customer relationship engineering
Post on 20-Jun-2015
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Customer Relationship Engineering
how to grow fast & remain authentic
What makes a happy customer?
Good customer service?
no.
GREAT customer service.
the problem is ...
Most people inside companies believe customer service lies
isolated in the customer service department.
It comes in a hand-written note on an invoice, a proactive phone call to make sure things are all okay, and in an extra second during a meeting to talk about weekend plans.
Great customer service means providing things that are above and beyond what the customer pays for.
GREAT customer service comes from everywhere.
in other words...
a happy customer is happy when they’re
taken care of in ways they don’t expect.
but here’s the challenge.
to grow, we need to automate a lot of
this.
and if set up incorrectly, automation can come across
cold and uncaring.
so let’s break it down and add some structure so we know what areas need
special attention.
and if set up incorrectly, automation can come across
cold and uncaring.
These are the phases of a customer lifecycle:
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
so let’s start at the beginning.
Awareness: how you can make it fun
Your company has a brand.
Awareness: how you can make it fun
Your company has a brand.
That brand is perceived in a certain way by the public.
Awareness: how you can make it fun
Your company has a brand.
That brand is perceived in a certain way by the public.
Your website, advertisements, and word of mouth control this perception.
Awareness: how you can make it fun
Your company has a brand.
That brand is perceived in a certain way by the public.
Your website, advertisements, and word of mouth control this perception.
Since a prospect becomes aware of your brand through one of these 3 mediums,
controlling them is your way of controlling the Awareness stage.
Website
● Have one compelling call to action
Advertisements
● Use images & selective language to reflect your benefits - this is more important than features
Word of Mouth
● Give people a reason to talk about you.
Awareness: how you can make it fun
next up: Research
Research: Provide value up-front
Someone coming to you is looking for a solution.
That solution solves a problem.
That problem is impacting their life negatively in some way - it creates a pain.
Research: Provide value up-front
Your business provides one thing: a path away from that pain.
This is the benefit of your services.
The features of your business lead to the benefit, but guess what?
the customer doesn’t care.
every other search result they’re
browsing shows the same features.
Contractors build houses with high-quality materials.
Oil & Gas companies have 24/7 response times.
Doctors offer insurance coverage.
etc. etc. etc.
(say it with me)
the customer cares about
the BENEFITS!
(indulge me)
one more time.
the customer cares about
the BENEFITS!
the BENEFITS!
the BENEFITS!
the BENEFITS!
the BENEFITS!
the BENEFITS!
the BENEFITS!
the BENEFITS!
the BENEFITS!
the BENEFITS!
they care about nothing else.
they want to know how YOUR business improves their life.
that’s all they want to hear.
that’s all they want to see.
that’s all they want to read.
that’s all they want to know.
until…
they decide to trust you.
Most people talk about features before benefits.
They begin their website talking about themselves.
What they do.
The kinds of stuff they offer.
How great they are.
Most people talk about features before benefits.
They begin their website talking about themselves.
What they do.
The kinds of stuff they offer.
How great they are.
Nowhere do they talk about how all of that improves the customer’s life.
so as a customer, you’re left thinking...
“I don’t trust them”
“They don’t get me”
“They’re not what I need”
is this logical?
Well, no.
but it doesn’t matter.
within seconds of coming to your site.
they’re emotionally distanced from your
brand
so what can you do?
control the Research phase.
control the Research phase.
1. Connect with the customer by communicating benefits
2. Provide them with every piece of information needed to learn about your industry and the process they need to go through in order to solve their problem. (keep them off of other sites)
3. Introduce social proof and testimonials4. Talk about features of your product or service
control the Research phase.
1. “Get through winter without the worry of losing power and sleeping in a cold home”
2. Download our free report on 7 Things You Need To Know When Buying A Generator
3. “Here are some messages from the families who continue to trust us today…”
4. “We offer the following generator brands and models…”
They’re going to compare you with other companies.
once they’ve done their research...
the cool thing is that if you addressed the Research phase correctly, they’ll
already be pre-sold to your company.
But to ensure that you stay top of mind for them, here are 3 ways to gain an edge over your competitors:
1. Financial Incentivesa. 20% off installation
2. Time Incentivesa. Next-day installationb. 24 hour repair
3. Guaranteesa. Money-back guaranteeb. 180-day warrantee
Selection & Purchase
next step…
This is the buying process. It needs to be easy and what the customer would expect.
● Make it simple to purchase at any step along the way
● Go above and beyond in this step. This is the part of the process where the customer feels most vulnerable. Surprise them.
● Have a buyers-remorse-proof followup sequence.
“what’s a buyers-remorse-proof followup sequence”?
I’ll show you.
The buyers-remorse-proof followup sequence
Step 1: Thank them. Like really.
Hey Joe! Just wanted to follow up your purchase today and thank you for your trust in us.
We at XYZ Generators are committed to each and every one of our clients in the same way we’re committed to each other. Year in and year out, we always strive to do what’s best.
If you ever have any questions, my personal cell number is (111) 222-3456. I answer it day and night, and if you ever can’t get through to the office, just give me a shout and I’ll be happy to help.
Once again, thank you for deciding to partner with us, and we’ll be in touch shortly with more details on your new generator delivery.
Thanks and have a great day!
-Bob
The buyers-remorse-proof followup sequence
Step 1: Thank them. Like really.
Hey Joe! Just wanted to follow up your purchase today and thank you for your trust in us.
We at XYZ Generators are committed to each and every one of our clients in the same way we’re committed to each other. Year in and year out, we always strive to do what’s best.
If you ever have any questions, my personal cell number is (111) 222-3456. I answer it day and night, and if you ever can’t get through to the office, just give me a shout and I’ll be happy to help.
Once again, thank you for deciding to partner with us, and we’ll be in touch shortly with more details on your new generator delivery.
Thanks and have a great day!
-Bob
Acknowledge the position of power they’re in
Hammer home why they should trust you
Be humanGo above and beyond
Give them permission to do what they would really want to do in their imagined worst case scenario
Remind them of what they purchased- get them excited!
The buyers-remorse-proof followup sequence
Step 2: Overdeliver
Hey Joe! I’ve got some good news!
We upgraded the delivery of your generator so it’s going to be delivered a week earlier than expected.
We can of course keep the original installation date that we scheduled, but if you’d like to get everything installed ASAP, we can come in on the 12th to set everything up. Let me know if you’d like to move forward with that.
One more thing- thought you would get a laugh from this. A big report was just released on the severity of the upcoming winter and we’re backordered for 2 months. Looks like you and Mary got in at the right time!
Hope all’s well. Let me know about the delivery date if you’d like to move it up in the calendar- have a good one!
-Bob
The buyers-remorse-proof followup sequence
Step 2: Overdeliver
Hey Joe! I’ve got some good news!
We upgraded the delivery of your generator so it’s going to be delivered a week earlier than expected.
We can of course keep the original installation date that we scheduled, but if you’d like to get everything installed ASAP, we can come in on the 12th to set everything up. Let me know if you’d like to move forward with that.
One more thing- thought you would get a laugh from this. A big report was just released on the severity of the upcoming winter and we’re backordered for 2 months. Looks like you and Mary got in at the right time!
Hope all’s well. Let me know about the delivery date if you’d like to move it up in the calendar- have a good one!
-Bob
Make it purposeful on your end
Avoid any inconveniencing
Give them a next step
Reinforce their decision, make them feel relieved
The buyers-remorse-proof followup sequence
Step 3: Familiarity with product/service
Hey Joe!
Looks like the time’s almost here for your generator installation! Just wanted to give you a heads up on how the process works.
Your installation will be done by Gary- he’s one of our best technicians and has been at this for over 12 years. He knows his stuff (also a huge Yankees fan, like myself)!
He’ll be swinging by your place at 1pm as planned and will install your new generator. The whole process typically takes around 3 hours. Afterward he’ll show you the ins and outs, how to turn it on/off, and where it’s hooked into your circuit breaker.
Feel free to ask Gary any questions while he’s there, and as always you can give me a call if anything arises.
Hope all’s well - have a great night!
-Bob
The buyers-remorse-proof followup sequence
Step 3: Familiarity with product/service
Hey Joe!
Looks like the time’s almost here for your generator installation! Just wanted to give you a heads up on how the process works.
Your installation will be done by Gary- he’s one of our best technicians and has been at this for over 12 years. He knows his stuff (also a huge Yankees fan, like myself)!
He’ll be swinging by your place at 1pm as planned and will install your new generator. The whole process typically takes around 3 hours. Afterward he’ll show you the ins and outs, how to turn it on/off, and where it’s hooked into your circuit breaker.
Feel free to ask Gary any questions while he’s there, and as always you can give me a call if anything arises.
Hope all’s well - have a great night!
-Bob
Set an expectation
Let them know there are humans around
They’re in good hands
Humanize
Eliminate residual fear
this process can be applied to any
business.
generator → SaaS product
shipping upgrade → new discount
Gary → Support Team Member
alright. on to the next step.
Let’s take a look at where we are in the process:
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
Let’s take a look at where we are in the process:
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
During the delivery of the product/service itself
Experience
we’ve already spoken about what kind of communication
leads up to this point.
1.Thank them2.Overdeliver
3.Familiarize with the product
When you deliver a product or service, you can leave no stone unturned in the customer’s mind.
They wonder about 1. When they will receive it2. How they will receive it3. If they need to do anything before receiving it4. How long it will take to receive it
if you took all the steps in the buyers-remorse-proof followup sequence, these
questions will be answered already.
Now it’s time to deliver.
the customer’s mind goes through three stages during
delivery
1.Commitment
They’ve purchased your product or service and are excited to receive its
benefits
1.Commitment
They’ve purchased your product or service and are excited to receive its
benefits
1."Honeymoon Phase”
2.Judgment
They’ve received it (or are receiving it) and are now comparing what they
expected and what is being delivered.
2.Judgment
3.Use or Abuse
Based on their satisfaction, they will either use the product or service or
send it back, call customer service (or you), express their anger, etc.
3.Use or Abuse
this final stage is what you prepare for.
the customer’s decision to either use or abuse depends
LESS on the product or service itself
and MORE on how it aligns with the expectation that
they had of it.
here’s an example.
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in a week”
It gets there in 5 days.
Customer is happy.
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in a week”
It gets there in 2 weeks.
Customer is MAD.
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in 2 weeks”
It gets there in 2 weeks.
Customer is happy.
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in 2 weeks”
It gets there in 2 weeks.
It’s a Subaru.
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in 2 weeks”
It gets there in 2 weeks.
It’s a Subaru.
Customer is REALLY MAD.
expectations control the outcome.
control expectations → control the outcome
expectations control the outcome.
so during your delivery…
● Commitmento Build a map for them to follow - no guessing on their end.o “Hey John, I wanted to let you know that your download is all
ready to go! Just click the link below and you’ll be all set!!”
Set and meet expectations at each stage of the cycle
● Judgmento This is a stage that you need to be available for, but not in
their face. Include resources for them to reach out, and be able to jump in when necessary.
o “Any questions or issues? Click the button below to chat instantly”
Set and meet expectations at each stage of the cycle
● Use or Abuseo Make it possible for them to immediately begin using your
product or service. The longer they have to wait, the worse.o “Installation complete! No need to restart - just click below to
open”
Set and meet expectations at each stage of the cycle
by the end of the cycle, they will be satisfied and using your product or service.
delivery complete!
Retention & Loyalty
moving on…
Once delivery is complete, you have an amazing opportunity.
Build.
Once delivery is complete, you have an amazing opportunity.
Build.Referrals.
It’s MUCH cheaper to get a new client through a referral
than through any other channel.
Traditional● Lead generation● Nurture cycle● Conversion● Delivery & Followup
Referral● “Hey, do you know
someone else who would like this?”
Traditional● Lead generation● Nurture cycle● Conversion● Delivery & Followup
Referral● “Hey, do you know
someone else who would like this?”
Win.
Traditional● Lead generation● Nurture cycle● Conversion● Delivery & Followup
Don’t get me wrong - this is the foundation of your sales cycle. It works. But referrals take much less time than
this when they’re available.
Referral● “Hey, do you know
someone else who would like this?”
Win.
Any type of business can have referrals
1. Onlineo Social sharingo Send an email to a friendo Affiliates
2. Brick and Mortaro Collect the name & number of a potential referralo Have the client write an email to a friend (or write it with
them)o SUPERMAN MOVE: Have the client call a friend while
they’re with you
there’s another way to retain customers & build loyalty
autoresponder thread
successful autoresponders employ the following characteristics:
1.They’re informal letters to friends2.They leave the reader wanting more3.They deliver REAL value and insight
successful autoresponders employ the following characteristics:
1.They’re informal letters to friends
“hey John, wanted to share this with you”
No fancy formatting. Should look like you wrote them an email on your phone.
successful autoresponders employ the following characteristics:
2.They leave the reader wanting more
“PS - I found something cool today. I’ll share it in my next email.”
successful autoresponders employ the following characteristics:
3.They deliver REAL value and insight
***Actionable & new insights***
successful autoresponders employ the following characteristics:
3.They deliver REAL value and insight
How to winterize your pool
successful autoresponders employ the following characteristics:
3.They deliver REAL value and insight
Get cheap traffic to your site
successful autoresponders employ the following characteristics:
3.They deliver REAL value and insight
A tool to manage your time better
We’re at the final step.
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
the “holy grail”
word of mouth
your customers market FOR you!
word of mouth
one thing needs to happen for someone to talk about
you.
you need to give them
something
to
TALK
ABOUT!
here’s the thing…
you’ve already gotten a head start.
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
They can share this with friends. Competitors will not have created something like this, so it’s your domain entirely.
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
They can share this with friends. Competitors will not have created something like this, so it’s your domain entirely.
An above-and-beyond gesture that stands out in their mind.
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
They can share this with friends. Competitors will not have created something like this, so it’s your domain entirely.
An above-and-beyond gesture that stands out in their mind.
Tough to crack but powerful. Think of the “unboxing” phenomenon that Apple started.
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
They can share this with friends. Competitors will not have created something like this, so it’s your domain entirely.
An above-and-beyond gesture that stands out in their mind.
Tough to crack but powerful. Think of the “unboxing” phenomenon that Apple started.If you master preparation for an
Abuse situation, your customers will notice. Even though they’ll be upset about the original issue, high quality of service trumps the inconvenience.
Make it your goal to be memorable.
that’s all you need for people to talk
about you.
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
But you see that?
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
it’s an arrow.
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
this process repeats. when someone hears you through word of mouth, they become Aware of your company.
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
this is why it’s important to automate a lot of this process.
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
some of these steps are one-time setups.
Build your online presence, create an autoresponder sequence, optimize your website, etc. etc. etc…
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
others have to be handled on an ongoing basis and customized to the customer.
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
This is where you should spend your time.
Automate EVERYTHING else!
here’s how you don’t lose the personal touch.
Things that can be automated:● Educational email threads● Sales pipeline tracking● Buyers-remorse-proof
followup sequence● Appointment scheduling● Reactivation emails● Anniversary/Bday reminders● Retention triggers
Things that can’t be automated:● Personalized sales emails● Replies to replies● Customer service complaints● Process-specific
communications
follow the autoresponder rules when writing automated emails.
InfusionsoftOntraport
Mailchimp/AWeber (kind of...)
use name tokens whenever available.
“you” “your”“I” “my”
“Mary” (instead of “your wife”)
use personal language patterns
This reinforces the personal touch and ensures loyalty from those who
doubted the sincerity of the process
insert a manual outreach into the middle of an automated sequence
I posed a question at the beginning…
What makes a happy customer?
GREAT customer service.
GREAT customer service.freakin’
Customer Relationship Engineering
how to grow fast & remain authentic
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