Hampton Roads HUG Meetup Slides - Inbound Marketing: Pillars of Delight - Oct 12, 2016
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Transcript of Hampton Roads HUG Meetup Slides - Inbound Marketing: Pillars of Delight - Oct 12, 2016
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October 13, 2016
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Douglas Burdett
Leader of Hampton Roads HubSpot User Group Host of The Marketing Book Podcast
@MarketingBook
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Agenda • Introductions • What the heck is HubSpot? • How buyers have changed • The inbound methodology • The pillars of delight
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Over 150 HUGs Worldwide
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Let’s step back and look at the marketing universe
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The challenge of marketing has gone from space è attention
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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)
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But two things have broken our marketing megaphone
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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
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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
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Your prospects are in a castle with a drawbridge up. They’re not going to let you in unless they are interested.
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THE PILLARS OF DELIGHT
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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
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The customer's experience is formed by every interaction.
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1 Innovation
2 Communication
3 Education
THE THREE PILLARS OF DELIGHT
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INNOVATION
Change is better than the status quo. Innovate to serve people with the right products.
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COMMUNICATION
Personal is better than impersonal. Communicate to help people.
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EDUCATION
Empowering is better than ignoring. Educate people to grow their knowledge.
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Building trust is core to
customer delight.
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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
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Solve problems
Be yourself
THE CUSTOMER DELIGHT CHECKLIST
Provide recommendations
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Team members should be problem solvers.
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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
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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
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Your hiring methodology is critical to delighting your customers.
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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.
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CREATE A HIRING METHODOLOGY THAT TESTS:
• Skills
• Culture fit
• Beliefs
• Experience • Ideas
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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
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“Customer service shouldn’t just be a department, it should be the entire company.”
- Tony Hsieh, CEO of Zappos
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Every small interaction makes a difference, because they create the larger experience.
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Always solve for the customer.
Education should reinforce the fact that team members should
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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
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Let the personalities of your team members shine through. You hired them correctly, so set them free.
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Develop principles that your team members live by. Principles create autonomy and empower people to make decisions on their own.
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Your team members are the face of your business.
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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
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Silence is your friend. Follow the 80/20 rule.
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Listen, acknowledge, and empathize.
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Measure and track all interactions.
This will help you improve the customer experience.
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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
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Go exploring with customers. Ask questions to learn more about their problem or goal.
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• Why • How • What
• Where • When • Who
START QUESTIONS WITH THE FOLLOWING WORDS
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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
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Your priority should be to serve people. Serve your website visitors, leads, customers, promoters – and most importantly, your team members.
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The businesses who are the best educators will be the most successful.
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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
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WISTIA
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HOME DEPOT
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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
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Resolve all of their problems.
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Be on time. Set the right time expectations and don’t take longer than you promised.
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It's not what you say, but how you make them feel that creates a lasting relationship.
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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.”
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Keep inTouch!
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THURSDAY, JANUARY 12, 20176PM, ODU WEBB CENTER
TOPIC: “ATTRACTING MORE OF THERIGHT TRAFFIC TO YOUR SITE"
NEXT MEETUP
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