Hacking the Customer Experience

PRESENTED BY:

Hacking the Customer Experience: Essentials for Marketing SuccessOctober 21st, 2014

#growthhackme

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

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

1.Methods for Agile Customer EmpathyGetting – Into the mindset of your prospects and customers

[email protected] | @hirechelsea | #growthhackme

mailto:[email protected]


Empathy vs. Sympathy





Image found through online search of Empathy Belly



Why Does Building Empathy Matter?




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




How to Build Empathy at your Organization




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.




Activities for Empathy Building




Activities for Building Empathy

Empathy Maps

Personas

Online User Testing

User Comics

Shadowing & Out of Ego Experiences

Customer Experience Ecosystem

Most Agile

Deepest Connection




Empathy Map


Image from Sunni Brown



Persona




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.


Image from Norman Nielsen Group



Online User Testing - Verify App


Image from Verify App



Online User Testing - Usertesting.com




User Comics


Image from http://www.usercomics.com/



Shadowing




Out of Ego Experiences


Image found through online search on Unemployment Line



Customer Experience Ecosystem


UX CONTENT SOCIALSEO PAID MEDIA

ANALYTICS



SustainingCustomer Empathyat your Organization




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.




Everyone Gets it, What’s Next?




2.Keys to Content Marketing SuccessCreating – Content that resonates with your target audience

[email protected]| @annabananahrach | #growthhackme

Let’s Talk Content

Content can be amazingly powerful for both brands & customers…


Let’s Talk Content

Content can be amazingly powerful for both brands & customers… but only if done the right way.


ethologyConsumers. The big idea.


86% Currently Using Content Marketing


Yet, Only 38% Believe Efforts are Effective


While only 35% Have Documented Strategy


And 55% Plan to Increase Spending


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


Key to Content Marketing Success #1:Create a Solid Foundation


Key to Content Marketing #1:Create a Solid Foundation

Fix what’s broken


http://www.flickr.com/photos/schmilblick/252772357/

Fix what’s brokenGet rid of what you don’t need


http://www.flickr.com/photos/jdhancock/


http://www.flickr.com/photos/rubbermaid/7203340384/

Key to Content Marketing Success #2:Always Start with Strategy


Content Marketing is Not the “New SEO”


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


Key to Content Marketing Success #3:Balance Business Goals & User Needs


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?


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


http://www.flickr.com/photos/34639903@N03/3439647651/#HelpNotHype

Too brand-focused =Sounds like a brochure

Doesn’t meet user needs


Too user-focused = No benefit for brandStill doesn’t answer questions

http://www.flickr.com/photos/icathing/7353057/#HelpNotHype


Key to Content Marketing Success #4:Find Your Inner Storyteller


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


Voice, Tone & Stories: AppointmentPlus

AppointmentPlusEntertainingStraightforwardApproachable


Starbucks- Human- Heartfelt- Imaginative

Voice, Tone & Stories: Starbucks


Voice, Tone & Stories: Nike

Nike- Empowering- Driven- Passionate


Key to Content Marketing Success #5:Get Real.


Know What Your Competition is Doing


Focus on Quality, Never Quantity


Utilize a Checklist for Success


3.Beyond Social Selling: Growthhacker Methods for Filling Sales FunnelsInitiating – The relationship

[email protected] | @jerrodbailey | #growthhackme



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]




STEP 1: Find Your Customer

Building a Super-list




WHO IS YOUR BUYER?

Titles?VP of Human Resources, CFO

Industries?Manufacturing, Supply Chain & Logistics

Geography?Western US

Company Size?Less than 500 employees


Image: http://www.omnicircuitboards.com/blog/bid/239449/Having-Too-Much-Fun-Working-in-Printed-Circuit-Board-Manufacturing



BOOLEAN EXPRESSIONS

(“peanut butter” AND jelly) OR “PB&J” OR “PB and J” AND Sandwich -apparel


http://foodspin.deadspin.com/peanut-butter-sandwich-pairings-ranked-1142578368



LINKEDIN ADVANCED SEARCH

Boolean!!




(VP AND HR)

6,972results




(VP AND HR) OR CFO

124,291results




((VP OR Vice) AND HR) OR CFO

124,368results




((VP OR Vice) AND (human OR HR)) OR CFO

146,391results




((VP OR Vice OR Dir OR Manager OR Mgr) AND (HR OR human)) OR CFO

371,778

results




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



1-3% Open Rate

1-30% Open Rate

TRADITIONAL [email protected] | @jerrodbailey | #growthhackme



ALTERNATIVE INBOXES

80-90% Open Rate




300 CHARACTERS. MAKE ‘EM [email protected] | @jerrodbailey | #growthhackme



WHAT IS VALUABLE TO THEM?

•Need advice approach

•Building community approach

•Looking for a contact approach

•Launching new tool approach

•Announcing big event approach




OPTIMIZING YOUR PROFILE FOR CONVERSION





1. Tagline





1. Tagline

2. Picture





1. Tagline

2. Picture

3. Background





1. Tagline

2. Picture

3. Background

4. Keywords





1. Tagline

2. Picture

3. Background

4. Keywords

5. Skills




How Many Prospects Can a Full-time Person “Touch” in One Month Using this Method?




How Many Prospects Can a Full-time Person “Touch” in One Month Using this Method?

Answer:

~2,000




Who Has That Kind of Time?




Answer:

Who Has That Kind of Time?

These guys!


Image: http://outsourced.ph/



Navigating the First Date

Building a Solution Development Prompter


Image: http://www.oliverhustle.com/page/2/



Comes from Customer-Centric Selling by Michael Bosworth, 2010(www.customercentric.com)


http://www.customercentric.com



Turns You From This...


Image: http://stilltraining.com/sundayblog/



Into This.


Image: http://blog.healthjobsnationwide.com/different-types-of-therapy-jobs/



Or this.


Image: https://hashtalk.org/topic/14313/if-you-sell-your-prime-hashlets



Offer Value (in the form of a question)

Listen

Listen

2

34


Lots of Discovery Questions 1

Image: http://www.amazon.com/Plastic-Treasure-Party-Accessory-count/dp/B000R4OGZE



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?)




“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



What Is the Single Biggest Factor for Success?




What Is the Single Biggest Factor for Success?

Answer:

Empathy!




THANK YOU




Hacking the Customer Experience

Marketing

Transcript of Hacking the Customer Experience