Building better customer experiences
Are you aware of your customers' experiences after they become leads? It's easy to fall into the same newsletter routine, invoices and sales emails, but for a truly exceptional customer experience that improves your retention and love for your brand, must go further.
We will share three important things you can start doing today that will vastly improve your customer experience and make those leads worth earning..
The typical customer experience:
But actually, the other half of our job should be making sure those leads are taken care of when they become customers. This is especially important if you don't have, for example, a customer service department. If you have a customer service department, really should be intertwined with what it does, because normally what happens, when you work with a client, is that after the sale, generally receive surveys.
“How did we do it? Please rate us on a scale of 1 al 10”, which is a huge and useless scale. You're a 4, or you are a 8, or you are a 6. Do you like what really differentiates that and how people choose that?
Then, invoices, as obviously important, because you have to bill people, especially if you have a large and expensive product or if it is a SaaS business. But those bills are sometimes a little impersonal, weird and maybe not great.
Tips for a better customer experience
So, instead, here are some additional things you can do. I mean fix some of these things if maybe they don't work well. But here are other things you can do to make sure your customers know that you love them and would like to keep paying them forever..
Follow them on social media.
So, the first thing is to follow them on social networks. what I really like to do is use a tool like FullContact. You can take everyone's email addresses, run them through FullContact, and it will respond and tell you: “Here are the social accounts that this person has”. Then you go to Twitter and follow all these people, for example. Or if you don't want to follow them, can make a list, a hidden list with all your social accounts there.
You can see what they share. “Tell me all the things that the people I follow on social media or the things that this particular list of people on social media have to share and what they are engaged in “. Then you can see what your customers are really interested in, which can give you a good idea of what kinds of things we should be talking about.
Then, be sure to also see the unbranded mentions. It's not particularly difficult to monitor a specific list of people and see if they tweet things like, “I really hate my (insert what you are) at this time”, for example. So you can avoid that in the pass maybe because you know this was this client. “Oh, they just had a bad experience. Let's see what we can do to fix it”, without saying “Hey, we were watching all your movements on Twitter. Here is something we can do to fix it”.
Maybe it's not so creepy, but the idea is to try to follow these people and look at those unbranded mentions so that you can avoid a potential angry customer or a customer who is about to drop the pass. It is much cheaper to keep an existing customer than to get a new one.
So, next is post-sale monitoring. what i would like you to do is create a fake client. If you have many sales people, create a fake customer that is each of those people, and then that customer should receive all the emails, invoices, everything else a regular customer that fits that group of people should get.
Take a look at those accounts. Are you amazing or super annoying? Don't you hear anything for a year, except the bills and then, “Oye, you want to renew?” How's that conversation going between you and that customer? So really try to pay attention to that. It depends on your organization if you want to tell people that this is what is happening, but you really want to make sure that that customer is not getting preferential treatment.
Thus, you need to make sure it's not obvious to people that this is the fake customer, For what they say: “Okay, we will be more kind to fake customer”. They must be getting exactly the same as any of their other clients. This is extremely useful for you..
The third is better content. I believe that, usually, any organization should reward content differently than we currently do.
At this time, we have a great focus on new content, new content, new content all the time, when actually, some of your best performing posts might be old content and maybe you should go back and update them. So, what we like to tell people is the Microsoft reward model. They have used this to reward their employees, and part of this is not just new things. It is also something old. So, the way it works is 33% is what they have personally produced.
This would be new content, for example. So 33% is what they have shared. So think, on Slack if someone shares something really useful, That's great. They would be rewarded for that. But think, on what you can share with your customers and how it can be rewarding, even if you didn't write it, or you can create a summary, or you can put it in your newsletter.
A lot of what it can bring is taking those things that others have produced, maybe you need to turn it into something that is easy to share on social media, or need to turn it into a blog post or video, como Whiteboard Friday , whatever is going to work for you, and think about how you can amplify that and pass it on to your customers, because it's not just marketing messages that customers should be seeing.
They should be seeing all kinds of messages throughout their organization, because when a client gives you money, it's not just because your marketing message was excellent. It's because they believe in what you're giving them. So, by reinforcing that belief through the types of content you create, what do you share, What do you find other people share?, what did you share with your clients, that you share a lot, you can certainly improve that relationship with your customers and really turn just your average, run-of-the-mill customer into a true fan, because not only will they stay longer, it is much cheaper to keep an existing customer than to get a new one, but they will recommend it to you , which is also much easier than buying a lot of ads or spending a lot of money and effort on SEO.
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