amanda iglesias & brian mcmullin - inbound service
TRANSCRIPT
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Inbound Service How Inbound can transform your Customer Experience
Amanda Iglesias Program Manager, HubSpot
Brian McMullin Product Director, HubSpot
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Hi. I’m Amy Schumer.
Amanda
@amandalucia
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And, I’m Aziz Ansari.
Brian
@brianmcmullin
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How Inbound can transform your Customer Experience
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How Inbound can transform your Customer Experience
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The marketing playbook is broken. The way people shop and buy has changed. Brian Halligan, HubSpot
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Inbound|ˈinˌbound|
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Inbound|ˈinˌbound|
ADJECTIVE
The best way to turn strangers into customers and promoters of your business.
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ADJECTIVE
The best way to turn strangers into customers and promoters of your business.
Inbound|ˈinˌbound|
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S.S. INBOUND
Customer Service
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The marketing playbook is broken. The way people shop and buy has changed. Brian Halligan, HubSpot
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The game in business is not how many customers you can get. It’s how many you can keep. Gary Vanyerchuck, VanyerMedia
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It is 6-7x more expensive to acquire a new customer than it is to keep one. White House Office of Consumer Affairs
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Ignoring customers leaves traffic, leads, and money
on the table.
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Customer service shouldn’t just be A department, it should be the entire company. Tony Hsieh, Zappos
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Marketing | Sales | Services
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In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last. John Romero, Co-founder of iD Software
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Marketing | Sales | Services
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Anytime you’re tempted to upsell someone else, stop what you’re doing and upserve instead. Daniel Pink, To Sell is Human
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Marketing | Sales | Services
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You need to give your customers fewer reasons to be disloyal, and the best way to make that happen is to reduce customer effort. Matthew Dixon, Nick Toman & Rick Delisi, The Effortless Experience
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Your customers aren’t just part of your job. Your customers are the reason you have a job! Tony Alessandra, How to Read a Person like a Book
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Serving customers is everyone’s job.
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Define your marketing goals. Know your target market.
Create remarkable marketing content. Measure and iterate.
Inbound Marketing
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Inbound Marketing
Define your marketing goals. Know your target market.
Create remarkable marketing content. Measure and iterate.
customer goals. your customers. post-sale content.
Services
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Define your customer goals.
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Let’s build a SOUL CRUSHING and
MISERABLE Customer Experience!
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Marketing Experience
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Sales Experience
Marketing Experience
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Sales Experience
Marketing Experience
Product & Service
Experience
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Sales Experience
Marketing Experience
Product & Service
Experience
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Deepen your funnel. 1
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Visitors
SQL’s
Leads
Customer
The Marketing funnel
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Visitors
SQL’s
Leads
Customer
The Marketing funnel
The Sales process
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1st time Customer
Visitors
SQL’s
Leads The Marketing funnel
The Sales process
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1st time Customer
Visitors
SQL’s
Leads
Renewed Customer
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Lifetime Customer
Visitors
Renewed Customer
SQL’s
Leads
1st time Customer
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Sales Experience
Marketing Experience
Product & Service
Experience
1. Are you setting customers up for success? (Onboarding)
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Sales Experience
Marketing Experience
Product & Service
Experience
1. Onboarding
(
2. How do you handle road bumps? (Customer Support)
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Soul-crushing & miserable
Pure “Delight”
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Soul-crushing & miserable
Pure “Delight”
1. Treat people like humans.
2. Deliver service that is fast,
accurate and complete.
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2 Set your customer goal.
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Lifetime Customer
Visitors
Renewed Customer
SQL’s
Leads
1st time Customer
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Visitors
Renewed Customer
SQL’s
Leads
1st time Customer
Lifetime Customer
Evangelists help marketing fill the top of the funnel.
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Visitors
Renewed Customer
SQL’s
Leads
1st time Customer
Lifetime Customer
Retention helps marketers here.
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Visitors
Renewed Customer
SQL’s
Leads
1st time Customer
Lifetime Customer
Upgrades help sales here.
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Define your customer goals. Know your customers.
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Create your Customer Segments 1
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So, we have this retention goal.
(Using the product) (R
elyi
ng o
n ou
r ser
vice
s te
ams)
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Don’t use Use a Little Use a Lot
Didn’t ask for help
Asked for a little help
Asked for a lot of help
(Using the product) (R
elyi
ng o
n ou
r ser
vice
s te
ams)
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Don’t use Use a Little Use a Lot
Didn’t ask for help
Asked for a little help
Asked for a lot of help
(Using the product) (R
elyi
ng o
n ou
r ser
vice
s te
ams)
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Don’t use Use a Little Use a Lot
Didn’t ask for help
Asked for a little help
Asked for a lot of help
How are each of these segments performing against
your goals?
(Using the product) (R
elyi
ng o
n ou
r ser
vice
s te
ams)
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2 Create a framework for talking to these customers
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I think not talking to your customers was always a pretty pathological thing to do. Des Traynor, CSO of Intercom
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Don’t use Use a Little Use a Lot (Relationship to our Products)
Didn’t ask for help
Asked for a little help
Asked for a lot of help (R
elat
ions
hip
to S
ervi
ces)
These are our Power users.
We want to know how they got here.
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Don’t use Use a Little Use a Lot (Relationship to our Products)
Didn’t ask for help
Asked for a little help
Asked for a lot of help (R
elat
ions
hip
to S
ervi
ces)
These customers could slip away. How can we get ahead of it?
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Don’t use Use a Little Use a Lot (Relationship to our Products)
Didn’t ask for help
Asked for a little help
Asked for a lot of help (R
elat
ions
hip
to S
ervi
ces)
These customers are struggling: What’s got them stuck?
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Don’t use Use a Little Use a Lot (Relationship to our Products)
Didn’t ask for help
Asked for a little help
Asked for a lot of help (R
elat
ions
hip
to S
ervi
ces)
These customers are disengaged. What can we do here?
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Define your customer goals. Know your customers.
Create remarkable post-sale content.
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1 Map out your Customer Experience
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The Buyer’s Journey
Prospect is experiencing and expressing symptoms of a problem or opportunity.
Prospect has now clearly defined and given a name to their problem or opportunity.
Prospect has now decided on their solution strategy, method, or approach.
Decision Stage
Consideration Stage
Awareness Stage
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People don’t want to be badass at using your tool. They want to be badass at what using your tool enables them to do. Kathy Sierra, Badass: Making Users Awesome
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Badass Marketers
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Badass Marketers Badass
Results
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Badass Marketers Badass
Results Badass
Execution
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Badass Marketers Badass
Results Badass
Execution Badass Strategy
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Badass Marketers Badass
Results Badass
Execution Badass Strategy
Badass Goals
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Badass Marketers Badass
Results Badass
Execution Badass Strategy
Badass Goals
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2 Empower your teams to create great content
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You are not alone. I am here with you. Michael Joseph Jackson, Philosopher, Singer/Songwriter, Entertainer, Exceptional Dancer
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The “meat” of this content already exists.
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The “polish” is where you can help.
1. Template & Format
2. Voice & Tone
3. Copy Editing
Style Guide
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Badass Marketers Badass
Results Badass
Execution Badass Strategy
Badass Goals
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Define your customer goals. Know your customers.
Create remarkable post-sale content. Measure and iterate.
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1 Obsess over your metrics
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Visitors
Renewed Customer
SQL’s
Leads
1st time Customer
Lifetime Customer
Remember those goals we created?
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Visitors
Renewed Customer
SQL’s
Leads
1st time Customer
Lifetime Customer
1,000 100
50 5 4 2
80%
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Visitors
Renewed Customer
SQL’s
Leads
1st time Customer
Lifetime Customer
1,000 100
50 5 4 2 50%
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2 Fail better
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Define your customer goals. Know your customers.
Create remarkable post-sale content. Measure and iterate.
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Ignoring customers leaves traffic, lead and money on
the table.
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Serving customers is everyone’s job.
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Thank you!
xoxo, @amandalucia & @brianmcmullin