- personal, open, honest, transparent and consistent at all times.
- Education -- customers want to know about your products, your service, your people, your mission and your values. Let them "see behind the curtain" and involve them in improving your products, services and customer experience.
- Delight employees -- customers will never love a company until the employees love it first, loyal employees = loyal customers.
- Educate employees -- make sure employees know that the customer is always the top priority and to under promise and over deliver.
- Empower employees -- let them be themselves, they are the face of your organization.
- Listen to your customer -- let them tell you what they're trying to accomplish and then repeat it back to them to ensure you're on the same page.
- Ask follow-up questions -- who, what then, why, where and how to fully understand their needs, wants and goals.
- Help customers -- educate, businesses that are the best educators will be the most successful; provide solutions.
- Follow-up with customers -- ensure all of their problems have been resolved, be easy to do business with, do what you say you'll do when you say you'll do it. Follow-up a couple of days after the interaction to ensure the customer doesn't have any additional questions -- they'll be amazed.
- Take action -- measure and track everything and encourage your customers to do the same, use Net Promoter Score to determine the success of your efforts.