Joey Coleman is here to talk all things customer-experience.
Joey is the author of Never Lose A Customer Again: Turn Any Sale into Lifetime Loyalty in 100 Days, which utilizes his “First 100 Days” model, which offers a fool-proof way to engage with customers in the best way possible.
As Founder and Chief Experience Composer of Design Symphony, Joey has spent the last decade helping businesses form trusting relationships with their customers, and better yet, keep those trusting relationships.
Joey has experience as a trial attorney, college professor, and even working in the United States Secret Service and the Central Intelligence Agency. Joey has spoken in front of dozens of local, national, and international audiences, including for the Entrepreneurs Organization, Zappos, Art of Sales Congress, and Youtube. He really is an expert in all things customer-experience, and he dropped so much knowledge on this week’s show!
Take a listen!
- Running time: 36:31
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What is the problem with most businesses when it comes to customer experience? (4:50)
Most company’s fail to focus on the customer-service side of business. Most businesses are more concerned with getting customers, not continuing a solid relationship with them. However, anywhere between 20-70% of all customers will decide to stop doing business with you before the 100-day mark. Your customers want to feel seen, understood, and cared about. It is essential to make each customer feel like part of the family, and keep them feeling that way. Put yourself in their shoes, how would you want to feel while engaging with a business? Have your business’s actions reflect that answer.
Why isn’t customer service a bigger deal? (6:24)
Joey says there are three main things to account for the disconnect between business the customer experience. These all help to explain why businesses tend to be more focused on acquiring customers rather than keeping them as customers.
1. Challenge with the human condition: Humans like “the chase,” not the catch. We crave the exciting moments rather than the commitment required keep the excitement alive. This is obvious in our interpersonal relationships; the same is true for our business relationships. Once we get our hands on what we sought to get, we stop trying.
2. Challenge with the organizational structure- Anywhere between 70-80% of CEOS came from marketing and sales teams, not through operations or customer care. They are predisposed to like “the chase” better, because it is where their experience lies. Marketing and sales employees are usually the ones reporting directly to the CEO, while the customer service employees usually have a less direct relationship to leadership.
3. Challenge with what’s sexy- Like any relationship, it takes work to get to know someone on a deeper level. This work doesn’t continue the rush that keeps businesses and people going. People love starting from scratch, because they don’t have to oversee your past.
What is the first thing you would recommend to a business looking to better its customer’s experience? (9:28)
Focus heavily on the first 100 days. There are 8 possible phases a customer can goes through while on their journey with your business. Most business’s focus on the first two or three. As a result, business’s exert all of their customer service energy on “the chase,” when the customer isn’t even a customer yet.
Many businesses are unable to retain customers. What do you recommend to the account manager when initially talking business with a new customer? (14:30)
Recognize that the customer is going to go through a period of buyer’s remorse after purchasing assistance from your business. It is essential to reaffirm their decision to work with you to mitigate these feelings. First, consult with the sales team to understand why they made the decision. Then, set the tone as beginning a business relationship they have never experienced before: one that reflects their needs, desires, goals. First impressions are everything. Think about writing a personal letter to your customer a few days before the kick- off call, assuring them you know their needs and you are confident your business can help. Let them know you are looking forward to speaking with them. When it comes time for the kick-off call, go into it confidently, providing clear examples as to how you are going to serve them and help them grow. Be enthusiastic, excited, and knowledgeable.
How do you maintain that close relationship with a new customer? (17:37)
There are two questions to keep in mind.
1.What does your account manager do to retain a close relationship?
The account manager is the business’s face toward the customer. Forming a close relationship with each customer is essential; knowing who they are and what is going on in their lives makes them feel like you really care. Joey says it is essential to stay in regular contact, and ensure that that contact is not always business driven. A good way to do this is to connect with your customers on social media. Use what knowledge their social media profiles give you to form closer relationships; show your customers that you really care.
2. What does your organization do to retain a close relationship?
Establish a good ratio: allow more people in your business to touch more customers. Reflect on the question “How many customers is my customer service team looking to connect with?” There should be a uniform number of accounts for the customer service employees and the sales employees. For example, your customer service rep should not be bombarded with more accounts than your sales employee. Does your spending actually reflect a customer-service oriented mindset?
How do you account for a customer that you maybe don’t totally love? (23:03)
Your business can’t possibly be the solution to each and every customer. If a customer is causing misery to most of your employees, you may just have to let them go. If a customer is an organization or individual that the majority of your employees do not have experience with, you may just have to let them go.
It’s hard for many businesses, especially start-ups, to give up a client just because they may not perfectly align with the business culture or employee values. What would you tell people in this situation? 27:50
It’s okay to start with this mindset. Sometimes, its necessary. However, you need to ensure you don’t stay in this mindset. Your business deserves clients who see significance in the work you are doing. It ensures validation, trust, and excitement for all parties. This allows for more creative solutions, which results in greater and higher sales for the future.
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CONNECT WITH CAROLINE
CONNECT WITH THE SHOW
SPECIAL THANKS TO
Ray, our Audio Engineer.
Thanks for cleaning up our voices and adding all that sexy production value.
Maria, our intern.
Thanks for all creating the show notes for this episode!