Hey, technology entrepreneur!
We know that you want to provide a great customer experience.
As a passionate product builder, you’re running a business to serve a worthy purpose while providing delightful UX in the process.
Welcome to this week’s installment of 3 Stories! This time, let’s talk about how to delight your customers.
As business builders, we’re also interested in sustaining the company… and having dollars to pay the rent.
This episode of 3 stories explores how to boost repeat purchases and referrals.
Watch it now:
3 Stories: How to Delight Customers
This is for technology entrepreneurs who are fired up to deliver great customer experience!
You often find us talking about customer acquisition
After all, who are we to delight if we’re not getting traffic and conversions in the first place?
Now, let’s say that the business has successfully launched.
You were able to acquire customers and have a sense of what it takes to drive more conversions.
Let’s talk about a certain type of conversion:
Those from your existing customers
After acquiring customers, you want:
Their repeat business
How do we get there?
We need to fulfill your sales promise and eventually delight them!
Stay alert! In the end, we will summarize the 5-minute tips so you can begin with a practical step.
Hello! I’m @AllanCaeg of NorthStories.io
Today, we’re discussing 3 hot stories about delighting your customers.
The 3 Stories:
Story #1: Optimize for the Next Repeat Purchase
Cheers to Gary Vaynerchuck’s hot new piece: “The Three Best Restaurant Tips for Customer Retention”
You may not be in the restaurant business but this analogy remains important.
They share tactical tips on how to make special offers for 1st time, 2nd time, and 3rd time visitors.
They suggest that 4-time visitors are 70% likely to come back again.
This is about the math.
You may acquire a customer for $50.
You’d want to maximize their lifetime value.
I suggest always optimizing for a next purchase.
Your 5-Minute Tip: list 6 promo ideas for first-time customers.
Sure, you can work on margins and customer satisfaction. That’s great.
In addition, you have to actively invite them to come back.
A promo is not only a marketing tool for the next purchase… the exclusivity and personalization also inspire delight.
Did they buy a guide to using an analytics tool?
Perhaps, you can run a promo for the advanced version of that guide.
Cheers to Larry Kim for collecting these cases from Starbucks, Lyft, Fandango, and more!
I love conversational interfaces.
Speaking is our natural way of interacting with each other.
Thanks to the current state of technology, we can easily build chatbots on Facebook Messenger or Slack.
In addition, we can integrate with Siri, Alexa, and other big platforms.
Now, before rushing towards chatbots, I invite you to begin with something simpler.
This is all about scripts and copywriting.
If you don’t already have proven templates for customer communications, we’re not in the position to scale anything.
Your 5-Minute Tip: Look for a recurring customer inquiry.
It could be a common confusion with an app, sales objection, or a general question about your industry.
When you find this pattern through your email, social media, or other communication archives…
Write a template for the best version of your response.
As a result, you will avoid coming up with the script over and over again.
A simple solution for this is an FAQ section or the use of apps like TextExpander.
No matter how simple or sophisticated your system is, this is all about having the most effective copywriting.
Story #3: Buffer’s Tone Guide
Cheers to Buffer and Mailchimp for these guides!
This serves as a list of guidelines for creating content.
Earlier we talked about the power of templates… now, this is about how to make them.
Buffer and Mailchimp provided guidelines on writing copy for their apps, knowledge base, emails, blogs, and more.
I’ve been using these guides before I write emails to customers.
It helps me write instructions, deal with issues, and have a consistent voice.
We’re not robots! As people, we may have days that are not so good.
Now, I don’t want my tone to be affected by rainy days.
Having guidelines for politeness and brand consistency help me make the best writing decisions every day.
Your 5-Minute Tip: Read https://buffer.com/tone-guide
Just go there and read through their tips.
See how they deal with formality, apologies, and making instructions.
At first, you can simply borrow most of their style.
Later, I invite you to come up with guidelines that best suit your brand!
There you have it!
Let’s do a recap!
List 6 promo ideas for first-time customers.
Look for a recurring customer inquiry.
Choose 1 that you will practice today!
Pledge your commitment! Tweet it to me: @AllanCaeg