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Improving CX through Digital Communications
And Delighting With The Flywheel
Today's Presenter
Chris PeerOwner/CEO
Chris Peer is founder and CEO of SyncShow. Chris is responsible for the strategic direction of the organization, ensuring all products and services meet or exceed high standards of quality, integrity and value.
WE SPECIALIZE ININTENTIONAL INBOUND FOR B2B BUSINESSESCOMMITTED TO GROWTH.
What Marketing & Sales Efforts are you Currently
Engaged In?
Social? Email? SEO? Mobile First? Proposals? Quotes? Outbound Calls? Blogging? Content
Marketing?
Now Ask Yourself What of These Efforts are Actually
Providing Value.
What should you Stop Doing, Keep Doing or Start Doing?
In addition to brand awareness, lead generation, lead nurturing, and customer communications you are now being asked to solve the customer experience problem. No small task.
Why Don’t More Businesses Focus on CX?
I am too busy.It takes time.It’s not my role.I don’t know where to start.I’ve never been taught.
No Meatloafs.
“Every interaction your company has with a customer -- from that very first website visit to their latest
interaction with a customer service representative -- shapes how they view your brand, and ultimately,
what they tell the world about you. And your marketing strategy needs to reflect that.
-Kipp Bodnar, CMO - HubSpot
Replacing the Sales Funnel with the Sales Flywheel
Funnel vs. the Flywheel
Pulls a prospect through buying stages in linear,
purposeful ways.
A cyclical experience that keeps customers (& your
biggest advocates) engaged through momentum.
VS.
The Role Digital Communications can Play in the Customer Experience
8 Ways to Improve CX Through Digital
Communications
#1 Personalize Your Message
#1 - Personalize Your Message
● 88% of marketers say their customers and prospects expect a personalized experience.
● 98% of marketers agree personalization helps advance customer relationships.
● 87% of marketers report a measurable lift from their personalization efforts.
“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment when the user needs it.” - David Meerman Scott
Personalize Your MessageDefine Your Audience
#2 Reach Your Customers With the Right Message at the Right Time
Reach Your Customers With the Right Message at the Right TimeLeverage Marketing Automation
#3 Keep Your Website Updated
Keep Your Website Updated
✓ 75% of consumers admit they judge a business’ credibility on their website*
✓ 79% of shoppers report they would not return to a slow loading website*
*Source: Business.com
Keep Your Website Updated
1. Check for 404 errors (broken pages) 2. Check site speed3. Clean up your navigation (keep a limited number
of top-level items) 4. Check for whitespace (keep it simple)5. Check for spelling and grammar issues regularly6. Check your analytics monthly7. Make it mobile and focus on mobile first
Steps to Improve Your User Experience
6+2 = Bad Experience
Popular Web Testing Tools
#4 Mobile First
57%of all internet traffic comes from smartphones and
tablets.
Make it Mobile
Make Your Site Mobile Friendly
No Pop-Ups
Mobile-Friendly Software
(Accelerated Mobile Pages) New Mobile-Specific
Technologies “Fat Finger” Design
Font SizeMobile-Responsive Design
Make it Mobile
#5 Create Valuable, Search-Friendly Content
Create Valuable Content
✓ Be relevant✓ Be valuable✓ Be easy to find✓ Be mobile friendly✓ Leverage SEO best
practices
For the best customer experience, content must:
Create Valuable, Search-Friendly ContentLook at the Data
● Sessions● Organic traffic● Bounce rate● 10 most-viewed pages● 10 most-viewed blogs● Average time on site
#6 Help Customers Help Themselves
72%Help Customers Help Themselves
According to a Forrester study, 72% of customers prefer to use self-service rather than phone or email support.
Help Customers Help ThemselvesImplement a Chatbot or Live Chat
#7 Showcase Your Company Culture
Inc. Best Workplaces Award
"Customers will never love a company until the employees love it first." - Simon Sinek
“If people believe they share values with the company, they will stay loyal to the brand.
- Howard Schultz, Former CEO, Starbucks
Showcase Your Company Culture
#8 Focus on Customer Retention
Focus on Customer Retention
✓ Delighted✓ SurveyGizmo✓ Ask Nicely✓ HubSpot✓ GetResponse✓ Survey Monkey✓ Formstack✓ Promoter.io✓ Checkbox✓ MailChimp
Popular Survey Tools
Rome wasn’t built in a day...
Organizational Commitment
