Great customer experience. You know you’re supposed to do it, yet it’s not as easy as saying, “Great customer experience.” I’m here at the Dreamforce conference and I spoke to some of the attendees who gave me some tips on how to pull it off. Hello, I’m David Spark and welcome to Corporate Video Critics: Media tips for Communications professionals. I am here at the Dreamforce conference which is the Salesforce conference. And all these people know a lot about delivering a customer experience. Some of them know about delivering a great customer experience. So I talked to them and asked them their tips on how they advise others to do exactly the same. – What I found is consistently a “wow” moment or something that makes people really happy; you do your first call when you get information, your discovery gathering the requirements, and then the second call or demo or meeting to be able to show them an example or proof of concept that helps solve that problem already. So maybe not giving the whole solution but you’re giving them a taste and they can actually see it and that’s when somebody says, “Oh wow. You actually understand my problem. You’ve shown me, you’ve demonstrated the ability for us to solve that problem I’m ready now to talk about next steps.” – We hear people talk about you know building this great experience going you know kind of overboard and and over delivering. And honestly that’s not what customers want. I mean I guess they would take it if you do that, but it’s not economically good for you and it’s not with a customer expects. – Effortless experience. So if you just make it easy for people, they’ll love you for it. People like working with companies that are easy and the second something’s difficult or not easy that’s when you lose them. – What is your advice for delivering that great customer experience. – Homework. I think homework is the number one thing. We’ve lost the touch of customizing to the person and I think a lot of folks just go with that blanket message, “This is what we do.” It’s more about what they do, what the client does, and as long as you do your homework that message is going to align. – If you give enough time to understand the customer and what you’re looking for and the pain point you’re trying to solve you can actually give them the right tips and information about your product rather than focusing on your product and features and functionalities to begin with. – They’re doing their homework on you so if you’re not doing it on them they’re going to know more than you in that conversation. So learn what they’re using before you talk to them. Learn who they are. LinkedIn is the the major source for that these days. I can know where you’ve been, who you’re connected to, what you care about. And if I come in with that we can actually build a relationship and I can talk about what you want to do as opposed to what I want to do and that’s really what builds a relationship. – If I know what industry there in, what content they’re viewing on our site, then I can find the next piece of content that they’re most interested in and connect with them on that. – You know sometimes the customer just need to, some acknowledgement just to know, “Well okay, I feel for you. I know what that happen for you. I’m sorry I cannot help you right now, but I know what you’ve been through and I’m really sorry for that.” You know sometimes just these words are sufficient. – I think when you think of the customer you think that they’re being barraged with all type of marketing, and all type of products. I think the one way you set yourself apart is really having a high-touch experience. You’ve got to visit the client at their location. You’ve got to bring them to an event. You’ve got to invite their colleagues to go with them. You really have to make it a high-touch experience and I think this type of event here can be that. It has to be more than just having a booth. You’ve got to have an event nearby you want to have maybe a private hotel room or a meeting room where you can take them and treat them to dinner. You got, you want to have that high-touch concierge level service and doing that will set you apart. – We all know we’re supposed to do this: create great customer experiences. And if you’ve created a great customer experience why not tell that story and publish it. Your customers are a bounty of amazing stories and information and media for you to create. Take advantage of it. If you found this video useful, please subscribe to our channel. There are a lot more videos there for media tips for communications professionals. And if you’re one of these people who likes to share valuable content and you thought this was valuable, why not share it? Thank you so much for watching Corporate Video Critics.