THE PILLARS OF DELIGHT

Mark Kilens@MarkKilens

Leader of HubSpot Academy

AGENDA1 The pillars of delight2 The customer delight checklist3 Creating content that fosters delight

THE PILLARS OF DELIGHT1

Seated at the best table

1 Innovation 2 Communication3 Education

THE THREE PILLARS OF DELIGHT

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

COMMUNICATIONPersonal is better than impersonal.Communicate to help people.

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

“It’s everyone’s job to delight customers.”@MarkKilens

of 1,000 consumers surveyed said they’ve cut ties with a brand over a single poor customer service experience.

65%2014 Parature State of Multichannel Customer Service Survey

CUSTOMER DELIGHT IS A COMPETITIVE ADVANTAGE.

of companies surveyed said they currently provide a ‘very integrated’ customer experience.

8%Econsultancy/CACI Integrated Customer Experience Report.

of companies say they are just now developing a strategy for delivering an integrated customer experience.

58%Econsultancy/CACI Integrated Customer Experience Report.

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

- Tony Hsieh, CEO of Zappos

THE CUSTOMER DELIGHT CHECKLIST2

Building trust is core to customer

delight.

Trust is what will create lasting relationships with people.

How you serve people to build trust:

• Answer their questions

• Solve their problems

• Help them reach their goals

Customer delight is not just a post-sale activity.It should be a priority both pre- and post-sale.Trust can be built at every interaction.

You can’t provide awesome service and build trust if you don’t know who your customers are.

Semi-fictional representations of your ideal customers based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.

Buyer Personas are:

Everyone at your business should be able to identify a customer by their persona.

USE A PERSONA TOOL

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

82%(Live Person)

Solve the problems

Be enthusiastic & fun

THE CUSTOMER DELIGHT CHECKLIST

Provide recommendations

Listen: Silence is your friend

Acknowledge: Display genuine empathy

LAER

Explore: Ask questions

Resolve: Solve the problem and provide a recommendation

3

1

2

4

Employees should be problem solvers.

Solve the right problems for

the right personas.

Make sure you always resolveall their problems.Be a true “problem solver.”

The customer's experience …

…is formed by every interaction.

Every small interaction makes a difference.

Use the checklist to exceed people’s expectations.It will help you build trust and create promoters.

Delight your team members and they will delight your

customers.Happy team members create magic moments.

Develop team principles that your team members live by.

Principles create autonomy and empower people to make decisions on their own.

• Execute with excellence• Educate with passion• Create a consistent learning experience• Seek out company-wide collaboration• Provide outstanding customer service• Always be learning• Never settle*Stay weird

HUBSPOT ACADEMY PRINCIPLES

Interactions that leave a lasting impression on a person

MAGIC MOMENTS

WISTIA’S GOPRO STORY1. Company does #goproweek, talking about all of the awesome

things about GoPro cameras.

2. Customer tweets saying he loves #goproweek and wishes he had one.

3. Wistia buys him a GoPro. Yep.

4. Wistia makes this video with the GoPro they send him: https://crlvideo.wistia.com/medias/f5cepoumib

The result: Wistia created a customer evangelist.

https://crlvideo.wistia.com/medias/f5cepoumib

CREATING CONTENT THAT FOSTERS DELIGHT

3

Always be teaching, from the first interaction to the last.

“The businesses that are the best educators will be the most successful.”- @MarkKilens

Personas help you create the right content.

The right content will most effectively attract your ideal visitors,

convert them into leads, and close them into customers.

Content to attract visitors

Content to delight

customersContent to

convert visitors and close leads

FLICKR USER INPRAISEOFSARDINES

The Buyer’s Journey

Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem.

Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision.

Decision Stage

Consideration Stage

AwarenessStage

+ =

1 Case Studies2 Videos3 Infographics4 Whitepapers5 Calculator/Worksheets6 eBooks

7 Templates8 Research reports9 Checklists10 Webinars11 SlideShare decks12 Whatever else you can

come up with!

CONTENT FORMATS

ACE

djust. What needs to be added? Removed? Re-worded? Take out purely internal content and make it public-friendly.

ombine. How can you combine related or unrelated things to provide new value and meaning?

xpand. What have you already done that you can dig deeper into—or provide a more comprehensive big picture view?

RE-PURPOSING EXISTING CONTENT

CREATE CONTENT JUST FOR CUSTOMERS

Blog article

s

InteractiveToolsPhotos &

Infographics

Videos &Podcasts

Presentations& eBooks

Great examples of customer content:• Apple

• Home Depot

• Whole Foods

• Williams-Sonoma

• Wistia

WILLIAMS-SONOMA

HOME DEPOT

Customer stories are gold!

CUSTOMER STORIES

www.reallygoodemails.com

EMAIL NEWSLETTERS

VIDEO CONTENT

https://www.pwcopenuniversity.com

HUBSPOT + WISTIA INTEGRATION

Measure and track all interactions to help you improve the customer experience.

WHY DATA?Data improves how you execute the pillars of delight and ensures you’re always challenging the status quo.

Go exploring!Ask questions to learn more about a person’s problem or

question.

Don’t ask yes/no or leading questions.

• Content’s usefulness

• Overall experience

• New content ideas

• Page, inline or email widget

HIVELY.CO OR TEMPER.IO

HUBSPOT + SURVEYMONKEY

• Net promoter score

• Buyer persona data

• Event feedback

Solve for the customer, Don’t solve for the number.

Everyone's priority should be to serve people.Serve your website visitors, leads, customers & promoters.

It's not what you say, but how you make them feel 

that creates a lasting relationship.

Embrace and Follow The Pillars of Delight

If you do, everyone at your organization will be focused on creating remarkable experiences that your customers will love.

Remember:You build trust in every small interaction you have with people.

All of those small interactions will create lasting relationships.

QUESTIONS?@MarkKilens