Building Emotional Connections (how to beat your competitors forever and ever)
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Transcript of Building Emotional Connections (how to beat your competitors forever and ever)
Evan HamiltonHead of Community, UserVoice
Wednesday, August 21, 13
Wednesday, August 21, 13
How to Beat Your Competitors Forever
and Ever
Wednesday, August 21, 13
Success=
Wednesday, August 21, 13
Success=
1) Fantastic product
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Success=
1) Fantastic product2) Fantastic support
Wednesday, August 21, 13
Success=
1) Fantastic product2) Fantastic support3) Emotional connection
Wednesday, August 21, 13
Success=
1) Fantastic product2) Fantastic support3) Emotional connection
+ luck
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BS?
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BS?•Users generate your money, so let’s agree you need to keep them (happy).
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BS?•Users generate your money, so let’s agree you need to keep them (happy).
•#1 cause of social media crises is unhappy customers - Altimeter
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BS?•Users generate your money, so let’s agree you need to keep them (happy).
•#1 cause of social media crises is unhappy customers - Altimeter
•Foursquare, SEOmoz, Zappos
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BS?•This study from UserVoice:
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1) Fantastic Product
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1) Fantastic Product
What you’re already doing + community
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Data lies
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People are wrong
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People are wrong
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Data + Stories
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Data + Stories
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Data + Stories
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Data + Stories
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Feedback Process
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Feedback Process1) Review ideas
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Feedback Process1) Review ideas2) Discuss ideas
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Feedback Process1) Review ideas
3) ACT2) Discuss ideas
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Feedback Process1) Review ideas
4) Respond3) ACT2) Discuss ideas
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2) Fantastic Support
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2) Fantastic SupportNot really that hard!
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2) Fantastic SupportNot really that hard!
•Make support a priority
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2) Fantastic SupportNot really that hard!
•Make support a priority•Use great tools (cough cough)
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2) Fantastic SupportNot really that hard!
•Make support a priority
•Hire empathetic support staff•Use great tools (cough cough)
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2) Fantastic SupportNot really that hard!
•Make support a priority
•Hire empathetic support staff•Take care of them
•Use great tools (cough cough)
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2) Fantastic SupportNot really that hard!
•Make support a priority
•Hire empathetic support staff•Take care of them
•Respond quickly
•Use great tools (cough cough)
Wednesday, August 21, 13
2) Fantastic SupportNot really that hard!
•Make support a priority
•Hire empathetic support staff•Take care of them
•Respond quickly
•Empower support to solve & delight, not triage & silence
•Use great tools (cough cough)
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2) Fantastic SupportNot really that hard!
•Make support a priority
•Hire empathetic support staff•Take care of them
•Respond quickly
•Empower support to solve & delight, not triage & silence
•Don’t hide your contact info!
•Use great tools (cough cough)
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2) Fantastic SupportResource-intensive? Yes, but not as much as you think.
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2) Fantastic SupportResource-intensive? Yes, but not as much as you think.
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2) Fantastic SupportResource-intensive? Yes, but not as much as you think.
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2) Fantastic SupportResource-intensive? Yes, but not as much as you think.
40%+ support tickets answered here
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2) Fantastic SupportResource-intensive? Yes, but not as much as you think.
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2) Fantastic SupportResource-intensive? Yes, but not as much as you think.
Fix It Twice.
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3) Emotional Connection
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3) Emotional Connection
In short: be MORE than a product.
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3) Emotional Connection
Be the local, helpful hardware store owner, not Home Depot.
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Best Practices
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Transparency
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Transparency
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Personal Emotional Connection (PEC)
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Personal Emotional Connection (PEC)
•“Hi, Dave,” not “Hello,”
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Personal Emotional Connection (PEC)
•“Hi, Dave,” not “Hello,”
•“How are you?” ...then pay attention to the response!
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Personal Emotional Connection (PEC)
•“Hi, Dave,” not “Hello,”
•Mention kids? Send ‘em a toy.
•“How are you?” ...then pay attention to the response!
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Personal Emotional Connection (PEC)
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Create a Cause
People don’t rally around losing their money...they rally
around a CAUSE.
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Create a CauseSEO as a serious profession
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Create a CauseConquering BYOD
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Create a CauseWeb Standards & Open Source
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Create a CauseCelebrating & Furthering Exceptional
Support
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3. ??? 4. Profit
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3. ??? 4. Profit
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How?
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How?•Find a burgeoning cause that lacks leadership
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How?•Find a burgeoning cause that lacks leadership
•Provide REAL value
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How?•Find a burgeoning cause that lacks leadership
•Provide REAL value
•Connect people to each OTHER
Wednesday, August 21, 13
How?•Find a burgeoning cause that lacks leadership
•Provide REAL value
•Connect people to each OTHER
•Put THEM first
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In Conclusion
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In Conclusion•Data+Stories = Great Product
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In Conclusion•Data+Stories = Great Product
•Make support a priority
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In Conclusion•Data+Stories = Great Product
•Make support a priority
•Put customers first
Wednesday, August 21, 13
In Conclusion•Data+Stories = Great Product
•Make support a priority
•Put customers first
•Be transparent
Wednesday, August 21, 13
In Conclusion•Data+Stories = Great Product
•Make support a priority
•Put customers first
•Be transparent
•Build PEC
Wednesday, August 21, 13
In Conclusion•Data+Stories = Great Product
•Make support a priority
•Put customers first
•Be transparent
•Build PEC
•Champion a cause
Wednesday, August 21, 13
In Conclusion•Data+Stories = Great Product
•Make support a priority
•Put customers first
•Be transparent
•Build PEC
•Champion a cause
•Give a #%*&
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Thank you.
@evanhamiltonwww.evanhamilton.comWednesday, August 21, 13