A constant term and theme through out INBOUND revolved about delight and delighting your customers. It’s all about keeping them happy.
It’s important to acknowledge that the sales funnel doesn’t stop once someone has purchased your product or service.
According to HubSpot’s Laura Fitton, “You don’t just stop at the close, you continue with delight.”
Your customer’s needs, desires and experience(s) should be your number one priority. Unfortunately, it only takes one bad experience for your reputation and relationship with that person to go down the drain.
They are your biggest assets. Therefore, you should follow this number one rule; don’t provide them with negative experiences. You might be asking why? The chances of your customers telling others about a bad experience is higher than someone talking about how much they love your company. If you don’t believe me check out this statistic, “48% of customers who had a negative experience told 10 or more people compared to 23% of happy customers.
Are You Delighting Your Customers?
Sometimes it can be hard to delight your customers. It’s been said that in order for your employees to delight your customers, you need to delight your employees. Hence, happy employees equal happy customers. Often times it only takes one cranky employee to create a poor experience for your customers.
It can go a long way.
Often times, it only takes one incident or how a situation was handled to turn a good experience into a bad one. Think about the last time you went to a restaurant and you had to wait 30 minutes even after you made a reservation, the waiter/waitress spilled a drink on you, your order was wrong; and they made no effort to apologize or mend the situation. It’s a pretty easy way to leave a bad taste in your customer’s mouth.
You might want to consider under promising and over delivering. Your main goal should be to exceed their expectations.
Don’t forget about social media. In the age of Twitter and Facebook, more consumers are taking their concerns and experiences to the Internet. Just remember to answer those concerns and comments as quickly and appropriately as possible. We understand that you might not always have someone monitoring your profiles 24/7 but you don’t always want to leave a response that is unrelated.
Often times that happens when companies auto post comments to posts on their wall or stream. Social media is a great tool to strengthen customer relationships. A great example of customer service is from Richard Foshee of Inbound Marketing Agents and Sheraton Hotels.
Stuck in an elevator on the 8th floor @sheratonhotels Boston… Getting kinda toasty.
— Richard Foshee (@RichardFoshee) August 21, 2013
Not only did they respond within 10 minutes but also they responded with more than one tweet. Getting stuck in an elevator can be nerve racking and I can relate to the situation. The company’s account stated that they notified the hotel and the local fire department. I’m not sure about you but the quick response of their social media team kept a bad situation from taking a turn for the worse by helping resolve the situation.
Social media and customer service is extremely powerful, together they are extremely important inbound marketing tools to ensure that you’re customers are indeed happy.
Don’t Forget to Educate Your Customers
Just because someone has already purchased your product or service doesn’t mean they no longer need to be educated.
Through the content you’re publishing and developing, you have the opportunity to answer their questions and respond to any pain points.
Your main goal should be to help them solve their problems.
According to Brian Halligan and Dharmesh Shah, “The fundamental premise of the inbound experience is that interrupting instead of interacting, coercing instead of connecting, and distracting instead of delighting; simply doesn’t work any longer.” The secret to great marketing is love and building lasting relationships.
Just because they’ve become a customer doesn’t mean that you stop educating them. You can educate your customers by providing content just for them that’s relevant to their needs and desires.
Use email marketing to push targeted content to them through segmented emails. Your content can be in the form of blogs, ebooks, webinars, infographics, and email.
Develop a Strategy
You want to turn those customers into promoters of your company. You cannot develop a strategy if you have no idea how they would rate your company on a scale of 1 to 10. Often times your assumption might not even be correct.
According to Michael LeBoeuf, the author of “How to Win Customers and Keep them for Life”, 68% quit because of an attitude of indifference toward the customer by the owner, manager, or some employee. Stop measuring and start delighting your customers.
A great starting point might be your net promoter score, which is a great tool to help you gauge the loyalty of your customers. Ideally everyone wants to receive a 10, but often times that can be unrealistic.
The ROI and impact of a happy customer is huge. Customers are influential in spreading the word. As a promoter of your company, it’s highly likely that your customers will be referring your company to their network of contacts and connections, helping you expand your reach.
One of the most important things you should take from this article is that, it’s not what you say but how you make them feel that creates a lasting relationship. Even the smallest interaction can make the biggest difference.