1. Do Your Research
2. Treat Customers Like Humans
Your customers are human. (Obviously.) But the way they’re often treated, it can be hard to tell.
And we’ve all probably experienced what it’s felt like to feel less than human in the dentist’s chair. In fact, the chair I was offered when I first came in was one of the first clues that this visit would be different. My initial consultation was in a chair in an office, not in the dentist’s examination room, which let me know they were going to take the time to understand what I needed rather than expedite the process at the expense of my experience.
And this thoughtfulness didn’t stop when I got to the exam room. Each person who came into the room was clearly introduced. I always knew who they were, why they were there, and what task they would complete.
Marketing Takeaway: Do you treat your customers with this level of care? Are they passed from marketing to sales with the smoothness that I was passed from hygienist to x-ray technician? Or are they left to figure out what’s going on for themselves? It’s considerations like this that have vaulted the discipline of empathy marketing into prominence—and rightly so.
3. Create Seamless Alignment Across Every Touchpoint
The positive experience didn’t stop there. While the examination progressed, I was given sunglasses to block the harsh light—which also helped me to appreciate the photos of kittens and puppies playing on the TV above my head—and a warm weighted blanked that had a distinctly calming effect. And the actual exam chair? It was fitted with rollers that gentally massaged my back and shoulders while the staff worked.
As delightful as each individual perk was, the whole was greater than the sum of its parts. It was the continuity of the experience that ultimately made it so pleasant.
Marketing Takeaway: Think of each of your content assets as one of these office perks. How do they each work together to build a cohesive experience for a prospect or customer? Sure, the puppies were nice, but without the sunglasses and blanket, they would have made far less of an impression. Each touchpoint should have the larger experience in mind, working in tandem to leave a lasting impression.
4. Stay in Touch
Not long after my appointment, the office called to check in and ensure my experience was positive. They reassured me that my chart was updated so I wouldn’t need to reshare the information every time. By following up, they made sure our relationship didn’t end when I left the building. Instead, they used my visit as key foundation for a relationship that would grow with time.
Marketing Takeaway: Our jobs don’t end when a prospect becomes a customer. Keep the lines of communication open and invest in customer advocacy to nurture customer relationship and encourage acts of advocacy that more directly link customers to your brand. What’s more, customers are amazing sources of information. Use their feedback to create better content.
5. Leave People Smiling
As if the experience hadn’t been good enough, my dentist had one final surprise: an individual rose —in water!—portable and ready to take home.
Who knew the dentist could be such a charmer?
Marketing Takeaway: Renewal is part of the customer journey. So don’t just create content and customer experiences for the top of the funnel. The journey must be consistent through the closed deal and beyond. Without investing time and effort into projects that will impact renewal and upsell, all the work you put in to acquire a new customer will be for nothing. Do the work first and set your team up to make bigger deals next time around.