5 customer experiences you have to nail as a brand

Joe Martin

December 18, 2019
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Joe:

00:00

Welcome to the DNA and Experience podcast from Cloud App, where we discuss how  why creating an experience is so important and the psychology behind what makes an experience so great. Thanks for joining us. Hey, good morning. From the Cloud App offices in Draper, Utah, I'm excited to chat a little bit today about customer experience and five places along the customer journey. You really have to be able to make sure that you keep a loyal customer fan base. This kind of stems from experience I recently had. So, uh, as a dad of three little kids, I don't often buy myself clothes. I buy them clothes and my wife clothes and I had a gift card to Patagonia. And so I thought, I'm gonna use this and maybe get a couple of extra things from the gift card and get myself some some clothes. So I ordered the clothes and had a seamless experience on the website. Um, the clothes arrived and they were great. They fit fine. I did kind of the initial wash, and one of the shirts ended up getting kind of bleeding. The ink bled and stained the shirt, so I called Patagonia and told them the issue. And within five minutes they had sent me a new shirt and the UPS label to send the other shirt back. So that was kind of the experience that I built kind of this, um, five tips off of, but really kind of the first experience that you need to nail is awareness. So obviously you need people to actually, no, um, what your company is. So, you know, we live in a world of Google searches, Facebook re targeted ads, YouTube, pre roll clips. Are you showing up there? How are people finding you? Um, and how are they kind of experiencing you? Um, how you  show up in marketing and how you show up in content really kind of define who you are as a brand. So put some effort into that awareness piece. Definitely put some time and effort into building that. And awareness is to part it is initially brand, but it's also that awareness will kind of build on itself and create leads and generate business for for your company. Um, so obviously Patagonia had a pretty established brand, so I knew it to probably expect from them from decades of ads and marketing that I've seen from them. Um, but you, if you're a new company or kind of a  startup or or an established company, continue to build that credibility with content partnerships. Integrations can really help you establish that great awareness. The second experience is purchases, visits, download, sign up. So I kind of broke this out into a few different things because it fits in for both retail  and understanding how people are first finding you and then how they're translating to an actual customer. I loved what shot Noona Ryan, the CEO of Adobe, said a couple of years that it will be some are a couple of years ago in Adobe Summit when I was there, he said, people buy experiences, not products. Um, and I believe that I think we're kind of in the experience age where people, um you know, we live in an Amazon world, and so people have expectations from what Amazon, Apple, and Adobe lots of these companies have produced. And so we have expectations of of what companies who aren't as established and don't have the resource is their branding can produce for us. So once you hit the awareness piece and a lead lands on your site, um, hopefully you have a good experience waiting for them. Some of those keys I've I've added for the purchase phase is kind of site navigation. So how quickly can they find, um, find your product, find how to download it, find how to use it. Efficiency to value. So if you're a sass product, how quickly is your user getting to value? Um, analyze kind of your step process. And if there's way too many steps in the sign up process, uh, do you look for ways to optimize that and cut down on how quickly they can get to value additive up sales? Um, are there things that they could  be using that would make the experience even better? Um, and then set expectations and provide training. So, uh, if you're like a heavier weight tool like, um, you know, like an adobe analytics or something that may take some time to implement on the back end before you get to value, then set expectations for that. If your tool like Cloud App that you can get value within a minute and expectations for how to achieve that and how to how to hit that first trigger. Um, experience number three is a rival. So they've, um Let's use the Patagonian example. So you know the brand. You hit the website, you order something, then the package arrives. It would be you find someone on a Google search, you hit their website, you download the product now. Now what? So with retail, obviously it comes down to packaging. One thing I loved about, um, low about Apple is their packaging. I think they're one of the best at it, and it makes it kind of an unboxing experience every time you buy something, um, Amazon does a great job of kind of adding that additional branding to their to their plain cardboard boxes. Um, my wife and I usually get Christmas cards from Shutterfly, and they have there bright orange kind of branded packaging. Shout out to my old my old boss, the CMO at Shutterfly. Mickey Miracle for doing that. Um, but with with SAS, it's really how quickly and how easily someone can use your product. So, uh, I'll use cloud app as an example, we try to provide immediate ease of use when you download it. There's instructions on how to kind of get installed. We have a wealth of how to videos and things to immediately get to value. And then when you use the product and take a screenshot, it's then quickly saved to your clipboard so you can use it. Number three. Um, maybe one of the most exporting important experiences, though, is experienced Number four, which is support. And this is really where Patagonia kind of won me over Experiences one through three were kind of what I would expect from retail experience. Um, it was easy to probably to really find what I needed. Shipping was free and the clothes arrived, you know, within 5 to 7 days is expected, but then support is there when something goes wrong. So, uh, if you mess up experience number four, then it can negate any success you have with experiences two and three. So having a team that's ready to validate and expound and help people in support can can really advance things. I love the story about Jeff Bezos being less than satisfied about wait times during the holidays. And he had an executive team meeting and called out one of his VPs who was leading customer support and actually called customer support while they were in the meeting. Um, and he ended up having to wait around four minutes for the call, and he wanted to be under a minute. Um, and you know, it led to, Ah, a really good exercise on how to improve that and a conversation. So with support, it's all about listening, finding ways to help customers succeed. Um, with a  product it's all about dog food in your own products. So using it a lot and really trying to find those bugs before they occur and and finding those friction points and being at Adobe was always called Adobe on Adobe. So we were the largest users of our own products, and we would find, you know, issues with them and and try and improve them. Um, and then customer feedback is really key. So without a customer feedback loop, you're not gonna have success in bringing the product that your customers want.  Advisory boards out reaching the power users, regular customer testing. They're all crucial components, being active with your support and not always being reactive. So, um, those air some things I've found that a really key with customer experience. Three. Pass along the journey. So there's awareness making sure that people can actually find you, Um, and how your brand comes across. In those instances, two is purchased. Visit, download and sign up. So when people hit your sight, what experience are they having? How quickly can they get to value? Um, three is arrival. So how, um, are you actually showing up once they've made a purchase decision and then lastly, support. So really making sure that you're nailing support, um, following Jeff Bezos and trying to get speed and accuracy. Um, and those things will really be helpful in leading customer experience. And making sure your business is full of loyal customers versus always having to spend those high acquisition costs. So I hope that this is some good, uh, thoughts for everyone and that it will be helpful in building a customer experience focused business. Thank you. And I hope you all have a good day.  Thanks for joining the DNA of an Experienced podcast. We hope you learn something that will help improve your collaboration and enhance the experience you create for your customer. Join the collaboration 2.0 movement today by getting Cloud App; the instant business communication tool used to create instantly shareable videos, screenshots and GiFs perfect for both internal and external communication. Get started for free at www dot get cloud app dot com. Thank you. Look forward to seeing you next time.

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