Customer experience - what are your thoughts on it, and what strategies do you have going into 2020?
- Which companies do you look up to for this?
- Any people we should be interviewing?
Comments
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We are looking into this topic a lot now. We see the difference between B2B and B2C buying experience and the gap is huge. We actually did a meetup about it, happy to connect you to the speakers.
One way to frame it in a useful way is Buyer Enablement - enable buyers to engage on their own terms. This is a theme that works well with Drift's offering as well. Content Experience that is provided by Uberflip is another great example, as well as video hubs that are done properly by Vidyard.
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We just recorded a podcast on this exact topic, check it out here: https://lnkd.in/ejqK3SU
A few thoughts:
- Putting the customer at the center of everything you do means the customer has a seat at the go-to-market table. A Customer Experience program (as part of your Marketing organization) fuels this, as it allows you to strategically deliver your brand promise across the entire customer journey.
- We've been learning from companies who do this quite well (role models for Drift include Gainsight, Slack, Marketo, + athena health to name a few)
- How do you do execute? 1. Establish a centralized business engine for collecting, listening, analyzing, acting, and communicating when it comes to customer feedback (this is your Voice of the Customer program) 2. Focus on content, campaigns and programs to fuel growth by helping customers connect with other customers, building your brand's word of mouth, celebrating customer successes, and ensuring there is a clear engagement strategy across the customer lifecycle (this is your Customer Marketing & Advocacy programs)
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@[email protected] I like how you frame it as buyer enablement. How easy and helpful do you make it for someone to buy your offering? How much friction exists in the buying experience?
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HubSpot is the one which comes to mind when you talk about Customer Experience. Another one is Pipedrive. We are a customer success platform for B2B SaaS, so customer experience is a big part of our 2020 strategy. We have been expanding our success team to enable the same. I myself am a big advocate of customer advocacy and I believe customer marketing is going to be the future of the subscription economy.
You should definitely interview Puneet Kataria, CEO of CustomerSuccessBox, who was also the LinkedIn Top Voice 2019 for his views on Customer Success and Customer Experience.
Also interview Gustavo Bianco from Pipedrive about their relentless focus on customer experience.
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The customer experience is what so many companies focus on. I find one that is just as important is the prospect experience...hence why I love Drift...for both!
One thing that often gets missed when folks build out Drift is creating different bots for different segments. When this doesn't happen it creates an awkward customer experience and prospects
For example:
You can target different bots based on whether someone is a customer or not... yet often the Drift instances that are not segmented will try to push a current customer into booking a demo
It's also an awkward prospect experience when you go to a site and one of the options in the bot is... I am a customer
Segmenting is very powerful.
My main strategy in 2020 is to create more contextual experiences using Drift, Drift video, and conversational content. My goal is to really create a cohesive and highly contextual experience for every prospect and customer. This includes being contextual based on the site they came from, the ad, or platform.
I would suggest interviewing the best customer experience person that I have ever seen. His name is Buddy Bombard...he created the most luxurious experiences in the world. Customer service and customer experience is all he focused on...he happened to have the wealthiest of the wealthiest tour with him. It was most possibly the best luxury tour operation ever created. Did this in the 80's and 90's. His thoughts hold so much truth.
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Something that has and will always stick with me from the podcast Julie mentioned above, is that any company should look at their customer experience as an opportunity to draw inspiration from other industries. If you are a B2B SaaS company, look at a retail company to inspire your onboarding experience.
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Something that has and will always stick with me from the podcast Julie mentioned above, is that any company should look at their customer experience as an opportunity to draw inspiration from other industries. If you are a B2B SaaS company, look at a retail company to inspire your onboarding experience.
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Something that has and will always stick with me from the podcast Julie mentioned above, is that any company should look at their customer experience as an opportunity to draw inspiration from other industries. If you are a B2B SaaS company, look at a retail company to inspire your onboarding experience.
