In this episode, Joe talks with Nico Prins, who consults with global Fortune 500 leaders about how to generate more visits and revenue through content and customer experience. He explains his three-pronged approach to providing a good customer experience and expands on the importance of face-to-face meetings through applications like Zight (formerly CloudApp).
Nico spends about 50% of his time working for an SEO agency based in the UK, with a focus on enterprise-level SaaS companies.
The other 50% of his time is spent on personal consulting, honing in on how to optimize the customer experience and create content that aligns with the interests of target consumers.
Defining Your Channel
Nico is not necessarily a fan of the omnichannel approach. He says that most companies cast a wide net and have a strategy that overreaches into channels that are perhaps not the best use of time and resources, whereas most would see greater success and engagement honing in on one, at least to start with.
It’s not easy to provide a phenomenal experience on all channels, therefore Nico suggests focusing on one channel that makes the most sense for your company, and doubling down on efforts there to create a quality experience for the customer.
Owning a Brand Promise
Step 1: Define what you want to deliver.
Step 2: Define what you can realistically deliver and what you want to be known for.
Having this outlined for your clients and those within the company is important in guiding the business’s vision. Building on core messaging becomes easier after this step.
The Role of Video
Communicating outside the bounds of text can help a company connect with a customer.
“Video is incredibly important, especially as part of the onboarding process. A lot more important than text, even. Just because of the amount of data you can provide.”
The ability to convey information quickly and efficiently is a huge advantage of video. A company is capable of creating a more concrete and personal-feeling interaction. Having the opportunity to represent a brand through video to connect with a potential customer is very powerful.
The Power of a Smooth Sales Sequence
Trying to think of a recent positive customer experience he’s had, Nico explains a recent trip to a restaurant in Jordan, where he had a quality meal at a fair price, and then when it came time for him to pay the bill, the restaurant owner insisted on him staying for a dessert and a cup of tea, with a promise that if he returned the next day he’d receive 10% of the bill. Nico noted that none of this interaction felt forced or aggressive and that it all just felt like a genuine, well-timed gesture.
This example may seem simple, but if most companies operated with a similar approach to their sales cycle, they’d see greater returns.
As is in this example, in a sales sequence, there is no one particular detail that needs to be particularly extravagant. Rather the combination of a decent product, at a reasonable price, and with a gesture or interaction that encourages the customer to return results in an experience that will no doubt leave a lasting impression.
Nothing about this sequence alone is remarkable but put them together and with consistent implementation, and any business would see results.
Listen to the episode here.