“Make Every Customer Touchpoint a Talking Point”

I spent the better part of this week at the Direct Selling Association Annual Meeting in Miami. It was a wonderful time of education, celebration, and networking with some of my favorite people. I even had the chance to show off some of my other talents in the “DSA’s Got Talent” show on Monday night (YouTube video below) with my friend Brett Duncan of Mannatech.

I also attended a session taught by John Moore of BrandAutopsy. He’s done marketing work for the likes of Starbucks and Whole Foods, and he shared some great ideas about creating a memorable customer experience that gets them talking. And after all, in social media, that’s exactly the kind of conversation we’re trying to generate: conversations about great experiences with our brand.

And the quote from John that has stayed with me (I even used it several times throughout the DSA meeting) was this: Make every customer touchpoint a talking point. What this means is that you want to think about each place the customer has an opportunity to interact with you (e.g. the point of sale, the follow-up, the online interaction, etc.) and make it memorable…something to talk about. Zappos does this well. Consider the shipping confirmation email I got when I placed an order with them recently:

Your Shipping Confirmation

Hello Jennifer!

Your order with Zappos.com has shipped. YAY! We’ve enclosed some tracking information, so you can follow your order to its final destination. It’s almost like being a superspy! Mission Control advises that you take a look at the top-secret information below.

Instead of being ordinary, they change it up, which catches your attention. In fact, I saw someone talking about receiving this very same email on Facebook just this morning. Zappos turned a customer touchpoint into a talking point.

So how can you turn your customer touchpoints into talking points? Here are some ideas:

  1. If you’re in party plan, make the party spectacular. My friend Julie Anne Jones has a program called “Designing an Amazing Party Experience” that does just that. We used her model when I ran my direct sales company, and it resulted in memorable parties where people had a lot of fun, and were still talking about it the next day.
  2. Go above and beyond when it comes to customer service. Make sure EVERY customer gets a phone call once their items have been delivered. Are they satisfied? Do they have any questions about how to use anything? Sure, everyone’s supposed to do that. But how many actually do? When you provide this level of service, customers will talk.
  3. Participate in your community. Donate to good causes. Be visible. The more you demonstrate that you care about what your customers care about, the more likely it is that they’ll remember you, and recommend you. You can’t do a direct sales business in a bubble. You have to be a part of the community to be successful.

How do you make customer interactions memorable? Would love to read your thoughts in the comments below!

Oh yes, and I promised you a glance at my talent show performance. Enjoy! (and along the lines of this article, it started LOTS of customer conversations for me the next day…make every customer touchpoint a talking point! It really does get them talking.)

Can’t see this? Click here: http://youtu.be/OrdlFZ0jGS0

2 Responses to “Make Every Customer Touchpoint a Talking Point”
  1. Brett Duncan
    June 25, 2011 | 6:09 pm

    So I know I’m WAAAYYYY behind on my comment here, but lemme just say that the Pat Benetar rockin’ is simply outstanding. That was a huge blast, and I’m glad we did it.

    And I don’t know about you, but doing something silly like that only boosted my networking opportunities afterwards. The lesson? Don’t ever hold back on showing some personality. That’s what people like, and what attracts them. So give it to them.

    bd
    @bdunc1

  2. Lachelle Yoder
    June 12, 2011 | 11:18 pm

    I loved this! The email from Zappo’s is great. When I forward tracking info I usually add – it’s just like Christmas when that box arrives. And I always feel so funny when I do it. Now I know I’m in good company.
    And I like the part about participating in your community. I would like to add – even long distance. My home is now on the East coast, but my family lives just a few miles from Joplin, MO. Have a lot of friends from there. After the tornado I discovered some friends from the growing up years had lost everything. So I did a party with my east coast customers to earn linens for my Joplin friends’ beds. One of my customers purchased a set of sheets. That evening she went to a meeting & told them what I was doing. Come to find out the lady leading the meeting has a sister in Joplin. Small world! So we’re doing it again.
    Giving back is one of the best parts of our business. Thanks Jen. Great blog!

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