hacking the customer experience
DESCRIPTION
Come dig in with us on three key aspects of engaging with customers and learn about specific techniques that will help drive sustainable growth in your business: Getting into the mindset of your prospects and customers, creating content that resonates with your target audience, and initiating a relationship.TRANSCRIPT
![Page 1: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/1.jpg)
PRESENTED BY:
Hacking the Customer Experience: Essentials for Marketing SuccessOctober 21st, 2014
#growthhackme
![Page 2: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/2.jpg)
INTROS
Jerrod Bailey, Partner and SVP at TallwaveJerrod has spent the last 15 years in technology companies focused on B2B markets in Business Development, Product and Marketing capacities. Tallwave is a venture development and venture capital firm based in Scottsdale, AZ focused on growing companies from Idea stage through Commercial Sustainability. Over the last 4 years at Tallwave, Jerrod has helped develop over 50 companies.
Anna Hrach, Content Strategy Manager at ethologyAs the content strategy manager for ethology, a Scottsdale-based digital marketing agency, Anna Hrach spends her days developing smart strategies, crafting engaging content and working with a team of interactive experts to produce the best digital experiences possible.
Chelsea Winkel, Design Strategist at Tallwave 29th DriveChelsea is a problem solver with a decade of experience designing things for people that are easy to understand, use and adapt to. She specializes in taking the extremely vague or complex and making it strikingly simple. Part designer, part scientist and part entrepreneur she helps Fortune 500 companies and startups tell the stories they want to tell.
#growthhackme
![Page 3: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/3.jpg)
TOPICS
1. Getting – Into the mindset of your customers (Methods for Agile Customer Empathy)
2. Creating – Content that resonates with your audience (Keys to Content Marketing Success)
3. Initiating – The relationship (Beyond Social Selling: Growthhacker Methods for Filling Sales Funnels)
#growthhackme
![Page 4: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/4.jpg)
1.Methods for Agile Customer EmpathyGetting – Into the mindset of your prospects and customers
[email protected] | @hirechelsea | #growthhackme
![Page 8: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/8.jpg)
Why Building Empathy Matters?
1. Innovation starts with empathy
2. Developing deep connections with the people you serve allows you to identify opportunities more quickly than competitors
3. Empathy prevents situations that lead to sympathy or customer pity
[email protected] | @hirechelsea | #growthhackme
![Page 10: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/10.jpg)
How to Build Empathy at your Organization
1. Start small and build momentum.
2. Humanize your customer with names and stories.
3. EVERYONE is an active participant.
[email protected] | @hirechelsea | #growthhackme
![Page 12: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/12.jpg)
Activities for Building Empathy
Empathy Maps
Personas
Online User Testing
User Comics
Shadowing & Out of Ego Experiences
Customer Experience Ecosystem
Most Agile
Deepest Connection
[email protected] | @hirechelsea | #growthhackme
![Page 15: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/15.jpg)
Online User TestingYou’re going to discover 80% of your problems by testing 5 users.
• Have a specific goal in mind, “We want to know ______”
• Pre-Qualify Testers
• Consider using both broad tasks and specific tasks in your tests.
• Clear, concise instructions.
• Beware of leading questions and bias.
• Run private tests.
• Test audience segments or demographics separately.
[email protected] | @hirechelsea | #growthhackme
Image from Norman Nielsen Group
![Page 16: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/16.jpg)
Online User Testing - Verify App
[email protected] | @hirechelsea | #growthhackme
Image from Verify App
![Page 20: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/20.jpg)
Out of Ego Experiences
[email protected] | @hirechelsea | #growthhackme
Image found through online search on Unemployment Line
![Page 21: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/21.jpg)
Customer Experience Ecosystem
[email protected] | @hirechelsea | #growthhackme
UX CONTENT SOCIALSEO PAID MEDIA
ANALYTICS
![Page 23: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/23.jpg)
Sustaining Customer Empathy
• EVERYONE is an active participant.
• Progressive discovery.
• Empathy every 6 weeks.
• Be the champion for the end customer.
• Empathetic culture has to come from the top.
• Create artifacts & tell stories, over and over and over again.
[email protected] | @hirechelsea | #growthhackme
![Page 25: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/25.jpg)
2.Keys to Content Marketing SuccessCreating – Content that resonates with your target audience
[email protected]| @annabananahrach | #growthhackme
![Page 26: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/26.jpg)
Let’s Talk Content
Content can be amazingly powerful for both brands & customers…
[email protected]| @annabananahrach | #growthhackme
![Page 27: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/27.jpg)
Let’s Talk Content
Content can be amazingly powerful for both brands & customers… but only if done the right way.
[email protected]| @annabananahrach | #growthhackme
![Page 33: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/33.jpg)
Reality Check: Content Costs a Lot
Time – Finite resource: hours, days, weeks, months
Money – Salaries, software/CMS investments
Resources – Physical, digital
People – Someone has to create it all
[email protected]| @annabananahrach | #growthhackme
![Page 34: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/34.jpg)
Key to Content Marketing Success #1:Create a Solid Foundation
[email protected]| @annabananahrach | #growthhackme
![Page 35: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/35.jpg)
Key to Content Marketing #1:Create a Solid Foundation
Fix what’s broken
[email protected]| @annabananahrach | #growthhackme
http://www.flickr.com/photos/schmilblick/252772357/
![Page 36: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/36.jpg)
Fix what’s brokenGet rid of what you don’t need
[email protected]| @annabananahrach | #growthhackme
http://www.flickr.com/photos/jdhancock/
![Page 37: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/37.jpg)
[email protected]| @annabananahrach | #growthhackme
http://www.flickr.com/photos/rubbermaid/7203340384/
![Page 38: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/38.jpg)
Key to Content Marketing Success #2:Always Start with Strategy
[email protected]| @annabananahrach | #growthhackme
![Page 40: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/40.jpg)
Start with Strategy, Not Tactics
Content Strategy
• Overarching strategy
• Supports holistic experiences
• Useful, usable content
• Connect with experiences
• Business goals vs. user needs
• Defines & oversees all content development processes
• Focused on processes
vs. Content Marketing
• Channel-specific tactics
• Attract customers through content
• Branded content
• Connect without selling
• Owned vs. paid
• Defines & oversees publishing efforts & creation needs
• Focused on execution
[email protected]| @annabananahrach | #growthhackme
![Page 41: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/41.jpg)
Key to Content Marketing Success #3:Balance Business Goals & User Needs
[email protected]| @annabananahrach | #growthhackme
![Page 42: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/42.jpg)
The Three Content Marketing Players
BRAND
VISITORS ROBOTS
What are the business objectives?
What does topical demand look like?
What do our audiences need & want?
[email protected]| @annabananahrach | #growthhackme
![Page 43: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/43.jpg)
Sounds like a brochureIgnores user questionsNot findableWeak user experience
ethologyConsumers. The big idea.
Too search-focused =Not the most qualified traffic
Content doesn’t nurture
http://www.flickr.com/photos/gi/3232485/sizes/o/#HelpNotHype
[email protected]| @annabananahrach | #growthhackme
![Page 44: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/44.jpg)
http://www.flickr.com/photos/34639903@N03/3439647651/#HelpNotHype
Too brand-focused =Sounds like a brochure
Doesn’t meet user needs
[email protected]| @annabananahrach | #growthhackme
![Page 45: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/45.jpg)
Too user-focused = No benefit for brandStill doesn’t answer questions
http://www.flickr.com/photos/icathing/7353057/#HelpNotHype
[email protected]| @annabananahrach | #growthhackme
![Page 46: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/46.jpg)
Key to Content Marketing Success #4:Find Your Inner Storyteller
[email protected]| @annabananahrach | #growthhackme
![Page 47: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/47.jpg)
How Voice & Tone Affect the Stories We Tell
Embrace your brand’s voice, understand how it speaks to customers, and think about what kind of
stories it would tell.
VOICE TONE
● Brand’s personality
● Writing style
● Consistent & reliable
● Brand’s mood
● Part of voice
● Changes with context
[email protected]| @annabananahrach | #growthhackme
![Page 48: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/48.jpg)
Voice, Tone & Stories: AppointmentPlus
AppointmentPlusEntertainingStraightforwardApproachable
[email protected]| @annabananahrach | #growthhackme
![Page 49: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/49.jpg)
Starbucks- Human- Heartfelt- Imaginative
Voice, Tone & Stories: Starbucks
[email protected]| @annabananahrach | #growthhackme
![Page 50: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/50.jpg)
Voice, Tone & Stories: Nike
Nike- Empowering- Driven- Passionate
[email protected]| @annabananahrach | #growthhackme
![Page 55: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/55.jpg)
3.Beyond Social Selling: Growthhacker Methods for Filling Sales FunnelsInitiating – The relationship
[email protected] | @jerrodbailey | #growthhackme
![Page 56: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/56.jpg)
GROWTH HACKER PROSPECTING STEPS
empathy selling
1. Find Your Customer [by getting to know her]
2. Reach Out [with messaging that speaks to her]
3. Sell [by asking questions about her]
[email protected] | @jerrodbailey | #growthhackme
![Page 58: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/58.jpg)
WHO IS YOUR BUYER?
Titles?VP of Human Resources, CFO
Industries?Manufacturing, Supply Chain & Logistics
Geography?Western US
Company Size?Less than 500 employees
[email protected] | @jerrodbailey | #growthhackme
Image: http://www.omnicircuitboards.com/blog/bid/239449/Having-Too-Much-Fun-Working-in-Printed-Circuit-Board-Manufacturing
![Page 59: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/59.jpg)
BOOLEAN EXPRESSIONS
(“peanut butter” AND jelly) OR “PB&J” OR “PB and J” AND Sandwich -apparel
[email protected] | @jerrodbailey | #growthhackme
http://foodspin.deadspin.com/peanut-butter-sandwich-pairings-ranked-1142578368
![Page 64: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/64.jpg)
((VP OR Vice) AND (human OR HR)) OR CFO
146,391results
[email protected] | @jerrodbailey | #growthhackme
![Page 65: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/65.jpg)
((VP OR Vice OR Dir OR Manager OR Mgr) AND (HR OR human)) OR CFO
371,778
results
[email protected] | @jerrodbailey | #growthhackme
![Page 66: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/66.jpg)
STEP 2: REACH [email protected] | @jerrodbailey | #growthhackme
Image: http://wanelo.com/p/1670089/thinking-of-you-card-in-a-non-creepy-way-light-blue-robins-egg-blue-white-single-card
![Page 69: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/69.jpg)
300 CHARACTERS. MAKE ‘EM [email protected] | @jerrodbailey | #growthhackme
![Page 70: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/70.jpg)
WHAT IS VALUABLE TO THEM?
•Need advice approach
•Building community approach
•Looking for a contact approach
•Launching new tool approach
•Announcing big event approach
[email protected] | @jerrodbailey | #growthhackme
![Page 73: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/73.jpg)
OPTIMIZING YOUR PROFILE FOR CONVERSION
1. Tagline
2. Picture
[email protected] | @jerrodbailey | #growthhackme
![Page 74: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/74.jpg)
OPTIMIZING YOUR PROFILE FOR CONVERSION
1. Tagline
2. Picture
3. Background
[email protected] | @jerrodbailey | #growthhackme
![Page 75: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/75.jpg)
OPTIMIZING YOUR PROFILE FOR CONVERSION
1. Tagline
2. Picture
3. Background
4. Keywords
[email protected] | @jerrodbailey | #growthhackme
![Page 76: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/76.jpg)
OPTIMIZING YOUR PROFILE FOR CONVERSION
1. Tagline
2. Picture
3. Background
4. Keywords
5. Skills
[email protected] | @jerrodbailey | #growthhackme
![Page 77: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/77.jpg)
How Many Prospects Can a Full-time Person “Touch” in One Month Using this Method?
[email protected] | @jerrodbailey | #growthhackme
![Page 78: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/78.jpg)
How Many Prospects Can a Full-time Person “Touch” in One Month Using this Method?
Answer:
~2,000
[email protected] | @jerrodbailey | #growthhackme
![Page 80: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/80.jpg)
Answer:
Who Has That Kind of Time?
These guys!
[email protected] | @jerrodbailey | #growthhackme
Image: http://outsourced.ph/
![Page 81: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/81.jpg)
Navigating the First Date
Building a Solution Development Prompter
[email protected] | @jerrodbailey | #growthhackme
Image: http://www.oliverhustle.com/page/2/
![Page 82: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/82.jpg)
Comes from Customer-Centric Selling by Michael Bosworth, 2010(www.customercentric.com)
[email protected] | @jerrodbailey | #growthhackme
![Page 83: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/83.jpg)
Turns You From This...
[email protected] | @jerrodbailey | #growthhackme
Image: http://stilltraining.com/sundayblog/
![Page 84: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/84.jpg)
Into This.
[email protected] | @jerrodbailey | #growthhackme
Image: http://blog.healthjobsnationwide.com/different-types-of-therapy-jobs/
![Page 85: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/85.jpg)
Or this.
[email protected] | @jerrodbailey | #growthhackme
Image: https://hashtalk.org/topic/14313/if-you-sell-your-prime-hashlets
![Page 86: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/86.jpg)
Offer Value (in the form of a question)
Listen
Listen
2
34
[email protected] | @jerrodbailey | #growthhackme
Lots of Discovery Questions 1
Image: http://www.amazon.com/Plastic-Treasure-Party-Accessory-count/dp/B000R4OGZE
![Page 87: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/87.jpg)
STRUCTURE OF A SOLUTION DEVELOPMENT PROMPTER (SDP)
BENEFIT NAME
DISCOVERY/PROBING QUESTIONS VALUE OFFERING
XYZ BENEFIT
How you do [this] today?Who is responsible for [this]?What do you like or not like about how you're doing [this]?What happens if it goes wrong?Do you spend time or money to solve this problem?
If … User…
Could Do this action…
And Achieve this outcome…
Would that be
Useful? Helpful? Valuable? (Why? How much so?)
XYZ BENEFIT
How you do [this] today?Who is responsible for [this]?What do you like or not like about how you're doing [this]?What happens if it goes wrong?Do you spend time or money to solve this problem?
If … User…
Could Do this action…
And Achieve this outcome…
Would that be
Useful? Helpful? Valuable? (Why? How much so?)
[email protected] | @jerrodbailey | #growthhackme
![Page 88: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/88.jpg)
“So, I just heard from you that you [summarize pain], and that you’d be interested if we could [list items of ‘reach’]. How about we schedule a meeting to walk you through how we would do those things. You can then decide if you are interested in talking further. Would you like to take that next step?”
THE [email protected] | @jerrodbailey | #growthhackme
![Page 90: Hacking the Customer Experience](https://reader034.vdocument.in/reader034/viewer/2022042816/559439a31a28ab2a7c8b46cb/html5/thumbnails/90.jpg)
What Is the Single Biggest Factor for Success?
Answer:
Empathy!
[email protected] | @jerrodbailey | #growthhackme