Keeping customers happy is a full time job. Delighting customers with educational content can help you add more value and create a dependency that builds sticky, loyal customers.
Let me guess, you’re probably doing content or inbound marketing at the moment to drive new leads and customers. Why stop there?
I challenge you to extend education material past the point of sale and use it to continually delight customers. Hubspot believes that you can use education and content to engage, delight, and (hopefully) upsell your current customer base; turning them into happy promoters of your company and products.
According to Inc., on average, existing customers spend 67% more than a new ones.
Delighting customers will improve satisfaction and retention. What are you doing to delight? Have you tried education?
In this post, I’m going to take you through how we delight customers at Client Heartbeat.
Here’s what you’ll learn:
- How I delight customers by educating them on topics that are important.
- How I delight customers by sharing valuable content that is based on their problems.
- How I delight customers by offering services beyond our core product offering that helps to create a dependency.
1. Focus content on topics that are important to your customers
When I first started writing content for our customers I wasn’t getting much of a response. I didn’t get much engagement and no one shared the content. It almost seemed like nobody was reading it.
I was correct; no one was reading my content.
Why? Because it wasn’t based on topics that were important to my customers.
So this is my first rule, make sure you write content that is based on topics that are important to your customers. At Client Heartbeat, customers use our tool to primarily improve satisfaction and retain more customers. This immediate tells you that they are interested in customer satisfaction, retention, loyalty, and the customer experience.
I made this switch to writing about more relevant topics in June. After just a few months, there’s been a massive improvement. I now get more engagement on my content and overall customer satisfaction has improved.
My tips for focusing on content that’s important:
- Ask and understand what your customers want to learn about.
- Produce content around these important topics.
- Content doesn’t just involve writing blog posts or eBooks. You can produce all sorts of content; research reports, infographics, resource templates, cheat sheets, checklists, case studies, webinars and more!
2. Educate customers based on their problems
Why do people read content online? Why do people search Google 500 million times per day?
To solve their problems.
Your customers are looking for content that solves their problems and help them become better at their jobs.
Think about it… what drives you to read content online?
I always like to structure my content around three areas.
- Identify the problem
- Provide an actionable solution
- Share examples or results
At Client Heartbeat, a big problem our customers experience is the horrible news of losing a BIG contract. By talking to our customers, I found out that they want to keep a finger on the pulse and prevent clients from defecting to competitors.
Here are a couple of my most popular blog posts on the topics:
- 9 customer retention strategies for companies
- 5 Customer Experience Strategies
- How to Build Better Customer Relationships
Notice that all these blog posts are centered around solving real problems.
My tips for structuring educational content around customer problems:
- Focus each blog post on one core problem and address it thoroughly.
- Start with the problem, then provide actionable solutions that are backed up by research, theory or real case studies.
- Share content that is remarkable; don’t just regurgitate content. Bring in personal experiences from your own area of expertise, provide value that they can’t find anywhere else.
What are the core problems that your customers need help with?
3. Offer additional, related services that extend beyond your core product
Have you ever been WOWed by a company that went above and beyond your expectations?
I bet you have, and you were delighted!
In a world where there is so much price sensitivity, creating amazing customer experiences that delight customers is a way you can differentiate your product and build a competitive advantage. Educating your customers through ‘free consulting’ or ‘personalized customer support’ is a great way delight customers.
At Client Heartbeat, I work with customers one-on-one to help them improve satisfaction and retain customers. I do this as an additional free service beyond the core product we offer.
For example, I had a customer last month that had some very poor customer satisfaction scores come through via their Client Heartbeat survey. Immediately, I picked up the phone to give them a call and try to determine why the scores were well below average. I soon learned that the company had been experiencing significant growth over the past three years and there was a disconnect between customer expectations and the service being delivered.
The older customers expected a specific level of a service that was simply not available. I worked with the company to put together a customer retention program that involved resetting customer expectations, setting KPI’s around service performance, and empowering employs to WOW customers.
I didn’t have to help the customer, but I wanted to. By doing so, they know that Client Heartbeat delivers value beyond the core product itself. So no longer are they just paying for a customer satisfaction tool, they get additional one-on-one help and thought-leading educational content.
My tips to offering additional related services:
- Choose services that you can offer for free but won’t take huge amounts of time or break the bank.
- Focus on services that extend the value of your existing core product.
- Empower employees to go out of their way to deliver these services and WOW customers.
- Think of this as a marketing expense. Delivering amazing experiences means you create more happier customers that tell lots of other colleagues and friends about your company and product.
Keep customers happy by feeding them remarkable content
Delighting customers with good, remarkable content will improve satisfaction and help you increase retention. The key point to remember when educating customers is to focus on them. Create content that is important, solves real problems and extends beyond your core product.
Follow my tips and create an experience that delights customers and makes them go WOW.
For more reading, I recommend:
- Cultivating Happy Customers (Hubspot Academy)
- Go Beyond Satisfaction; 3 Ways to Delight Your Customers
- How about another point of view? Stop Trying to Delight Your Customers