Experience This! – Convince and Convert: Social Media Consulting and Content Marketing Consulting http://www.convinceandconvert.com Tue, 19 Jun 2018 07:00:27 +0000 en-US hourly 1 https://wordpress.org/?v=4.8.6 http://www.convinceandconvert.com/wp-content/uploads/2017/10/cropped-convince-convert_C-orange-32x32.png Experience This! – Convince and Convert: Social Media Consulting and Content Marketing Consulting http://www.convinceandconvert.com 32 32 Four Steps for Dealing With Customer Reviews Like a Pro http://www.convinceandconvert.com/podcasts/episodes/four-steps-for-dealing-with-customer-reviews-like-a-pro/ Tue, 19 Jun 2018 07:00:27 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=151176 The best way to get and respond to customer reviews, unexpected CX when your car breaks down on a road trip, and the good and bad aspects of moving.

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Four Steps for Dealing With Customer Reviews Like a Pro

Bite-Sized Delight From the Episode:

  • How to handle customer reviews like a pro.
  • A road trip horror story turns into a remarkable customer experience.
  • The highs and lows of moving.
  • Why there’s room for growth in B2B digital buying channels.

CX PRESS: Using Reviews to Create Customers [01:02–08:52]

This week’s article comes from John Jantsch of Duct Tape Marketing, “How to Use Reviews to Turn Your Clients’ Local Searchers Into Customers.” John goes into some important statistics about reviews from a recent survey and then shares his four-step process for dealing with customer reviews like a pro. (We’ve got those steps below in the takeaways.)

Tweetable Quotes


91% of people read online reviews. #CX
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84% of people trust online reviews as much as friends. #CX
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68% of people form an opinion after reading between 1 and 6 online reviews. #CX
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If they’ve taken the time to write a review, the least you can do is apologize. @thejoeycoleman #CX
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Takeaways

  • Start with a stellar customer experience—if it’s not great, you’ll never get the customer reviews you want.
  • Make asking for customer reviews a regular part of your business operations.
  • Reply to all of your reviews, the positive and the negative.
  • Use customer reviews in your marketing materials.

THIS JUST HAPPENED: Broken Down, Out of Town [08:52–19:23]

When Joey was on a road trip, he got the dreaded Engine Out and Transmission Fail indicator lights, stranding him 100 miles away from the closest Land Rover dealership. First, his home repair shop helped him out by diagnosing the problem over the phone. Then, the dealership technician went the extra mile to make his customer experience memorable.

Tweetable Quotes


The dealership kept me informed via text message of everything they discovered throughout the day. #CX @thejoeycoleman
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What blew my mind was that a few days later, I got a text from the dealership asking me how my drive home to Colorado was. #CX. @thejoeycoleman
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Help even if you’re not going to get the business. #CX
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Run through the tape and finish the customer interaction strong with a personal touch. #CX @thejoeycoleman
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Takeaways

  • Help even if you’re not going to get the business.
  • Make room for exceptions—if you can take care of last-minute, emergency customers, they will love you forever.
  • A personal touch after the transaction is complete is an incredible way to end the relationship on a high note.

LOVE IT/CAN’T STAND IT: Moving Companies [19:23–30:34]

Joey is moving to Boulder, Colorado, about an hour away from where he currently lives. We talk about the highs and lows of moving, and how moving companies can make the difference in the customer experience.

Tweetable Quotes


I love it when the moving company lets you do a quote online because it allows for great self-service. #CX @dgingiss
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I always admire the fact that different people have different skills—it’s impressive to watch someone who is great at what they do. #CX @dgingiss
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Movers are catching you at a high-stress, high-emotion space, so if they don’t do a great job, they miss out on referrals. #CX @thejoeycoleman
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Takeaways

  • If you want to be on the Experience This Show, leave us your thoughts on the SpeakPipe widget.

CHECK OUT THIS NUMBER: 73% and 11% [30:36–33:18]

73% of B2B buyers use digital channels regularly in their lives, but only 11% prefer the digital buying channel. That means there’s major room for improvement in B2B digital because buyers are already familiar with it from their day-to-day lives.

Tweetable Quotes


73% of B2B buyers use digital channels regularly in their lives, but only 11% prefer the digital buying channel. #CX
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There’s a huge demand for improving the digital experience when it comes to B2B purchasing. #CX
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Takeaways

  • People prefer digital channels in their everyday lives, but the B2B digital experience is lagging behind.
  • There’s major room for improvement with the digital experience when it comes to B2B purchasing.

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How Nespresso Nails the Customer Experience Lifecycle http://www.convinceandconvert.com/podcasts/episodes/how-nespresso-nails-customer-experience-lifecycle/ Tue, 12 Jun 2018 07:00:10 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=151066 How Nespresso accounts for every moment in the customer experience lifecycle, the death of cash, and the problem with introducing new technology to your CX.

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How Nespresso Nails the Customer Experience Lifecycle

Bite-Sized Delight From the Episode:

  • An in-depth look at how Nespresso has perfected the customer experience lifecycle.
  • Will digital wallets create a revolution in seamless customer experience, or is it further off than we think?
  • When your new CX technology turns into a customer experience problem.
  • The changes coming to B2B buying.

THIS JUST HAPPENED: Hotel Light Feedback [01:01–08:54]

Today we’re looking at a story that comes from a listener, Kyle, who used the SpeakPipe widget to leave us a message in response to our segment about hotel night lights in episode 34. He was excited to find that his room had the same function, but when it started to flicker and turn on at random, things got a little more interesting.

Tweetable Quotes


If you’re going to install new technology into your customer experience, you need to make sure it works. #CX
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Companies need to test whether they’re innovating for innovation’s sake or to actually create a better experience. @thejoeycoleman #CX
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Customers don’t blame technology providers even if it’s their fault. #CX
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The experience that we create is only ever as good as the one our partners and vendors create. #CX
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Takeaways

  • Technology can make the customer experience much better, but it also has to function properly, or it can become a source of frustration.
  • When a customer is having a problem, it is essential that businesses react quickly.
  • This segment comes from a listener story. Use the SpeakPipe widget, and you can be on the show!

CX PRESS: Nespresso [08:56–17:46]

This week, we check in with the Tin Cans and String Blog by Becky Roemen to look at the article, “The Caffeinated Tale of Nespresso & How They Do Customer Experience Right.” Becky breaks down how Nespresso nails the customer experience lifecycle, and why it’s so easy to share her enthusiasm with others.

Tweetable Quotes


Does your product or service create shareable moments? #CX @thejoeycoleman
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More people are purchasing based on experience than on price than at any other time in human history. #CX. @thejoeycoleman
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Ensure that the entire customer experience lifecycle is connected and fluid. @dgingiss #CX
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Millennial buyers will choose brands over others if they’re more sustainable. @dgingiss #CX
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Takeaways

  • Like Nespresso, make sure that your entire customer experience lifecycle is connected and fluid.
  • Make it easy for customers to do business with you.
  • Sustainability is important, and brands are going to held to a higher standard in this area as time goes by.

AGREE TO DISAGREE: Digital Wallets [17:47–27:35]

Dan recently wrote an article for Forbes called, “Cash or Credit? Try Asking Your Customer.” It came in response to a couple of interesting experiences he had at Epic Burger and another local Chicago restaurant that both didn’t take cash. Then, Dan had to catch a Metra train at another station and was faced with a machine that would only accept cash. He and Joey discuss the cashless revolution that may or may not be coming.

Tweetable Quotes


Cash is probably a little bit further from going away than we think. #CX @thejoeycoleman
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When I worked for a credit card company, our biggest competitor was cash. #CX @dgingiss
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Uber and Lyft have been so successful because they’ve made the experience entirely cashless. #CX
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A digital wallet will be great when it can finally replace the wallet in my pocket. @dgingiss #CX
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CHECK OUT THIS NUMBER: 41% and 26% [27:36–30:55]

41% of buyers prefer the Request for Proposal (RFP) process, while 26% prefer marketplace platforms like Alibaba or Amazon. This comes from the Oracle report, “The Next Generation of B2B Purchasing: Millennials, Marketplaces, and Digital Buying Preferences.”

Tweetable Quotes


41% of buyers prefer the Request for Proposal (RFP) process, while 26% prefer marketplace platforms like Alibaba or Amazon. #CX
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More B2B business is being done in places that didn’t exist 10 years ago. #CX
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Takeaways

  • 41% of buyers prefer the Request for Proposal (RFP) process, while 26% prefer marketplace platforms like Alibaba or Amazon.
  • Check out the full report on Smarter CX by Oracle.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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See you next week!

The post How Nespresso Nails the Customer Experience Lifecycle appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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Why Customers Expect a Living Brand Experience http://www.convinceandconvert.com/podcasts/episodes/why-customers-expect-a-living-brand-experience/ Tue, 05 Jun 2018 07:00:16 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=150806 The shift in CX towards a living brand experience, the ins and outs of real estate listings, and why the last day of a customer's experience is as important as their first day.

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Why Customers Expect a Living Brand Experience

Bite-Sized Delight From the Episode:

  • How to create a living brand experience.
  • Improving the real estate experience.
  • Why your customers’ last day with your business is just as important as their first day.
  • The reason that customer expectations continue to rise.

CX PRESS: Inside the Living Brand Experience [01:04-8:52]

This week we look at “Inside the Living Brand Experience” by Tali Krakowsky and Jorge Aguilar for CMO.com. This article explains why, while certainly important, data isn’t everything. Instead, the best brands combine head and heart, mixing data and analytics with an experience that is responsive and feeling-based to create a living brand.

Tweetable Quotes


Culture is being re-coded, and people expect very different relationships with brands. #CX
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The best brands are combining head and heart. They’re data-driven and analytical, yet they’re responsive and feeling-based as well. @thejoeycoleman #CX
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Customer expectation is evolving quickly. #CX
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Takeaways

  • Customer expectation is evolving quickly, and we need to be ready as brands and customer experience professionals to navigate that change.
  • We need to handle these shifting expectations by creating an ecosystem that is more human, immediate, seamless, and responsive.
  • While technology and analytics are certainly important, we need to remember that feelings and empathy create a fully cohesive experience for our customers when they are living the brand.

DISSECTING THE EXPERIENCE: House Hunters [8:53-20:49]

Joey is moving to Boulder, Colorado and recently went through a house hunting process to find the right place. They had some pretty specific requirements for the kind of house they needed, but looking through the online listings left a lot to be desired.

Tweetable Quotes


What blew my mind is that none of these real estate listings had a single video walkthrough. #CX @thejoeycoleman
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It’s incredible, in this world of modern technology and a focus on customer experience, how completely devoid of those things most real estate listings are. #CX.
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If you go to a restaurant and have a great meal but bad service, you’re never coming back. @brewhouse #CX
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There’s a fundamental basic truth of customer experience—you’re always selling, you’re always promoting, and you’re always creating an experience. @thejoeycoleman #CX
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Takeaways

  • It’s 2018—use video. Give video tours of your product, service, or experience to let people see and hear in real time what it’s like.
  • Take five extra seconds to take a good picture.
  • If you’re renting a house, upload a floor plan—not everyone can imagine your product as easily as you can.
  • The experience of you, the person selling the product or service, is every bit as important as the quality of the product or service.

THIS JUST HAPPENED: Exiting Your Business [20:49-28:18]

Joey came across a Facebook Live video from a friend regarding an accounting service that he had previously been vocal about recommending. However, they made the exit process so miserable that he posted specifically to explain why he won’t recommend them anymore.

Tweetable Quotes


The way we treat customers that leave us says a lot to the customers who stay. #CX
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How do we make the last day of doing business with us as much of an experience as the first day? #CX @thejoeycoleman
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He was a loyal supporter, but they made the exiting experience so negative that he’s never going back. #CX
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If you want your customers to stay, make it easy for them to leave. #CX
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Takeaways

  • If you want your customers to stay, make it easy for them to leave.
  • Don’t force customers to switch channels instead of trying to take up more time.
  • Make the day your customer leaves as great as the day they sign up—they might come back or continue to refer you.

CHECK OUT THIS NUMBER: 47% [28:19-31:34]

47% of online shoppers are willing to pay more for same-day delivery. This statistic comes from “Three Ways Your Shoppers Have Changed and How to Keep Up in the Digital Age,” a new ebook from OracleCX.

Tweetable Quotes


Our customers want the immersive experience—anticipatory, immediate, and happening right now. #CX @thejoeycoleman
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As customers realize something is possible, it becomes the expectation. #CX @dgingiss
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47% of online shoppers are willing to pay more for same-day delivery. #CX
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Takeaways

  • As customers realize something is possible, it becomes the expectation.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post Why Customers Expect a Living Brand Experience appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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The Role Messaging and Automation Will Play in the Future of Customer Service http://www.convinceandconvert.com/podcasts/episodes/messaging-and-automation-the-future-of-customer-service/ Tue, 29 May 2018 07:00:12 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=150656 Why direct messaging is crucial to the customer experience of tomorrow, when a "free" cruise isn't really free, and how a CEO reports to his employees.

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The Role Messaging and Automation Will Play in the Future of Customer Service

Bite-Sized Delight From the Episode:

  • Why messaging and automation are the future of customer service.
  • The problem with making offers that aren’t everything they promise to be.
  • A tire company with a remarkable management structure.
  • The challenge of personalizing every interaction.

THIS JUST HAPPENED: “Free” Cruise [01:04–12:37]

A college buddy of Dan’s recently returned from a cruise with his family where he had a stroke of good luck—or so he thought. He won a free cruise in a game of Bingo (which you pay to play), but it turns out that the definition of “free” actually had a lot of strings attached.

Tweetable Quotes


Most lawyers never encourage their marketing people to use the word 'free.' @thejoeycoleman #CX
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Just say that you need to pay fees. Don’t pretend that you’re offering something for free when you’re not. #CX
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Consumers are smarter these days, so when you see a big asterisk next to 'free,' you know that something’s up. #CX @dgingiss
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Simplify the offer to reduce the need for detailed terms and conditions. #CX @dgingiss
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Takeaways

  • Giveaways and sweepstakes are a great way to engage customers, but make sure that the winners actually have a good experience winning.
  • With anything that requires a legal disclosure, less is more. Simplify the offer to reduce the need for detailed terms and conditions.
  • Don’t try to trick people. It can cause a customer who should be happy with you to be disappointed and leave for your competition.

Book Report: Message Me [12:38–21:58]

This week we’re looking at Joshua March’s book, Message Me. Josh is the founder and CEO of Conversocial, one of the leading digital customer care platforms, and was built from the ground-up from the perspective of customer service agents. He correctly predicted that direct messaging was going to become the future of customer service. The book follows up with advice about why this is true and how to implement messaging and automation in your customer service.

Tweetable Quotes


There are two main benefits of messaging: the complaints are private, and the messages are persistent. #CX
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Messaging and automation are going to have a huge effect and impact on customer experience over the next few years. #CX. @thejoeycoleman
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Messaging often gets better customer satisfaction ratings than every other service channel, including phone calls. @joshuamarch #CX @thejoeycoleman
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Messaging and automation can turn a horrible experience into a remarkable one in just minutes, which is hard for other channels to make happen. #CX
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Takeaways

  • The future of customer service is messaging and automation.
  • Expectations for response time are going down, and the best brands are meeting those expectations.
  • For more, pick up Message Me by Joshua March.

CX PRESS: Tire Company CEO [22:00–26:38]

This week’s article is “How a Humble Culture and Self-Deprecating CEO Fuels This $130 Million Tire Company,” from Blake Morgan (author of the previously featured More Is More). It details how Larry Sutton, CEO of RNR Express, has created an amazing culture by inverting the traditional pyramid hierarchy system. Sutton, the CEO, reports to other executives, who report to regional managers, who then report to store managers and employees.

Tweetable Quotes


RNR Tires uses an inverted version of the traditional pyramid hierarchy system. #CX #corporateculture
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Culture is experience and experience is culture. #CX #corporateculture #employeeexperience
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Manning the phones or listening to customer service phone calls is incredibly eye-opening in a way that you cannot get from any report. #CX @dgingiss
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When the CEO stops by stores, he often checks to see if the bathrooms are clean. If they aren’t, he quietly grabs a mop and gets to work. #CX
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Takeaways

  • Every employee, up to and including the CEO, should get as close to the customer as possible in order to truly understand the experience.
  • Letting the people who do the actual work make decisions can be incredibly empowering to middle managers and encourage out-of-the-box thinking.
  • Don’t ever say that a part of the customer experience isn’t your job; if this CEO can grab a mop, you can do you your part as well.

CHECK OUT THIS NUMBER: 84% [26:40–29:26]

84 percent of North American C-level executives say that their organization has experienced a trend toward customers wanting a more individualized experience. However, fewer than one in five of those executives give their organization an “A” in its ability to offer this personal touch. The biggest challenge is the ability to respond quickly and effectively to changing market conditions. This stat comes from Oracle CX, in an article called “3 Ways Your Retail Shoppers Have Changed.”

Tweetable Quotes


84% of North American C-level executives say that their organization has experienced a trend toward customers wanting a more individualized experience. #CX
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How can we create the feeling of a personal touch at every interaction? #CX @thejoeycoleman
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Takeaways

  • C-level executives know what their customers want, but also know that their organizations are struggling to achieve it.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post The Role Messaging and Automation Will Play in the Future of Customer Service appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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The Secret to a Great Retail Experience http://www.convinceandconvert.com/podcasts/episodes/the-secret-to-a-great-retail-experience/ Tue, 22 May 2018 07:00:49 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=150600 We follow Joey around for a great day of customer experience, including a visit to Bed Bath & Beyond that gave him new hope for the retail experience, a doctor's visit that was actually fun, and a wonderful dinner with great presentation.

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The Secret to a Great Retail Experience

Bite-Sized Delight From the Episode:

  • How Bed Bath & Beyond provided a great retail experience.
  • A visit to the doctor’s office that was actually fun.
  • Creating a storytelling-worthy experience, one piece of sashimi at a time.
  • The relationship between the retail experience and the online experience.

THIS JUST HAPPENED: Elbows and Panorama Orthopedics [01:03-09:50]

Joey fell off the jetway again. Well, actually, he just banged his elbow rather hard, but when it became clear that it wasn’t getting better, he found himself in the Panorama Orthopedics and Spine Center in Golden, Colorado to see Dr. John Froelich. We look into what makes for a great customer experience at the doctor’s office.

The Secret to a Great Retail Experience

Tweetable Quotes


Panorama Orthopedics fit me into the schedule immediately because I’m a former patient. #CX #loyalty
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All the information from my last visit was already in the tablet, so it made intake easy and paperless. #CX
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Take great notes, because ink fades slower than memory. #CX @thejoeycoleman
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Treat your return customers even better than your new customers. #CX
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Takeaways

  • Treat your return customers even better than your new customers.
  • Don’t ask the same question twice.
  • Make personal and emotional connections with your customers.

THIS JUST HAPPENED: Bed Bath & Beyond [09:51-20:36]

That’s right—every segment of this episode is a This Just Happened because they all happened to Joey on the same day. After the X-ray, he went to Bed Bath & Beyond in search of a pillow sham to match one he already had. That’s when he met Karen, who showed him how the retail customer experience can be even better than online.

Tweetable Quotes


If you don’t do something differently than you did pre-Amazon, you’re going to be out of business. #CX @dgingiss
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Karen took the time to ask me, 'What else can I get you?' and she created a remarkable #CX. @thejoeycoleman
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In an era where people talk about retail being dead, the fact is, it doesn’t have to be. #CX @thejoeycoleman
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Let your customers know that you’re happy to see them. #CX
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Takeaways

  • Every customer has a goal they’re trying to accomplish. If you can hold their hand and get it done, you create a happy customer experience.
  • You can earn more goodwill by helping your customers find what they want, buy it, and leave.
  • Let your customers know that you’re happy to see them.

THIS JUST HAPPENED: Mister Tuna [20:36-28:35]

It was already a pretty full day, but it ended on a high note when Joey got dinner with Neil Pasricha—a speaker, the author of books including The Book of Awesome and The Happiness Equation, and the host of the excellent 3 Books with Neil Pasricha podcast. They had a fantastic meal at Mister Tuna. Joey breaks down how the service, presentation, and product combined for a fantastic customer experience.

The Secret to a Great Retail Experience

The Secret to a Great Retail Experience

Tweetable Quotes


Sam, our waitress, described every dish we asked about in a way that left us salivating. #CX @thejoeycoleman
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Make sure your employees really know your products. #CX
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You need to create a storytelling-worthy experience—presentation matters. #CX
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Takeaways

  • Make sure your employees really know your products.
  • It’s not enough to just have great employees. You have to have great products and services.
  • You need to create a storytelling-worthy experience—presentation matters.

CHECK OUT THIS NUMBER: 23% [28:36-32:30]

Dan and Joey find out that they both have the same favorite number (23), and Dan has a pretty amazing roulette story to share. Meanwhile, in the Customer Experience world, omnichannel shoppers are more loyal with 23% more repeat purchases than a single-channel shopper. This comes from OracleCX’s new ebook, 3 Ways Your Shoppers Have Changed, and How to Keep Up in a Digital Age.

Tweetable Quotes


Omnichannel shoppers are more loyal with 23% more repeat purchases than a single-channel shopper. #CX #brandloyalty
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The fact that Bed Bath & Beyond delivers a great #CX in-store makes me purchase online as well. @thejoeycoleman
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Takeaways

  • Delivering a great customer experience online makes people more likely to make an in-store purchase, and vice versa.
  • Put $5 on 23 for Dan.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post The Secret to a Great Retail Experience appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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The Little Things You Can Do to Create Surprise and Delight http://www.convinceandconvert.com/podcasts/episodes/the-little-things-you-can-do-to-create-surprise-and-delight/ Tue, 15 May 2018 07:00:20 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=150518 How one company lets you use snail mail to create surprise and delight for your customers, the little things that can make a big impact on the experience, and what blockchain means for the future of CX.

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The Little Things You Can Do to Create Surprise and Delight

Bite-Sized Delight From the Episode:

  • Why attention to the little things is what creates surprise and delight for your customers.
  • A company that gives you the chance to use mementos to make a lasting impression.
  • Blockchain and the future of CX.
  • Why the customer experience glass is half full for some CX leaders, and half empty for others.

SAY WHAT?!: Punkpost [01:08-11:56]

If you have a work email address, you know that it’s common to get a hundred emails or more in a day, and that the emails from salespeople wind up in the digital garbage can. In Dan’s article for Forbes, “3 Ways to Stand Out From All the Other Salespeople,” he suggests snail mail as a way to create surprise and delight and stand out from the crowd. We look at Punkpost, a company that will send custom-made, handwritten cards on your behalf.

Tweetable Quotes


When you receive hundreds of emails a day, the ones from salespeople go to the bottom of the pile. #CX
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When you get snail mail at work, you open it because it stands out. #CX
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People don’t print out emails and hang them near their desk, but they’ll put up a Punkpost card. #CX
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A memento of the interaction that’s unique will create surprise and delight, and your customers will hold onto it. #CX
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Takeaways

  • Snail mail stands out in the sea of emails, and if you’re in sales, you have to do something to stand out.
  • Handwritten notes are a great way to be personal.
  • Using a service like Punkpost can create surprise and delight and makes for a remarkable customer experience.

CX PRESS: Blockchain [11:58-21:46]

This week we’re looking at the article “How Blockchain Could Transform The Customer Experience,” by Kaye Chapman of Comm100 for Customer Think. We dig into what blockchain is and how it will impact CX in the future, and we even hear from the author herself.

Tweetable Quotes


Blockchain technology is already here, and we need to be aware of it because it’ll affect tomorrow. #CX @dgingiss @thejoeycoleman
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Blockchain has the potential to enhance #CX.
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Don’t ever send a link that isn’t going to be live when the customer clicks on it. #CX
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When your bank loses your information or gets hacked, your opinion of that bank gets changed forever. #CX
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Takeaways

  • Blockchain technology is already here, and we need to be aware of it because it’ll affect the customer experience of tomorrow.
  • Anything that makes customer experience easier is worth paying attention to.
  • Security and privacy are so critical right now, which makes them huge contributors to the customer experience.

THIS JUST HAPPENED: How Night Lights Can Create Surprise and Delight [21:47-29:43]

We stay in a lot of hotels, so naturally, we tend to pick up on the little things, like whether or not you can actually fill the iron in the sink. However, we also notice those personal touches that create surprise and delight—things someone would only think of if they had actually slept in that room.

The Little Things You Can Do to Create Surprise and Delight

 

The Little Things You Can Do to Create Surprise and Delight

Tweetable Quotes


The bedside table had a motion-activated light below it to light your way. #CX
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Someone had to step in the customer’s shoes to understand where to put that light. @dgingiss #CX
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We can design for the #CX at the outset, or we can retrofit to fit the customer experience. @thejoeycoleman
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Takeaways

  • The little things matter; they create surprise and delight because they’re also memorable.
  • When you’re staying in a hotel, safety matters.
  • Memorable experiences demonstrate a real understanding of walking in the customer’s shoes.

CHECK OUT THIS NUMBER: 47% [29:45-33:35]

47% of modern customer experience leaders are considered optimists—they say their current CX strategy isn’t performing at its best, but they’re preparing for the future. On the other hand, 43% of modern customer experience leaders say they are skeptical of their current CX strategy. They think that it’s under-performing, and that they’re not prepared for the future. This comes from the SmarterCX.com infographic, “Are All Modern CX Leaders Skeptics?”

Tweetable Quotes


47% of modern #CX leaders are optimistic about their CX strategy, while 43% are skeptical.
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Customer experience is really difficult because so much is changing all of the time. #CX @thejoeycoleman
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Takeaways

  • Whether you’re an optimist or a skeptic, it’s important to recognize that customer experience is really difficult because so much is changing all of the time.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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A Simple Way to Test Your Customer Experience http://www.convinceandconvert.com/podcasts/episodes/a-simple-way-to-test-your-customer-experience/ Tue, 08 May 2018 19:08:12 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=150325 The question you need to ask yourself to test your customer experience, the greatest hits of retail failures, and the highs and lows of the retail experience.

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A Simple Way to Test Your Customer Experience

Bite-Sized Delight From the Episode:

  • The one question you need to ask to test your customer experience.
  • The wall of shame for the retail experience.
  • The best and worst of shopping at retail stores.
  • Retail trends for 2018 that you can’t afford to miss.

BOOK REPORT: Would You Do That to Your Mother? [01:06-17:17]

This week we dig into Jeanne Bliss’ book, Would You Do That to Your Mother?, to take a closer look at how this simple question can be a great test for your customer experience. We hear from Jeanne herself about how you can simplify your customer experience transformation and culture transformation by getting personal with how you think about them.

A Simple Way to Test Your Customer Experience

Tweetable Quotes


Let policy and the Golden Rule collide. #CX
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'Vail Resorts banned the three words to transform their customer experience: “our policy is.” #CX
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You don’t need to earn a profit on every single touchpoint or interaction with your customers. #CX
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Would you turn down your mom’s claim 3 days out of warranty? #CX
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Takeaways

  • Give Would You Do That to Your Mother? a look because it’s a fantastic guide for how to test your customer experience.
  • Share, trust each other, play nice in the sandbox, and treat others how you want to be treated— your mother’s advice still applies to how to behave in business.

THIS JUST HAPPENED: #retailfail [17:19-24:24]

We’re back on the Twitter train, but this time Joey’s along for the ride. We look at the greatest hits of #retailfail, which allows pretty much anyone to document something embarrassing by taking a picture and using the hashtag. We discuss how you can avoid ending up on the wall of shame.

Tweetable Quotes


Offline experiences can come online very very easily. #CX
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Signs really act as the face of the brand. #CX
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Every employee working the store should take the time to actually look at the displays. #CX
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Takeaways

  • Have someone look at your displays who isn’t setting them up to test your customer experience before your customers do.
  • All experiences can come online very easily.
  • Focus on making so many remarkable experiences that are shared publicly that people will give you a break if you make a silly mistake.

LOVE IT / CAN’T STAND IT: Shopping at Retail Stores [24:27-34:07]

While we’re on the theme of retail, we give it the Love It / Can’t Stand It treatment. We talk about how valuable human interactions are in the experience, how layouts and displays can contribute to that, and go over the good, the bad, and the ugly. We also hear from our listeners via the handy-dandy SpeakPipe widget at the bottom of this page.

Tweetable Quotes


I couldn’t believe that a bookstore I was in refused to acknowledge that they compete with Amazon. #CX
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I get frustrated when it feels like a game of Where’s Waldo to find the price tag. #CX
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Stores today should have the technology to predict when there’s going to be long checkout lines. #CX
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Takeaways

  • Your employees make the difference in the in-store customer experience.
  • Lay out your store to help your customers, not play mind games with them.

CHECK OUT THIS NUMBER: 6 [34:09-36:06]

Don’t miss the “6 Hot Retail Trends in 2018” article on SmarterCX.com. The whole piece is worth a read, but the trends you should pay attention to are voice assistance, artificial intelligence, seamless customer journeys, payment processing, differentiated experiences, and augmented reality.

Tweetable Quotes


If you can pull off a seamless customer journey you will make some raving fans #CX
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Takeaways

  • Get to SmarterCX.com to keep up on the latest trends and test your customer experience against them.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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See you next week!

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Why Adding Friction Early in the Customer Experience Can Create Investment http://www.convinceandconvert.com/podcasts/episodes/why-adding-friction-early-in-the-customer-experience-can-create-investment/ Tue, 01 May 2018 07:00:51 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=150165 What the research shows about putting a little friction in your customer experience, the four-step process to hook your customers, and a guide to making great introductions.

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Why Adding Friction Early in the Customer Experience can Create Investment

Bite-Sized Delight From the Episode:

  • How adding friction early in the customer experience can get customers to invest in the relationship.
  • The keys to making an excellent introduction.
  • A close look at how you can tap into the feedback loop that gets customers engaged.
  • Why every industry needs to worry about disruption.

THIS JUST HAPPENED: Proper Introductions [01:06-14:43]

Joey shares his tips for the best way to make an introduction that provides an outstanding experience for everyone involved. It starts with a double opt-in, so you ask each person independently if they feel they would enjoy connecting. From there, there are five more steps: connect them via email, introduce the junior person to the senior person, tell each person a little about the other, include relevant links, and leave it up to them to take the conversation wherever they’d like.

Tweetable Quotes


I am a big believer in the double opt-in introduction. #CX
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'Social media’ contains two words: the media part, and the social part. #CX
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Check with both parties first before you make an introduction. #CX
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Takeaways

  • Check with both parties first before you make an introduction.
  • Follow the six-step process to make an exceptional introduction: double opt-in, connect them via email, introduce the junior person to the senior person, tell each person a little about the other, include relevant links, and leave it up to them to take the conversation wherever they’d like.
  • Make introductions; they’re a great way to expand and deliver value to your network that will come back around to you.

CX PRESS: Brain Onboarding [14:45-24:27]

This week we’re looking at Nir Eyal’s piece, “This is Your Brain On Boarding: How to Turn Visitors Into Users.” Nir looks at how you can build an onramp to using your product or service, which can serve as the foundation for creating strong user habits. The four-step process—trigger, action, reward, and investment—is a great way to get users habitually working with you. The right kind of friction is key to this loop, and Nir dives into it more in his book, Hooked.

Tweetable Quotes


All the research shows that exerting effort makes customers value the outcome even more. #CX
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We may not like how the brain works, but it does work in very specific ways. #CX
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Building an on-ramp for your product or service is critical for any industry. #CX
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The onboarding process can serve as the foundation for creating strong user habits. #CX
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Takeaways

  • Check out Nir Eyal’s book, Hooked, a great, quick read that dives deeper into this methodology.
  • Keep the four-step hook model in mind: a trigger, an action, and a reward that includes a little bit of investment on the customer’s part to lead them back to another trigger.
  • Always be iterating: your customers are evolving, and you should be evolving too.

DISSECTING THE EXPERIENCE: Creating Friction [24:28-30:15]

Recently Robbie Richman, an expert in creating cultures for companies all over the world, started a conversation with Joey about creating friction early in the customer experience as a way to get customers to buy in. Just like with Nir Eyal’s book, the idea is that a little bit of work creates an investment that helps your customer buy-in, and he describes an experience with a VA firm he recently had to illustrate that point.

Tweetable Quotes


You want the customer to put a little investment into the relationship to get them to buy in. #CX
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Friction can be good if it serves a higher goal. #CX
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Don’t be afraid to own your friction, everything doesn’t have to be a walk in the park. #CX
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What are the little things you can get them to do so they’ll do the big things you want them to do? #CX
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Takeaways

  • Friction can be good if it serves a higher goal.
  • Create micro-commitments and mini-victories to allow your customers to buy into your product or service faster.
  • Don’t be afraid to own your friction; everything doesn’t have to be a walk in the park.

CHECK OUT THIS NUMBER: 55% [30:17-32:41]

55% of CX professionals believe their company will face disruption from more nimble competitors. There are still plenty of industries that have not faced it yet, so if you think you’re safe, you’re probably next.

Tweetable Quotes


55% of CX professionals believe their company will face disruption from more nimble competitors. #CX
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Nimble competitors are probably the biggest fear of large companies. #CX
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Takeaways

  • There is not an industry on the planet that isn’t going to be dramatically disrupted in the next ten years.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post Why Adding Friction Early in the Customer Experience Can Create Investment appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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How Virtual Reality Will Impact Customer Experience http://www.convinceandconvert.com/podcasts/episodes/how-virtual-reality-will-impact-customer-experience/ Tue, 24 Apr 2018 13:00:16 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=150224 The future of virtual reality in the customer experience, the effects of fiction coming to life on the big screen, and how the future is (or isn’t) all about VR.

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How Virtual Reality Will Impact Customer Experience

Bite-Sized Delight From the Episode:

  • New ways that companies are using virtual reality in the customer experience.
  • A look at what the Ernest Cline’s novel, Ready Player One, can tell us about the future of CX.
  • Joey and Dan square off over how big VR will actually become.
  • A look at the importance of customer loyalty programs.

CX PRESS: Using Virtual Reality to Improve Customer Experience [01:06-06:10]

This week we’re looking at an article from MyCustomer.com called, “Six Examples of Companies Using Virtual Reality to Improve Customer Experience.” Until recently, virtual reality has been limited to the world of gaming, but an increasing number of companies are realizing that VR allows them to create amazing customer experiences.

Tweetable Quotes


VR can eliminate the expense of developing physical prototypes that are then discarded. #CX
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’Start thinking about the impact that augmented or virtual reality might have on your business now. #CX
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You need to move from considering virtual reality to actually playing around with it. #CX
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Takeaways

  • No business is too small for augmented for virtual reality customer experiences.
  • You need to move from considering VR to experimenting with it.
  • The customer experience gives you the chance to seal the deal, whether in real life or virtual reality.

WHAT ARE YOU READING: Ready Player One [6:25-20:41]

Sometimes it’s good to take a break from reading business books and sprinkle in some fiction because that can expand your understanding of experiences. Joey recommended that Dan give Ernest Cline’s Ready Player One a read, and they got a chance to compare notes.

Tweetable Quotes


Every person in business needs to sprinkle in at least one fiction book for every three business books. #CX
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Reading science fiction exposes us to what could be coming down the road. #CX
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Fiction and art expand your understanding of what an experience can be. #CX
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Takeaways

  • Reading fiction pushes us beyond our limits of what type of customer experience is possible.
  • Reading science fiction exposes us to what could be coming down the road.
  • We all want to have raving fans, and we can use what a “nerd’s nerd” looks like to shape our goals for our own organization.
  • If you liked Ready Player One, Joey recommends Pattern Recognition by William Gibson and Change Agent by Daniel Suarez.

AGREE TO DISAGREE: The Future Impact of Virtual Reality [20:43-34:27]

While Joey was at South by Southwest, he got to check out a virtual reality customer experience created to promote the film version of Ready Player One. You could go into a “mobile home” like from the movie and play a VR game, and Joey got sucked in. Based on that experience, Joey thinks that virtual reality is going to be a lot bigger than people think, but Dan disagrees.

Tweetable Quotes


According to projections, in 2021 the virtual reality space will be a $215 billion industry. #CX
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We are just getting started with how VR will be used in the future. #CX
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What bothers me about VR is the barriers to entry for the consumer. #CX
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Imagine a business half the size of Walmart that no one is paying attention to. #CX
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CHECK OUT THIS NUMBER: 50% [34:29-37:54]

50% of consumers leave their transactional loyalty program accounts inactive. While it might feel good to save the money, it’s important to realize that redeeming their rewards is one of the best experiences you can give a customer.

Tweetable Quotes


50% of consumers leave their transactional loyalty program accounts inactive. #CX
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Rewards and loyalty programs are built on breakage, the rewards that go unclaimed. #CX
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Takeaways

  • We need to help customers remember to use our loyalty program because it does drive loyalty.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post How Virtual Reality Will Impact Customer Experience appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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Why Post-Purchase Engagement is the Key to a Successful Brand http://www.convinceandconvert.com/podcasts/episodes/post-purchase-engagement-key-successful-brand/ Tue, 17 Apr 2018 13:00:20 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=150035 How brands are using post-purchase engagement to position themselves in the lives of their customers, how one company turned a typo into viral marketing, and our listeners weigh in on the highs (and lows) of the hotel experience.

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Why Post-Purchase Engagement is the Key to a Successful Brand

Bite-Sized Delight From the Episode:

  • Why post-purchase engagement is the future for great brands.
  • How typos can turn into opportunities.
  • What our listeners love and can’t stand about the hotel customer experience.
  • What customer experience professionals need to understand their audience better.

THIS JUST HAPPENED: Grammar Police [02:08-14:42]

While Joey still hasn’t come around on Twitter, Dan gets a lot of stories about customer service and customer experience on the platform. When UK-based fashion company Asos discovered a typo on a massive order of 17,000 custom bags, they announced on Twitter that they were “limited edition,” turning a mistake into engaging marketing. We also look at the “Grammar Vigilante of Bristol,” who goes around fixing mistakes on business’ signs.

 

Tweetable Quotes


You’re going to make mistakes, so make a choice on how to react. #CX
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Asos took to Twitter and posted a picture of their misspelled bag, calling it a ‘limited edition.’ #CX
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Proper spelling and grammar are a reflection of your brand, and therefore part of the experience. #CX
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You can always turn a negative into a positive. #CX
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Takeaways

  • Proper spelling and grammar are a reflection of your brand, and therefore a part of the experience.
  • Fix mistakes as soon as they are found.
  • You can always turn a negative into a positive.

CX PRESS: Successful Brands Focus on Users, Not Buyers [14:43-19:27]

“The Most Successful Brands Focus on Users, Not Buyers” from the Harvard Business Review is this week’s article. The major distinction made is the difference between a “traditional” brand and a “digital” brand. For example, digital brands focus on post-purchase engagement by viewing customers as users, rather than buyers. There’s many more amazing insights, and Dan and Joey break down how it applies to your business and how even traditional brands can do post-purchase engagement.

Tweetable Quotes


Digital brands focus on positioning themselves in the lives of their customers. #CX
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Post-purchase engagement will be the hallmark of successful companies over the next 20 years. #CX
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There is more than one right way to do business. #CX
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Many B2B businesses focus on the sale but forget about their customers who are already there. #CX
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Takeaways

  • There’s more than one right way to do business, but usage brands are focused on where consumer behavior is going, and post-purchase engagement plays a big role.
  • It’s not true that all traditional brands are purchase brands, and all digital brands are usage brands: some companies manage to do both or crossover.
  • While this study was focused on B2C, B2B companies need to remember the customers who are already there to make sure that they stay.

LOVE IT CAN’T STAND IT: Hotel Reprise [24:21-31:41]

We’re following up on Episode 12 and getting back into what we love and can’t stand about the hotel experience, this time with takes from our listeners. We love it when you chime in, so make sure to use that SpeakPipe at the bottom of the page.

Tweetable Quotes


If you’re a business that sells to end users you never meet, there’s a lot at stake in the first interaction. #CX
Click To Tweet



Customers don’t expect perfection, but they expect you to clean up your own mess. #CX
Click To Tweet



Beginnings matter: first impressions early in the relationship are vitally important. #CX
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Be a human, focus in on what’s most important first. #CX
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Takeaways

  • The most basic requirement for hotels is to make sure the room is clean.
  • Make sure you can keep your promises with room availability.
  • Use the SpeakPipe and you, too, can appear on an episode of Experience This!

CHECK OUT THIS NUMBER: 65% [31:43-35:01]

65% of customer experience professionals believe they have a good understanding of what customers expect for a positive experience. However, the same study showed that only 32% said they have access to all the information they need to fully understand their customers’ needs.

Tweetable Quotes


65% of customer experience professionals believe they have a good understanding of what customers expect for a positive experience. #CX
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We need to have fewer silos in our organizations. #CX
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Takeaways

  • 65% is shockingly low for understanding your customers’ needs if you’re a customer experience professional.
  • We need to de-silo our information and make sure that all departments can get access to the data they need to understand our customers.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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See you next week!

The post Why Post-Purchase Engagement is the Key to a Successful Brand appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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How Your Customer Service Response Can Turn a Bad Experience Into a Remarkable One http://www.convinceandconvert.com/podcasts/episodes/customer-service-response-can-turn-bad-experience-remarkable-one/ Tue, 10 Apr 2018 07:00:10 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149942 How Peloton’s customer service response flipped a bad experience into a good one, what Delta is doing to push the unexpected, and KFC’s clever response to a chicken shortage.

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How Your Customer Service Response Can Turn a Bad Experience into a Remarkable One

Bite-Sized Delight From the Episode:

  • How Peloton’s customer service response turned a bad experience into a memorable one.
  • Delta’s unique approach to helping folks fly with kids.
  • KFC’s edgy ad in response to a chicken shortage crisis in the UK.
  • Why millennials want the mobile experience more aligned with the in-store experience.

DISSECTING THE EXPERIENCE: Flying with Family [01:57-11:15]

Joey recently took a flight with his family and his kids took a tour of the cockpit. When they were finished, the pilot had something to give them, but it wasn’t the standard wings. Instead, Delta has made trading cards for every plane in their fleet. We talk about some other aspects of the experience that were great and also look at a moment where even Delta (gasp!) faltered a little.

Joey recently took a flight with his family and his kids took a tour of the cockpit. When they were finished, the pilot had something to give them, but it wasn’t the standard wings. Instead, Delta has made trading cards for every plane in their fleet. We talk about some other aspects of the experience that were great and also look at a moment where even Delta (gasp!) faltered a little.

Tweetable Quotes


Delta made trading cards for all the planes in their fleet. #CX
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Be careful that, when you’re delivering with one customer, you don’t make another one unhappy. #CX
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Anticipate the obvious with your customer. #CX
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Create fun mementos that go beyond the expected. #CX
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Takeaways

  • The little things matter: create mementos that go beyond the expected.
  • Be careful that when you’re delivering to one customer, you don’t make another customer unhappy.
  • Anticipate the obvious with your customer.

CX PRESS: KFC Ad [11:17-19:27]

We’re taking a look at Clint Rainey’s article for GrubStreet, “Okay, KFC’s Ad About Its Chicken Shortage Is Pretty Great.” When KFC ran into distribution problems, as many as 700 of their 900 UK locations were forced to close because they didn’t have any chicken. Come for the insights about their customer service response, stay for the fowl puns.

Tweetable Quotes


One PR exec called the ad, ‘A masterclass in PR crisis management.’ #CX
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Know your brand voice and make sure it’s in alignment with your customers. #CX
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If at first you don’t succeed, try again. #CX
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Go bold or go home. #CX
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Takeaways

  • You need to sincerely apologize in your customer service response and make sure it’s actually getting through.
  • Know your brand voice and make sure that it’s in alignment with your customers.
  • If at first you don’t succeed, try again and make sure your apology is heard.
  • Go bold or go home: edgy works well with KFC’s brand so the ad was a hit.

THIS JUST HAPPENED: Bike Delivery [19:27-27:47]

Peloton sells stationary bikes with a video screen that lets you take pre-recorded or live spin classes, merging the experience of having a bike conveniently located at home with the motivation or going to classes. These bikes are delivered and installed, but Joey’s friend, Matt Ward, had a less than stellar experience. We look at how Peloton’s customer service response made Matt’s experience remarkable.

Tweetable Quotes


If you’re a business that sells to end users you never meet, there’s a lot at stake in the first interaction. #CX
Click To Tweet



Customers don’t expect perfection, but they expect you to clean up your own mess. #CX
Click To Tweet



Beginnings matter: first impressions early in the relationship are vitally important. #CX
Click To Tweet



Be a human, focus in on what’s most important first in your customer service response. #CX
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Takeaways

  • Beginnings matter: the first impressions early on in the relationship are vitally important.
  • Be a human: the Peloton rep asked about the injury first, before getting to the problem at hand.
  • Do the unexpected, because that’s what turns customers into raving loyal fans.

CHECK OUT THIS NUMBER: 31.7% [27:50-31:14]

31.7% of millennials want a mobile experience that is more closely aligned with the in-store experience. This number comes from a recent survey commissioned by Oracle, and we talk about what that means for your business.

Tweetable Quotes


31.7% of millennials want a mobile experience that is more closely aligned with the in-store experience. #CX
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There’s still a desire to have the customer experience feel human, even on mobile. #CX
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Takeaways

  • Millennials want the mobile experience to feel in alignment with the in-store experience.
  • There’s still a desire to have the customer experience feel human, even on mobile.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post How Your Customer Service Response Can Turn a Bad Experience Into a Remarkable One appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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How an Unexpected Customer Experience Becomes Remarkable http://www.convinceandconvert.com/podcasts/episodes/unexpected-customer-experience-becomes-remarkable/ Tue, 03 Apr 2018 14:20:29 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149856 How even a restroom can make for an unexpected customer experience, what most businesses miss about the importance of employee interactions, and why simple is good for everyone.

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How an Unexpected Customer Experience Becomes Remarkable

Bite-Sized Delight From the Episode:

  • Why an unexpected customer experience creates powerful word-of-mouth.
  • The difference between how you think you impact your brand and how customers experience it.
  • How you can take a page from the Cubs.
  • An opportunity to learn more about customer experience.

DISSECTING THE EXPERIENCE: An Unexpected Customer Experience  [01:57-11:12]

We talk a lot on the show about getting the little things right because when you make something remarkable that is completely unexpected you get people talking. When Dan was at the Social Media Marketing World Conference in San Diego, he had an unexpected customer experience in the restroom, of all places, that he’s still talking about.

Tweetable Quotes


If someone can make an experience out of a urinal, then what can you do for your business? #CX
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A remarkable experience doesn’t have to be earth-shattering, just unexpected. #CX
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Customer experiences can occur absolutely anywhere. #CX
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The most unexpected experiences are the most remarkable. #CX
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Takeaways

  • If someone can make an experience out of a urinal, you can make an experience out of your business.
  • Customer experiences can occur absolutely anywhere.
  • Get creative: sometimes the most unexpected experiences are the most remarkable.

CX PRESS: Seeing Eye to Eye [11:14-25:24]

This week, we’re looking at Jennifer King’s article, “Brands and Consumers Differ on What Makes a Poor Brand Experience.” InMoment surveyed 2,000 internet users and 1,000 US brand professionals, and the results showed that brands don’t seem to be in touch with what consumers are thinking. Customers feel that staff makes a significant impact on the customer experience, while brands significantly underestimate the impact that employees can have.

Tweetable Quotes


When customer experience is everyone’s job, then it is no one’s job. #CX
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Brands significantly underestimate the damage employees can do to their customer experience. #CX
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Companies understand that they need to change, but aren’t able to make the right change. #CX
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Customer service remains a key piece of the customer experience puzzle. #CX
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Takeaways

  • Brands must talk with and listen to their customers to understand their needs and pain points.
  • Customer service remains a key piece of the customer experience puzzle.
  • Understanding that you need to do better is the first step.

THIS JUST HAPPENED: Do Simple Better [25:25-34:48]

Cubs coach (who, as Dan reminds us, are the 2017 World Series Champions) Joe Madden has a saying: “Do simple better.” This came to mind when Dan was at a Chicago restaurant called Osteria Via Stato and noticed the way they labeled their swinging doors. One side just said “yes,” and the other simply said “no.”

An unexpected customer experience

Tweetable Quotes


Do simple better. - Cubs Coach Joe Madden #CX
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Simple is good for everyone. #CX
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Put yourself in your customers’ shoes. #CX
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Make it easy for your customers. #CX
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Takeaways

  • Do simple better, reduce the number of interactions, reduce the friction points, create an unexpected customer experience, and wherever you can simplify is a place to improve.
  • Simple is good for everyone, the simple solutions free up time for your employees that would otherwise have to spend explaining things.
  • Put yourself in your customer’s shoes.

CHECK OUT THIS NUMBER: 45% [34:50-37:45]

45% of attendees of a recent Oracle CX webinar believed that customers want more, but that those expectations are reasonable. So if so many companies recognize that they need to do more, why are we waiting to start doing it? Oracle’s Modern Customer Experience Conference is coming up in Chicago, April 10-12, where you can learn more.

Tweetable Quotes


Businesses realize they could be doing more, so let’s make those changes. #CX
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Stop thinking about customer experience and talking about it— start doing it. #CX
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Takeaways

  • Attend the Oracle Modern Customer Experience Conference to learn how you can do create an unexpected customer experience and more.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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See you next week!

The post How an Unexpected Customer Experience Becomes Remarkable appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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How Small Customer Experience Improvements Can Add Up http://www.convinceandconvert.com/podcasts/episodes/small-customer-experience-improvements-can-add/ Tue, 27 Mar 2018 08:00:58 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149657 How small customer experience improvements can add up to big changes, why signs tell you more than just where the bathroom is, and the do's and don'ts of return policies.

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How Small Customer Experience Improvements Can Add Up

Bite-Sized Delight From the Episode:

  • How you can use small customer experience improvements to make a big impact.
  • Why L.L. Bean changed their famous return policy.
  • What office signage says about worker morale.
  • Using customer segmentation to deal with problem customers.

CX PRESS: 1 Percent Improvement [02:07-10:20]

This week we take a look at James Clear’s article, entitled, “This Coach Improved Every Tiny Thing by 1 Percent and Here’s What Happened.” Dave Brailsford used “the aggregation of marginal gains” to help Great Britain’s professional cycling team win the Tour de France. By improving everything that they did by 1%, and those small advancements added up to big improvements. We look at how you can make small customer experiences improvements add up for your business.

Tweetable Quotes


Empower your employees to make the change at the moment they notice it. #CX
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The secret to big success is making small customer experience improvements. #CX
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The British cycling team won 70% of the gold medals at the 2012 Olympic Games. #CX
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Companies focus on major policy shifts, but little enhancements have a huge impact. #CX
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Takeaways

  • Many companies focus on major policy shifts, but little changes can add up to have a huge impact.
  • Look for customer experience improvements that seem small but might have a compounding effect.
  • Once you make an improvement in one area, look to other areas and find ways to make incremental improvements there, too.

THIS JUST HAPPENED: L.L. Bean [10:20-19:45]

L.L. Bean is famous for its return policy, which lets you return an item at any time and for any reason. It’s been that way since the company’s founding in 1912, but they’ve had to change it because people have been taking advantage of the policy for cash. The number of returns had doubled in the last five years and was costing them $250 million. Dan and Joey discuss whether or not the company made the right move.

Tweetable Quotes


It’s a shame when the behavior of the few impacts the experience of the many. #CX
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Consider a move to go in the right direction even if it doesn’t solve the problem. #CX
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I’m a big fan of firing customers that aren’t a good fit. #CX
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Give the majority of your customers the best deal possible but keep the gamers at bay. #CX
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Takeaways

  • Find a way to keep the people who game the system at bay while giving the vast majority of your customers the best deal possible.
  • You can fire a customer who isn’t a good fit.
  • When you need to make a sweeping policy change, consider the move that gets it going in the right direction, even if it doesn’t solve the problem.

DISSECTING THE EXPERIENCE: Restroom Signage [19:47-28:47]

Joey was at a rental car agency recently when he spotted a wall with FIVE signs pointing towards the restrooms, all on the same wall. We talk about office signage and how that sets the tone for the customer experience, and how changing it can make customer experience improvements.

How Small Customer Experience Improvements Can Add Up

Tweetable Quotes


I spotted a wall with five signs pointed towards the restroom. #CX
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Signs can be a great asset, but they can also promote bad customer service. #CX
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Make sure you cover the basics to establish foundational customer experience. #CX
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Everything in the office contributes to the visitor experience. #CX
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Takeaways

  • Don’t assume that someone new to the building knows where everything is.
  • Everything in the office contributes to the customer experience.
  • Take a look at the layout of your space and make sure you’re communicating what you want to communicate.

CHECK OUT THIS NUMBER: 15x [28:49-31:02]

Customers with the highest likelihood to return an item are 15 times more likely than normal customers, according to research from Custora. Insights like these and more from Oracle CX.

Tweetable Quotes


Customers with the highest likelihood to return an item are 15 times more likely than normal customers. #CX
Click To Tweet


Takeaways

  • Segment your customers and figure out how to communicate to problem customers differently.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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How to Turn Mistakes into Customer Experience Opportunities http://www.convinceandconvert.com/podcasts/episodes/turn-mistakes-customer-experience-opportunities/ Tue, 20 Mar 2018 07:00:41 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149592 How you can turn mistakes into customer experience opportunities, IKEA’s risky marketing move that pays off, and what we can learn from a great meal delivery service.

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How to Turn Mistakes into Customer Experience Opportunities

Bite-Sized Delight From the Episode:

  • How the 404 error message can turn mistakes into customer experience opportunities.
  • A great meal delivery service’s tricks for serving a great experience along with lunch.
  • IKEA’s bold experiential ad campaign.
  • The origins of CRM.

DISSECTING THE EXPERIENCE: Factor 75 [01:02-11:02]

Joey has finally pulled the trigger and become a subscriber to a meal delivery service. He went with Factor 75, which offers food that is keto, paleo, and dairy-free. We look at how this service has transformed lunch from something that was not a healthy choice into an easy, healthy choice, and what they’re doing right about making meal delivery into an experience.

Factor 75 customer experience

Tweetable Quotes


The meals have taken something that was not a healthy choice and made it an easy healthy choice. #CX
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Their messaging and their packaging does a wonderful job of setting the tone. #CX
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Make it super easy to do business with you, especially for first-timers. #CX
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Sometimes you have to help your customers realize that they have a problem before you can help them solve it. #CX
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Takeaways

  • Make it super easy to do business with you, especially for first-timers.
  • Your directions can be even simpler than you think.
  • Sometimes you have to help your customers realize that they have a problem before you can help them solve it.

THIS JUST HAPPENED: 404 Error Message [11:03-19:20]

Joey was reading an exciting article, but when he clicked a link to dive even deeper into the topic he was stopped in his tracks by the dreaded “404 Error: Not Found” message. We talk about how attention to the little things can make turn mistakes into customer experience opportunities.

Tweetable Quotes


When it comes to creating remarkable customer experiences it’s the little things that are worthy of our attention. #CX
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If you put something interesting on the 404 you can capture an email address when they were least expecting it. #CX
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Mistakes are only a bad thing if you let them be a bad thing. #CX
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Takeaways

  • Don’t let mistakes like a 404 be a lost page, turn it into something unexpected.
  • Get someone who finds a 404 back to your homepage, or a page that you know converts well.
  • Have some fun with your messaging, even if it’s for mistakes like an error message.
  • Go to your web person and ask about what your 404 Error Message looks like, and how often they hit that page.

CX PRESS: IKEA Ad [19:22-28:46]

This week we’re looking at an article by Tim Nudd, the title of which you’ll have to read after you follow the link. IKEA ran an ad in one of Sweden’s most influential magazines for women. The ad has an interactive element that goes above and beyond, and we discuss the implications.

IKEA experiential advertising

Tweetable Quotes


We’re going to see more immersive advertising as we keep moving forward. #CX
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In every state, Chris had someone from each nonprofit sign his car and write an inspirational quote. #CX
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Experience is becoming part of everything. #CX
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Always be looking for ways to take something old and make it new again. #CX
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Takeaways

  • Experience is becoming part of everything.
  • Sometimes a message that will resonant with your target audience may alienate some other customers you serve, so make a calculated decision if you’re doing that.
  • Always be looking for ways to take something old and make it new again.

CHECK OUT THIS NUMBER: 1986 [29:02-32:17]

1986 is the year that Pat Sullivan and Mike Muhney released a customer evaluation system called ACT. This marked the origins of digital CRM, and these systems have only grown since.

Tweetable Quotes


1986 is the year that Pat Sullivan and Mike Muhney released ACT, the very first CRM. #CX
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Takeaways

  • Make sure that you’re not working with something 20+ years old and upgrade your CRM to track what you need to track about your customers.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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See you next week!

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Why Anticipating Your Customer’s Needs Makes All the Difference http://www.convinceandconvert.com/podcasts/episodes/why-anticipating-your-customers-needs-makes-all-the-difference/ Tue, 13 Mar 2018 08:00:42 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149505 Why technology is never as easy as it should be, how a commuter train line is anticipating your needs with a simple piece of paper, and one man’s journey across all 50 states.

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Why Anticipating Your Customer's Needs Makes All the Difference

Bite-Sized Delight From the Episode:

  • What you can learn from one commuter train line about anticipating your customer’s needs.
  • Why listening to customers is more vital than ever as technology gets more and more complicated.
  • Chris Strub’s journey volunteering in 50 states over 100 days.
  • What you can learn about customer experience from Star Wars.

CX PRESS: Everything Is Too Complicated [01:02-9:23]

This week’s article is by Nilay Patel for the Verge, entitled, “Everything is too complicated.” Technology is evolving rapidly, and Patel makes the case that it may be getting to a pace that’s faster than anyone could possibly be expected to keep up. In the article, he compiles a list of overheard questions about technology to highlight just how confusing technology has gotten, and ask if there’s a better way.

Tweetable Quotes


The tech industry is starting to make too many assumptions about our understanding of technology. #CX
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It’s the job of the business to make it easier for the customer.#CX
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Remember that not all customers are tech-savvy. #CX
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Customers will tell you what they love about your product if you listen. #CX
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Takeaways

  • Remember that not all customers are tech-savvy.
  • Try anticipating your customer’s needs and prepare accordingly—not every customer is the same.
  • When all else fails, listen to customer feedback.

THIS JUST HAPPENED: Metra Delay [9:25-17:26]

Dan takes Metra, the Chicago train system, into the city fairly frequently to get to work. Metra is famously reliable, but even they will sometimes have a train that runs late. Anytime this happens, however, they have a team of people ready to anticipate their customers’ needs and provide a train delay notice.

Why Anticipating Your Customer's Needs Makes All the Difference

Tweetable Quotes


For every train that is late, Metra provides train delay notices. #CX
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Yes it’s easy, simple, and cost-effective, but most of all it’s thoughtful. #CX
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Your problems can cause other people problems. #CX
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Anticipate the emotions of your customer.
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Takeaways

  • Your problems can cause other people problems.
  • Anticipate your customer’s needs by addressing the emotional rollercoaster that your customer is on when they’re doing business with you.
  • Be human in your interactions and have fun with it.

WHAT ARE YOU READING: 50 States, 100 Days [17:26-26:43]

Dan has been reading a new book by his good friend Chris Strub, a social media and live video consultant whose goal in life is simply to help other people. To do this, in 2015 he drove to all 50 states (except Alaska and Hawaii) in 100 days, where he worked with a different children’s organization in each state and interviewed the staff.  We look at his amazing journey and talk about why travel is so important.

Why Anticipating Your Customer's Needs Makes All the Difference

Tweetable Quotes


Chris became the first person to live stream in all 50 states. #CX
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In every state, Chris had someone from each nonprofit sign his car and write an inspirational quote. #CX
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Chris can recall every single stop on the journey and tell a story. #CX
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Travel creates experiences, you can’t travel without having some interesting experiences and stories. #CX
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Takeaways

  • Try to go somewhere new this year and get outside of the norm, because travel creates experiences.
  • Travel creates automatic rapport.
  • Chris created his own experience, which made it memorable and impactful.

CHECK OUT THIS NUMBER: 7.5 billion [26:45-28:31]

This is definitely the biggest number we’ve had in this segment, and for good reason: 7.5 billion is the number of box office dollars generated by the 10 Star Wars movies. “3 Things Star Wars Teaches Us About Customer Experience” explains more on the SmarterCX website.

Tweetable Quotes


All 10 Star Wars movies have generated $7.5 billion in box office revenue. #CX
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Takeaways

  • Check out “3 Things That Star Wars Teaches Us About Customer Experience” to learn more.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post Why Anticipating Your Customer’s Needs Makes All the Difference appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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How One Company Makes Classroom Learning Into a Remarkable Customer Experience for Kids http://www.convinceandconvert.com/podcasts/episodes/one-company-making-learning-experience-kids/ Tue, 06 Mar 2018 08:00:26 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149407 This week we look at things from a kids-eye view: how one company is making classroom learning about science into an experience for kids, what some real kids think about science when it’s fun, and what kids love and can’t stand about going to school.

The post How One Company Makes Classroom Learning Into a Remarkable Customer Experience for Kids appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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How One Company Makes Classroom Learning Into a Remarkable Customer Experience for Kids

Bite-Sized Delight From the Episode:

  • What classroom learning can teach us about creating a remarkable customer experience.
  • How one teacher has created a company that changes the way kids experience science.
  • How our experiences at school carry over into the workplace.
  • Why speed matters when resolving a customer service issue.

DISSECTING THE EXPERIENCE: Steve Spangler Science [01:02-22:47]

An entrepreneur, speaker, author, and science teacher named Steve Spangler got connected to us via Convince and Convert’s Jay Baer to share his unique approach to teaching. His company, Steve Spangler Science, creates science boxes that you can do at home with your kids. We give the kits a try ourselves, with a team of young experts who get to the bottom of what the experience is really like for the customers that matter, and look at how lessons classroom learning can be applied to all businesses.

Tweetable Quotes


If we can spark this level of curiosity in students, why isn’t every teacher doing this? #CX
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Steve Spangler is the science teacher that you wish you had. #CX
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There is an amazing connection between classroom learning and the customer experience. #CX
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The whole opening of the science box was an experience in and of itself. #CX
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Takeaways

  • Great teachers make great experiential learning opportunities.
  • There is an amazing connection between classroom learning and the customer experience.
  • The best experiences spark excitement, curiosity, and interest.
  • The three qualities of any great teacher (or entrepreneur) are to connect, to engage, and to create unforgettable experiences.

LOVE IT CAN’T STAND IT: Going to School! [22:48-33:10]

We talk to 20 kids to find out what they love and can’t stand about school. We then compare how similar the experiences of kids at school can be to those we have in the workplace and talk about what Dan and Joey carried with them from their time in school.

Tweetable Quotes


We don’t enjoy when our work has to go home with us and we don’t have a clear end to the day. #CX
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These clips are representative of the typical experience in the workplace. #CX
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Takeaways

  • These kids’ feelings about school are surprisingly similar to the typical experience in the workplace.
  • Your experience as a kid with classroom learning can shape the way you perceive things later on.
  • Not all of your customers are going to value the same things or experience things the same way.

CHECK OUT THIS NUMBER: 65% [33:12-35:12]

According to the Five9 Customer Service Index (which can be found on Smarter CX), 65% of consumers want their issue resolved in 15 minutes or less. In other words, more than half of everyone surveyed believe that speed matters when resolving a customer service issue.

Tweetable Quotes


65% of consumers want their issue resolved in 15 minutes or less. #CX
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More than half of all customers believe that speed matters when resolving an issue. #CX
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Takeaways

  • More than half of everyone surveyed believe that speed matters when resolving a customer service issue, even if it’s just to say that you’re working on it.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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See you next week!

The post How One Company Makes Classroom Learning Into a Remarkable Customer Experience for Kids appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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Why The First 100 Days Are Key to Creating Lifelong Customers http://www.convinceandconvert.com/podcasts/episodes/the-first-100-days-create-lifelong-customers/ Tue, 27 Feb 2018 08:00:02 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149309 How getting The First 100 Days ® right can create lifelong customers, a unique day on the ocean you'll never forget, and the difference between a good salesperson and a great salesperson.

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Why The First 100 Days Are Key to Creating Lifelong Customers

Bite-Sized Delight From the Episode:

  • Why The First 100 Days ® are key to creating lifelong customers
  • How one company blended information, fun, and experience to create an unforgettable day on the ocean.
  • Why being a great salesperson means being a good person.
  • Why customer retention is one of the best investments you can make.

DISSECTING THE EXPERIENCE: Shark Tagging [01:02-15:22]

Dan’s mom was a little skeptical of Joey when she heard he went ax throwing, but now Joey has taken it to the next level: shark tagging. You catch a shark, bring it on to the boat to take measurements, take blood samples, install tracking and monitoring devices, and then let them swim away. Joey got to take part thanks to Austin Gallagher and his team at Beneath the Waves. We look at how Beneath the Waves blended information, fun, and experience to create a completely unforgettable day on the ocean.

Beneath the Waves

Tweetable Quotes


Experience was blended with information and fun to create a day I’ll never forget. #CX
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Make sure you take time to educate your customers. #CX
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We could’ve learned about sharks through a presentation, but we’ll never forget this experience. #CX
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Takeaways

  • Make sure you take time to educate your customers.
  • Don’t just tell your customers that you’re committed and love your product or service, show them.
  • Make interactions into an experience.

CX PRESS: Salespeople [15:24-22:55]

We stumbled across “Don’t Be a Good Salesperson, Be a Good Person,” from Sami Halabi and only later realized it was hosted on the Oracle Smarter CX website, our (fantastic) sponsors. This article looks at what separates good salespeople from the exceptional ones, and why personalization and creating an experience is key.

Tweetable Quotes


If you know something about the person you’re selling to you’re much more likely to make a connection. #CX
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When you create an experience people are going to like you more and be more loyal. #CX
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If the baton is dropped, the entire team is disqualified. #CX
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Good isn’t enough anymore, you need to exceptional. #CX
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Takeaways

  • Good isn’t enough anymore, you need to exceptional.
  • Making the switch from good to exceptional is simple but hard, but the ROI is incredible.
  • Focus on gamechanger behaviors that make you stand out in a crowd.

WHAT ARE YOU READING: Never Lose a Customer Again [23:11-38:19]

Joey has been reading, and rereading, and rereading various of a new book called Never Lose a Customer Again: Turn Any Sale Into Lifelong Loyalty in 100 Days, by none other than… Joey Coleman! After almost 20 years of consulting and speaking about creating remarkable experiences, Joey is writing a book to condense his knowledge and help you do the follow-up to turn a new sale into a customer for life in The First 100 Days. Listen to the end for a secret offer just for listeners.

Tweetable Quotes


Most companies lose 20-70% of their new customers before they finsh The First 100 Days with them. #CX
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The First 100 Days is the most important time period in the entire customer relationship. #CX
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The onboarding experience is what makes or breaks the customer relationship. #CX
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Your number one competitor is stasis— doing nothing. #CX
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Takeaways

  • The First 100 Days is the most important time period in the entire customer relationship.
  • Your customer has the chance to go through 8 phases in the customer relationship, but most businesses only pay attention to 3 or 4.
  • Customer experience and onboarding are vital to all companies, no matter how big or how small.
  • The onboarding experience is what makes or breaks the customer relationship.

CHECK OUT THIS NUMBER: 25-100% [38:21-40:42]

According to research by Bain and Company and Earl Sasser of the Harvard Business School, just a 5% increase in customer retention can lead to an increase in profits of between 25 and 100%. It’s easier to keep the customers you already have than to spend time (and money) acquiring new ones.

Tweetable Quotes


It’s always less expensive to keep your current customers than it costs to acquire new ones. #CX
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A 5% increase in customer retention can increase in profits by 25-100% #CX
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Takeaways

  • In the rush to create CX in the digital world, don’t forget about the 54% who like to be on the phone.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


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See you next week!

The post Why The First 100 Days Are Key to Creating Lifelong Customers appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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Why Customer Service and Marketing Must Collaborate http://www.convinceandconvert.com/podcasts/episodes/why-customer-service-and-marketing-must-collaborate/ Tue, 20 Feb 2018 08:00:45 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149143 Why customer service and marketing must collaborate, the dos (and don’ts) of conferences, and why a phone call is more important than you think.

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Why Customer Service and Marketing Must Collaborate

Bite-Sized Delight From the Episode:

  • Why REI shows us that customer service and marketing must collaborate to provide a coordinated customer experience.
  • The keys to throwing a great conference, and what you need to look out for.
  • How typos and dated paperwork made a bad experience even worse.
  • Why most customers still prefer to reach you by phone.

CX PRESS: 6 Reasons to Unite Your Customer Service and Marketing on Social Media [01:01-10:48]

This week, we look at “6 Reasons to Unite Your Customer Service and Marketing on Social Media” by Josh Rickel, the VP of Product Marketing at Spredfast. So many companies are still incredibly siloed, which makes the customer experience uneven and difficult. At REI, however, customer service and marketing work hand-in-hand to deliver a better experience for everyone. Josh goes into what they do differently, and why your customer service and marketing must collaborate.

Tweetable Quotes


Customers don’t care which department you’re in. #CX
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There is nothing like hearing the voice of a real customer. #CX
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The customer support team and marketing team must be on the same page. #CX
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Social media is the only channel where customers can talk back. #CX
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Takeaways

  • The customer service and marketing must collaborate to succeed.
  • A consistent brand voice and a consistent customer experience are good for your customers.
  • Determining who owns what helps to ensure everyone is working on the right things.

LOVE IT / CAN’T STAND IT: Attending Conferences [10:49-26:08]

Dan and Joey have each attended hundreds, if not thousands of conferences in their day. We get into why a good MC is so important, what makes for a great and engaging speaker, and why you should think twice about the experiences and activities you make your audience go through. We hear from some listeners who use the Speak Pipe to share their own insights as well.

Tweetable Quotes


The experience at a conference starts with the MC. #CX
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As a speaker you want to focus on something new, something that’s already been heard. #CX http://bit.ly/2hD2dAx
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Build in opportunities for your attendees to move around. #CX
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The expectation for experiences is only increasing. #CX
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Takeaways

  • The value of a conference isn’t just what’s on the main stage, it’s also in the space you leave for attendees to connect with each other.
  • Think about the details, everything from beverages to power outlets are vitally important to attendees.
  • Put yourself in the shoes of the audience— if you’re bored by a speaker or activity your audience will be too.

SAY WHAT: Interpreting “Bipsy” Results [26:10-32:40]

When Dan’s dad needed to get a biopsy, the procedure turned out to be anything but “quick and painless” (don’t worry, he’s fine). After the procedure, the hospital gave him a two-page document that was supposed to tell him what would happen next, but it was absolutely riddled with spelling and grammar errors. We look at why spelling and grammar matters.

Tweetable Quotes


Spelling and grammar matter, they’re a reflection on your brand. #CX
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If you don’t know how to spell “biopsy,” you don’t get to do my biopsy. #CX
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Takeaways

  • Make sure that someone actually proofreads the materials that are sent to your customers and patients.
  • Keep your documents are updated to reflect the current environment.
  • When in doubt, read it out loud before you publish it.

CHECK OUT THIS NUMBER: 54% [32:42-35:07]

54% of consumers prefer the telephone over all forms of customer support. The fact of the matter is that most people would rather have the ability to hear what a company they’re doing business with is saying and explain themselves. It feel more natural, it feels more personal, and it feels more connected.

Tweetable Quotes


In the rush to create CX in the digital world, don’t forget about the 54% who like to be on the phone. #CX
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54% of consumers prefer the telephone over all forms of customer support. #CX
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Takeaways

  • In the rush to create CX in the digital world, don’t forget about the 54% who like to be on the phone.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post Why Customer Service and Marketing Must Collaborate appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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A Simple Idea to Build Great Customer Relationships http://www.convinceandconvert.com/podcasts/episodes/simple-idea-build-great-customer-relationships/ Tue, 13 Feb 2018 13:29:43 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=149057 Bite-Sized Delight From the Episode: How something unrelated to your business can be a great way to build strong customer relationships. Why making your life harder is the best way to make the customer experience better.` Dan’s fateful trip to a Manhattan electronics store with a “creative” pricing system. Why customer experience is key to […]

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A Simple Idea to Build Great Customer Relationships

Bite-Sized Delight From the Episode:

  • How something unrelated to your business can be a great way to build strong customer relationships.
  • Why making your life harder is the best way to make the customer experience better.`
  • Dan’s fateful trip to a Manhattan electronics store with a “creative” pricing system.
  • Why customer experience is key to word-of-mouth marketing.

BOOK REPORT: More Is More [01:00-13:17]

More Is More: How the Best Companies Go Farther and Work Harder to Create Knock-Your-Socks-Off Customer Experiences by Blake Morgan (host of the Modern Customer Podcast) is our book this week. Morgan argues that customer experience is not synonymous with customer service, and points to how you can DO MORE: Design something special; Offer a strong employee experience; Modernize with technology; Obsess over the customer; Reward responsibility and accountability; and Embrace disruption and innovation.

Tweetable Quotes


Make life harder on ourselves to make it easier on our customers. #CX
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Most of us don’t have time for things to break. #CX
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Most companies don’t think about the reality of customers’ lives. #CX
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Get your employees to step into the customer’s shoes. #CX
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Takeaways

  • Effort is one of the most important aspects of customer experience.
  • If the process is going to be difficult or confusing, it should be difficult for the company, not for the customer.
  • Happy employees are more likely to make the customer happy.

THIS JUST HAPPENED: Jacob Burns Film Center [13:18-19:26]

Today’s This Just Happened comes to us via the Speak Pipe, which you can use too. Denise Treco, Director of Communications and Marketing at the Jacob Burns Film Center in Pleasantville, New York. She shares with us how they turned their internal cooking competitions (a fun employee experience) into a staff cookbook they could share to bring their customer relationships to a new level.

Tweetable Quotes


Moments of surprise and delight don’t have to be directly related to what you do. #CX
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Making the cookbook was free, but it made a big impact. #CX
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Takeaways

  • The cookbook is an example of how you can have a big customer experience impact for low or no cost.
  • Moments of surprise and delight don’t have to be directly related to what you do.

THIS JUST HAPPENED: Don’t Be Like This Mike [19:27-26:56]

This is not a typo—this week we have TWO This Just Happened segments. Dan was attending a customer service conference in New York City when he realized that he had forgotten his microphone. When he went into an electronics store near Times Square, he ran into a few (unpleasant) surprises that can teach us some valuable lessons about the customer experience.

Tweetable Quotes


Don’t gouge your customers. Just don’t. #CX
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If you treat your customers with respect, they will respect you back. #CX
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Takeaways

  • Ripping off your customers is not a sustainable business model.
  • As a customer, a “no refunds policy” immediately raises a red flag.
  • If you treat your customers with respect, they will respect you back.

CHECK OUT THIS NUMBER: 80% [26:57-29:12]

80% of customers rely on word of mouth from peers to decide where to shop. If you think about it, when we need something new we invariably ask our friends, but so few companies take this into consideration.

Tweetable Quotes


80% of customers rely on word of mouth from peers to decide where to shop. #CX
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Takeaways

  • A remarkable experience is the best way to ensure word-of-mouth marketing for your business.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

We used sound effects in this episode from Freesound.org.

See you next week!

The post A Simple Idea to Build Great Customer Relationships appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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How to Surprise Your Customers by Thinking Ahead http://www.convinceandconvert.com/podcasts/episodes/surprise-customers-thinking-ahead/ Tue, 06 Feb 2018 08:00:17 +0000 http://www.convinceandconvert.com/?post_type=podcast&p=148961 How one hotel group won more Michelin stars than any other, why thinking ahead is the best way to surprise your customers, and why the people with your customer are just as important as your customer.

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How to Surprise Your Customers by Thinking Ahead

Bite-Sized Delight From the Episode:

  • How a surprise made Joey’s stay at a hotel remarkable.
  • What Mandarin Oriental did to win more Michelin stars than any other hotel group in the world.
  • Businesses that win big by taking care of the “bystanders” who come along with their customers.

CX PRESS: Michelin Stars [01:03-8:28]

This week, we take a look at “How Mandarin Oriental Won 18 Michelin Stars” by Sarah Jappy for Christie’s Luxury Defined. Winning one Michelin star is a huge deal for any restaurant, but how do you win more stars than any other hotel group in the world? Obsessive attention to detail and the ability to turn mistakes into magical moments.

Tweetable Quotes


Get your product right first, then enhance it with service. #CX
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Each guest has different expectations, but our goal is to delight and wow them. #CX
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Takeaways

  • Get your product right first, and then you can enhance the experience with great service.
  • Build in service that anticipates the customer’s needs and then goes above and beyond with certain flourishes.
  • Don’t automatically reject a mistake, there might be an opportunity to turn it into something magical.

DISSECTING THE EXPERIENCE: Fairmont Banff Springs [8:30-19:04]

When Joey went to Banff with his family for a conference, they stayed in a beautiful historic hotel called the Fairmont Banff Springs. Their ability to observe their customers, personalize the experience, and surprise them made it one of his favorite stays of the last year by far. As promised, here’s a picture of Joey’s kids sporting their amazing (and surprising) treasures.

Fairmont Banff Springs Surprise

Tweetable Quotes


The key to a customer’s heart is often through their kids. #CX
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The little things can be the things that matter most. #CX
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Always take the opportunity to observe your customers. #CX
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Look for opportunities to personalize interactions at every turn. #CX
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Takeaways

  • When you observe your customers, it gives you fantastic data points that let you customize the experience and make it even more remarkable.
  • Look for opportunities to personalize the interactions at every turn.
  • When you get the chance you can surprise a customer by thinking ahead.

THIS JUST HAPPENED: Innocent Bystanders [19:18-29:42]

While Joey was in Banff, they happened to visit Mountain Galleries at the Fairmont close to closing time. When the owner sees Joey’s kids and finds out they’re going to be staying in town for a few days, she produces two customized sketch pads for them to draw in while they’re there. She couldn’t have had any idea at the time, but Joey and his wife ended up purchasing some paintings on their last day at Banff, and some free publicity from Joey’s speech at his conference nearby. We look at this and other examples of how you can pay attention to the “innocent bystanders” who are with the paying customer.

Tweetable Quotes


The best marketing you can ever do is word of mouth marketing. #CX
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The most believable person to talk about your business is a customer. #CX
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Often you don’t know who the decision maker really is. #CX
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Takeaways

  • It’s not just about the customer, it’s about the people who are with the customer.
  • Make the people around the customer feel special too, and you’ll create tons of word of mouth, happier customers, and more new business in the future.

CHECK OUT THIS NUMBER: 88% [29:45-32:22]

88% of people feel better about a brand when the advertising is personalized to them. As Joey said in an early episode, one of the most pleasing sounds to anybody’s ear is their own name, so it’s no surprise that more personalization leads to a more favorable impression.

Tweetable Quotes


88% of people feel better about a brand when the advertising is personalized to them. #CX
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Takeaways

  • Personalization is the best way to create marketing that connects favorably with customers.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!


Are You Looking for Things We Referenced?

See you next week!

The post How to Surprise Your Customers by Thinking Ahead appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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