Why You MUST Create Clear, Quality Customer Experiences transcript

something that actually anybody can do and has an outsize effect on your business and that one thing is they are obsessed with creating clear and good quality experiences at every step of the journey with their [Music] customers I want to tell you what I mean by that today because what I've come to believe is that one of the most important ways that you can generate success in your business and one of the ways that you can actually catalyze all of the employees and partners and everybody who's working on your business in fact the way I would think about this is really it's a multiplying force in your business is if you can just get really good and really obsessed with making as sure as possible that you are creating experiences for your customers that do a great job both communicating the promise of your product and then delivering on that promise over time now it is simp in the sense that there is actually nothing um hidden about that right there's no there's no secret tactic here um all it is really is just listening and caring and uh caring for your customers experience uh deeply and and seeing how they are interested in their own outcomes and how they're interested in getting value out of your brand and out of your product and then seeking to provide value and communicate how you provide that value to them there's there's nothing uh there's 's nothing tricky about that right there's nothing about that that's going to make you go like oh I don't know if I can do that you can do that you can do that no matter where you are in your business right but uh it is not always easy on the other hand and there are a bunch of roadblocks along the way now there's a lot of tools that help you do this but what I think is that this is one of the crucial ways for you to cut through the noise of all the things that are out there if you think in your mind that the number one way that you are going to get your business from let's call it $3 million in Revenue $2 million in Revenue to 50 million dollar in revenue is to keep delivering uh to keep clearly communicating the promise of your brand and then delivering on that promise to your customer if you do that and if you combine that with Baseline financial model I did an episode recently about what I'd call p&l Design you know you have you have a clear sense of where there's financial leverage in your business okay um again you don't have to do every possible little thing along the way but you just have basic Clarity to the financial leverage that your business can create the basic way your business creates profit and you see a place where you can do that and then you obsessively try to make it so that your customer experience can be great then I I think you will have a lot of success growing your business if you do not do that you will get sucked into a million different tactics in a million different directions in ways that end up pulling at um the your ability for for your brand to make profit this is what I see happen all the time this is probably the number one way that this actually doesn't work out for Brands um you know I a huge fan of DDC Twitter dcx of e-commerce fuel of um you know my friends at workspace 6 like there's these there's these uh you know it seems like Andrew Foxwell does a great job with Foxwell Founders there's these communities out there where people are learning from one another sometimes paid sometimes free there's all this information and admission that I talk about there's courses there's my podcast there's a bunch of podcast there's The Operators whatever if you want to convert more customers off of the ads that you are already paying for you should be doing it with fmat Vermont is the best landing page software and service of which I am aware in fact it's way more than just landing page software and service it's custom landing pages pdps custom carts with custom upsells all the way through the total funnel so that the experience of the customer from the click on your ad and the angle that you give them there holds true all the way through the funnel it's the best software I'm aware of it's the most flexible software it's incredibly fast loading easy split testing and all of it comes with an account manager who will build the landing pages and pdps for you go to format commerce.com have to learn more today so there's a sort of non-stop flow of information and all of us every person I've talked to in this who is trying to create content to help other brands grow is doing that not from a pure mercenary perspective like look it you know I have sponsors on this podcast I it's it's definitely one of my revenue streams I'm not going to be dishonest about that it's important but I really do turn on this mic and turn on this camera and think to myself how do I as clearly as possible communicate to you in a way that that distills the things that I'm seeing across the brands that I'm working with and the other people that I'm talking to in the space that is going to be translatable for your brand so that you can generate a Better Business for yourself right like it's it's sincere in that respect right we're really trying to do that but there's this problem in the software providers I know of are doing the same thing the software providers see something going on in the e-commerce space and they go you know what we could generate software that makes that easier for people and so there's massive amounts of stuff out there to do these things but it becomes overwhelming and it's really hard to filter uh all of that stuff through and so this episode is a reminder to you of the core driver of your business's success that I see over and over in these conversations and interviews that I do um with different uh different operators and different other folks in the space with the things that I'm seeing with my clients I'm just watching over and over as customer obsessed people and customer obsessed operators who build their teams and their brands around how to deliver value to their customers do this let me give you a couple examples okay um so first there is the actual product level promise okay and this is sort of obvious in one respect some some people will say something oversimplified like if you have a great product you'll win and that's like the key above everything else that's not actually totally true right um you know I think of a product like Coca-Cola which is like killing you you know so just take cigarette companies okay something like that right it it's not a great product okay it's not a great product um you know and and yet those those companies for a long time made a lot of money you can make a lot of money selling garbage there's no question about that uh you Pro now your job is probably easier if your product is great uh but uh but you know even that is not always true um so a great product may help but I I think actually even more than a great product per se it is a product that delivers on the specific Promises of the customer in a way that generates value for them and so in that respect yes it's another way of phrasing the phrase great product but what I really mean by that is not that you're product has to be you know unique your product has to be groundbreaking or whatever what I mean is there's an attention kind there's a kind of attention that some customers pay some operators pay to how customers are interacting with their products in a way that uh ends up helping them deliver more deeply on their promises so like for example um you know I I saw uh some reviews of a skincare brand at one point where customers were talking about how they didn't like something about the texture of the way the product was being applied um on their skin and um and there's a way of approaching that issue where it was a common enough comment in the reviews that there's a way of approaching that issue where you go ah you know some customers are going to have complaints whatever there's another way of approaching that issue where it goes like wait a minute maybe a huge volume of our customers are having an experience of the product that is not ideal for them and we need to fix it we need to make it better so that they have an experience with the product that is great now you have to figure out whether or not that represents a vocal minority or whether not that's actually a real complaint or whatever but you might have to go reformulate your product at some point is what I'm saying right if there is something happens if you're an app appil brand and you get complaint after complaint that your clothes are falling apart fast you may have to make a decision about whether we charge more for better products or whether we keep things the way they are because yeah it's just going to happen because we're we're at a lower price whatever ever but those are decisions you have to decide you know make as an operator about your business but there is a way of receiving that feedback and hearing it loud and clear and becoming obsessed with it at the sort of Baseline level of the promise that you're living but then there's a second step of that which is this example I've been talking about a lot recently which is to actually start seeing not only the basics of how your product is hitting people but actually to see the unique ways in which customers are interacting with your products I work with a supplement brand for example where um where a bunch of customers are calling out that they had bought this particular supplement for sleep that they were hoping to sleep better and and even though that wasn't the original reason the supplement was developed there was an ingredient in the in the supplement that had good scientific basis to say it helps your sleep and so the supplement brand could turn around and and say wait a minute this means our customers care a lot about sleep what happens if we go back to the well and we look Beyond just this one ingredient and one product that really this wasn't the main reason the supplement was formed but we actually start thinking about instead how do we develop products that are going to really help our customers to sleep well or or maybe they say hey take this supplement that already has this in it and here's how to take it here's how to um integrate it into your life here's how to eat and drink alongside this that so that you get the maximum sleep benefit from this because of course there's no magic pill right there's there's these things all work together or or um you you know you could do this a million different ways and and I've watched brands do this where where they start to see the unique ways in which uh customers are operating with their products and they hear that and they recognize that that re that that element of the customer's experience with the product um you know if that shows up in three reviews or five reviews it probably isn't a vocal minority it's probably actually a larger percentage of people because people's experiences while while they resonate strongly to themselves they feel strong to themselves they actually aren't that unique [Music]