Volume 8

Want to watch or listen to this newsie instead of reading? Click here to watch volume seven on YouTube.

Buckle up, buttercup!

I’ve got a crazy-pants story about potty breaks, going above and beyond, and 3 of my best tips (plus a bonus!) for implementing personalized marketing strategies that lead to buku bucks.

Warning. What is about to follow is a true travel horror story.

As I sat in my cramped middle seat, trying to keep to myself, I watched the gentleman across from me get up for the 17th time. I stared in absolute horror as he dug around in the overhead bin and proudly pulled out one of those plastic potty-training seats.

I think I audibly gasped because my aisle-seat partner was now also squeamishly observing the events across from us unfold.

The proud papa padded down the aisle with his toddler (screaming, “I have to go POO POO!”) and went into the bathroom. My seat partner and I exchanged one of those grimace emoji smiles.

😬

I’ve been traveling like crazy this year. Don’t get me wrong, I am so grateful (and excited!) to be speaking around the globe on customer experience, but you know how traveling is. Humanity at its worst. And yeah, dads who bring back potty-training seats from the bathroom and haphazardly throw them back into the bin on top of everyone’s luggage.

Shudder.

So, imagine my chagrin when checking into my hotel after a long, exhausting flight and realizing I left my phone charger on the plane. I blame the front row seat to the potty show. GAH!

I did the only thing my tired brain could think of and went to the concierge to tell my story. To my surprise, instead of sending me to the nearest store, the concierge took immediate action. They found the exact iPhone charger I needed and had it delivered to my room within an hour.

This act of exceptional service turned a potentially frustrating experience into a memorable one. Good memorable. Not … plane memorable.

Violent shudder.

I made a mental note to be sure to book this hotel again during my next stay. In fact, you could say I’m on my way to becoming a loyal customer.

I, of course, also shared this story widely with my friends – and now you – showcasing the impact of outstanding above-and-beyond concierge service.

As the Wall Street Journal highlighted this month (June, 2024), customer satisfaction in the U.S. is at an all-time low.

The average score was 69.3 out of 100, its lowest since Forrester’s CX Index study adopted this methodology in 2016.

Consumers are now skeptical of the value they’re getting from companies in a time of shrinkflation and junk fees, according to Pete Jacques, a principal analyst at Forrester.

“Somebody is paying more, but then they’re not seeing the benefit of paying more,” Jacques said. “They’re not getting a better experience that they think should accompany that higher price.”

In essence, we’re paying more for less.

Your customers expect more than just a good product or service—they want personalized, exceptional experiences.

Concierge-level support offers this premium service, providing personalized assistance that can be a game-changer for customer satisfaction and loyalty.

Let’s explore the benefits of concierge-level support and how it can transform your customer relationships.

Providing personalized, expert advice can significantly enhance your customer experience.

When customers feel valued and receive tailored solutions, their satisfaction levels soar. For instance, luxury brands like Nordstrom offer personalized shopping assistance, ensuring customers receive expert advice and exclusive services.

This level of attention not only resolves issues more efficiently but also leaves a lasting positive impression.

According to a recent report by Zendesk, 67% of consumers expect personalized experiences and 76% get frustrated when they don’t receive them. That’s like, MOST of your customers.

By investing in concierge-level support, you can meet these expectations and significantly improve customer satisfaction for your brand.

Now, we’ve seen this done two ways:

1. Added value (free) for all customers or VIP customers.
2. Paid service for those wanting to get a ‘fast pass’ to the front of the line when they need something.

Obviously, #1 is loved by all. But let me ask you this: If you had to pay an extra $20.00 month to be first in line or get a response with a solution in under an hour with your cable company, insurance provider, or bank, would you pay it?

I would!

Personalized recommendations and guidance can drive higher conversion rates. Customers are more likely to make a purchase when they receive tailored advice that meets their specific needs.

For example, companies like Apple and Best Buy offer concierge services that help customers choose the right products, leading to increased sales.

According to research from McKinsey, personalization can increase conversion rates by up to 15%!

Here’s what customers say they want from brand interactions:

1. “Give me relevant recommendations I wouldn’t have thought of myself.”
2. “Talk to me when I’m in shopping mode.”
3. “Remind me of things I want to know but might not be keeping track of.”
4. “Know me no matter where I interact with you.”

Our work with our social care clients has exemplified the above. As I’ve said before, interest does not equal intent.

But as we receive intent signals during brand conversations on social media, we quickly transform into concierge mode … which is really just consultative selling.

Consultative selling, also known as needs-based selling, is our social media sales approach where our community managers act as consultants rather than salespeople. Instead of promoting a specific product, they recommend solutions to potential customers based on their needs and challenges.

We can do this reactively (when the potential customer comes to the brand with an inquiry) or proactively through social listening.

By implementing concierge-level support on ‘acquisition conversations’, our clients have seen an increase in revenue coming from organic social media.

Similarly, your social team can provide personalized touches that nudge customers towards making a purchase; all of which customers want – as highlighted on numbers one through four in the list above.

This is not disruptive marketing, like advertising.

Personalized marketing is organic, meets the customer where they are in their buying journey, is timely, and engages the customer on their channel of choice!

Customers are way more receptive when the genie appears in just the right moment, with the desired message of, “Your wish is my command.”

Exceptional, personalized support can transform your one-time buyers into loyal customers.

When customers receive consistent, high-quality assistance, they are more likely to return and make repeat purchases. A study by Accenture found that 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations.

Brands like Chewy are well-known for their outstanding customer service and personalized interactions, which have earned them a loyal customer base.

They go above and beyond by sending handwritten notes and flowers to customers experiencing the loss of a pet. They send custom paintings of longtime or VIP customers’ pets, as I outlined in my book.

One of our team members, Kristy, unexpectedly received a gift with a hand-written thank you note from the team at Chewy.

Here’s what she had to say about the experience:

“We’ve been Chewy customers for quite some time. It’s not odd to see random boxes from them show up any day of the week. This one was truly unexpected, however. I opened it up and found a card and a wrapped gift. The sweetest card was addressed to me and the hand painted gift was of our Coco. I suppose they got her picture from Instagram, or her profile on chewy.com. It was hand painted and signed by the artist.”

These thoughtful gestures resonate deeply with pet owners, creating emotional connections and fostering strong loyalty. Chewy’s dedication to customer care exemplifies how meaningful, personalized service can convert customers into lifelong advocates.

By offering concierge-level support, you can build deeper connections with your customers, ensuring they come back again and again.

Yes. You read that right. As I pointed out in a recent Brooke Bytes (have you subscribed yet?!), there are two ways in which you can even get your chatbots to give personalized responses.

See how in my video explanation.

Additionally, implementing dynamic content on your website is a great way to enhance personalization.

You can personalize things like:

• Your homepage banners
• Product collections
• Blog posts (according to the visitor’s behavior or profile)

For example, new visitors might be greeted with an introductory offer or a selection of popular items, while returning customers might see previously viewed products or recommendations based on their past interactions.

This approach ensures a more relevant and engaging user experience. By the way, I’ve heard good things about the tool Visually if you’re looking for a no-code tool.

Personalized Marketing =  💰 💰 💰

Personalized marketing and concierge-level support offer numerous benefits, from increased customer satisfaction and higher conversion rates to stronger loyalty.

By investing in personalized, premium support services, you can create exceptional customer experiences that set you (FAR!) apart from the competition.

Consider implementing concierge-level support to elevate your customer service and drive long-term success. You can also book a free 30-minute chat with me to strategize on your plan!

I’ve heard your feedback! Many of our Lost to Loyal subscribers have requested more frequent updates.

In response, I’m excited to announce that starting in September, the Lost to Loyal newsletter will be published monthly instead of quarterly.

After a well-deserved summer break, we’ll be back with more regular content to keep you informed and engaged.

Thank you for your continued support and enthusiasm! And don’t forget to reply to this email (yes, it’s me!) with any other suggestions … especially if there’s a particular CX strategy or tactic you want me to research!